New Decade, New Marketing

Yesterday during my workout, I was watching “So You Think You Can Dance”. There was a section where they stopped the auditions and told the dancers what the do’s and dont’s for this year were.

First thing to go? The male booty shake. No surprise there – who wants to see that?

So what’s in and what’s out for this new decade in speaker marketing?

OUT: Positioning as a ’speaker’. The joke is if your topics list is as long as your client list, you are positioning incorrectly.

IN: Positioning as an ‘expert’. Be the expert, the authority in your field. Even if you consider yourself a motivational or inspirational speaker, figure out what the outcomes of your message are and sell those in your marketing.

OUT: Cheesy speaker photos. If your photo has you holding a mic and you are standing in front of a white screen, then you probably need an update.

IN: Live audience shots. Take your photos in front of your perfect audience. If you want to speak to large audiences, have someone take a shot from the back of the room for you so that your prospects can see you speaking live. There is still a need for some close up shots of you, a well done head shot can show your prospects who you really are.

OUT: Hire Me, I’m a Speaker! I talked alot in 2009 about doing a marketing Flip Flop. This is where we move our marketing to be about the client and their outcomes, rather than it being all about us.

Here’s a link to a past tip on this:
http://www.speakerlauncher.com/blog/68/does-your-marketing-need-a-flip-flop/

IN: A strong outcome oriented promise. Let the client know what will change for them if they work with you. Be clear, be concise. Too many different ideas and your prospects will be confused.

I hope this tip helps you get the New Year rolling in the right direction!

PS: If you haven’t picked up your copy of The Wealthy Speaker yet, what are you waiting for? Here’s the link to the special system price: http://www.speakerlauncher.com/tools.html

Best Speaking-Expert Website Contest

People are always asking me to show them examples of great websites.  Today, I’m announcing the best speaking-expert website contest!

See below to nominate your favorite website or your own site.

PRIZES

1.  First prize wins the title of Best Speaking-Expert Website which includes announcement to Jane’s list of 5000+ speakers and bureau agents (ie:  exposure).

2.  Best website will be promoted on Jane’s blog for up to 6 months.

3.  The person who nominates the winning website (even if it’s their own) will receive either a one hour marketing makeover coaching call with Jane Atkinson OR 5 copies of  The Wealthy Speaker to “pay it forward” to other speakers.

REVIEW CRITERIA AND THEN COMMENT BELOW IN THE “SPEAK YOUR MIND” SECTION
TO SUBMIT A WEBSITE FOR REVIEW.  DON’T FORGET TO INCLUDE THE WEBSITE URL!
(Comments make take a day to be posted).

Contest closes  October 30th, 2009.

The winning website will be revealed by November 15th based on the criteria set out by Jane and her expert panel.

CONTEST CRITERIA:  The winning website will demonstrate the following:

1.  “Bookability” is the topic/expertise in demand?
2.  A clear and distinct promise (outcome for client)
3.  Unique positioning or brand
4.  Innovative site
5.  Video that sells
6.  Easy to navigate
7.  Evident credibility – ”expert first” positioning
8.  Decision maker friendly (has what they need)

PANEL MEMBERS:

Jane Atkinson – Author of The Wealthy Speaker, Coach
Joe Calloway – Author of Becoming a Category of One
Marsha Friedman – PR Expert, Owner of EMSE, a public relations firm.
Brian Palmer, Owner, National Speakers Bureau
Kris Young, VP of Martin Bastion Productions Speakers Bureau

NOTE:  IF YOU ARE REVIEWING THE WEBSITES BELOW, AND DON’T SEE A LIVE LINK IN THE BODY OF THE COMMENT, YOU CAN CLICK ON THE AUTHOR’S NAME TO SEE THEIR SITE.

Good News on the Speaking Front

I just got back from speaking at the NSA (National Speakers Association) Northern California Chapter. Several speakers told me that they saw their business improve in the last quarter.

And I’ve been hearing some rumblings to that effect myself.

Are you experiencing a shift?

I asked Joe Calloway what was happening with his business, he said… “The phone started ringing off the hook in the last two weeks and we were able to turn keynotes into bigger projects that were more fun and more profitable. I’m finding that being a resource to help companies advance their strategies, rather than just speaking, is a huge advantage.”

I’d like to know what’s happening with you so if you have some news, please leave a comment at the end of this post. On Saturday, one speaker asked me ‘are you going to talk about a recession strategy’?

Although I can do little about whether or not clients are scheduling events with speakers, I can share with speakers how to position correctly so that when the market does shift, they are ready and waiting to capture the business. (For a step- by-step positioning strategy, read The Wealthy Speaker Chapters 3 & 4).

http://www.speakerlauncher.com/tools.html

And for those who are positioned correctly (as an expert with a clear promise), the following tips may help:

1. Add Value: Rather than negotiating your fee away, find a way to create more value for your client. Add an extra session, follow up with webinars or teleclasses, supply articles or learning materials that they can use post event. Sweeten the deal with books or other products. And as Joe said above ‘be a resource to your clients, rather than a speaker’. Solve problems for them.

2. Be Good: This applies in any economy but mostly now. There is no better strategy than to have kick butt content and presentation style.

3. Sharpen the Saw: And speaking of your content, now is the time to ensure that it’s fresh and cutting edge. If you haven’t updated recently, then be like Nike and just do it!

4. Develop new products and income streams. Why not write that next book or develop a new product? And consider expanding your income streams to include non-speaking profit centers.

My post awhile back called ‘Are you Stuck in Your Business Model’ covered some ideas on this. http://www.speakerlauncher.com/blog/298/are-you- stuck-in-your-business-model/

In this uncertain climate, we need to take action around the things we can control and (try) not to worry about the things we cannot.

All the best,

PS: Don’t miss our next teleclass on Thursday Sept. 24th at 1pm Eastern ‘Avoid the 3 Things that Will Stunt your Business (and Annoy Your Clients)’ with guest expert and bureau owner Brian Palmer. No one tells it like it is more than Brian and you’ll learn exactly what you need to do (and not do) to get booked more. http://www.speakerlauncher.com/teleclass.html

Fee integrity, what up with that?

My client is a talented, hilarious speaker.

She worked her butt off for years doing the crappy speaking gigs for $250 in bad venues. She paid her dues.

Now she’s earning $2500 per engagement but her local bureau wants to list her at $4000. (Cause she’s good.)

But here’s the rub, if a client called her directly she would not feel comfortable quoting $4K. She’s just not $4K confident yet. So what does she do?

Easy peasy.

She asks the bureau to list her at $2500 and if it means no bookings from them, then so be it. Many bureaus won’t work with a speaker at this fee but she can always come back to them later, when she’s more expensive.

Quoting two different fees would completely blow her relationship with the bureau. Plus having inconsistent fees is confusing for everyone, including the client.

When you set a fee schedule, print it, post it on your bulletin board and in an ideal world, you stick with it.

So, what if the client wants to negotiate?

Keeping in mind that sometimes, you just gotta pay the bills, here are a few options:

1. Lower your fee across the board (and on your fee schedule) if it’s not in line with what the market is paying. This is my least favorite option from a client perception standpoint, but it’s an option. (And don’t forget to alert the bureaus of your new fee).

2. Work on ways you can add value for the client rather than negotiate. You might offer to deliver a second session, add in some of your books, do some coaching afterward, or hold follow-up teleclasses or webinars. (Some of these could even turn into more business).

3. Include your travel in the fee and get to the event on your own dime or using reward points. Float this idea with your client, sometimes they like this option, it depends on whether travel is a separate budget.

4. Get some trade in return for a reduced fee. They may give you free advertising, monthly column in their trade journal, sponsorship of one of their other sessions/events, products or services that they offer, etc. Really think about what will be valuable to you. Accepting a list of attendees who are not your perfect market is a win-lose.

In a climate like this, clients are wanting to know that you’ll play ball with them. Show them that you are game, but don’t give away the whole ballpark. You’d be surprised at how often they come back to you with another idea or more money in their budget.

For more on fees, check out this article I wrote for Speaker Magazine last year.

Does Your Website Git-R-Done?

Larry the Cable Guy may not be the most profound person you know, but his catch phrase git-r-done is meaningful.

Translated…

You’ve got to take action.

I’m offering 2 THINGS this month that will help you take action on your website.  You’ll drive more prospects to it and close more business once the traffic arrives.

Read more

Does Your Preview Video Get You the Gig?

In some cases, the speaker booking process might
look something like this:

1.  The client decides they need a speaker.
2.  If they don’t already have someone in mind,
they shop around online based on the topic or call
a speaker’s bureau for suggestions.
3.  They view all of the speaker’s materials and
preview videos.
4.  They narrow their list and perhaps set up a
phone call with the 3 or so speakers who have made
the short list.
5.  Then they choose the speaker based on fee,
expertise, talent (as displayed on the video), and
the ability of the speaker to meet their needs.

In this scenario, a poor video could mean that you
don’t get past step 3.  You’re out before the
conference call which means you don’t even get
a shot at telling them how you would meet their
needs.

If your video keeps you in the running, then it’s
doing the job.

Does your video show how great you are?  If not,
you’ve got some work to do.

For those of you who own ‘The Wealthy Speaker’,
check out Chapter 4, for a full segment on video.
Here’s a link to the book if you need a copy:
http://www.speakerlauncher.com/tools.html

We recently did a teleclass with Robin Creasman
called Creating Your Rock Star Preview Video

To check out the MP3 of this class go to:
http://www.speakerlauncher.com/AudioTools.html

Is your promise clear, concise and cha-ching??

I first heard the term ‘big promise’ from
copywriting expert Bob Bly. Bob was talking about
writing headlines on your websites and that the
promise better be front and center… and super
enticing.

Makes sense, right?

Well in the business of speaking, our marketing
requires a promise. And the promise should speak
to what outcome or solution that you are providing
the client.

You’d be surprised at how many websites don’t
offer a clear promise.  Does yours??

In a tight economy, you need to have a clear
promise and it better be something desireable for
your prospects.  Something that makes them want to
buy from you – something cha-ching!

Now, let me be clear.  A promise about the outcome
of a meeting or event (ie:  make your meeting more
memorable with John Doe speaker) is not what I’m
talking about.  That is a ’speaker’ promise.  I’m
talking about an ‘expert’ promise.  That should be
more focused on what service/solution your company
provides.  (An exception to this might be a
comedian or entertainer).

Here are a few examples of promise statements:

- Creating High Energy, Low Stress Workplaces
- Innovation as a Competitive Advantage
- Empowering People to Be Successful and
Appreciative
- Conquer Today’s Challenges, Take Control Now

(Obviously, you’ll want to create your own promise
and not borrow from any of these).

That last one is the promise from Tony Robbins
website so it’s more directed towards the
individual rather than a company.  That might be
more applicable to some of you.

Here’s a quick check list to rate your promise:

Is your promise clear?

Is your promise front and center (ie:  in your
banner or top navigation bar)?

Does your promise show an outcome for your
prospects?  What will change for them?

Is your promise compelling?

Is your promise short and sweet (ie:  less than 7
words)

Would your promise make your prospects say ‘yes,
we need that!’

Your promise may not need to be cutsie, or clever
in order to work.  If your promise creates
business (cha-ching) then you are doing a good
job.

Happy marketing!

ps:  We have 3 spots left in Club Quick Start, and
this month’s call will focus on creating a great
promise statement.  To learn more about the Club,
click here.
http://www.speakerlauncher.com/quickstart.html

Does Your Speaking Menu Look Delicious?

Have you ever been to a restaurant where they
matched the food with the wine that they
recommend?  Yum, love that!  And it makes it
easier for you, the customer.

When working with speakers on their websites,
we’ve recently started to match up product ideas
with keynotes and workshops.

By doing this you are adding value for the client
and also increasing your income by selling up.

For instance with a leadership keynote, we
recommended a book called ‘The Authentic Leader’.
Another client had a Safety Keynote that we
matched with a Safety Strategy Guide (workbook).

When you are promoting your services, why not tell
the client exactly how to order off of your menu?
And why not make it delicious?

Here’s my menu of ideas for you, take your pick:

- show your clients exactly how to utilize your
services, ie:  When using Michael to open your
conference with a keynote, consider his ‘Creating
a Championship Team’ breakout to further hit home
the content.

- when mailing out an agreement, always include a
sample of the product that you’d like to see in
the hands of every member of the audience.  Plant
the seeds for volume pricing in your cover letter.

- for those of you who have a Meeting Planners
page on your website, product should be promoted
there as ‘take home’ or ‘turn down’ gifts for your
audience.

- during the interview stage, ask your client ‘how
long would you like this message to last?’.  When
they answer ‘as long as possible’ then you can
talk about which product will help provide that
longevity.

- offer teleclasses, podcasts or webinars as a
follow up to add value for the client and build
some extra into the fee.

- if you have a workbook or companion piece to go
with a breakout session or workshop, offer up a
more customized version for an extra fee.  And
make sure to promote it along with the workshop on
your website.

- use a promo bar on your website so that your add
on items may appear off to the side yet the client
can easily see what you ‘also recommend’.  This
idea works very well for Amazon on the ‘people who
bought this book also bought…’.

- for your online product purchasers use the
‘related products’ feature in your shopping cart
to upsell (if it is available). I’ve just started
using this more and it often adds a nice chunk to
the order.

When you show your clients exactly how to use your
services, you are helping them see the best ways
to utilize you.  You’re also doing business in a
way that works perfectly for you while increasing
your bottom line.

PS:  Have you heard about Club Quick Start for new
speakers?  Registrations are rolling in quickly -
hold your space now.
http://www.speakerlauncher.com/quickstart.html

PPS:  If you know of a friend who could benefit
from these tips, please turn them on to
http://www.speakerlauncher.com/
All tips are posted on my blog.

Does Your Marketing Need a Flip Flop?

Quite often I’ll google speaker websites to
check out the competition for my clients.  In
today’s competitive climate, it shocks me to
see that many speakers still start out their
home page saying things like ‘John Doe is the
best speaker you’ve ever heard.  Hire John
for your next meeting’.

Yeah right!

As the economy tightens, do you think that
John Doe is the type of speaker that client’s
desire?  I have my doubts.

The marketing flip flip is about putting
the outcomes to the client first, and the
speaker (as the solution to their problem)
second.

Unless you are a celebrity or bestselling
author, your website should probably not be
about you.

It should be about the service and solution
that you offer.  The exception to this would
be speakers like The Passing Zone.  They are
jugglers and are mostly hired at meetings to
entertain.  They might also be better known
than the average speaker, due to a stint on
America’s Got Talent last year.
http://www.PassingZone.com

Take a speaker like Toni Newman for instance.
She’s an innovation expert.  Her website is
about innovation first, Toni second.
http://www.toninewman.com – check it out
you’ll see what I mean.

Here are a few questions to help you evaluate
your marketing:

1.  When arriving at your website, does the
client know what you will do for them
(outcomes) within the first 30 seconds?

2.  Is the first 1/3 of your home page about
them and their needs rather than you?

3.  Are you positioned as an expert and a
problem solver?  Or as a ’speaker’?

If you answered ‘no’ to any of these
questions consider doing a marketing flip
flop to switch the order of your home page
copy to be more client and outcome oriented.

It won’t take you too long to do this, and I
believe it will have an impact.  Try it, and
write me back to let me know how it goes.

Happy marketing,

ps:  need help with your flip flop?
If you’ve read The Wealthy Speaker,
then you qualify for a special introductory session.
Click here for details:
http://www.speakerlauncher.com/coaching.html

How Famous Are You with Your Target Market?

Last week, I had quite a freaky thing happen.

I was on a tiny snorkeling boat off the coast
of Maui, Hawaii with about 30 other tourists.
I had just pulled myself out of the water
after seeing a giant sea turtle (very cool by
the way).  A woman approached me and said,
‘is your name Jane?’  ‘Yes’, I replied with a
question mark on my face.  ‘Oh my gosh, she
said, ‘you’re the speaker coach, I’ve read
your book!’

It was quite an experience to run into
someone who knew me in such a remote place.
But I guess, after 16 years in one industry,
attending conferences, writing articles and
speaking, I’m making in-roads as a marketing
expert. Just as Sam Horn is known as the book
expert and Tom Antion is known as the
technology guy.

So how well are you known in your target
markets for what you do?  And what can you do
to become more well known?  Here are a few
ideas:

1.  Pick a lane and be focused. I’ve talked
about this alot, so I won’t expand too much.
Just keep asking yourself, ‘will what I’m
doing right now help me be known for [my one
topic] in 5 years?’

2.  Set yourself apart from industry folks so
that you can get paid.  One of my clients was
well known in the dental industry which
supposedly didn’t pay their internal speakers
well.  But low and behold, when he started to
branch outside the industry, they wanted him
more and have found a way to pay his going
rates.  If you’re good enough, you can ignore
it when they say ‘our industry doesn’t pay
well’.  If not, quit banging your head and
find some new markets.

3.  Write articles to establish your
expertise.  This is a great, and easy, way to
build credibility within your target.  Make
sure your bi-line at the end funnels people
towards your website.

BTW:  If you haven’t seen it, my article in
Speaker Magazine on fee negotiation is here:
http://www.speakerlauncher.com/about.html
(click The Fee Factor link on the left)

4. Write books.  A book may not need to be
industry specific in order to further your
cause.  If you are an expert in sales, you
might target the real estate industry.  The
book might contain real estate examples, but
doesn’t necessarily need to be specifically
written for them.

5. Position.  When you purchase a booth at an
event, you are there in a sales role.  But
when you speak at an event, or are on a
panel, you are positioning as an expert.
Note: you may speak for free at your
industries’ biggest events, but if doing
freebies leads you to more freebies, then
you’ll need to rethink your strategy.

I hope this will help you think about your
target markets and how you might become more
famous within them!

Happy targeting!

ps:  My next teleclass is going to be hot!
Writing and book guru Sam Horn will join us
on March 25th at 2pm Eastern with ‘I Can’t
Believe I Wrote The Whole Thing!’  Space is
limited so click here for details.
http://www.speakerlauncher.com/teleclass.html

Next Page »