Have you picked your low hanging fruit?

While talking to a client the other day, we were brainstorming on how to “shake the trees” and see what she has not already capitalized on with her current client base.

Funny, she had at least 3 ideas of people she could follow up with about her new keynote, a training opportunity and product sales.

Where are your low hanging fruit?

Are there clients that you should have re-connected with?

When entering into a relationship with a speaking client, do you have a long term goal in mind?

One client has this type of sales stream:

• Someone reads his book
• Calls to book a speech for their group
• Group purchases books for entire audience
• Engagement leads to consulting contracts
• Consulting contracts include training and coaching
• Training sessions result in more product purchased
• And the whole thing goes round for each new client

Look at what picking one piece of low hanging fruit might produce!

Are you making the most of each connection with a client? Or are you ending the relationship once you leave the stage.

See you soon Wealthy Speakers.

PS: Club Quick Start is beginning another cycle (Cycle V) in September. If you are a new speaker, interested in following a strategic path to launching your business, check this out http://www.speakerlauncher.com/quickstart.html

Seasoned speakers: Interested in seeing another Club Catapult? http://www.speakerlauncher.com/clubcatapult.html (add yourself to the wait list)

Are You the Best Thing Since Sliced Bread?

Sometimes I hear people who book speakers talking about how speakers approach them. The speakers ask “do you have a couple of minutes?” and then proceed to keep them on the line for a half hour telling them how great and unique they are.

So what’s the problem here?

Bureaus, meeting planners and decision makers have likely heard it this before. You can tell them how great you are, but chances are very, very good that they are not going to take your word for it. You are going to sound like every other speaker who has gobbled up their time.

And, there are MORE new speakers breaking into the market than ever before. So that means people have much less patience for the Gabby McGabberson’s of the world.

So how do you break through and get noticed?

The #1 way to get discovered by a bureau or a decision maker is to be great on the platform and have clients tell them about you.

And when you find yourself starting in to your “I’m the best thing since sliced bread” spiel. Stop! Ask yourself the question “what’s the one thing I want to learn from this phone call?” Perhaps you ask whether or not they ever book your topic. If they say “tell me more” then you have an opening. If not, respect their time and hop off the call when you get your answer.

The ideal situation?

A client or bureau has heard about you from several different sources before you ever pick up the phone to call them. Around the 3rd time, they are going to think “I keep hearing about this speaker, maybe I need to check them out”.

When they are seeking you out, that’s when you are in the perfect position.

See you soon Wealthy Speakers!

PS: Want to know more about working with bureaus? Check out Chapter 6 in The Wealthy Speaker. Here’s the link if you don’t have your copy yet. http://speakerlauncher.com/tools.html

So, what’s a great website really look like?

After launching The Best Speaking-Expert Website Contest last week, I was thrilled with the response – more than 65 entries and counting!

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

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.

Googling myself, best thing I ever did

About a year ago, I set up a Google Alert system to let me know whenever anyone on the internet mentioned my name or the name of my book, The Wealthy Speaker.

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

Are You a “Just Do it” Speaker?

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/

Are Bureaus “Just Not That Into You”?

He’s just not that into you.

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

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

What’s Your “Book More Business” Strategy

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.

Read more

KICK OFF QUIZ ’09: What’s your Determination Factor??

2009 is shaping up to be a year that could be challenging for some and prosperous for others.

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?

Read more

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