Pillar 3 :

Fulfilling the event

 Peng Joon: In this section we're going to be talking about fulfilling the event. What are the
different things you want to be covering, how do you serve your audience at the
highest level. How do you make it so that when they leave your event, they will feel
like that was one of the most powerful things that they would have experienced, and
how you create and make that happen.

[00:00:30] I just want to kind of mention there's a lot of things that I normally do in my events
that I'm not doing over here, so I just want to kind of mention that, so you would see
this is not how I normally do things. Usually at the start of all of our events, I will
condition the room of a certain start song so that when I start the session, everybody
would be seated. One of the things we do is when it starts, I would play this song
[00:01:00] called "You Get What You Give." And right before we start, so every single session
before I start, I would actually play that song. And I will condition them right from the
start that before this song ends, everybody needs to be sitting down.

And that's something you want to be doing as well. Now, I'm not doing it here,
because obviously it's a very different environment. It's a lot more laid back, but in a
room where you have to hold the context to control the room when it's like 50
people, 100 people, 300 people, you need to have these type of mechanisms in place
[00:01:30] to make sure your event runs smoothly. You want to have an in song. You want to
have a timer, so one of the things that I do as well is I have a timer. Every time they
have breaks, a countdown timer so that everybody's aligned when they come back
into the room, we begin with no delays. I just want to put it out there, because that's
something I feel is super crucial if you want an event that runs smoothly.

[00:02:00] Next thing is setting up context and expectations. One of the things that I do all the
time is this: If you don't set up rules and set up context, you're going to be
overwhelmed and many different ways. For example, if you have breaks, and when
you have lunch breaks, if you don't set up the context, here's usually what happens. In
your events, people will be coming up to you wanting to take pictures of you, wanting
to ask questions and do all of that, and your 12-minute breaks, your lunch breaks, will
[00:02:30] end up being a Q and A. And that's going to overwhelm you, because that's not going
to allow you to focus on the event and the masses.

So, one of the things that I always do when it comes to setting up context, it's really
important to mention that right at the start, which is things like after every two hours
or 90 minutes, you will have a 10-minute break. One of the things I always say is
during these 10 minutes I want to be clear on one thing: This 10 minutes is not Q and
[00:03:00] A. And I know that many times people come to me and say things like Peng Joon, I
just want one minute; I just have one question. We all know that for me to really
answer it, it will take more like five. And if I gave five minutes to each person in this
room of 100 people, that's 500 minutes. That's like a two-day session right there if I
gave each person five minutes.

[00:03:30] Write this word down. Write this sentence down. Write down the sentence: The

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 needs of the many outweighs the needs of one. The needs of the many outweighs the
needs of one person. I need to serve the other 100 people here in this room, so that's
not time in the Q and A, because those 12 minutes are the only 12 minutes that I have
to prepare for the next session. It's the only 12 minutes I have to get my team aligned
and make sure that things that happens behind the scenes are doing okay. You want
to set up the context, right?

Another thing that you want to make sure is punctuality, so another thing I always say
[00:04:00] is in order for this event to run smoothly, there are a few things, a few ground rules
that you have to face. Number one would be the use of mobile phones. Please have
them on silent, because I get distracted really easily, and that would be very
distracting to other people around. Same thing, you want to relay rules when it comes
to being punctual, whether it's back from a break, whether it's back from lunch. So
you want to mention all these things at the start so that now you're creating the
[00:04:30] context of your event, because if you don't enforce those rules at the start -- now,
doing an event of ten people, 20 people, without having those things in place, you
might be able to pull it off, but when you have events of 100 people, 200 people, and
if you don't have those things in place, you will get overwhelmed. So, context. Now,
this event, again, I'm not enforcing it, because this is a different setting altogether,
but it is definitely something you need to have in place when you're doing your own
events.

Now let's talk about fulfilling the event. Let's begin with messaging. I believe that the
[00:05:00] most important thing in order to serve your audience at a much higher level, is to
think about the messaging, when it comes to delivering an event. If you take a look at
all of the different thought leaders in the world, the one thing you'll notice that
they're very clear about is their messaging and how to tell the same stories over and
over and over and over and over again. Tony Robbins, whether you read his book or
[00:05:30] attend his Date with Destiny, he'll always talk about the story of how he was living in
New York where he had no money, and he would be washing his dishes in his
bathtub, right? He will always tell that story over and over again. You take a look at
every single thought leader that's good at what they do, the one thing they're good at
is in their messaging.

The first thing I want to begin this session with is to talk about and be clear about the
messaging that you put out there for your audience in order to serve them at a much
[00:06:00] higher level. I believe that when it comes to our journey, the one thing when it comes
to messaging that we want to be clear about is to talk about what we did in our
journey to go from here to here. And in order for this to happen, I believe that it
comes down to four main things. How many things?

Audience: Four.

[00:06:30]
Peng Joon: Right. Four things. Just like that. What did I just do? I asked a question and I insisted
for an answer. Now, this is important to change somebody's state. One of the things
you'll notice that I do is whenever I ask a question and I get people to raise their
hands, I will raise my hand as well so that people are able to mirror me, because

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 when I get somebody to raise their hand, it changes their state. When I ask a question
and I make sure people answer it, whenever you say something, it only means one
[00:07:00] thing, but when you get them to say it, it means everything. Sometimes you want for
different keywords. You want to get them to repeat those words, because that's
when they'll really remember it, and much more, that it changes their state and it
keeps them awake.

Back to messaging. There are four things to be clear on when it comes to our
[00:07:30] message. The first one is whenever we're sharing our story, the first thing you want to
talk about is the successes, which is something many marketers do all the time. When
they talk about how great they are, the achievements they've had, which is very
important, because if you didn't earn the right and get the credibility then -- and it
just went straight in your content -- then the question that's constantly lingering in
[00:08:00] mind is why should I listen to you. Who are you to tell me what to do?

This is crucial when it comes to messaging, the different successes you've had. But at
the same time, when it comes to messaging, I've also mentioned this earlier today, is
to be able to share the struggles. The struggles is what makes us human. If I went on
[00:08:30] stage and I talked about how great I am being internet marketer, because I'm great at
programming, I can do design, and I'm a great copy writer, what's going to happen if
people listen to me and then will say, "Well, Peng Joon, of course you can do it
because you are super human, and you've got all these event [inaudible 00:08:47],"
but when I'm able to share my struggles and show them that I am not a programmer,
that I struggle with tech all the time, and that I have my flaws as well, that's when it
[00:09:00] gives people that hope; and build that rapport because they can see that you, too, are
just like them.

Same thing when it comes to speaking. The reason why I'm able to motivate and
inspire somebody else and give them the belief that they can do this, well, it's not
because I talk about how great I am, but rather because I'm able to share my
struggles with them that enables them to dream bigger and give them the belief that
[00:09:30] they can do it as well. And that's why, when it comes to your messaging, you want a
thing called create your struggles, what you went through, so that your audience will
have that same belief.

The next one, number three, is basically the strengths that you have. And this could
be as a direct result of the struggles you faced in the past. This could be because of
[00:10:00] the successes you had, but the next thing you want to ask yourself is -- so far these
three things -- how much this your audience actually know about these three things
about you? How much have you shared in your social media, in your videos, on
Facebook, in your emails, in your live events? How much do they actually know?

[00:10:30] And number four is actually your beliefs. Your beliefs about life, your beliefs about
business, your beliefs about your customers. All these things, one of the things we
want to be doing is to think about our messaging, because ultimately these
components is how we can incorporate it into our funnel. Whether it's through a
Facebook video, whether it's through YouTube, whether it's just email. One video that
[00:11:00] I was really inspired by six years ago was I saw this video by Brendon Burchard, and

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 this video was called "What I Believe." And I loved this video because he actually
incorporated these four things in his one video.

So I created this video about five years back on what I believe. And as I play this video,
[00:11:30] I want you to think about how this one video incorporates these four things. As I'm
going through this, just think about how it falls into one of these four categories.

Video: I believe that all of us have a unique story, and sharing that story, life experience,
knowledge, and passion can be an extremely fulfilling and lucrative career if you know
how to package and position it correctly. My story began when I was in college, and
through my entire life I've been told that in order to succeed in life, it's first to get
[00:12:00] good grades in school, study hard, so that one day I can get into a good college, good
university, so that that lands me a good job, a steady job, to save more money, spend
less money, and most of this advice came from my parents.

My father is one of the most hard working people in the world that I know of. For 13
years, he worked on two jobs. On his nine to five job with the government and after
his nine to five job, he would work on a farm. My father's a farmer. And every single
year, my Dad would bring my brother and I to same exact spot in the farm to take a
[00:12:30] picture, and he would make us hold up this white sign board that shows how old the
farm is. This was the first 10 years growing up on the farm. So that was my
background. Growing up in that sort of mindset where success is only achieved
through blood, sweat, and tears, through hard work.

When I was in college, I'd been doing well my entire life, and I was finally offered to
[00:13:00] study in Warwick University where I got a scholarship from the government of
Malaysia. And to cut a really long story short, because of all the good times parties, I
nearly flunked out of the university. I got a 42% average, and out of three years, I
spent a total of eight hours attending lectures, and that was because my entire life
I've done well in school, and I thought college and university was not going to be any
different. Finally, when I went back home, that was when reality hit me. I realized that
[00:13:30] all these companies that once hunted me didn't want to hire me anymore, because
they were all judging me on the piece of paper, the result that I got from university.
And this time, the government said that I didn't fulfill the condition that I had with the
scholarship, and they wanted me to pay back every single dollar, which was $53,000
US, money which I didn't have, money which my parents obviously didn't have.

And because of that, here's the funny thing. I was so conditioned to believe that if I
[00:14:00] didn't do well in school and get good grades, this is the price I had to pay for the rest
of my life. And my first job that paid me about 900 ringgit -- that's about $300 US a
month -- I worked on this job for nearly two years. And after a year, I remember I was
having a shower, and the waters cleaned out, but I wasn't really showering. I was just
thinking and reflecting about life. I was thinking how did I manage to screw up this
[00:14:30] badly life? I had everything going on for me. I was a scholar, I was a straight A student.
All these big companies were all lining up waiting to pick hand me to hire me as soon
as I got out from university.

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 And just because of one mistake and one screw-up in my life, this is price I have to
pay? And that was when I realized I had to do something different. That was when I
went online and typed in how to make money online, and I ended up buying all these
different programs, home study courses. They seemed to have one thing in common,
[00:15:00] and that was to make money online, you first need to sell a product. I didn't think I
had a strength, so I created this thin page guide on how to play this computer game,
World of Warcraft, which is one of the reasons why I nearly failed at the university. I
played this game for over 1000 hours, and I didn't think it would sell. Well, I put it up
online for just $7.00, and within nine months, I made my first sale. And many months
after that, the sale for my online product was three times more than my full-time job
[00:15:30] paid, which wasn't very hard to do, because my full-time job didn't pay a lot of
money.

That was when I took what I did with World of Warcraft, I scaled it up into many other
niche markets, in Forex, in gardening, teeth whitening, and how to quit smoking. Up
to today, we run close to about 600 different websites. In 2010, there was this really
big game called Farmville. We were the first to market this guide called Farmville
Secrets, and Farmville Secrets did over $1.3 million US in under seven months. And
[00:16:00] since then, I started teaching people this strategy on how to take the knowledge and
try and spawn that knowledge into a product that's monetizable on the internet.

And I started doing this across the world, teaching this to tens and thousands of
people and sharing the stage; I've been blessed to share the stage with people like Sir
Richard Branson, Tony Robbins, Brendon Burchard, Les Brown, Robert Kiyosaki, the
biggest names in the world, and I would've never thought that was even possible. I
[00:16:30] believe that our past struggles, failures, and circumstances to start to take what the
futures holds first, because when life knocks you down, have the courage to stand
back up, because if you can stand back up, you can start dreaming again.

If I were to look back at my life right now, I realize that I've lived two very different
lives. In the parallel universe, there would be the life that I'm living right now and the
life where everything was on track, where I was supposed to do what I was supposed
to do, which was to get good grades, fulfill the condition of my scholarship, work in a
[00:17:00] really good company, a big company. And I realized that if all of that happened, I
would have never been able to do what I'm doing today. So, in other words, looking
back, I would've never traded my darkest moments, the lowest points in my life for
anything else, because those were life's biggest lessons. And what if the biggest
problems in our life were really a gift. And I know that sometimes people might hate
[00:17:30] me for saying this, but I'd like you to think about how has the biggest problems in
your life shaped you to who you are today? How has it enabled you to become bigger
person, a better person, a wiser person.

Maybe it taught you to appreciate it health more, or maybe it taught you to

appreciate that life is truly finite and that it could end at any time. In other words, the
biggest problems in our lives can either shape up or it can tear us down, and that is a
[00:18:00] choice. I believe in the power of your story, and it is my job to help you take that
story, passion, life experience and knowledge, and package and position it as a
product that's monetizable online. And it is my job to help you find that voice, that

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 message that is truly you, that is authentic to you, and to share it with the world. It's
your time.

[00:18:30] So this video here, I actually used it for many, many years. This was the cover on my
Peng Joon: YouTube. This was one of the first videos we would send people to as part of the
onboarding process whenever they opt in, and the question is just think about -- this
video is like four minutes long, but in four minutes, I allowed somebody to come into
my world where I shared these four things. Right back, comes back to messaging. This
is like an onboarding process. And again, the question is how much of these things
[00:19:00] have you shared with your audience? Whether it's through your auto-responder
emails, whether it's through your events, whether it's through your sales funnels.
Because these four things are the only four things that really matters when it comes
down to your messaging.

Before I move onto the next step, here's the next thing I'd like to quickly do. I would
like you to just get a partner, and since it's after lunch, I just want first to move a little
[00:19:30] bit. I would like you to just get a new partner right now, and just not even writing
down, just share with your partner successes, struggles, strengths, and beliefs that
you can be incorporating as part of your messaging so that you have a much more
powerful story that will allow your audience to really understand where you come
from, your world, your successes, your struggles, your failures, and all of that so that
[00:20:00] you'll be able to build a much stronger rapport with them.

Okay, let's take four minutes to do this, and then we'll move on to the next step. Let's
do a walkabout, get a new partner for this.

All right, so now that we understand the importance of messaging and what I wanted
[00:20:30] you to see from the exercise was really how we can incorporate that messaging that
allows people, your audience, to get into your world so that right from the start,
whether it's through social media, whether it's through YouTube or Facebook, they
understand who it is that you are, what you stand for, and how you can serve them.

The next question is how do you actually serve them at the highest level. When
people come to your events, and this is one of the most common questions that I get,
[00:21:00] how do you decide what to teach them that will really serve them at the highest level.
Most of the time, people think it's about the strategies, it's about the tactics, it's
about the how, it's about the steps. And while that's important, something we got to
really understand is the reason why your audience is not getting the results they say
[00:21:30] they want to get, yet it's not necessarily because of the steps.

And example that I like to use all the time is this: Think about the example of fitness
and being healthy. Pretty much everybody in the world would want to be fit, healthy,
and look good naked. That's something that everybody wants. But the truth is most
[00:22:00] people, we don't have our ideal bodies. And you think about it why is that the case?
It's not because we don't know how. The how is just eat right, exercise daily. That's

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 the how. It's just these two steps. So, if you really come from the angle, most of the
time we're not getting the results we want is not necessarily because of the steps, but
yet that's what most thought leaders or speakers or markets think their audience
needs. And that's why they're so obsessed about what are the techniques, what are
[00:22:30] steps that I need to share with my audience? I can tell you that you could give your
audience all the steps. And we all know this. It doesn't necessarily mean they will
actually do it.

In order for us as thought leaders in our market, as the experts, if we want to create
true change for a market, it's not just about teaching the steps. There must be
something much bigger than we need to be talking about, that we need to be
[00:23:00] covering if we want to enable our audience and serve them the highest levels. So,
what are these things ...

Peng Joon: ... our audience and serve them the highest levels. What are these things? It's
basically this. Again, if we want to get our audience to go from here and get them to
go to here, the next thing we want to be talking about are these four things. How
many things?

Audience: Four.

[00:23:30]
Peng Joon: Right, four things. What are they? The first one if we think about it, like what's
stopping them from going from here to here. The first thing we need to address is
this, number one. Number one is the motivation. Ultimately, in order to start
anything, we must have the motivation to begin. Whether it's starting a business,
[00:24:00] whether it is living a healthy life, before even the steps, before all of that, to get
somebody started, we need to cover the motivation.

Motivation comes into these few categories. Number one, motivation has got three
[00:24:30] things, three branches to it. Number one, motivation is sparked by something. We
need to ignite that motivation for our audience. 'Cause if we don't cover motivation,
they won't even begin. They will not be motivated to even begin. When it's sparked
by this first thing, and sparked has got two things we want in covering.

Number one is, could be sparked by ambition, when we actually give them the
[00:25:00] permission to dream bigger. When we actually show them that it's possible to be
more, to have more, that's when we give them the ambition to start this journey. The
question is, the first one is, when you do your events, what can you do to give them
the ambition to begin? Now, the problem with this ambition is that if they don't
believe that they can do it, then it's just going to be a dream.

[00:25:30] In other words, the next thing that we want to be covering in your events is basically
expectancy, to show them that they can do it as well. But if not, if it's just an
ambition, it will just be a dream. It will just be, so that's why Peng Joon and all these
other people can do it, but here's why I can't do it, 'cause I'm too old, I'm too young, I

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 don't have the skills, I don't have the expertise, I don't have the capital. All these
[00:26:00] other different things come.

You want to think about your market, and what are the different things that you can
be covering to give them this ambition so they begin, at the same time, the
expectancy. Like for me, when I do an event like this, or if I were to teach people
speaking, I know that a very crucial piece is to show people my struggles. 'Cause when
[00:26:30] I'm able to show my struggles, that's when it gives them the expectancy that they can
do it as well.

But the problem with motivation and having a motivation sparked, we all know this, I
asked this question earlier, it's very possible that a person goes to an event, feels
good about themselves for a week, maybe even two weeks, but then they do
absolutely nothing. The next thing we want to do, if we want to create lasting change
for our audience, create real change, we need to cover this second part, which is
[00:27:00] basically how we can help them sustain that motivation. How do we help them
sustain it?

The way to help them sustain it would be two things as well. The first one to help
them sustain it would be through these little efforts, or through different milestones,
[00:27:30] where we can actually chunk things down for them. Ultimately, if we can get people
to commit one small step, and get them to celebrate these little victories, we need to
understand that a huge victory is basically accumulation of many small victories.

If we can help our audience take a huge milestone and chunk it down for them, so
that they're able to see these small milestones along the way, and celebrate these
[00:28:00] small achievements along the way, that is when they will be less and less likely to
quit, if we're able to sustain their motivation through little bite-sized effort along the
way. Next question, what you start thinking about is how can you incorporate this
slice into your trainings, into your events?

We look at what Russell has done so well in for example, his Two Comma Club Ex
[00:28:30] Coaching, is the latest edition that he did is he realized that like he mentioned, there's
so much information, so much good stuff out there, but the problem in today's world
is not lack of information, the problem is there's too much information. He talks
about this insight, it's about giving them the next thing that they need to do.

What he did the latest edition, the latest change he's done is he put out a roadmap,
so that it's in these bite-sized pieces, so that people can celebrate the little victories
[00:29:00] along the way. That's what you want to be doing if you want to sustain their
motivation levels. The next one, how do we sustain their motivation levels? It would
be through the environment. We all hear this all the time that we are the top, we are
a result of the top five people we mix with in our lives.

The next question you want to think about is if we want to help them sustain their
[00:29:30] motivation levels, what can we do as part of our events to put them in a surrounding,
and help them create an environment? You might have heard of this, the saying that
it's way easier to control our environment than to control our willpower. To eat right,

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 it would be a whole lot easier to not buy junk food, than to buy the junk food and give
ourselves the willpower of I must not eat junk food.

[00:30:00] The question is how can we adopt the same thing for our audience? How can we
create an environment for them so that they're able to sustain that motivation?
Finally, if we want to help create lasting change, the question is how can we help
them amplify their motivational levels? This third part here is number one, how can
[00:30:30] we help them change their beliefs? Their beliefs about themselves, their beliefs about
the opportunity? 'Cause we all know that our thoughts and our actions, it all boils
down to our belief systems.

[00:31:00] Finally, how can we change their attitude around it? That's how we amplify and create
change, and it's just the first part, motivation. The only thing that will enable them to
take this first step here. Again, it's not the steps. If you want to become true thought
leaders in our industry, the first thing is how can we have all these things in place?
Help them spark their ambitions, sustain it, at the same time, amplify it.

The question I want you to start asking yourself is in your programs, in your events,
[00:31:30] how much time do you spend talking about the beliefs, the mindset, that will
determine their attitude, because that's how we create lasting change. Most of the
time, I know that in my events, yes, the steps are important, but ultimately, what will
create true change for my audience is if I can create this first piece first. 'Cause
nothing will happen without the motivation.

[00:32:00] We all know that with a big enough why, with a big enough motivation, we will
conquer the how, we will conquer the fears. But this is the first step. Now, the second
step, now that we have covered motivation. Again, every time we start explaining
these things, I want you to ask yourself, like how much of these things have you
incorporated into your events? Number two is this, number two is if you want them
[00:32:30] to take the next step, again, to serve them the highest levels, what other things do we
need to talk about? Number two is basically their fears. What's this word?

Audience: Fears.

Peng Joon: Right, their fears. Fears has two main things. Like why are they not taking action?
[00:33:00] Again, they're not taking action not necessarily because they don't know the steps,
but maybe because they're fearful of something. First of all, they could be fearful of a
loss. They have to give up something. The fear of loss, which means okay, so Peng
Joon you're telling me about real estate, and I believe in real estate, but in order to do
[00:33:30] that, I have to take my retirement savings aside in order to this. I have to lose
something in order to do this, fear of loss.

Peng Joon, I love the idea of losing weight with the keto diet, but in order to do that, I
have to give up my carbs, fear of loss. I have to lose something in order to do this.
What you want to be thinking about is how can you answer this objection, by

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 [00:34:00] incorporating words like here's why you will love it. Here's why this thing is actually
amazing. Because of these objections, again, it's like doing a webinar, but the
difference now is when it comes to training, you need to answer these objections
because these are the objections that's stopping them from executing the steps.

[00:34:30]

[00:35:00] The next one would be the fear of the outcome, which is like what if I did all that but
the grass just ain't green enough? Peng Joon, what if I did all of your weight loss
strategies but I just slipped back into my old ways and gained all the weight back,
'cause I heard of all these other people who lost a bunch of weight but they gained all
the weight back. Fear of loss and outcome. What if I did all that but it didn't work?
The question I want you to ask yourself again is in your events, in your programs, in
your training, how much of these things have you actually covered?

It's not necessarily the steps. Number three is this, if you want to serve your audience
at the highest level, other than these two things, what do you think is so crucial for us
to talk about when it comes to serving them at the highest level? What do you think it
[00:35:30] is? If it's not the motivation, if it's not the fears, what else? If it's not the steps, what
do you think it is? To be thought leaders, what else do we need to be talking about in
order to serve them at the highest level?

Speaker 1: Results.

Peng Joon: Results is good. We want to be able to show people results, and with results, that
[00:36:00] could give them the ambition, that could give them the expectancy. Results are good.
It helps in this area, and to be a thought leader, what else? Other than motivation,
other than fears, so results would definitely help in ambition, giving them the
expectancy, but ...

Speaker 2: Trust.

Speaker 3: Their needs.

Peng Joon: Their needs, the trust, okay.

Speaker 4: Support.

[00:36:30]
Peng Joon: Okay, great answers, and number three it's basically this. Number three is basically
choices. What's the word?

Audience: Choices.

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 Peng Joon: Choices. If we want to be able to serve them the highest level, we need to show them
how to think about things. Now, choices is easy when it's right and wrong, that's easy.
But to be a thought leader, we need to think about what if it's both right and you can
[00:37:00] only choose one? Or worse, what if it's both wrong and you're forced to choose one?
That's choices. The question I want you to think about is are you sharing with your
audience the tough choices that they might have to make in that journey? What are
different type of choices?

[00:37:30] For example, here's the thing, when you talk about choices, because it's subjective,
and because it's a hard choice, you will usually cause a divide amongst your audience.
Not everybody might agree with you because it's a tough choice. Let me give you an
example. Let's say the choice between telling the truth and loyalty. Let's say, how
[00:38:00] many of you here have kids? Show of hands. Well, nearly every one. This will be
interesting. I like to think that right now your kid is in school and your kid's best friend
did something naughty in school. I would like you to think as a parent, which quality
would you like to instill in your kid?

[00:38:30] Would you rather your kid tell the truth, tell the teacher the truth of what happened,
and rat out on his best friend, his or her best friend, or would you rather have your
kid be loyal to that best friend, not tell the teacher, and not be a telltale? Which
would you, and I want you think of the answer in your mind right now, I want you to
decide. Would you rather have your kid, would you rather instill the quality of truth,
[00:39:00] or would you rather instill loyalty?

Right now, I want you to decide in your mind, right now. Have all of you made a
decision? You have to make a decision. Have you guys made a decision? Yeah, okay,
how many of you chose truth? Tell the truth? Raise your hand, up and high, high and
proud. Look around the room, this would be the answer for truth. Put your hands
down. How many of you chose loyalty? Raise your hand, up and high, look around the
[00:39:30] room again. This would be the answer. This would be like 30%, 70%. Who's right,
who's wrong? Hard to tell.

They're both difficult decisions. As a thought leader, we got to be able to teach our
audience choices, tough choices, and sometimes it could be that they're both right, or
sometimes they're both wrong, but you have to choose one. That is what separates
[00:40:00] thought leaders from everybody else, the ability to teach our audience tough choices.
You'll notice, there'll always be divide, there'll always be a divide. For example, the
choices, let's say, let's take another one. Let's take short term versus long term. This is
something you'll in internet marketing, we will face all the time.

Somebody asks, "Should I do SEO for long term or should I do Facebook for a short
[00:40:30] term?" Now, what if, let me just give an extreme example between short term and
long term. Let's say right now you have a button. If you press this button, right now
we are, I want you to imagine that right now this is 2000 years ago. Imagine over 2000
[00:41:00] years ago, and now you're given this button. If you press this button, everybody dies,
but we will have progress when it comes to our technology, science, medicine, that's
our first choice.

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 Second choice is if you don't press the button, nobody dies, but there will never be
progress when it comes to science, technology, medicine, or anything like that. The
[00:41:30] question is, would you press this button short term versus long term? I want you to
think of a decision right now. Have you guys got a decision? It's tough, right? How
many of you would press the button, show of hands?

Speaker 5: Everyone dies?

Peng Joon: Everybody dies.

Speaker 6: Including the person pressing the button?

Peng Joon: Including the person pressing the button. Raise your hand if you'd press the button.
How many of you would not press the button? Thank you. So that's like just the four
[00:42:00] crazy people here in this room. But if you really think about it, again, no judgment or
[inaudible 00:42:07], but if you really think about it, that's how visionaries behave. If
you really think and look at what visionaries think, sometimes we think these villains
are these bad people, but now that you're living in the world today, aren't you glad
that somebody pushed the button 2000 years ago?

[00:42:30] If you come from that angle. That's just an example. It's a pretty crazy example, but
it's just to show you like to become a thought leader, if you talk about choices, you
will usually have about half of the rest of the world disagreeing with you. The
question I want you to ask yourself is can you be brave enough to stand your ground,
[00:43:00] to maintain your beliefs, even though you will have the other half of the world
disagreeing with you and criticizing you? That's the question. The question is can you
be brave enough not to give a fuck.

Turn to the person next to you, give the person a high five and say, "I don't give a
[00:43:30] fuck." Choices. How much are you talking about choices when it comes to your
events, programs and trainings? Finally, number four. Number four is about covering
things that is universal, that everybody wants. That's basically aspirations, like love,
[00:44:00] unity, fairness. Again, this messaging over here, but the most important piece over
here that will serve at the highest level is this, I want you to know that it's not about
the steps. That's the summary of it all.

Most people constantly think, in order to create my program, I've got to give them all
of the steps, all of the mechanisms, and all of the strategies, failing to realize that the
reason why their customers are not progressing and going towards where they want
[00:44:30] to be is because of these things here. Before I move on to the next step, here's what I
like to do next, I would like you to quickly get a partner again, and share with your
partner how can you apply these different layers of content into your event, so that
you can actually serve your audience at a much higher level than just the steps.

Why is it so crucial that you don't just count the steps? This is the final piece I want to
[00:45:00] share with you. It's this, if all you do is talk about steps, you end up being a
commodity, you end up being replaced by Google. You're no different than a search
engine. But if you come with these things, these are things that Google does not

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 cover, and that's how you move away from being a commodity into a thought leader
in your industry.

[00:45:30] Let me give you another five minutes, so to really get clear on this, I'd like you to get a
partner. Let's do that, walk around, five minutes. Share with your partner how you
can apply these things into your life events, into your messaging and into your
trainings. Please begin. Hopefully with this section here, it's given you a little more
[00:46:00] clarity towards the different things you want to be covering in ...

Peng Joon: The different things you want to be covering in your events that is going to be way
more powerful than just the steps. All right. There must be something that is way
more important and it's basically these four things, right, getting them to understand.
That's how you actually create lasting change for your audience.

[00:46:30] So, one of the thins you'll notice that I've been kind of doing is as you are conducting
your training, one really important thing that you want to be concerned about is their
energy levels. And why is that important? Especially when it's lunch, right, because
sometimes your... the people that attend your events they will have lunch that's laced
with sleeping pills and the energy levels will really dip after lunch. Okay, so, you got to
[00:47:00] be really thinking about the energy levels because learning requires energy. So, one of
the things you'll notice that I do all the time is I'm shifting your state by either getting
you move around, doing partner shares, doing exercises, class shares. So, what we do
all the time, especially if you do events that requires people to bring laptops in the
room. Okay, how many of you when you do events, your participants are able to bring
[00:47:30] laptops in the room? Show of hands. Okay, thank you. Now I'll tell you that after
doing this for many years we actually stopped doing it like two years ago but bringing
laptops in room will significantly decrease the energy levels because what's going to
happen is people... they're excited, they're really obsessed with their new business
and they want to be working on it and when that happens chances are their attention
[00:48:00] towards you will decrease and the energy levels in the room will dip. So, you want to
be thinking about how can you

Change their energy levels by changing their state, getting them to move around, by
getting them to stand up, by getting them to do like exercises. So, like for me
personally, I can tell you that, like this picture over here, I am not someone who
enjoys getting my audience to stretch and do all these things because if you can tell,
[00:48:30] I'm not a [Rah Rah person 00:48:30] and the things that makes me really
uncomfortable is going to an event and, you know, there's people dancing and stuff
there. That thing really scares me, okay. So like... so one of the things that you want
to be thinking about is how can you change their state. So for me, I do it, especially if
[00:49:00] it's after lunch, just because if I feel the energy levels are going down. One thing that
you want to be... that's so crucial, okay, is this: I remember six years ago, I really
wanted to become good at speaking at training. So six years ago I actually signed up
for this NLP Program because I was told that if you want to be a better trainer then

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 you need to study and master NLP.

So I was like, "Okay. Great." And then everybody was saying like [inaudible 00:49:24]
he has mastered NLP and it's so good if you incorporate it into your trainings, all that.
[00:49:30] So I said, "Okay, cool." I signed up for it. It was a seven day event. I'm not going to
mention the event name because this is recorded, but it was the most boring event
that I've ever been to. On the third day I... it was... I've been to a lot of events but that
was the only event in my life that I've never completed. On the third day it was so dry
and boring that I changed my flight ticket and I flew back to Malaysia early. That's
[00:50:00] how bad it was. Because the thing that I couldn't understand was, this person has
apparently mastered the language, and I couldn't understand why this person wasn't
shifting our state, wasn't getting us to raise our hands, it was so dry and so technical, I
couldn't handle it. And I can... I feel that I'm somebody who's... who can handle quite
a few and it was... but that's how... that's what it was. So, in my mind it was

[00:50:30] Get us to stand up, get us to raise our hands. It was just... the three days I was there,
he was just at the podium and he was just talking like this. Talking at the audience.
And that's what I couldn't understand. So, just because... since then I've never
completed a NLP training, anything like that, but that was my experience of NLP. So to
me, like, NLP doesn't work, I've no idea what it is. So when it comes to your training,
[00:51:00] okay, what does it mean for you? I want you to be aware of your audience's energy
levels because if you're presenting like a university/college professor it's not going to
serve your audience. So, many different ways to serve them in a much higher level in
terms of the energy levels. You notice that there's a couple of things that I've been
asking you to do. Number one is written exercises. I've been teaching and then I'll get
you to write. Number two is sharing sessions, right? Where you get a partner and you
[00:51:30] share with your partner what you learned, what your biggest take away was. And the
third method was a class share, right?

Passing the mic around and sharing it to class. Now, these types of things might seem
like a waste of time but in fact its really not and the reason why this is so crucial is
because how many of you have been to an event where like the whole day is just the
person speaking? Anyone been to an event like that?

Speaker 7: Medical school.

[00:52:00]
Peng Joon: Medical school. Yeah. So like, it's horrible because it's a very painful process and the
thing is we got to recognize that a person only really remembers and retains
information most, not when there's input but rather when there's output. So we got
to make it actionable for them so that every time when we're teaching, there's output
where they're writing it down, they're actionable items, and they can share with
somebody else what they learn and what their biggest take away is. So if some of you
could be concerned like, "If I did my event, how am I going to stretch it out to two
[00:52:30] days, three days?". Look, I could have easily made this event into a three day event,
or five day event. How many of you would agree? Right? All I did would be I would
just pass the mic around right? And I'd let you guys do the work but... so accelerated
learning is about getting them to participate in the written exercises, in the partner

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 shares, and the class shares because that's when they actually remember and retain
[00:53:00] information most. Right? So this would be getting them to shift their state, you know,
stand up.

Doing all these different things and you'll notice that when you guys where at
[inaudible 00:53:06] this is something that Tony Robins does all the time. Which is
getting people to stand up. Now, when you get everyone to stand up, here's a couple
of things, because they mirror... a couple of things that actually happens. Number
one, because they're mirroring your actions, that is when your actually building
rapport with them, because everybody else in the room is doing it. And number two,
[00:53:30] other than changing their state and energy levels, which is the obvious one, what
you're really doing as well is compliance. If you are in a room of hundred or a
thousand people and you get a thousand people to stand up, guess what? When you
come to your upsell and you're asking them to stand up, do you think it becomes
easier? Yes or no? Yeah, a hundred percent. Right, so getting people to stand up is not
[00:54:00] just a state change but rather also compliance, it's building rapport because, again, if
you can get them to say yes as much as possible right at the start they're going to be
more inclined to say yes towards the end.

Okay, so you want to be thinking about energy levels. Now the quickest way to
change somebody's state, other than all these type of, you know, physical state
change is a mental state change and the best way for mental... to execute a mental
[00:54:30] state change is by asking a question. So, one of the things you might notice that I do
all the time is I phrase a lot of my statements in the form of questions. How many of
you would agree? See what I just did there. Right, so, one of the things you wan to be
doing and [inaudible 00:54:45] calls this [suggestology 00:54:47] which is try to
change your statements into form of questions. Right, so, take a statement and
[00:55:00] change it into a question instead. Right? With words like, "How many of you would
agree?". Right? And when you say, "How many of you," that's when you can raise
your hand and get them to raise their hand. Right, so, think about different
statements that you have all the time because statements is when you're talking at
the audience. However, if you're able to structure it into a form of a question instead
what does the question do?

[00:55:30] A question hooks the mind. Even if... they can't ignore a question and subconsciously,
we have to answer that question in our mind. So we become a lot more engaging if
we can take our statements and structure it into questions instead. And this is
something you want to be doing in your webinars, this is something you want to be
doing in your presentations, and this is something you want to be doing in your life
events as well in order to create that mental state change so that you're constantly
[00:56:00] getting them to be hanging on your every word. Okay, so, let's talk about seeding for
upsells. When you are doing your event, again this is about fulfilling event, and upsells
are step number four, but, what's really crucial on this step next is you want to be
seeding for your upsells so that when you do your upsells it becomes a whole lot
[00:56:30] easier. How do you do this? By introducing what your upsells are as part of your
content as early as possible. So, for example, if I am talking about building funnels, I
will take every opportunity that I have to introduce my upsells and show them the
funnels that I have as I am teaching.

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 This way, I've already introduced the product. I've already shown them how much the
[00:57:00] product is worth at it's original price so that when it comes to my upsell, it becomes a
whole lot easier. So, for example, pretty much in like the first one hour of my course,
I'm talking about funnels, I'm introducing them what funnels are and I will say
something along the lines of, "So, for example, this is one of my funnels, that I use to
sell a five day program at 5,000 dollars." So what I will do is I'll show them the
funnels, I'll show them the add to cart button that actually says 5,000 dollars, so that,
[00:57:30] right now, I've already introduced this program and I've already established the value
at 5,000 dollars. Right? So this is what [inaudible 00:57:39] talks about, this is the
price marinate right? Now, in their minds, it's already established that it's 5,000
dollars and this is just going to be one of the many components as part of my upsell
earlier.

So, the way I'd like you to remember about high ticket products is this: high ticket,
[00:58:00] when it comes to pricing and introducing the pricing, is very different from the low
ticket ones. When it comes to high ticket I want you to think of it as like a weighing
machine. Somebody gave this analogy before, I'm not sure who it was, but if it's a
weighing machine, imagine that if you did a normal upsell for a high ticket product,
let's say it's 20,000 dollars. If you built up the value of this thing and then you
introduced 20,000 dollars, what happens? What's going to happen with this weighing
[00:58:30] scale? It's going to... you know, 20,000 dollars, right? However, if you introduce the
price first, so, right at the start, you introduce it, it's 20,000 dollars, and now you have
the rest of the event to balance it out with constant value, right?

So that it constantly balances back out. Okay, so that's the importance of seeding. So,
when you seed your upsells right at the start, again, think of the weighing scale, right?
[00:59:00] You're just going to come straight up. So this thing is 20,000 dollars, now for the rest
of your event you have all the time in the world to establish value and explain why it's
20,000 dollars, rather than just giving value, value, value and right at the end when
you do the upsell and the close you say, "It's 20,000 dollars." And it's like, you know, it
flips one side. Right, so, that's how you seed for upsells, introduce it in your programs
as early as possible, mention it casually, show people the results that you're
[00:59:30] generating for the people that's in that program to establish the value because now
you've got all the time in the world to establish value for it.

Okay, seeding for upsells. Price marinade, we just talked about it, right? So you want
to get that number burning in their minds for as long as possible. So, one of the things
that I do all of the time, is as I am doing my events, and I'm showing all of different
things that I sell as part of my funnel. I will show them that this is actually the full
[01:00:00] price and I go one step further and I actually show them like, "Look, this is the funnel
that sells this program at this price." So in their mind, so I will show like some
component is this 5,000, this is another 7,000 dollars, or this is 10,000 dollars, I'm
already establishing the price points in their minds. So, if I mention something that is
10,000 dollars, for the next two days, they're constantly thinking about that 10,000
dollar number or 30,000 dollar number, and when I bring it down, it becomes a no-
brainer.

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 [01:00:30] Right? So, that's when you want to establish the price way before and you do that by
seeding in advance. Okay, so, PowerPoints versus flip charts. You notice that I've been
using PowerPoints, I've been using flip charts, there's been many different schools of
thought when it comes to this. I believe that it's so crucial to be doing both and the
reason for that is, if you are selling you absolutely need PowerPoint because that's
[01:01:00] when you make it visual and people can relate, but flip charts is good for teaching, flip
charts is amazing for seeding and for the price marinade. Right? So, imagine if, let's
say I'm showing some coaching program, and I'll say like Pen Joong's Coaching
Program and I'll actually write it over here. So the coaching program and then I show
them the funnel, "So, this is the funnel it sells the coaching program, this is the
[01:01:30] application, this is all the different pages, and as you can see the chunk of pay over
here is 10,000 dollars." So I'll put this 10,000 dollars over here and guess what? So, I
could be talking on PowerPoint next and it could be the case that for the nest two
hours they're just staring at this, because this is just left here. Right?

It's marinading. So you definitely want to have a mix of both PowerPoints and flip
charts to really get the most out of both methods. So, topics to teach. Okay, we
[01:02:00] covered this earlier, but I just want to kind of summarize the topics to teach when it
comes to your event. So, it's ultimately understanding that there are different layers
of content. Okay, so like at the lowest level over here, this is basically theory. Right?
[01:02:30] This is stuff that... it's like academics, right? This is stuff we learn in school and college
which I think has it's role in society but we all know that theory is like the lowest level,
right? There's a ton of people that knows a lot of theory but they're not getting
results because that alone is not enough. So, if you want to start creating change for
our audience and serve them at a much higher level so that we don't become a
[01:03:00] commodity. So that we're not replaced by a search engine, then, the next thing that
we want to give them are the tactics. Right, where it's tactical. So this is were we
show them the steps, the strategy, the mechanics, the know how.

[01:03:30] All right, we talked about this as well, tactical alone, that's not enough to create
change. There's a lot of people that might know the what and how to do it, does it
mean that they actually do it? Because the next level, over here, this is where we can
create change which is transformation and transformation is... how do we create
[01:04:00] transformation? This is when we're able to create a new set of beliefs, a new set of...
when we can change the attitude. Right, that's how we create transformation, and
that's true, the stuff that we talked about earlier, it's not about the steps which is
technical, maybe even theory, but that's how we create change. So, if you really think
about it, in... if you were to ask people who were at Funnel Hacking Live like, "What
[01:04:30] was your biggest take away?" Or any event for that matter. I can guarantee you, most
of the time, it's never about this tactic they learnt. If you ask people like, "What did
you like... what was your biggest take away from Pen Joon's presentation?" It's not...
well most of the time, it's not going to be the steps on social media but rather
because they got a new belief.

That, "Wow, if somebody like Pen Joon can do it, I have no excuses." Right, that's how
we can serve our audience at a much higher level that is beyond that tactics, right,
[01:05:00] and the highest level. This would be transcendence. This is like the universe and I

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 don't know, law of attraction and why we're here and that kind of stuff. Now,
obviously, this level is... that's tough to achieve in an workshop setting. But that's the
level at the highest level. Right, so the way I like you to think about is how can we
[01:05:30] take our events and what it is that we do so that we're moving towards the
transformation level, right? That's beyond tactics and theory because, ultimately, that
would be the highest level. If we can give our audience a new level of beliefs that will
make all of the difference because that, in turn, will help them change their thought
process and how they view the world and their business, that's how we create lasting
change.

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