Just because you’re not a major retailer doesn’t mean you can’t do a holiday promotion for your business that brings you new customers and makes you some great spending money for the holidays!
Watch this interview with millionaire marketer, Daniel Hall, creator of the Black Friday thru Cyber Monday online mall for speakers, experts, and authors. He shares some excellent golden nuggets of information to help you be ultra-successful while running your own holiday-themed promos. Then be sure to visit the awesome sale at http://FeliciaSlattery.com/bfcm to get all the goodies at 70-90% off their regular pricing!
I recently launched a new tool designed to help speakers look more professional and get more speaking gigs. The tool is a set of Speaker One-Sheet Templates that you can 100% customize to showcase your expertise, your speaking topics, your book(s), and more.
Basically, if you’re a speaker, you need a one–sheet to help you describe your speech, share your bio, highlight one of your best testimonials, and to build your credibility as a professional. Once you have one, the options are limitless. Today I want to share the top 10 ways you can use your speaker one–sheet to get yourself booked for a speech:
- Use the PDF version on your website so meeting planners can easily see more about you, print it from their end, and share it with their bosses, event committees, etc.
- Get high quality copies made at your local print shop and use them in a direct mail campaign to reach out to meeting planners along with a copy of your book, pages of testimonials, sales letter, branded object(s), and more.
- Use the JPEG version as part of the header on your Facebook profile.
- Use the JPEG version as the header on your Twitter account.
- Link to the PDF version on your website from your LinkedIn profile.
- Send it as an attachment via email to anyone who inquires about your speaking.
- Email all your personal and professional contacts with a copy or linking to your website telling them how excited you are to have your own professionally-designed speaker one–sheet and ask for contacts of meeting planners.
- Write a blog post about your speech topic and feature your one–sheet as the featured image.
- Announce on Facebook, Twitter, LinkedIn that you now have a one–sheet and created a speech around your topic of expertise. Give your talk a compelling title and share some info about it.
- Work with a coach (like yours truly!) to help you build an entire speaking marketing plan that incorporates the use of your one–sheet as one of the printed materials.
Here’s what people are saying:
Get your Speaker One-Sheet Template today and have your speaker one-sheet done before lunch.
As someone in the expertise business, you can package your unique philosophy, approach and content into a one-of-a-kind program that will yield amazing results…for both you and your clients. However, I’ve noticed that many coaches and consultants struggle with program delivery. So, I’d like to share some success tips for delivering powerful and profitable coaching and consulting programs:
- Tip #1: Focus on the client experience: You’re excited about your content (as you should be), but don’t focus strictly on information. I’ve found that solid content accounts for just 40% of a program’s success-the other 60% is based on the overall experience, level of support and ability to implement. Keep your focus on the client experience – whether the content is presented in a useful and valuable way so your clients can apply what they’ve learned.
- Tip #2: Keep the level of content manageable: More is not always better when it comes to a program…so don’t feel compelled to pack in everything you know! Your clients are only able to absorb a finite amount of information. Don’t fall into the trap of overstuffing your program with too many details, “special offers,” “one-time bonuses” or “exclusive content.”
- Tip #3: Match the content to the delivery method: There’s no set method for delivering a successful program; the key is matching the goals and the delivery. For example, don’t bill your program as a “mastermind” session if you have 150 participants. Think about whether your program is best delivered in-person or virtually (webinar, teleseminar, etc.) or via a combination of various methods. Also, consider whether handouts, visuals, video or other examples might make your content more compelling and usable.
- Tip #4: Know who your audience is: Your program isn’t for everyone. Is a certain level of expertise, prior experience or commitment required for success in your program? Position your program for the appropriate audience and you’ll be far more successful – and so will your participants. Otherwise, you run the risk of having content that’s too basic for some participants (who will feel they’ve wasted their money) and too advanced for others (who might walk away frustrated).
- Tip #5: Provide follow up and support: Make sure you have a clear vision of where you’re taking your clients, at what point in the process you’re leaving them, and any issues that might come up once they’ve completed your program. Clearly communicate your vision so that everyone has the same expectations of the desired end state.
One of the ways I teach clients to accomplish the 5 tips in creating their programs is to build everything around what I call the FAST framework. You can use the FAST framework to structure your program for maximum results:
- Foundation concepts: It’s important to ground your program participants in your philosophy, approach and process, and to orient them to what you’ll cover and what they can expect out of your program.
- Application experiences: Your clients want more than information; they want to be able to immediately take action on what they’re learning so that they can see the value of your signature program. So, provide strategies that your clients can begin applying the concepts to their real-life situation.
- Stick strategies: Your clients signed up for your program because they want to make a positive change toward achieving their goals. But, getting change to “stick” can be a challenge. Help your clients think through the obstacles they might face in making the program stick. Then, develop a plan of action. Sometimes, I have my clients create an accountability system or even make changes in their physical environment to help them avoid drifting back into old habits.
- Transition: What happens after your clients complete your program? Make sure you have a plan in place for helping them reach the next level of success. Think through the challenges your clients may face post-program and what sort of help they may require, whether its next steps in coaching, tools, ongoing work with a team or a more advanced signature program.
Armed with these five Signature Program Success tips and the FAST framework, you should feel more confident in delivering your Signature Program. And your clients will report amazing results!
About the author:
Shawn Driscoll, known as the “Trailblazer’s Coach”, believes the fastest way to build a respected and profitable business is to dare to be distinctive. She’s fiercely committed to discovering what makes each business owner unique and supporting them in creating exclusive products and programs around that talent or ability. With a keen eye for strategy and a sixth sense for seeing ‘hidden’ systems within businesses, she has fast become a sought-after coach to many trailblazing entrepreneurs and leading experts internationally. Connect with her at www.ShawnDriscoll.com
The alarm went off at 6:30AM Eastern time this morning, but I didn’t need it because the unmistakable aroma of coffee wafted into my room, where I luxuriated in a cloud of fluffy covers and down pillows, waking me gently, reminding me, I’m away from home, in a place where anticipation and excitement for learning and connection awaited a few floors below.
When I headed into the conference room, I found my seat at the back of the room, with the other speakers and faculty presenters who had ventured into the room. This morning I had the pleasure of sitting back and enjoying the opening keynote speaker.
As he was speaking, one thing he said resonated with me and inspired this post. And it was something he said in passing.
That’s the thing about being a speaker:
YOU might think your topic is one thing, but your audience members will take away all kinds of cool messages you didn’t even realize were going to be important to someone!
Back to what inspired me… the speaker talked about how when we are born, we are born with courage, which reminded me of the title of the Casting Crowns song, “You Were Made to Be Courageous.” You can enjoy the video and beautiful message below.
Too many people are hiding their genius and the messages they have inside them. And it’s so sad because the truth is you were made to be brave, strong, powerful and courageous. STOP DOING THAT!
If you’re not sure what your genius is, one of my colleagues and best friends, Tony Laidig, author of 21 Ways to Skyrocket Your Creativity, and I are teaming up to teach a brand new course called, “Your Genius Factor.” We’ll we showing you how to find your message, and when you do you’ll feel your courage because you’ll be so excited you won’t want to keep it inside. That’s when I’ll come in and share how to get that message out to the world.
Check out the course and join us. Find your genius. Feel your courage. And get your message out to the people who need you.
I’m headed to speak at an event where one of the other speakers hired a videographer to record her. Very smart.
That videographer offered to record each individual speaker while he was going to be there anyway. Also very smart.
Because I’m always up for more video of me on stage, I called him to find out the scoop. I really only need 3-4 minutes of footage and the opening would be just fine. But he insisted that he has to record the entire 45 minutes to get that 3-4 minutes and then edit it and deliver it on DVD. Ok. Whatever.
Then I asked him how much it’d be. $100. Beyond reasonable. I immediately said thank you and I’d get back to him if I wanted him. That’s when he made a mistake, I think, that too many of us tend to make.
Because we were talking about money, he presumed that I wasn’t ready to hire him on the spot because the price was too high (really?!). He shot back sounding as if I’d offended him, “Well, how much did you think it’d be for a video and editing?” I replied that his rate was very fair and I just needed to decide if I wanted him to do the recording.
What I really needed to do was check with my regular videographer and great friend to be sure he wouldn’t feel slighted that I had someone else do the work that he usually does for me. I was pretty sure that my friend would be fine with it because he wasn’t going to that event, but I take care of my relationships and wanted to double check before saying yes. Plus, unless there is some incentive to saying yes on the spot, I always wait a little while before making a decision – to be sure that’s what I really wanted.
I think many of us when discussing our pricing with potential clients fall into that trap of thinking any hesitation is because our prices are too high.
In my opinion, that tends to be from a lack of confidence in your skills, abilities and deliverables. If you *know* for sure your products or services or speeches will be AMAZING and those you serve will LOVE them and their lives will be improved in some small (or large) way by investing in you, then charging what you think that is worth to receive that product or service is fair. It’s called doing business and making a living. And you deserve that.
The better way to handle any conversation in selling is to keep asking questions. That videographer could have asked, “What’s holding you back from saying yes while we’re on the phone now?” And I would have told him. But he immediately jumped to the conclusion that I thought his price was too high and became defensive and almost insulted me with his tone and the way he asked the question (had I taken insult, which I don’t because I know it’s not about me ). It’s an easy, knee-jerk response. But I didn’t know him from anyone… there could have been 100 different reasons why I wasn’t ready to say yes then and there. Maybe I wanted to see if I could find some of his work online to make sure I’d be getting decent quality audio and video. Maybe I didn’t want it delivered by DVD (which in my experience has always been a hassle to deal with). Maybe I just needed to take a few minutes to think about what I might do with the extra footage. He could have helped with any of those potential questions had he asked.
In the end, my amazing regular videographer is fine with seeing me on video that he didn’t take and I was able to email this new service provider and let him know the situation and hire him. Plus when I see him I’ll be able to start the relationship again in person so he doesn’t feel like I was slighting him for $100.
Look for new footage soon!
And I’d love to hear in the comments what you do when a potential client is hesitant to say yes. Do you assume it’s about money? Do you have a set of questions to ask? Please share!
Claudette Chenevert knows what it’s like to be a stepmom. In 1990, through a dating agency, Claudette met the man of her dreams. But he wasn’t alone. He came with two young daughters. After a few months, they realized that this wasn’t going to be easy when all they did was argue about how to raise the kids, dealing with exes and not fitting in the new family.
They nearly didn’t make it because they didn’t understand what made their family different from “traditional households.” No one could help and advice given often didn’t fit their new home.
After years of research and education, Claudette learned what changes she need to make in order to create a more cohesive family. They could finally breathe.
Realizing she wasn’t the only one going through the same issues, Claudette created programs that transform stepfamilies from Surviving to THRIVING, one step at a time.
Please describe your business product or service in 100 words or less:
I provide coaching services to women who find themselves married to a man with children and is challenged by understanding what to do. I provide both group and one-on-one programs that give clients a sense of purpose and direction as well as strategies to create the kind of family they are looking for. The process involves looking at the family, the couple and the individual to create a more holistic approach to relationships. By the end of the process, the women regain confidence, self-awareness and hope for the people she first met and fell in love with.
How long have you been in your current business?:
I’ve been working with stepmoms since 2006, creating small miracles in these women’s lives and families.
Who is your ideal customer or client:
My ideal client is the career woman who met the man of her dreams along with his kids and is wondering how she’s going to manage becoming an instant mom without losing her identity or sanity.
What methods of communication have worked best for you to reach new customers or clients and why?:
Facebook and Twitter have been very good to me as ways to connect with women. I will often answer questions, providing great tips to help them move forward. I’ve recently added Google+. We will see how that is going but so far, I am getting good responses to my posts there also.
I do weekly Blog Talk Radio Shows with guest and address some of the concerns step families face. It’s an indirect way of interacting with people and have them get to know me a bit more.
Recently, I’ve incorporated video in the form of Google Hangout where a colleague and myself get together for 10 to 15 minutes and talk about families and some of the issues they face. This provides a deeper level of interaction where my audience gets to see me “live”, see more of my personality.
I’ve started to do a bit more public speaking and plan to increase this in the future. In my opinion, this is probably the best way to directly engage with my audience as I can get instant feedback from them and respond accordingly.
What methods of communication do you use to continue to stay connected with your current and past customers or clients and why?:
Apart from sending my clients a monthly newsletter with great tips and ideas on how to stay positively engaged with their families, I post a lot of great information with my followers on Facebook, Twitter and Google+.
What’s your one best tip about effective communication in business?
Be consistent with your method, whatever you decide to do. The other advice I’d give is to keep it brief. Everyone is bombarded with an overload of information, so if you keep your message succinct and under 10 to 15 minutes for video and a few paragraphs for posts, you’re more likely to have people hear your message.
What would you say is the most important lesson you’ve learned about speaking and/or communication from Felicia, and from which product, service or experience?
What I’ve learned from Felicia was the importance of having a Signature Talk. I can’t stress how having a core message and understanding who you are talking to and incorporating that into your Signature talk will make all the difference in people wanting you to talk to their group.
Discover more about Claudette Chenevert at stepmomcoach.com.
Most Thursday mornings since August 2006, I’ve attended a weekly leads group called Leading the Way. It’s at The Pancake Cafe restaurant and I just love to go. Yes, it’s a challenge to get up earlier and make sure the girls are taken care of for school. And truth be told, although I’m a morning person for the most part, I do NOT spring up out of bed the moment my alarm goes off. Getting to an 8:00 AM meeting on time means waking up about an hour earlier than usual for me. Yawn.
Driving in rush hour traffic is never fun either, although I’ve worked out a route that avoids any back-ups. As I drive to the once-a-week meeting, I am always grateful for the other four days of the week and the usual 30-second commute to my home office or the sunny sofa in my living room. I say a prayer of thanks for that not-so-small blessing to be able to work from home each time I have to get in the car during rush hour.
Once I’m there, however, the room is always filled with an energy and air of friendliness, welcoming and anticipation. Weekly attendance is not mandatory (although there is a three strikes in a row and you’re out rule), so it’s never the same exact group twice. Occasionally people move away or leave the group and other times we have visitors and new members join, so sometimes there are new faces to greet.
As we all settle into our seats, Donna, our always excellent server, takes each person’s breakfast order. Eggs and toast for some, oatmeal or fruit for others, and coffee or tea only for others still. Donna always remembers to bring me an extra large glass of water with a lemon in it. And she knows my favorite usual breakfast is fruit crepes.
I have a policy when I go out to restaurants: I always try to order something I wouldn’t usually make at home. The fact that I’ve been cooking gourmet foods at home since I was about 15 years old creates a bit of a problem for that policy to be truly enforced. There aren’t many foods I haven’t tried making in my kitchen. I didn’t say I’m great at all of them… (pie crust comes to mind and my wonderful mother-in-law will get me whipped into shape at some point), but I’ll try anything! So that, and given that my sister gave me a crepe pan last year for Christmas, might normally take these off as possibilities from the menu for me. But I love them!
Crepes bring me back to the time I lived in Paris for a semester study abroad program back in college. Crepes are the warm comfort food I could pick up on my way home from class at the Sorbonne and eat as I waited for my Metro to arrive in the chilly, damp autumn air. I can still taste the crunchy edges, sweet, melted Nutella and warm banana filling. That was before you could find Nutella here in the States at every grocery store, so it was an exotic treat back in 1990. Crepes make me happy.
And now crepes have become part of another story in my life. The story of me, the professional, meeting with colleagues, customers, and friends to talk about business and life.
Because I’ve traveled coast-to-coast for speaking engagements, have people all over the world attend my webinars and teleclasses, and have worked with private clients from Europe to Canada to Australia to the UK and more, people always ask me why I go to this little local meeting so faithfully. The truth is there are a lot of valid business reasons for me to attend. I’ve worked with a majority of the people in the group either buying their services or being a service provider to them doing communication and speech strategy. But there are other benefits like:
- Getting real life weekly feedback on tag lines and messages
- Having a microcosm of my ideal clients in one room: solo business professionals
- In person, face-to-face relationships, friendships and support – this makes what could be a lonely at home work environment less lonely
- Having a chance to serve from the leads group stage, providing tips and suggestions to the people in the room. This has resulted in a group member getting offered a dream job with double the salary, lots more business for many, and an understanding of communicating in a variety of ways online & off.
- And did I mention the crepes?
If you’re not meeting with a regular group of people to help you advance your profession and theirs, you’re missing out! If you are, I’d love to know what your group is all about in the comments below.
Recently a colleague of mine, Lon Naylor, contacted me about coming and teaching a free webinar to my subscribers. Lon was on the development team at Microsoft responsible for actually creating Powerpoint. I’ve been through his trainings and he is the real deal; of course I jumped at the opportunity to present my community with awesome content.
Lon still laughs with me about the audio I gave him because I made a few small “tweaks”, shall we say, to his script. You see, Lon hangs out in the world of “internet marketers” where they use words like “crush the competition” and “create killer” such and suches. But as you may have guessed, I’m not a killer, crusher kinda gal. So when Lon sent me a script with the word “killer” in it, I made a couple changes.
Because I had a script, I was able to get my recording done in one take, on the fly – literally on a Monday morning as I was rushing to get the kids out the door. I said, “Everybody be quiet for 2 minutes. Mommy has to make a recording!”
Then I sent Lon the .mp3 and was done. What he did with it was such fun! I have never received so many positive comments about an invitation in my 5 years online. You can see that here.
As a speech consultant and coach, I often get asked if business owners, experts and entrepreneurs using video in their marketing should write a script. As I was preparing a presentation about this very topic, I was reminded of my experience with Lon. As a result, I came up with a graphic explanation of how, when and why you should use a script and when you don’t need to bother.
It boils down to this: The more “serious” the commitment to your call to action, the more scripted your videos should be. Here are the three levels from the graphic:
No-Low Commitment: If you are using a video on YouTube for example and the most you’re asking is for your viewers to visit a website by clicking a link, no script needed.
Low-Medium Commitment: If you’re using a video on your landing page asking for your visitor to give you their name and email address, there’s some commitment in that. They know you’ll be starting a relationship and emailing them. So you need to have your video a bit more scripted, but it’s ok to make some changes as you go along (that’s what I did with Lon’s script).
Medium-High Commitment: If you’re using video on a sales page that is designed to ask your visitor to make a financial investment (like giving you money for your product or service), then you need a script that ensures you explain why they should do that, share specific benefits, and pay close attention to your language. Write and revise this script until it’s just right to speak to your ideal audience. And don’t make any changes along the way.
With the popularity of marketing your business with online video booming having this guide should help release you from your worries about having to write a script for every video you do.
In 1962, communication researcher Marshall McLuhan began to popularize the term “global village.” At the time, he was talking about the implications of the “modern” mass media and technology, such as televisions and telephones, for creating the kind of world where connecting with other people and cultures around the globe was possible. All that then allowed the average person sitting in their homes to communicate with people no matter where they are and to see how they live through the images on the TV right in their homes.
Fast forward to today when we now can take the global village with us on our smart phones, tablet devices, and few well-selected apps, and suddenly any expert or entrepreneur has the capability of reaching out to the world.
Pretty exciting stuff!
In fact, what’s most exciting for folks like us is that if you want to speak, you can easily be in touch with your market. Using video online you can create a feeling of intimacy of being face-to-face while never leaving your own home or office.
So now that you know you can reach your audience ANYWHERE what would you say and how would you say it?
One of the best and easiest ways is with video. Here are just a few of the ways you can use a simple yet powerful way to connect that is just like you face-to-face over a cup of coffee with your viewers:
1. Instructional/Promotional Videos on Free Sharing Sites: Think YouTube. Be careful here. The best uses of videos on sites like YouTube, Viddler and Vimeo, just to name a few is to entertain or provide useful info (or both!). Record a series of videos that are a glossary of terms your market needs to know or one video per frequently asked question. Here’s an example of public speaking tip I put up on YouTube.
2. Welcome Video on Your Website: If you have a more brochure-style website you can use a quick video to welcome visitors and telling them about your site and what you’d like them to do while they are visiting. See the example of how I do this on http://FeliciaSlattery.com.
3. Squeeze Page AKA Opt-In Video Invitation: As you’re building your community of subscribers, record a quick personal invitation to sign up to receive a free report, e-course, white paper, or ….
4. …Video Training Series: After a new subscriber opts in, you could provide a longer video training with some greater details in it.
5. Testimonial Video: When you are thrilled with a product or service or even an ezine, ahem (hint, hint, wink, wink, nudge nudge…), you could record a video to let others know about your good experience, especially if it relates in some way to what you do for others. It shows you’re keeping up-to-date in your field and working to better yourself, just like you’re likely encouraging your clients and prospects to do as well. People are more likely to buy from you or connect with you when they see you modeling the same behavior. Put these videos on your blog, Facebook, or YouTube (or all three!).
I would love to hear from you. What are some creative ways that you have used to reach your audience? Please share in the comments!
I just watched President Obama’s American Jobs Act Speech he made to the US Congress. If you are a regular reader of this blog you know I do not comment on political aspects of a speech, but what we as professional speakers and business speakers can learn about the style and delivery.
As I watched the President within the first 3 minutes it was clear, the president had but one main and clear message to his primary audience– members of the United States Congress. His message: “Pass this bill right now.”
- “The millions of Americans….” Within the first one minute of his speech at the 39-second mark, President Obama presented a well-rehearsed expression of emotion for the people who need jobs and were watching to see what the president was going to do to help. Although his primary audience was the people in front of him, the US members of congress, his secondary audience — and not secondary by much– was the “millions of Americans” watching his speech from their homes. It was obvious the President knew he was speaking to more than just the people in the room.
What Business Speakers Can Learn & Implement: Make sure you are aware of your various audiences. In any one audience you’ll have people who want to hear your content and learn from you, but you’ll also have the meeting planner who invited you to come speak, potential other meeting planners watching to see if you’d be a good fit for their audiences (or departments or staff), and possibly even potential consulting prospects watching to see if what you present might be of value to them enough to want to hire you as a consultant.
- Established the Pain Points for the Audience: Obama talked about how historically if Americans worked hard and remained loyal to their companies they would be rewarded with decent salaries and good benefits, but that has all changed now. How for decades we Americans have watched that confidence erode and blamed who many of us “regular folks” put blame on come election time, the politicians in Washington. He asked “the question is in an ongoing national crisis can we stop the political circus and actually do something to help the economy?” That is the sentiment of pain from both sides of the political aisle and the cry of Americans who are out of work, underemployed, and dealing with the negative consequences of a prolonged recession and down economy.
What Business Speakers Can Learn & Implement: Your audience needs to know you understand their pain and you get them. They must know that you are fully aware of what they are going through and can articulate their current struggle. No matter if you speak about how to set up an accounting system or how to experience more joy in your life, you’ve got to meet the audience where they are now and show them you get what they are going through so you can then move forward and present your solutions, formulas, steps, and ideas. They will listen when they feel you get them.
- “You Should Pass This Jobs Bill Right Away.” Starting at minute 3:12 the President began his solid messaging: urging the Congress to pass his bill. Exactly 14 times during a 10-minute period of his speech he repeated the same message over and again. “Pass this jobs bill right away.” To emphasize why he also used repetition – this bill will bring “more jobs, more jobs, more jobs, more jobs…” 4 times in 15 seconds.
What Business Speakers Can Learn & Implement: What part of your message is most important for your audience to remember, use and implement? Repeat it over and again so there is no doubt in your audience’s minds what they should do after your speech ends. Be clear. Be specific. And use the same language.
- YouTube Video Posted with Key Points Next to Speech: As you can see in the image with this post, shown with the original speech simulcast was a split screen image of the President on the left side of the screen and on the opposite side we could see the presentation of statistics, quotations from supporting experts, quotations of what the president said word for word, details of his plan, and more. His staff used a visual aid to support his main points during his speech and the technology offered through the use of video to have the same speech instantly available on YouTube along with the visual aid content. In case you did not see this in action, here it is now with the speech in its entirety:
What Business Speakers Can Learn & Implement: Make any visual aids you use completely compliment your speech. There is no need to write word for word everything you’re saying on your Powerpoint slides. Use the slides to emphasize your points, allowing your audience to read the slides on their own. Keep them brief. Further, USE VIDEO to support your message. Have your message available for your audiences to watch again after your speech ends. Provide ways for your audience to keep engaged with you using the technology available to you – which incidentally is the same technology available to the office of the president of the United States of America. That’s pretty cool stuff!
Now it’s your turn– without getting political, what do you think the President did that was effective or ineffective with his speech delivery and style and what can the rest of us business speakers learn from it?