Advertiser or Expert?

By Jane Atkinson

trade_showI’ve been preaching the “expert first” idea for a long time, so excuse me if I’m repeating myself.

If a client’s first impression of you was:

a) reading your article in an industry mag
b) seeing a print ad for your business which do you think would have more impact?

I vote for “a”.

If a client’s first impression of you was:

a) seeing you speak at the convention or
b) meeting you at your trade show booth….

which do you think would have more impact?

I vote for “a”.

If a client receives a piece of mail from you:

a) an article that was written by you
b) a copy of your one sheet…

which do you think would have more impact?

Again, I vote “a”.

Whenever you have a choice to position as an expert, take it.

If they throw in a trade show booth as part of your payment, then be there for an “autograph session” after your speech. Be there as an expert, not a sales person.

Position, position, position.

Comments welcome below….

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