By Paul Evans
September 15, 2008
==========================
The following excerpt is from Robert Middleton, a marketing
expert and solid presenter.
You might think...
"I'm working on my speaking, not marketing!"
Wrong.
Speaking IS marketing. The audience is buying your words or
they're not.
Robert shares his recipe for getting new clients from public
speaking. Don't stop reading because you're trying to survive
a speech, not trying to get clients. There's are important lessons
here. Read the next section then learn the lessons...
---------------------
For instance, let me give you the basic recipe for getting new
clients from speaking engagements (delivered to professional
groups). I built my business on this recipe. I know it works. And
you can make it work too (if you follow it faithfully).
The "Speaking for Clients" Recipe
- Decide on a topic for your talk and create a title.
- Do a write-up for your talk that explains the benefits.
- Include a bio and information on your business for the
"speaker's package."
- Create a contact sheet to track your campaign.
- Do research on organizations that would be good audiences
for your talk.
- Determine who the Program Directors are for these
organizations.
- Develop and practice your calls to the Program Directors.
- Call the Program Directors and pitch your talk.
- If they are interested in knowing more, send your speaker's
package.
- Follow up in few days to answer any questions they may have.
- Implement a keep-in-touch phone and email campaign until
you book some talks.
- Put together a detailed write-up to promote the presentation.
- Coordinate with the organization to make sure you're on track.
- Prepare you talk. You'll need an outline and handouts.
- Practice your talk (out loud) until you feel comfortable.
- Practice the call-to-action at the end of the talk.
- Print out your handouts (make sure they're professional).
- Dress and groom yourself appropriately for the talk.
- Give the talk and deliver your call-to-action at the end.
- Gather the cards (with email addresses) of participants.
- Follow-up by email or phone (as you promised) after the talk.
- Set up appointments with qualified prospects.
- Turn the prospects into clients when you meet with them.
OK, that's twenty three steps in this marketing recipe.
But don't get overwhelmed by all the steps. This is something
you can do - one step at a time. Like assembling the ingredients
for a recipe, the sources and techniques are out there - in books,
articles and courses. Even if you're new to this, with focus, you
can get a favorable result the very first time.
If you miss any of these steps or do them poorly, you won't get
optimal results from your marketing plan. However, once you've
booked and delivered a few talks, the process becomes simple.
You'll start to get results and you'll be able to tweak and fine-
tune your recipe until every talk generates new clients.
By Robert Middleton of Action Plan Marketing. Please visit
Robert's web site at http://tinyurl.com/l6l8p for additional
marketing articles and resources on marketing for professional
service businesses
---------------
Lesson 1: Detail.
Look again at what Robert laid out. It's detailed. It's not
haphazard or a shot in the dark. Even if you are not speaking to
gain clients you can use his article as an example of the effort
and detail you need to put into speeches and presentations.
Lesson 2: Tweaking.
Just because he detailed his process, Robert didn't accept his
plan the first time. He tweaked it until it was right. Rarely does
a chef create a perfect recipe on the first attempt. He has to try
different ingredients to get it perfect.
A speech or presentation is not perfect the first time through.
Do you only have one shot? Then practice it 25 times and tweak it
during practice. But do not step before an audience without working
and reworking your material.
Have a GREAT day!
Paul Evans
Instant Speaking Success
Speak with Content:
www.InstantSpeakingSuccess.com/spk.htm
Speak with Confidence:
www.InstantSpeakingSuccess.com/confidence-system.htm
Speak for Cash:
www.InstantSpeakingSuccess.com/profit.htm
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