If
I Knew Then, What I Know Now
Everything
takes Time
By
Jeffrey Hansler, CSP
As
a speaker, each time I add a new dimension to my speaking, I
am surprised by the lead time in this relationship-dependent
business for the marketing materials to begin to take
effect, and the cost (in money and time) of a marketing and
sales campaign. In building a speaking business, I
have learned the value of conserving resources.
1.
Keep the elements of risk and discovery in balance.
Speaking presentations are a speaker’s best marketing
tool, and, like any facet of business, involve a blend of
safety (repeating a formula that works) and risk taking (to
achieve discovery to lead the field). Repetitively stamping
out a tried and true product is safe but limits discovery of
new and possibly better ideas. Professional speakers seem to
keep risk and discovery in a dynamic balance on the
platform, testing new material, but assuring a dynamite
presentation.
Knowing
what I know now, I volunteer my speaking time once a month
to local charitable organizations, where they understand
that I will be using portions of “untested”
material. With a featured speaker, the organization gains
more than if I had provided cash or volunteered non-platform
time. In turn, they provide me the live experience I need to
enhance my abilities with new material and lots of
“recovery” opportunities. By working together, we reduce
our individual risk and maximize the opportunity for
discovery.
2.
Experiment with desktop marketing material. A brochure
has three elements: message, positioning, and impact. These
are affected by headings, subheadings, copy, graphics,
layout, and white space. It takes great effort and skill to
move from a “feature”
focus
brochure to a customer “benefit” focus brochure that is
effective for your message, your presentation, and your
audience. It is easy to forget that national advertisements
and direct mail packages are tested extensively before going
to final print.
Knowing
what I know now, I experiment with desktop versions of
marketing material. Using a quality stock paper, I test new
speaking titles and brochure copy with titles that have
already proven to be effective. I solicit feedback on the
new titles and copy from bureaus and meeting planners as
part of my marketing calls. By continuously updating copy, I
have the chance to discover the “message” the recipient
is getting before going to the “experts” to design a
final brochure.
3.
Experiment with “home” version video and audio
recordings. I was speaking to a big international
audience in a new market with a new topic. The meeting
planner, industry experts, and the audience loved the topic
and the presentation. I was thrilled that I paid for a
professional videographer to capture the moment with two
cameras and special lighting...that is, until I saw the
footage. The video camera picked up each and every
hesitation and timing fault. Most of the footage was useless
for promotion. This was an expensive learning opportunity.
Knowing
what I know now, I experiment with “home” video and
audio productions to learn what the camera or recorder sees
and hears with new material. I would never expect to get a
great video from a presentation of new material, to a new
audience, and new market. There are too many unknowns for me
to handle all at once.
4.
Relationships take time. I was convinced that I could
beat the odds and that my telephone and sales skills could
bring me instant success and revenue from speaking. I knew
that I could announce a new keynote, do some mailings, make
a few calls, and PRESTO! a full calendar.
Knowing
what I know now, I realize that there is no advantage for
decision makers to risk a long-term relationship on a
one-time booking. Also, it may take as long as a year just
to have a presentation reviewed, let alone actually
considered, by every targeted prospect in your database of
bureaus, meeting planners, and companies. Accepting these
conditions, I use a combination of daily telephone calls,
mailings, and faxes timed to the needs of my contacts to
build our relationship and keep them informed of changes
that are beneficial to them.
Ron
Arden said, “On the platform a speaker shifts through the
presentation, as if driving Le Mans, to keep the audience
interested.” The same holds true for your speaker
marketing efforts. By marketing at different speeds (a
personal note, a telephone call, an update flier, an
announced fax) to achieve optimum performance for that
moment, you conserve everyone’s resources and present the
most useful snapshot of your abilities.
Knowing
what I know now, I have learned that being a great speaker
means bringing years of experience, work, and refinement to
the stage, which might inspire someone to contribute to
themselves and others. The more I learn on the platform, the
more I realize there is more to learn. By marketing myself
more effectively, I earn the resources to continually invest
in my platform skills.
And
remember, if none of your marketing and sales efforts seem
to be working, you’re building some great experiences and
stories for the platform.
#
# # # #
Jeffrey
Hansler is a professional speaker, author, and consultant.
He is a frequent speaker at association events and is the
author of Sell Little Red Hen! Sell! He can be reached at jhansler@oxfordco.com.
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2008 Jeffrey Hansler All rights reserved |
