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While I live and breathe the world of online marketing, how I got my business off the ground (and where I continue to create the most income from) is through live speaking.
When people hear you express yourself and your ideas, and they get to experience your energy live, you create a connection to you that is like sticky glue for your audience.
Plus, speaking gives you the opportunity to see how your ideas resonate for people. When I saw how excited people were to hear more about charging what they’re worth, it signaled to me where to put my time and energy in terms of creating new products and programs.
You wouldn’t guess this about me now (considering that I lead 6 live events a year, and numerous teleseminars, serving thousands of participants), but when I first started my business, I was so scared, I literally could not speak!
And I had no idea what I was supposed to do after the presentation, to sign up new clients.
What was I missing? Confidence, for sure…and a system for how to get the audience onto my list, plus, how to sign up new clients without feeling like I was making a desperate plea for new business.
Fast forward to today, and I can definitely check off my business bucket-list speaking with power, grace and confidence for large audiences; selling effectively from the stage (which means every time I speak I know I will add revenue to my business); and creating follow up systems that attract more new clients into our coaching and training programs.
Are you getting the idea that if I can do this, so can you?
Good! Let me help you get started so that you’re using your speaking time effectively to maximize growing your list, attracting new clients and adding profits to your business.
Here are 3 basic steps that are proven to work, every time you speak, regardless of the audience size.
Step 1: Design Your Talk to Create Desire for Your Free Offer
Instead of struggling and trying to figure out what to put in your presentation, start by “thinking backwards”. Meaning, your talk should clearly outline what specific problems your audience is having, that your free give-away will help them solve.
The structure I like to follow is this:
1. First, say what the problem is (using specific examples that your audience can relate to in their day-to-day life)
2. Then, clearly outline for your audience what this problem is actually costing them. Be bold, specific and come from your heart so they really feel how much you understand them.
3. Transition into the positive outcomes that can happen for them by solving this problem.
Bonus Tip: I’m often asked, “Kendall, can I use the same free offer on my website, when I’m speaking?”
If you’re just starting out, your offer doesn’t have to be different than your website free give-away. Ideally though, over time you’ll want to create a free give-away that you use exclusively for speaking.
Step 2: Have a Simple Sign Up Process
I teach my coaching program member to create a simple sign-up form that includes the name of your free give-away and 1-3 bullet points about why it’s so great. In addition, the form includes a space for your audience to write in their first and last names, email address, mailing address, and a check box saying “yes” to your free offer. Be sure to include a note that they’ll also receive a complimentary subscription to your ezine.
Bonus Tip: Want to know THE best time to invite your audience to sign up for your free offer? It’s not at the end of your presentation like so many speakers mistakenly time it…it’s in the middle of your presentation.
Why? Because at that moment you have their attention! Simply weave your invitation in to your presentation, hand out the forms on the spot, and ask your audience to fill them in right there, passing them back to the end of the row when they’re done.
Step 3: Show You Care By Following Up (No, You Won’t Be Perceived As a Nuisance)
The first follow up step is to get all of the names into your database so they get the free offer you promised.
Next step in your simple follow up sequence is to send an email, or better yet, personally call and invite them into a conversation (Discovery Session) focused on helping them create a clear plan for solving their #1 issue, as it relates to your area of expertise.
Bonus Tip: Outline or if you prefer, script out what you’ll say on the phone if you get voice mail. This way, you’ll sound natural and you won’t ramble. :-))
