One of the most effective and yet underutilized ways to market your business is by speaking to groups. I am always amazed when I speak to a group (no matter how large or small) at the results. When you do this well you create almost a magical relationship with the people in your audience.
It’s not hard to do. There are many organizations that regularly look for speakers. Groups like Rotary try to have a different speaker every week. And there are a lot of Rotary groups around.
So, why then do people not use this marketing tool? I think the most common answers would be:
“I’m too busy.”
“I wouldn’t know what to say.”
“They wouldn’t want to hear me talk anyway.”
“Public speaking scares me to death.”
To be sure, some businesses might not benefit much from speaking to groups. To make it work you need to make sure you’re speaking to the right groups to accomplish your goals.
best plan your public speaking marketing campaign, start by answering these
- Why do you want
- What is your
- Who might be
interested in your message?
- Who might be able
to benefit from your message?
- What groups exist
where these people might belong?
- How can you find
- How can you
- Do they have
opportunities for speakers (like you)?
- Why would they
want to have you speak at their group?
- When and where do
- How do you get on
your answers to each question. This becomes your plan of action for your public
speaking marketing campaign.
Once you develop your
purpose and message, think about who would be a good audience. This should
match with your existing business or marketing plan.
Then get on the Internet or pull out a phone book and start making contact with groups in your area that fit your plan. Ask for the “program director” or “meeting/events planner” or whoever handles speakers for their meetings and events.
Your goal is to find out what types of speakers (if any) they book and if their group would be a good fit for your presentation.If so, then get on their calendar as soon as possible.
Once you’re booked then start planning your presentation (if you haven’t already). Here are some tips to help you do this like a pro.
1. Remember, it’s ALL about your audience.
2. Always play to win. (Give it your best shot every time – no exceptions>)
3. Entertain and inform.
(People remember more when they have fun.)
4. Use your own stories. (People love hearing stories.)
5. Use personal examples to illustrate your points.
6. Get them involved.
(Keep them active, ask questions.)
And last but not least, show them the dream.
We all have dreams. We all aspire to something greater. One of the reasons people enjoy great public speakers is
they show them the dream. And they help them believe it’s possible.
Help your audience see their dream better. Help them believe they can
take steps to accomplish their dream. Do that and you’ll win new
friends for life.