The Top 10 Ways to Market
Yourself By Public Speaking
By Arvee Robinson
Public speaking is one of the best ways to market yourself. Here are my top 10 ways to use public speaking as a marketing strategy to attract more clients, generate unlimited leads and grow your business. There is no order to this list. One is not better than another. All of them are effective, but use them at the right time in the right place.
You may find that you use one more heavily than another, or not at all. That’s okay. There are so many places for you to use public speaking, just select the top five that you’re the most comfortable with using.
- Speaking to groups
If you want to make more sales, you need to get in front of more people. Speaking at your local Chamber of Commerce or other local organizations is a great way to market your business. Instead of sitting on the sidelines watching a speaker, be the speaker so that all eyeballs are on you. A typical group has 25-30 people and now they all know you, whereas if you were just networking you would reach only a few.
Seek out groups that have your target market. Marketing yourself through public speaking works best if you’re in front of the right group. It doesn’t work if you’re in front of a group that isn’t your target market.
Public speaking makes you an expert in your field. When you use other means of communications, no one realizes that you are the expert. I use front-of-the-room public speaking in my business every single week to gain visibility and get new clients.
- Putting on your own seminar
One of my clients who is a financial planner is now focusing on seniors, primarily people who are 65 and older. She now only speaks to groups that have that demographic. Another thing she is doing is putting on seminars.
You can only speak in someone else’s room for so long and then you need to get people into your own room. Now you’ve got a captive audience. That’s when the magic happens. When you hold your own seminar, you can control the room, the environment, the information and the time.
I hold my Speak Up, Cash In event, which is a one-day, public speaker training seminar. That’s how I market myself. I know that when I spend an entire day with people, somebody is going to buy from me. It absolutely works. Eventually you will want to put on your own workshop or seminar and get people into your room.
How do you get them into your room? You have to first build your database, or no one will come. A winning strategy is that whenever you speak; gather all the business cards by giving away a free raffle. You build your database over time, and then you’ll have enough to get people into a room. My database is over 15,000 because I’ve built it over the years by what I teach people, by doing a raffle and by collecting their business cards.
Could you do a tele-class in your industry? Yes, but you first have to have a list or database. Can you leverage other people’s lists? Absolutely. If you can work out some mutual arrangement that makes it beneficial, you can ask for that kind of help. It’s always best to build your own list, get your own following, or your own tribe, as some call it. I prefer to call them my raving fans. Get your own raving fans to follow you because they’ll come to your tele-class and will want more information from you.
Webinars are different from tele-classes. A webinar is a live online presentation over the Internet and you can use your PowerPoint® slides, whereas tele-classes are only by telephone. Both are great.
Tele-classes are a bit easier because all you have to work with is a telephone and you can walk around while you speak and your students can listen from their car or wherever they are. If you do a webinar, they will need a computer and Internet access, and so will you.
There are some great webinar applications available online. One particular one is where you can be teaching or talking and your audience can actually see you. When you use these applications, be aware that there can be technology challenges, but it’s also a great tool because people can interact with you.
- Live streaming
Live streaming your presentation is another smart use of technology. It’s almost as if you’re right in front of them, but you’re sitting in the comfort of you own home and giving your speech. You also can show your PowerPoint® slides, while you interact with your audience. There can be some technological challenges with live streaming as it requires additional equipment, but if you have that kind of expertise, then it can really raise your profile.
Videos are a great way to market yourself. It’s so easy today. Most mobile phones have the capacity to create videos. There’s no excuse to not have video. I don’t care what business you’re in. You need some video.
Your videos must be short, 30 seconds to a minute. The shorter they are the more apt people are to look at them. It is such a fast-paced world, that people don’t want to sit in front of their computers for 30 minutes watching you. Create short videos that give good information. It is not a commercial or an infomercial about how great you are. Give them something that they might not know.
For example, my financial planner client can create several different 30-second videos on what seniors should look out for in terms of financial products. She can give some really good tips. Knowing that she is willing to give a good financial tip for free will resonate with her demographic. She can do a whole series on her area of expertise and so can you.
When you do videos, use them in several different ways. One of the ways is to put them on YouTube® because it creates back links to your website. Search engines are always looking for that. Any time someone wants to put your website on their website, say yes. From YouTube®, you can share it on Facebook®, Twitter®, LinkedIn®, and other social networking sites, so your message can go everywhere in one click of a button.
You can also send emails with a video clip. I send weekly “nurturing tips” by email with a video from me. It’s a 30-second tip. It inspires them for the day, gives them great information and builds rapport.
You can also use video in your presentation. I use video testimonials on my PowerPoint® instead of a testimonial on the screen. I have a video of a person talking about how great my programs are.
There are lots of ways to use videos. Here’s a new idea; use a videotext to connect with your customers. One of my mentors sent me a video instead of a text message. He was “talking” to me. This is way better than a text message because it is video.
What if you sent a videotext to your customers? Use it as a way to let your clients know about something new coming out. It would be a powerful way to connect.
- Speak on panels
Panels are really hot today. A lot of events are having a panel of experts, instead of a multi-speaker event where there is one speaker after another. Five or six people will speak on a panel. Each individual might get 30 seconds to speak and then they’re asked some very specific questions.
As a public speaker, you might think it’s not worth it, but it can mean a lot. It positions you as an expert; it lets you market yourself. It’s very powerful to be on panels.
You never know what will happen. I did a panel of Christian businessmen at my last event, Christian Women Who Rock. One of them, a movie producer I know, got connected with one of my speakers. Now he’s going to produce a documentary on her life. Two of the other panelists became really good friends.
Believe it or not, a lot of event organizers are charging speakers as much as $5000 to be on their panels nowadays. If you paid $5,000 and the audience is 70-80 people, that isn’t worthwhile. However, what if you got a sponsored table, a list of attendees, and the right to speak to 10,000 people. I know it is a lot of money, but if 10,000 people didn’t know you existed and now they do, and your company is advertised in the program, it can be very valuable.
- Networking meetings
When you’re at a networking meeting, not as the main speaker but as an attendee, you need to hone your elevator speech so that when you stand up to talk about your business, you do it with confidence, clarity and power. People will say, “Whoa, I’ve got to talk to that person!” Practice it, hone it, and get up and deliver it. There’s no difference between a powerful 30-second speech, and a powerful 30-minute speech. If you learn to do it right, they can both be effective.
That goes for the self-introduction core message, elevator speech, five-minute cameo piece, one-minute showcase, whatever it might be at a networking event that you get to do. Always make sure you know exactly what you’re going to say, that it is beneficial to the person hearing it, and that it is done powerfully and persuasively. You will get clients from a 30-second speech. I have; with one word that resonated with them.
- Other people’s stages
Pay attention to whose doing what in your industry. See if you can get on their stage, even if it’s only for a few minutes. If they’re holding a 90-minute seminar or an evening seminar, ask if you can bring the donuts and speak for 10 minutes–as long as you’re complimentary and not in direct competition with them. Ask! Give them something they need, and offer to speak for free. Work it out. Get on other people’s stages.
People in the seminar industry swap stages all the time. At my next Speak Up, Cash In event, I have someone speaking because she let me speak on her stage last year. I got clients from it, too. It’s reciprocal. Now I’m inviting her to speak at my event. If someone speaks on your stage, make sure its reciprocal.
I do this all the time with a few people in my industry. I’ll be on this guy’s stage and then he’ll be on mine. It always works out. I know what he’s going to say. I trust him and it’s always reciprocal. Find some people you can trust, people you can work with who share your demographic, and have an ongoing relationship with them.
Look for sponsorship opportunities. That’s when you go to an event, whether it’s a networking or speaking event (in your target market), and sponsor a table. Look for luncheons or events that you can sponsor. I have a Christian Women’s Business Luncheon every month. I usually get 10 sponsors every time because I have 60-80 people in the room.
When you sponsor an event, there are a lot of people who are exposed to you. My sponsors not only get a booth, but they get to speak on my stage for at least 30-seconds up to 3-4 minutes (depending on how big the sponsorship is). They also get to host a table. It’s really an inexpensive sponsorship and it includes lunch!
Look for those kinds of opportunities because when you come in as a sponsor you’re automatically an expert. People almost always look up to you and you get some stage time.
Let’s reiterate these top 10 ways to market yourself through public speaking:
- Speak to groups like your local Chamber or other organizations
- Put on your own seminar so that you can control the room and the outcome
- Hold tele-classes because they are easy to create using a telephone
- Hold webinars because they are convenient and make good use of technology
- Live stream your presentation so you can interact with them from your home
- Create videos that will have a wide reach using social media sites
- Speak on panels because this is becoming very popular at large events
- Attend networking events so you can deliver your persuasive elevator speech
- Speak on other people’s stages because it will give you more exposure
- Become a sponsor, which will position you as an expert
These 10 ways to market yourself through public speaking are great but they won’t work if you don’t get out there and speak. People need to hear your message. So, what’s stopping you?
Arvee Robinson is The Master Speaker Trainer, International Speaker and Author. She teaches business owners, service professionals, and entrepreneurs how to use public speaking as a marketing strategy to attract more clients, generate unlimited leads and grow their businesses effortlessly. She teaches a proven speaker system for delivering persuasive presentations, and easy formulas for creating killer elevator speeches and magnetic self-introductions. Arvee has helped hundreds of individuals win clients and close more sales every time they speak. She offers private coaching, workshops, and weekly teleclasses. Her programs will make you money for the rest of your life.
For more public speaking tips go to: http://www.ArveeRobinson.com