Public speaking is one of the best ways to position and brand yourself as the local “go-to” expert in your field, and it’s also an excellent low-cost marketing strategy. The value of becoming a key-note speaker at local group meetings extends far beyond the event itself.
Small associations simply don’t have the budget to pay speaking fees to a key-note speaker for their weekly or monthly meetings. If they did, they would hire a professional speaker and they wouldn’t need you. But that doesn’t mean they will tolerate a thinly veiled sales pitch from their guest speaker. Rather, educate them on your expertise in a way that is relevant to them and then have a good follow up process. You will build a loyal client base of people who respect, like, and trust you and your brand.
As the keynote speaker at a luncheon or breakfast meeting, you have tremendous opportunities for building your reputation among your existing clients, identifying new prospects, generating referrals, finding other speaking opportunities to your target audience and creating publicity for yourself – IF you do it correctly.
Here are some tips for getting the audience involved, keeping them captivated, and being invited back while also getting referrals for other events:
1. BEFORE: Know Your Audience – What are their specific needs, their pains and problems, their issues, etc.? Remember, you are there to solve a problem they have or get them closer to what they want. What YOU want is irrelevant to them, make your talk about them. Speaking directly to their specific needs and desires is what will capture their attention. To do that successfully, it is important to do your research. When you find out the specific issues the people in the audience are dealing with in the present, you can weave some of them into your presentation to make it relevant and more interesting to them.
2. DURING: Build Rapport – On presentation day arrive early and circulate before your presentation if you can. Ask questions relevant to your topic. Find out what they know about your topic, what common interests or problems do the group members share and try to work that into your presentation if possible. During your presentation engage the audience. Use activities to get them involved, plan real life examples to fit the audience, keep the audience engaged and participating.
3. AFTER: Get Contact Information – You need a way to capture contact information so that you can follow up. Sign up sheets are pretty standard but try spicing things up – offer a drawing for a great prize, a free consult, some type of bonus that they will consider valuable such a special report or one of your products.
Once you’ve accomplished all of that, there’s only one thing left to do … follow up! Not just follow up but follow up in a timely manner (normally within 48 hours while you and your talk are still fresh in their minds). Make contact, send out your bonus and offer an introductory service or other as planned. At the very least get them to opt in to your email list and begin building your relationship with them through autoresponders, newsletters and articles that will be useful to them.
The best part about all of this is there are probably dozens (or more) of smaller organizations within your local area that are starving for engaging and entertaining speakers for their meetings and events. Keep tweaking your presentation, ensure it changes with the times and the issues or needs of your audience, vary the locations you speak at, and in no time you will be seen as the go-to expert! If you need help researching for local events, contact us here at Create 2 Sell – not only can we do all the research for you but we can also be an objective pair of eyes and ears for your presentation and presentation materials along with assisting in creating them.
Until next time … to your success!
Paige Jackson
Create 2 Sell