In John Maxwell’s new book “Everyone Communicates, Few Connect”, John says…..

“Whether you are communicating one-on-one or with a large audience, asking questions creates a connection between you and your listeners that is vital to releasing energy and raising their interest levels. Because my audiences are often so varied, when I begin speaking…. I pose a question related to the topic I’ll be speaking on. I’m simply trying to get people to engage right away.”

How do you engage your audience?

Are you connecting with them in the first 30 seconds?

One of THE most difficult things for a speaker to accomplish is the “audience flip”. Making it about them (the audience) rather than about yourself.

Art Berg, a speaker who died way before his time, told me that he saw his career change when he caught onto this. It wasn’t easy to make his story “about them” as he was a parapalegic who had suffered a horrible accident. But he did it. Art’s theme was “while the difficult takes time, the impossible just takes a little longer”. Once he turned his speech around and made it about them he saw a major surge in his career.

CONTEST:

During your presentations, how do you connect with your audience?

I’d like to see your ideas posted below by July 1st.  The top 5 ideas will win a copy of John Maxwell’s new book “Everyone Communicates, Few Connect”. (Be sure to leave your e-mail address with your comments so I can connect with the winners).

PS: Someone who is famous for connecting with their audience is Joe Calloway. Joe and I produced “Diary of a Killer Keynote” DVD which includes one of Joe’s most talked about NSA speeches. Right now, we’re offering them at a special sell off price (save $30). Check it out. http://speakerlauncher.com/tools.html

I’ve been hearing some good news stories lately so I know that there is business out there!  This tip is designed to help you get out and get your share of the pie!

Here are some ideas to consider when planning your 12 month sales and marketing initiatives (because I know you HAVE a plan, right?)

1.  What expertise do you have that can help people through a difficult time?

Not all companies are in trouble right now, but the fall-out of this economy is wide reaching.  So how can you help?  How can you ease the pain? Bring those ideas forward in your marketing and that will help position you for success.

2.  Is your promise clear?  Does it need to be sharpened or redirected to support this economy? (If you’re not sure about your promise, re-read Chapter 4 in The Wealthy Speaker to get some ideas).

http://www.speakerlauncher.com/tools

3.  What is your outbound marketing strategy?  Do you have it written down?

I typically recommend that people have a 12 month calendar that will allow them to plan and track how they will communicate with their prospects. It might consist of several different marketing mediums:  e-mail, social media, blogging, article writing, direct mail, phone calls.  You’ll want to ’touch’ prospects enough so that when they need your expertise, you are top of mind. (But not so much that they call you a stalker).

In any economy being top of mind when the time comes for them to book a speaker, is going to
be key.  People who used to book 12 months out, might now wait until 3 weeks out.

4.  What is your social media strategy?

The social media phenom requires us to embrace all of the new possibilities with a solid strategy. It can be overwhelming.  When new sites are being added all the time (ie: Digg.com, Stumbleupon.com, Sphinn.com, Reddit.com) your strategy needs to flex and change.  I think the key is to find the networks of people that are going to buy from you. Where do your customers hang out?  What are they reading?

This article might help you sort out some of these new sites. http://www.elance.com/p/node/5283

5.  What is your daily outbound strategy?

I’ll repeat something I wrote in my last tip…when you walk into your office every day do you ask yourself ‘what am I going to do to move my business forward today?’  If you’re not making phone calls or reaching out to people on a daily basis, you’re not going to move forward.

A good database software (like Act) will help you keep track of when you speak to people and what was said.  It will also allow you to form fields that you can search by. Your ‘to do’ list for the day would be generated for you based on who you tagged for follow up. Check out page 131 of The Wealthy Speaker for more on database development.

I hope this helps you develop your ‘book more business’ strategy!

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