How to leverage your personal brand to become a professional speaker

Ange Dove (00:03)
Welcome to the You're the Boss podcast show. Very exciting to be with you today. I've got a very interesting guest to introduce. We're on the show today with Mitch Carson. He has mentored CEOs, speakers, authors, consultants and coaches with a purpose to share their message and business objective on an international level.

Some notable clients of Mitch's include Mark Victor Hansen, author of Chicken Soup for the Soul, which has sold half a billion books. Chris Okazaki, who is the Tony Robbins of Japan. Dan Kennedy, author of 30 plus books. Mitch has shared the stage with Sir Richard Branson, Donald Trump, Lord Sugar, Vishen Lakhiani, Zig Ziglar, two prime ministers and three members of royal families from Malaysia, Bahrain and Oman.

Mitch is himself a celebrated professional speaker and closer who has spoken on stages in 63 countries and produced over 2,000 live events in 19 countries. He has been a home shopping network pitchman who knows how to sell anything and craft a unique message around any product, person or event. A published author with John Wiley and Sons, his books are published in six languages. Welcome, Mitch Carson. So happy to have you with us today.

Mitch Carson (01:52)
Thanks for having me. We've had some giggles before we began and I look forward to sharing and conversing with your audience today.

Ange Dove (01:57)
I think this is going to be a great episode with lots of goodies to share. Is there anything you want to add to that introduction? Just tell us how you help people.

Mitch Carson (02:10)
Extremely handsome — for anyone who is visually impaired. You can throw that in. Good for my ego in the state that I'm so comfortable in.

Ange Dove (02:28)
Good. Okay, so who exactly is it that you help?

Mitch Carson (02:32)
I've helped speakers, authors, coaches and consultants leverage who they are in a way that gets them to where they want to go faster — when they have the right plumage. Think of it in the market. He or she who has the most colourful feathers, like a peacock, stands out and gets the business.

The subtle "I'm quiet and I'm going to sit in the back" approach doesn't work. You've got to beat your chest, show your colours and tick the right boxes in order to be recognised. Think of the lady who comes to a wedding and wears the red dress. Everybody else is dressed a little more conservatively. She's screaming for attention. The women and the men are making comments about her. But she stood out.

The left-handed golfer stands out against the majority who are right-handed. How do you stand out against the mass in the sea of sameness? What is it that makes you unique? That's the field I embrace. There's a lot of psychology, there's science, and there's a little bit of luck. Luck is opportunity plus action. You've got to throw a little bit of mud at the wall and see what sticks — and hopefully your throw gets a little more precise through learning.

Ange Dove (04:50)
I think that's key. People tend to think how they're positioning themselves is set in stone and it's not going to move. They stop making a move because they're not sure it's right. But what you've just said is that over time your brand will grow, your ideas will grow. You listen to your customers, you understand more of what they want, and that changes what your brand is as well. It evolves.

Mitch Carson (05:05)
You have to pivot or perish. What works today — tomorrow might need a new pivot.

Ange Dove (05:10)
Yes. We're all used to that now.

Mitch Carson (05:15)
We experienced something called COVID-19 not too long ago. That was a paradigm shift in how we conduct business. The platform we met on — Zoom — I wish I had invested in that stock knowing what was going to happen, because today it's the most talked-about platform.

It changed how we do business, how we consume information. And you need to be branded because today, even if you're going on a date, someone will Google you. They will ChatGPT you. They will AI you. They'll look at how the robot sees you. Three years ago, you didn't ChatGPT people because it was brand new to the market.

Ange Dove (06:20)
Yes, everything has changed.

Mitch Carson (06:22)
I produced the very first conferences on ChatGPT in the world in Las Vegas. It was a game changer. I knew how to sell from the stage and how to put an event together — so I was able to use all of my marketing skills to create the event. ChatGPT itself I was far from an expert in, but I brought in experts who knew it. I just assembled the arena and used sound marketing techniques. Then I sold a coaching programme — and I didn't even know exactly what I was going to talk about. Just bring in experts to fill the gap. That's what I did.

Ange Dove (07:09)
It's just made business so much easier that you can do everything online. What works off stage, you can make work on stage.

Mitch Carson (07:15)
100 percent.

Ange Dove (07:18)
I love the word you used about plumage. It's an excellent way to describe it — like birds, the colours, who stands out.

Mitch Carson (07:28)
The peacock gets the female because of his feathers. He shakes them and says, "Look at me. Look at me." Okay, let's go make chicks.

Ange Dove (07:55)
So what advice would you give to people who say, "I don't want to brag about myself, I'm humble"?

Mitch Carson (08:06)
Wake up. Two words — wake up. I don't know who told you that. There is a difference between being a bragger and showing irrefutable proof. There's a wide gap.

Someone who brags may not have the documents or assets to support it. That's bragging, and I'd associate that with arrogance. But confidence goes with proof. I can confidently say I'm a multi-book author because I can show the proof. I can confidently say I've helped all these authors and speakers get stages — and I can show that because they've given me video testimonials.

If you're claiming something, support it with facts. Otherwise it's hollow. Do things for people, collect the proof, then start adding all these feathers to your plumage. That can start the ball rolling. Because people say to me all the time, "Well, you've got X, Y and Z. How do I get that?" One step at a time.

Ange Dove (09:45)
You can only start with where you are. Yeah, you start with where you are and work your way forward.

Mitch Carson (09:49)
Two of the easiest and best ways to gain some celebrity status is what you and I do — hosting a podcast. It's one of the easier methods to create credibility, build an audience, create followers and build a tribe. So people can be persuaded to buy whatever you're offering.

If you want to connect with somebody influential, it's a great vehicle. "I have a podcast in your sector and I'd love to interview you." Even at the highest level, that approach works — you just need to have the credentials to match.

We were talking about a top podcaster earlier — Bartlett. Steven Bartlett. Outstanding individual. He's doubled down on podcasting and creating his show to elevate his personal brand. He's consistent, focused, and has the right guests. He knows his editing. I heard he tests 100 different thumbnails before he uploads to see which one performs. He's made a science out of it.

The lesson is this — little hinges swing big doors. Small details matter. A compilation of small details will build a tremendous foundation from which you can build and build and build. And I am going to study him. Full disclosure — I consider myself quite knowledgeable in this space, yet I have an open mind. I'm 65 years old and I'm constantly learning. I may have a lot of wisdom and knowledge, but I don't know everything. If I thought that — because I'm older and I've been doing this a long time — I know everything, I'd be left in the dust. If I thought like I did in 2020, I'd be broke today. The world has changed dramatically and it will continue to change.

AI has exploded. It's going to keep changing. As podcasters, we're going to be given new tools constantly. The key is — always be learning. ABL. For a salesperson it's ABC, always be closing. But for a very astute marketer, it's ABL — always be learning.

Ange Dove (13:34)
Yes. You have to because nothing stays the same. You will get left behind if you stay stagnant. And I love what you said about the small details. I heard that Steven Bartlett's team researches their guests extensively before they arrive in the studio. When the guest arrives, they make sure the right scent is in the room, the little touches that the guest will appreciate. They go down to that level of detail.

Mitch Carson (14:03)
Interesting.

Ange Dove (14:05)
It makes a difference, right? Those little things matter.

Mitch Carson (14:10)
The right scent, whether you like flowers or not, the right food — for me it's room temperature water.

Ange Dove (14:18)
So, he's doing some things right.

Mitch Carson (14:22)
At my age, if I said "What have I got to learn from a thirty-something youngster?" — I would be leaving money and opportunity on the table. I can learn a ton from him because he's gotten very, very focused on one thing. He does it extremely well and I think he's incredibly bright.

Take Joe Rogan as another example. He doubled down early. He has a very long format. He is the spokesperson and commentator for the UFC, the biggest fight organisation in the world. He's at every major event. That continues to maintain his brand at a high level. His voice is everywhere. He's got an advantage that keeps the flame stoked constantly.

Ange Dove (16:07)
And it goes back to what you said earlier about consistency. You've got to be consistent at what you're doing.

Mitch Carson (16:15)
You can't give up. Winston Churchill — and I think it was at Cambridge — was supposed to give a long keynote address. He stood up and his speech was very short. "Never, ever, ever give up. Never, ever, ever give up." And he sat down. His message was effective. He didn't have to pontificate endlessly.

Did you feel frustrations in the early days of your podcast?

Ange Dove (17:08)
Yes. Have you seen that meme where they're drilling a tunnel, they're just about to break through to the other side — and they give up?

Mitch Carson (17:27)
Don't give up. That's essentially it. One more step. You've got to see it through.

One of the things I'm most proud of — I've earned three different black belts in martial arts. And the saddest experiences in my years as an instructor was when someone would quit right before the finish line. Someone who'd invested three or four years into getting their black belt — and they quit right before their test. What a travesty. You're right there. You're smelling the roses and you give up. Don't write half a book. Finish it. Complete it. Take it all the way through to the end.

Ange Dove (19:15)
Let's touch on books, because I think psychologically people stumble over them. They get it into their head that there's this big, massive volume they've got to write. I say to people — when you were in school, you could write essays. All you've got to do is put ten essays together. You're done.

Mitch Carson (19:26)
For the two of us it's easy. But for someone who hasn't done it, it's the fear of the unknown. And I'll use the wisdom card here — most people are told they're afraid of failure. The great fear of failure. But I've had an epiphany in recent years. I find that people have a greater fear of success than they do of failure.

Ange Dove (20:08)
I agree. That was it for me too. It wasn't fear of failure — it was fear of success.

Mitch Carson (20:16)
The fear of success. What if. It goes right back to something quite early in our existence. Picture a 15-year-old at a dance. I see Susie across the room. She's sitting with her girlfriends, laughing. I can't dance very well. I have to muster up the courage to go and ask her to dance.

If she said yes — everybody would be watching me dance with Susie. If I got turned down, that was almost less painful. But the greater fear, which I didn't even know at the time, was — what if she says yes? What if she wants to slow dance? I'm in deep water. I was hoping for the no.

And that's exactly what fear of success looks like in business. You keep hoping nothing happens because something happening means you have to perform. At 65, I have a completely different level of confidence. Age does that. And repetition does that.

Ange Dove (23:30)
That's another thing that stops people — putting the worst case scenario in their head. It never usually happens. You worry for absolutely nothing.

Mitch Carson (23:38)
It's not reality. And it was the same with public speaking. The greatest fear most people have — more so than drowning or burning in a building — is public speaking.

Ange Dove (25:05)
Not for us anymore because we do it. But I remember being absolutely petrified before public speaking. And being on camera — if you turned the camera on, my brain would empty. I'd forget everything I had rehearsed.

Mitch Carson (25:11)
And today it's second nature.

Ange Dove (25:17)
Yes. You just put yourself out there, do it again and again until the fear disappears. Repetition.

Mitch Carson (25:41)
Repetition. And once you do it, all the limiting beliefs spinning around in your head become invalidated because you're proving them wrong.

Ange Dove (25:52)
My very first live webinar — all my fears came true. I locked myself out. I'm talking away and one of the girls texts me to say I've disappeared from the webinar. So I went back on and said hello, made a bit of a joke of it, and carried on. Everyone was still there. It wasn't the worst thing that ever happened. I think it made me more human. And someone said afterwards — that was the best bit. People love to see things go wrong. It shows you're human.

Mitch Carson (28:10)
It makes you human.

Going back to books — the fear of completing a book and claiming "I'm a published author" is the fear of success at its clearest. After I wrote my first book, my income went up sixteen fold. Because I believed I deserved it. I'm now published. I'm an author. I deserve to be on stages with this person and that person. And what their income was soon became mine.

Ange Dove (30:05)
Those people pull you up.

Mitch Carson (30:10)
Get out of the pond, get to the lake, then make the leap into the ocean. You'll grow. And the calling card that gets you there was the book. Today I think it's a book and a podcast. Potentially a YouTube channel. How many followers do you have on Instagram? What are your credentials?

Going back to our parents' generation — where did you go to university? Nobody wants to know that anymore. Unless you're in a very specific field, your credentials today are your book, your podcast, your media presence and your proof.

Ange Dove (31:55)
So what would you advise people to do if they wanted to get on stage and enhance their brand through speaking?

Mitch Carson (32:42)
First — start speaking anywhere on any topic. Join Toastmasters, or Agora Speakers. Speak at Lions Clubs, Chambers of Commerce. Places that will use you. Come up with a message and you will get better through practice. You must do it. You can't just think about it.

Then, once you've gotten past "I really suck" to "I'm getting more comfortable" — start recording every talk. Every single one. Even though you may judge it, use the footage. Shoot B-roll of you in the crowd, take selfies with the audience. You have to live in a world of verifiable proof.

After that, build your assets. Professional photos. A headshot. Action photos. A book in your topic. Claim expertise in your category. A podcast is a valuable addition today — I'd say a minimum of 20 to 25 episodes to be taken seriously. A YouTube channel with you speaking. Instagram presence. And at the highest level — television. And how do you get on TV? Your book. The book is your thumbprint. It makes you newsworthy. It makes you interesting to a producer.

String all of that together into a demo reel — a compilation of your speaking and media. A book. A podcast. Network television. Radio appearances. Magazine features. Testimonials from event producers who have booked you. That is your package.

And then — don't be a diva. Don't be a prima donna. Make it easy for the event producer to promote you. Send everything in one file, ready to copy and paste. Easy to work with gets you booked. Difficult to work with gets you broke.

Ange Dove (41:06)
I have personal experience of that. You notice very quickly which speakers are difficult to pin down and which ones just say, "Where do you want me? I'll be there." People notice. It makes a difference.

Mitch Carson (41:15)
100 percent. And I'll offer something I've never offered before. If anyone wants a brand assessment for their speaking career, email me directly at mitchcarson@rocketmail.com. In the subject line write "Ange Dove Podcast" and I will send you a scheduling link for a free 30-minute call. My consulting is a thousand dollars an hour. This is genuinely a $500 value. I don't sell speaking trainings anymore — I'm edging towards retirement — but I'm happy to advise you. And if you have an impressive story, maybe I'll invite you as a guest on my podcast. I've never offered this before.

Ange Dove (43:58)
Everyone watching or listening — do take up this offer because it is very rare. Mitch, thank you so much. You've made a difference in a lot of people's lives. And by making a difference in one person's life, there's a ripple effect — they go on to affect other people's lives too. Thank you so much for coming on. I'll put the links to everything below so everyone can get easy access. And I look forward to being a guest on your podcast as well.

Mitch Carson (44:48)
100 percent. Thank you so much.

Ange Dove (44:57)
Everyone, remember to follow, like and subscribe to this channel so you know when the next podcast is coming up — and ring the bell so you get reminded too. Thank you everyone, and thank you, Mitch.

Mitch Carson (45:05)
Thank you.