Must-Have Marketing Mix Elements: Speaking
In a previous blog, I wrote about the importance of having a marketing mix and determining your top 3 effective marketing tactics to focus on. I've already covered one of them–networking. This post will cover another prime tactic to grow your business, which is through speaking.
The great thing about speaking as a marketing tactic is that it not only allows you to get in front of people to have the opportunity to generate leads but also gives you the opportunity to build your credibility and be seen as an "expert" in your field or topic. Yet so many entrepreneurs and business owners do not take advantage of this powerful tactic due to lack of knowledge or lack of confidence.
Speaking to groups of people is one of the best ways to get new business. This is one of the top 3 things in my marketing mix because it is so effective.
Whenever I give a presentation, I will always get people who request to work with me, ask to set up a consultation or strategy session, sign up to receive a give-away and be on my newsletter list (that I can then continue to "court" for my services), or refer me to someone they know who could use my services. I also sometimes get people to give me leads to other speaking opportunities.
I set up these results by doing a couple of things:
1. I have an "Entry Form" that I put at each seat that people can fill out if they want to be entered into a drawing for a free item(s) that I give away at the end. I also include other information on there that they can check off, such as having me call them to set up a free consultation or to get a free item on my website.
2. I put a sheet of paper at each seat with testimonials from my clients.
3. I "seed" my presentation with examples of how my private clients have worked with me on the topic and gotten good results. This tells people I am available for hire and that I help people get results.
4. I point out in my presentation the problems that people can identify with that are holding them back and explain that I use specific techniques different than anything they have probably ever tried to solve these problems.
How Do I Get in Front of People To Speak To?
There are two ways to get yourself in front of people to speak:
1. Set up your own event
2. Find events or groups that are already formed and offer to be a speaker.
Having done both, I can tell you it's a lot less effort–and often more cost-effective–to be a speaker for an already-formed group or event. The place to start is researching the groups and organizations in your local area, including clubs (like Kiwanis, Junior League, Garden Club, etc.) and professional organizations (such as NAWBO, Toastmasters, Meeting Planners International, etc.).
You'll want to put together something called a "Speaker's One-Sheet" or "Speaker's Bio" to give background information on you, your picture and contact information, and a signature talk or talk topics that you can present on.
But I'm terrified to speak in public!
You've probably heard that the #1 fear that people have is the fear of public speaking. Death is #2, which comedian Jerry Seinfeld once joked, means most people would rather be in the casket at a funeral than giving the eulogy!
I can feel your anxiety. I, too, was once terrified to speak in front of people. I was very shy growing up and I had a lisp because of a gap between my top and bottom teeth. Even after years of speech therapy I still had a bit of a lisp and was self-conscious of it. In a public relations class I had to take in college, we all had to give a short presentation in front of the class. I don't remember what I was talking about, but I do remember being so nervous that my head and my hands were shaking, I was sweating, my heart was beating really fast, and I almost threw up!
To see my out in public today, you would never know that I was once very nervous speaking.
If you really want to propel your business forward, learning to be comfortable, confident, and effective speaking and presenting is a MUST!
The three things that helped me were:
1. Joining organizations where I had the opportunity–and eventually the responsibility as an officer–to speak in front of people on a consistent basis in a supportive and fun setting.
2. Joining a Toastmasters group. I can't recommend this highly enough. You not only get the opportunity to practice speaking in a safe, supportive environment, but you also get workbooks to use to teach you the elements of giving a good speech and getting helpful feedback from people at all different speaking levels. I was in TM for several years and reached the second level of speech competency, Accomplished Communicator, Bronze.
3. Using hypnosis and EFT to allleviate my fears and instill a greater sense of confidence in speaking to others. This "inner work" has been invaluable.
Do I still get nervous sometimes? Of course. But not as often and not to the degree that I used to. It simply means that I care about doing a good job. But when I turn my mind off myself and to the information I want to relay to help people, it all just flows. At the end, people are thankful for my coming to share with them, inspire them, and give them help and hope. And that's what it's all about.
If you have a fear of public speaking, find out about working with me privately to release it. I offer several options for in-person and distance session that will help you utilize the tools of the mind to make whatever changes you desire more easily and quickly, whether for personal or business/financial goals. Your consultation is FREE, so you have nothing to lose (except those limiting thoughts and responses!). Contact me today to learn more at firstname.lastname@example.org
Your partner in success,
Marketing, Mindset & Manifesting Coach