It was Showtime at Saturday’s NSA/NC Pro-Track Meeting. Team 5 took a turn to Showcase our presentations. In addition, we learned the importance of Marketing for Speakers as a way to showcase our expert talents to the world.
The best-selling author of Guerilla Publicity and Networking Magic shared her powerful, street-smart, results-oriented tips and tricks to capitalize on media opportunities and get the word out. Jill has seen that the problem with most CEO’s, independent professionals, consultants, speakers and authors is they have a great message but no clue how to craft it so the media will say “Yes! YES! YES!!� They have a lot of good ideas, but lack the focus and clarity to quickly and easily figure out what their main message is.
A sampling of her admonitions:
You are not a speaker, you are a media darling who is an expert on your chosen topic. The media seek out experts.
Speak to the public in language a five-year-old can understand.
Express positively and clearly what it is you do in under 30 seconds.
Communicate information that is completely truthful and not over-hyped.
Stoke the I’ve heard of you somewhere syndrome by sending regular press releases and announcements to the media.
Understand that publicity helps create visibility and credibility about you as an expert speaker.
Realize that advertising is what you pay for, publicity is what you pray for.
Identify the problem out there that your expertize can solve.
Learn the “ooo aaah� factor that positions you as an expert and will cause the media to offer you as the sole solution to their audiences problems. Ask what is it about you that the media will find interesting? Present this as a hard-hitting emotional story.
Offer solutions (to the problem you can solve) that are specific and interesting: what’s your hook?
Be patient, stay in the game, follow up with reporters and editors seven times (alternating phone, fax and email) to get your story placed.
Use online services like prnewswire and prwebdirect to distribute press releases broadly at a low unit cost.
Realize the media loves brevity, clarity and stories with a broad appeal.
I experimented with my own media pitch:
The world is changing. Over 50% of businesspeople must deal with overseas customers, partners or staff. Hi, I’m Ian Griffin with Executive Communications and I help businesses bridge cultures by: building your credibility as an outsider who enjoys hidden advantages over native businesspeople; helping you communicate clearly and understandably with foreigners and, finally, by giving you twelve travel tips to ensure your next overseas business trip is stress-free and effective.
Two of the most experienced members of the National Speakers Association shared their insights on developing an effective marketing plan. Some of the highlights:
Write your own obituary – what is it you want to be known for? Make this the foundation of the vision you have for your business. All your goals, strategies and tactics flow from an authentic vision.
Find your market segment – the group of people who have something in common. Develop ways to reach these likely buyers in a cost-effective way.
Figure out how you can relieve your clients pain. What are the large and small changes happening in their world that you can offer trend-setting solutions to?
How do you articulate all that is unique about your solution? Find out what really satisfied clients say about you. What do they love about you? Amplify this in your marketing.
Figure out how you improve your clients bottom-line results. What do you offer that increases a clients revenue; profits or efficiency? That decreases a clients time; effort; risk or conflict? That improves their productivity; morale; reputation; skills and quality? That helps clients create a better strategy; product; service or brand?
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