Expert-Secrets full book

audiences at this level.
During the 2016 primary elections, a study looked at the speeches of the
Republican candidates and ran them through the Flesch-Kincaid test that shows
the grade level of their speech. Trump averaged a third-to fourth-grade level on
each of his speeches, where other candidates like Ted Cruz had a ninth-grade
level and both Ben Carson and Mike Huckabee were at an eighth-grade level.
Using big words may make you feel smarter, but it will not influence others.
But sometimes you have to talk about complex ideas. So how do you take a
complicated idea and simplify it quickly? You do this using a tool I created
called a “kinda like” bridge. Every time I run into a word or a concept that is
past a third-grade level, I stop and think about how I can relate that concept to
something they already know and understand. The same way I would try to
explain complex ideas to my kids.
For example, in one of my sales scripts, I was trying to teach a process
called ketosis, which is a way to lose weight. (That sentence right there was a
mini “kinda like” bridge! Did you notice that?) In the sales script, I mentioned
the word “ketones” and I watched as the audience zoned out. I discovered that if
they don’t know what a word means, they stop paying attention to everything
you say afterward. So I started using a “kinda like” bridge like this:
The goal is to get ketones into your body. Now what are ketones?
Well, they are kinda like millions of little motivational speakers
running through your body that give you energy and make you feel
awesome.