Yesterday, I attended a seminar known as "Get Motivated" in Greensboro, NC. Upon reaching the Coleseum exit on I-40 in Greensboro, it took almost an hour to travel the remaining 2-3 miles to arrive at my parking spot. I arrived in time to see Dr. Robert Schuller announced and giving his talk. I would like to say that he is a very likeable character, and I enjoyed and was inspired by his message.
Following Dr. Schuller was Rudy Guliani, the major from New York City during 9/11. His presentation was less inspiring. Now I know it's not politically correct to say anything remotely negative about Rudy, but in complete honesty, his presentation sounded like "yadda yadda, 9/11, yadda yadda, my leadership during 9/11, yadda yadda, buy my book, yadda yadda..."
I knew going in to the seminar that it was designed to sell products. When an entire office attends for a $19 pricetag, it doesn't take a genius to know that these "big names" aren't coming to impart information for low dollars. After Guliani, I watched one of the most masterful presenters and speakers I have ever seen. His name was Phil Town and he was "teaching" about investing. The product he was pushing was a $3200 package designed to teach "common people" how to invest like the pros. Using historical data marked up with arrows, he convinced the crowd that with this new set of investing tools (Wealth Magazine) that anyone could easily hit it big in the stock market. His presentation was a whirlwind. At one point, he asked for volunteers ("single moms please") and brought them on stage. Now this was where I began to really become impressed, not with the product, but in his masterful manipulation and "motivation" of the crowd. Town asked the audience to give the "mothers of our next generation" a standing ovation... but "not a normal standing ovation. I want you to cheers for them as if they were Aerosmith. Give them a thrill of a lifetime." On the count of three, the audience went ape-shit!!! And this was the exact moment the cameras began scanning the crowd, lighting effects blazing... and looking on the giant monitors two words popped into my head... "sound byte." I realized that the whole "applause for the single mother" portion of the show was really designed to get a massive reaction from the crowd that could be used for marketing of the seminar and/or presentation. Brilliant! Masterful manipulation.
At the end of Phil Town's time, and after getting everyone all pumped up about learning how easy stock investing is, he literally had the crowd rushing tables dying to give him their money. The product's retail price was $3200, but "since we were at the seminar, we were going to be given a great deal but only having to pay $99." I watched the herd with interest as they lined up in droves to give this guy $99 of their money. It was apparent that most of them were completely unaware that even learning HOW to invest in the market would not provide them with the MONEY needed TO invest in the market. This point was avoided entirely in the presentation. Don't get me wrong here, there was nothing unethical (that I could see) in getting people motivated to learn about investing. There is nothing shady about offering courses on "underwater basket weaving" and if you are able to convince people the "importance and ease" of learning underwater basket weaving, and they jump out of their seats and rush to pay you to teach them, that is PRECISELY the desired end result. What amazed me was how he was able to instill excitment in the audience (money gets me excited too), even if it was to learn something that most of them would no be able to use. Just imagine someone getting a group of people really excited and anxious to pay RIGHT NOW for classroom lessons in sailing, even though they don't have a boat and live in the desert. That's a MAGICAL skill. I watched as literally thousands of people handed over $99 pumped up on dreams of wealth and pseudo-confidence that was engineered into the presentation. While the herd rushed frantically to learn something that had the "potential" to make them wealthy, I stood to the side and envisioned standing above watching all that money rolling in. I GREATLY enjoyed the presentation and the experience!! I learned some small pieces (not too much mind you cause the indepth understanding would come from the course) of information about the market... "Covered Calls," "MARR," etc, but the highlight for me was watching Phil "close" the crowd. He is a true master of public speaking, and "motivating" people.