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.

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