After reviewing some sites, I realized something…. Some people are confused about what makes a great website.

I’m not saying there weren’t a few good ones, and you’ll see them in the finals. But several led me to think….

“Really? This is THE BEST speaker website you’ve seen?”

Here are some of the criteria that were outlined by myself and the expert judging panel. For the sake of this tip, I’ll give you the expanded version of a few:

1. PROMISE: First and foremost, the website must demonstrate a clear promise for your customer. If your web visitors come and have to dig around to find out how you can help them, you’ve missed the boat.

If you are a musician or entertainer, you might have a challenge putting ROI (return on investment) to your work. Many speakers struggle to come up with a promise that really works, so don’t think you are alone. It’s a process.

For more on Promise Statements, refer to Chapter 4 of The Wealthy Speaker.

2. OUTCOME: The website speaks to the outcome for the buyer – rather than focusing on you! There are some really beautiful submissions that are cool to look at but are focused solely on the speaker rather than the client. These would need what I call a “Marketing Flip Flop” to highlight client outcomes first, speaker second.

Here’s a tip I wrote awhile back on Flip Flops. http://tiny.cc/flip489

3, EXPERT FIRST: Position as an expert first and a speaker second. This is really an add on to #2. For most of you, speaking is just one way of distributing your knowledge. You may also write books, consult, etc.

Brian Palmer of National Speakers Bureau says “clients no longer want to hire speakers, they want to hire smart people who happen to speak”.

When a website says “book me, I’m a speaker”, clients may not view you as the expert that they are seeking and may go on to find someone else.

***

Now there are some other important criteria like: having a topic that is desirable, decision maker friendly and has great video. But if you are missing the mark on your positioning, then chances are you do not have the best speaking-expert website.

To view the criteria again, here’s the link to the post.

ps: Feel free to e-mail me directly if you’d like to change your submission. And if you need a step-by-step on creating a great website, check out the Wealthy Speaker http://www.speakerlauncher.com/tools.html

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.

It’s been a great education on how my name is being used, when someone recommends my book, etc. I also keep close tabs on Twitter.

By knowing how people are talking about you, and who is using your blog for content, you are never caught by surprise.

Also, a quick search on Amazon alerted me to the fact that someone had totally ‘dissed’ my book. This person had said that they did not believe that you could make a good living through speaking.

I was immediately able to take action.

I sent out a note to my book fan club on Facebook and told them about the bad review. They all responded quickly and came to my defense thus balancing off (and burying) the negative review.

Of course we can’t control everything that everyone says about us. But what a powerful tool just knowing what is said!

When you are scheduled to deliver a speech and the group advertises it, you should check out what they are saying and ensure that you are being positioned correctly. Clients can often get it wrong.

By setting up some quick alert systems, you have a better shot at continuing to keep a positive image on that crazy thing we call the world wide web.

Happy googling!

PS: I recently added an iPhone MP4 option to my new Wealthy Speaker Seminar LIVE audio. You can listen to the seminar and see the visuals (PPT). Nearly 3 hours of my best stuff available for immediate download. Check it… http://www.speakerlauncher.com/WealthyLive.html

Just Do it

When it comes to running your speaking business, there are 3 types of speakers:

1.  The Hopeful Speaker
2.  The 2/3rds Speaker
3.  The “Just Do It” speaker.

The Hopeful Speaker is talented on the platform and has a desire to speak more, but does not know how the industry works or how to excel in it.

They don’t know what they don’t know.

The Hopeful Speaker may sit and hope that it will happen, or they try to hire people to make it happen for them.  And hiring people to launch your business rarely works because you need to understand your own business before you can train someone else to run it for you.

It’s often the blind leading the blind.  No offense to the seeing impaired.

The 2/3rds Speaker is also talented on the platform and has a base of knowledge about the business.

They know that there are areas of the business that they may not understand, and therefore, they may avoid them and allow issues to go unresolved.

For example.  You’ve heard about blogging but you haven’t been sure where to start or what to write about.  So you register a blog or hire someone to develop one for you.  But then it sits…. lonely, unblogged, unmonitored. 

The 2/3rds Speaker may have a bit more luck with hiring.

The “Just Do It” Speaker, is talented and continues to hone their talent.  They take all areas of the business and learn them completely.  If they need help with technology they learn it first and then hire experts to assist.

The “Just Do It” speaker understands and can answer any question about their business whether it be platform mechanics, database management, their sales funnel or technology.

Here’s what I recommend:

To figure out which one of these is you, write a list of all of the aspects of the business (presentation skills, marketing, technology, admin, etc.) and rate yourself on a scale from 1 to 10 (10 being high) on each.

• If you find yourself with a lot of low scores, then you may put yourself into The Hopeful Speaker category
• Just a few low scores, then you’re in The 2/3rds Speaker category.
• No low scores, CONGRATULATIONS! Pat yourself on the back for being a “Just do it” Speaker.

Take the results of the above and work on 1 or 2 issues at a time.  Seek knowledge where it’s needed.  Don’t try to do it all at once, you’ll be overwhelmed and get stuck again.  Of course, how can I resist plugging The Wealthy Speaker when it includes step-by-step help on nearly all areas of the business? http://www.speakerlauncher.com/tools.html

If you suffer from any type of perfectionism, get over it.  When it comes to developing anything from speeches to new websites – do the best you can and then launch it.  You’ll hone and tweak over time and it will be closer to perfect. But don’t wait for perfection or you’ll never get off the ground.

Just do it!

Ps:  I am a 2/3rds person moving towards Just Do It.  Three weeks ago when we did the blogging teleclass with Scott Ginsberg, I was pretty “blog-norant”.  But today I know more.  Check out my new blog and let me know what you think by leaving a comment or Tweet.  http://www.speakerlauncher.com/blog/

A phrase first made famous by Sex in the City, turned book, now very popular movie.

The reason for its success?  It allows you not to take it personally when someone rejects you.

The same goes for speakers bureaus.

You should not take it personally when they don’t book you or want your marketing materials. It may not be about you at all. Perhaps you have a topic that they don’t require, perhaps they have too many speakers already and can’t give you their attention.

Here are just a few basics about working with bureaus:

1. A bureau will not launch your career - you need to do that yourself.

2. Always ask before sending your materials to them and write “as requested” on the package or e-mail. Don’t sign them up to your newsletter list unless requested.

3. Don’t call them during their prime selling hours (they typically make client calls during the morning and do follow up and proposals in the afternoon). Don’t call them on their 800 line and keep it brief.

4. Wait until your fee is over $3,500 and you have a demo video that rocks before thinking about bureaus. (You never want your first impression to be a ’so-so’ video).

5. The best way to get your foot in the door is by client referral or if the client requests you. (You can always make that happen by handing over a deal with the client’s approval).

Bottom line, go out and get that business yourself and you’ll find that bureaus will become more interested if they start losing business to you.

PS: To read a full section on bureaus, check out Chapter 6 in The Wealthy Speaker. Need a copy? http://www.speakerlauncher.com/tools.html

PS:  Last month’s teleclass “Blog Your Way to More Business” with Scott Ginsberg was a firecracker!  Check out the MP3 version here http://www.speakerlauncher.com/AudioTools.html

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.

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.

With the news networks spouting economic doom every day, there’s no question that decision makers may choose to old on more tightly to their money. That doesn’t mean they won’t ever spend. Perhaps it means smaller budgets and tighter timelines.  And as always during tough times, return on investment will be top of mind.

Your determination to make your business thrive in 2009 means doing all the right things. Do you have the right stuff?

Let’s rate your determination factor.  Answer ‘yes’ or ‘no’ to the following:

1.  Do you have an unwavering level of commitment to your subject matter and expertise?

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

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