Marketing & Training Services since 1992

Speaker Services: http://www.speakerservices.com

In this issue:

- A note from Susan Levin

- Tips and Advice

- Teleclasses & Workshops

- 5 Tips to Avoid Losing Your Shirt with Your Seminar

- How Sponsors Define Value

- How to Ensure a Powerful Introduction Before You Speak

- Tweets & Blog Post of Interest

Greetings,

Did you have a good holiday weekend?  My gang of friends met at Ellen Reid’s place to celebrate the holiday weekend.  She is my friend the Book Shepherd.   The photo is of me and Kiki Ellen’s dog.

Weekend before last Jean-Noel Bassior our editor for the past 25 years and I were vendors at the ICF LA’s Coaches Expo in Culver City.  I met many wanna be coaches and certified coaches that were very interested to know more about how Speaker Services could help them grow their various expertise. It was not a huge event but the quality of the people who stopped were extraordinary and the conversations were helpful and fruitful.

The Inspired Improv 5 week workshop in August filled up very quickly.  Jack Barnard is teaching it and the people who signed up are in for a treat. I will be there too as it is so much fun.  Do you speak gibberish?

At the end of July Ursula Mentjes and I are offering Speak Your way to More Clients Workshop for the second time in Capistrano Beach, CA.  Last time we sold out.  

We’ll be sharing how to discover the problem that you solve for your clients and the best ways to communicate it to the decision maker and how to create your “Top 25 Target Client List”and more.

“Susan and Ursula delivered awesome value!  The content was complete, thorough and fun.  They are both committed to providing the missing links for the clients they serve. I feel totally prepared to begin the new branch of my work—creating clients through speaking!” -Dorbe Holden, Transformational Coach

Check it out and register: http://tinyurl.com/3h2el9f

Not in LA?  No worries here are some options for you:

- Speaker Marketing Works Virtual Mastermind/Study Group now forming http://bit.ly/jXEUmT

- Budget Minded and enjoy listening to mp3’s?  Join the Speakers Community Membership Club. 60 days complimentary and a mere $19.95 a month plus 4 years of past interviews in the library ready for you to download.  I always say where can you learn from the experts for $10 an hour. I am looking forward to interviewing Dr. Stpehen Jones about the Fear of Speaking- Get Over it! Does the thought of speaking in front of a group evoke fear, make you sweat, start your heart pounding? It’s likely you have glossophobia – the fear of public speaking.

At the end of the month it is my honor to interview my long time speaker, author client Michael Hingson. Michael is the author of Thunder Dog: A Blind Man, His Guide Dog, and the Triumph of Trust at Ground Zero. God does not present insurmountable problems. Instead he gives us challenges, waits for us to overcome them, & then he rejoices . Join now.

- Workshops in LA, Orange County and Atlanta.  See all workshops

- One-on-One consulting on Speaker Marketing and or Presentation Branding Skills and Book Mentoring on the phone or in person in Los Angeles.  This month we are hosting a client from Colorado for a private three day training.  How can we assist you?  We customize for your needs and concerns.

Speak Your Way to More Business

Susan Levin, Speaker Services, susan@speakerservices.com

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TIPS & ADVICE

LinkedIn Group

Professional Keynote Speakers – by Jorge Olson

Discussion: How do you become a public speaker?

- Lenny Laskowski, http://www.LJLSeminars.com

Many people who start out in the speaking business need to remember that it “IS” a business and you need to learn and understand how the speaking business works. Like most business it does change and you need to find what works for you in terms of growing your business. For every business who swears by using “cold calls” as an approach you will find other’s who NEVER use cold calls.

Find yourself a mentor who is doing what you want to do and in the industry you want to work in and learn from them. Take marketing courses and seminars. Attend workshop and seminars on the speaking business and learn from others. At the same time, you need to find what works for you and what style of marketing works for your personal style.

Also, do not remember to keep good records and who you speak to and interface with so you can follow up.

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5 Tips to Avoid Losing Your Shirt with Your Seminar

Daphne Bousquet,  http://eventstrategysolutions.com

It happens to too many people. Grand plans, big vision. You plan, you project, you try to manifest and then you find yourself in a huge hole that you spend the rest of the year trying to get out of.

Yes, I am talking about events. Has it ever happened to you? You poured your heart and soul into planning a seminar and all you ended up with was an empty wallet and crushed dreams? And you wonder what happened?

You see other coaches and expert put on huge seminars and they are making a fortune. What could you have done differently? What do they know that you don’t?

It breaks my heart, because workshops and seminars are powerful tools that transform people’s lives, both attendees and seminar leaders. When done right, they are extremely lucrative and I am not exaggerating when I tell you that you can make more money in a single weekend than most people make in an entire year.

Our coaches tell us to think bigger, they show us what is possible. However, many times what works for them, may not work for you. So you dive into planning the workshops and seminars thinking big, all the while you are missing some critical steps that make the difference between success and utter disappointment.

What can you do to avoid that? Here are 5 tips to avoid losing your shirt and make your next seminar truly one that is transformational for you.

Start small

You may want a seminar for 100 people, but if this is your first one, start small. Keep it intimate and exclusive. It will give you a chance to test the waters, your marketing and your conversion rates. It also keeps your costs down, which is important for obvious reasons.

Focus on your ideal attendee

Who is he/she? Talk to that person and that person alone in your marketing. If your seminar tries to be too many things to too many people, it will not be anything to anybody. Your marketing becomes too broad and ambiguous and no one responds to vague and generic. Be precise. What benefits does your seminar offer and who is it perfect for?

Book your venue as late as possible

I know I am going to get in trouble with my former colleagues in the hospitality industry, but the fact is this. Most seminar leaders who have lost money on their event ended up paying thousands of dollars to hotels for rooms and services they never used. Start marketing and selling tickets before you sign your contract. Once you sign it, you are committed, whether people show or not.

Allow plenty of time for marketing

Start promoting now. Yes now. The more time you have to market your seminar the better. Most seminar leaders fail because they didn’t allow themselves enough time for their marketing campaign. For a multi day event, you will need 6 months. Minimum. Preferably 8 months. That gives you time to add value, build your list, line up promotional partners and create a campaign that gets the butts in the seats.

Have a back end plan

Your seminar should not just depend on tickets sales. You should have a comprehensive plan for generating revenue with your seminar. That means multiple streams of seminar income. Know what you are offering and when. Don’t rely on only 1 or 2 ways to make money from your seminar. There are at least 10, so use them to your advantage.

Daphne will be a featured speaker at Talk Up Your Business, Master the Message, Master the Marketing, Atlanta Sept 30 & Oct 1.  See http://t.co/cu0bNfE

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How Sponsors Define Value

- Vickie Sullivan, http://www.sullivanspeaker.com

Many experts who speak are looking for sponsors to pay their hefty speaking fee.  And sponsors are still doing that buy asking host organizations “how can you provide more value?” first.  Here are a couple of ideas inspired by veteran sports professionals in their sponsorship deals:

Community outreach.  Every sponsor wants more exposure than the event.  How about finding out who their target market is and participating in that?  For example, if your banking sponsor wants to reach out to business owners, why can’t you do an extra session for that audience?

Product placement.  TV shows and movies have taken this to a whole new level with more subtle references.  Can speakers do the same with examples and stories that feature the sponsor?  Let’s go one step further:  in the name of interactive learning, is there any way to demonstrate the sponsor’s product or service?  Use them as a case study perhaps?

Business-building opportunities.  These sponsors are partnering to expand their reach.  Does your community have value to them too?  How could you facilitate introductions between the sponsors and your business contacts?  A reception maybe?

Suggestions that go above and beyond might be refused by the host organization but your offer will not be forgotten.  Great way to position yourself as a partner rather than just a speaker for the convention.

Vickie Sullivan is recognized as the top market strategist for experts who want strong brands with high-fee buyers. She speaks and consults internationally about selection trends in high-fee markets and strategies that position experts for those venues. Vickie’s articles have been published in national publications ranging from USA Today Magazine to Handbook of Business Strategy. This update is sent to thousands of experts throughout the U.S. and 17 other countries.

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How to Ensure a Powerful Introduction Before You Speak

Post by Lisa Sasevich, www.theinvisibleclose.com

There are two types of introductions—the one where you introduce yourself toward the beginning of your talk and the one that your host reads to introduce you to the audience before you get up on stage. Now, that second introduction may seem like a minor concern, but it’s not; it plays a huge role in establishing your credibility.

Building credibility—the impression that you are an expert with proven results who can be trusted to deliver—is the vital first goal of your presentation. If you want your audience to listen to you and eventually buy from you, they have to see you as credible.

So here is my secret formula and two important tips for creating a powerful introduction for your host. An introduction that sets you up to gain credibility and helps people feel open to you and quickly start to build the trust that is needed to invest with you.

Proven Formula for Getting a Powerful Intro Before You Speak When you’re writing your host’s introduction, keep it short: only 30 seconds to one minute long. Hit the high points and include these elements:

A. Have the host tell the audience why they invited you. For example, your introduction might begin: “We know that you or people you know have been affected by the drastic changes in the housing market. We invited our next speaker here today because her program has been proven to work during challenging times.” This is also where they would include any personal testimonial they have to add if they, in fact, have worked with you.  read on http://bit.ly/kjonkI

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WORKSHOPS IN LA, ORANGE COUNTY, SAN DIEGO & ATLANTA

See all workshops

July 29, Speak Your Way to More Clients, Ursula Mentjes & Susan Levin, Capistrano Beach

“Are you tired of figuring out where to find new clients? It’s time for them to find you!”

Ursula Mentjes (Sales Expert) and Susan Levin (Industry Expert) have teamed up to teach you how to grow your business through speaking!

“Speak Your Way to More Clients was packed with “tricks of the speaking trade”!  Following the examples provided during the workshop will be vital to making my next speaking engagement a great success!”, Carleen Paul, Skills for Success Reading Center

“This is the perfect blueprint for pursuing a successful speaking career!  Getting the actual “HOW” was absolutely priceless!  Thank you, thank you, thank you!” – Janise Graham, Janise Graham Insurance and Financial Services

Learn more

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August, 13 – Market Yourself as a Speaker led by Susan Levin, Marina del Rey

Nuts and bolts of lecture circuit.

Are you a seasoned expert with years of advice and experience to pass along? Whether you are an executive, educator or salesperson you could be missing out on an important source of your income: THE SPEAKING CIRCUIT.  Learn more/register

“Susan has given me a great deal of personal advice which has helped me go forward in my career as a speaker and consultent. I am honored to know Susan and to have the opportunity to work with her.” - Michael Hingson, Speaker & Author

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Tweets & Blog Posts of interest:

- Speakers, Authors, Experts R yr marketing materials professional? R u getting noticed? No? Might be the writing! http://bit.ly/pUNiLa

- Social Media Use Nearly Doubles as Audiences Grow Older : MarketingProfs Article http://t.co/pihtYzt via @marketingprofs

- Seven Ways to Name the Decision Makers http://t.co/Lfrj3Kb via @wendyweiss

- 7 Steps to Increase Facebook Fans http://t.co/E3BoCJY via @pc4media

- If God Is Your Co-Pilot, Switch Seats http://huff.to/mrhQPD via @huffingtonpost by BJ Gallagher

- Excellent post How to Create a Value Proposition Positioning Statement with Your Value Proposition – RAIN Group http://t.co/FqhutRB

- 10 Easy Ways To Prepare A Powerful Introduction http://t.co/XXrVEZJ

Holiday Greetings from Susan Levin, Speaker Services

Many of my colleagues have sent me gifts in the form of e-books and I in turn am passing along a few of the e-books that I will be helpful.

First though, I found the following sample speaker contracts on National Speakers Associations’ Website.  Keep them in a safe place.

contract2.pdf

contract2-1.pdf

contract3.pdf

contract4.pdf

Next is a tool I use everyday.  Powerful verbs for add persuasion to your writing.

powerful-verbs-that-add-persuasion-to-your-writing.pdf

Enjoy the best of 2009 tips from Joan Stewart, The Publicity Hound.

ebook-bestof2009publicityhound.pdf

Orvel Ray Wilson shared Guerilla Marketing™ – Unconventional weapons and tactics for the advanced professional speaker.

gm-for-advanced-professional-speakers-handout.pdf

I subscribed to 101 quotes and received a short e-book.

ebook_101quotes.pdf

Another gift from Speaker Services

The Speakers’ Community our membership club offers hundreds of interviews of experts in the archives.  Join for two months for FREE and hten $19.95 a month thereafter.

Listen live or download the mp3′s of two experts each month.

Check it out http://www.speakerscommunity.com .

I appreciate you all and could not do Speaker Services without your love and support for the past 18 years.   Marketing and training services for speakers & authors.

Susan’s note: As speakers and authors we have unlimited possibilities for creating products. Many speakers make more money from BOR back of the room sales then from their talks. Why? Because people want to take you home with them. For speakers products create passive income that can be repurposed and repackaged for various audiences on and off line. Take a look at some of the products I have created for speakers and authors. Click here to view.

It is really quite easy to create products with the advent of the latest technology.

For example if you are offering teleclasses you might consider using audioacrobat

AudioAcrobat is an audio recording, streaming and hosting service. All of your audio messages are automatically converted into a single of html code that can be uploaded to any Website. Which means you can convert the audio into various formats including mp3′s and you can upload video too. And you can try it out for 30 days for FREE.

Consider transcribing your teleclass and offering the mp3 or CD with the handout and call it a Special Report or sell them on their own. Need a transcription service? Call Patsy Bellah (310) 840-2957. Patsy can also create an e-book for you.

Need more resources? Take a look at Speaker Services Resources

I will be talking about How to Create Info Products Easily and Simply at the Speakers’ Summit on May 2 and the mp3′s and my 6 page handout will be available for purchase following the event. Check it out

Today’s post was written by Donna Gunter-12 Steps to Creating Your First Info Product. Donna offers a clear map on how to move forward. Go forth and multiple!

The creation of your first info product is a huge first step toward implementing multiple streams of income in your business. It means that you have something to sell prospective customers to “size you up” as they consider purchasing your services, that you can sell something 24-7 from your website that demonstrates your expertise, and that you’re well on your way to creating a passive revenue stream for your business.

Your process doesn’t have to be as detailed as I’ve outlined here, but if you want to do a thorough job in the creation process, I suggest that you embark on all the steps.

1. Solution to a Problem.

The best-selling information products provide a direct solution to a major problem of your target market. If you’re a professional organizer, the problem might be how to clean and store and organize holiday decorations so that they can be easily found and used from year to year. If you’re a weight loss coach, the problem might be how to stay motivated when you’ve hit a weight loss plateau. Jot down some of the primary problems of your target market and the process by which you help your clients resolve these issues.

2. Determine Your Offering.

Info products come in all types of formats, from ebooks to ecourses to recorded teleseminars to podcasts to special reports to CD and DVD sets. Take stock of your target market and determine what format would best fit their lifestyle. Are they virtual business owners who work from home at their computers for most of the day? Then an ebook or ecourse would probably work well for this group. Are they busy executives who travel frequently? Then you might consider a portable audio format. You can also combine formats to appeal to a variety of learning styles or lifestyles.

And, of course, cost is a major consideration. Do you want to create a physical product that has to be shipped, or would an electronic download work? There are much greater costs on your end to produce a physical product than an electronic one, and you also have to deal with product fulfillment as well if you choose to sell a physical product. I tell my clients to start with an electronic version and test it out, and if it’s successful, move to a physical product, which has greater perceived value in the eyes of consumers.

3. Pricing.

Pricing of info products is all over the map. Check out your competition (yes, there will be competing products on the same topic aimed at the same target market) and see what they’re charging. You also need to take a look at your contact database and make some assessments of the value of your information to them as well as what you think they will pay. You can survey your database to determine this info, or base it on comparable offerings in the marketplace. Many times my clients get hung up on the notion of comparing pricing for their info product to what they can find in the local bookstore. Generally, pricing for info products is higher than retail bookstores because the info being sold online is specialized for a target market and is delivered immediately upon order (if it’s an electronic download).

The pricing strategy that also seems to sell better online is ending your price with a 7, like in $17, $47, etc. If you offer a high-priced product, consider offering payment via an installment plan, where you charge a bit more each month for the product than if someone were to pay for the product in full at time of purchase.

4. Technology.

Do you have the technology in place to create and deliver your offering? If it’s an ebook, you’ll need either a PDF writer program or ebook compiler software. For an audio program you’ll need a microphone and audio recording and editing capabilities. For an ecourse you’ll need either autoresponder software or a direct to desktop solution. For delivery you’ll need a shopping cart that can deliver electronic products or take shipping info for physical products as well as some type of merchant account to take credit and process credit cards. You’ll also want a sequential autoresponder service to follow up with your buyers.

5. Create the Product.

This is typically the most labor intensive part of the process, as you’re actively recording or writing or videotaping your information for the product. Some products are easier to create than others, especially if you’re recycling other content that you have into a new product. If you’re starting from scratch, however, give yourself a full 3-6 weeks of steady work time for product creation. After creating the product you may want to have it proofread and/or edited in some fashion by a proofreader or an audio/video expert.

6. Graphics.

A picture tells a thousand words, and more importantly, info products sell better when the visitor has a graphic representation of this intangible info product item. If graphic design isn’t your specialty, find someone to design an ebook cover or podcast album art for you. You may want to have the designer also create a website header banner for the product that you can use on your sales page. You can generally have both of these done for around $200. The more professional your image, the better perceived value your product has.

7. Domain, Hosting, and Website.

I believe that each info product should have its own domain name and sales page to be most effective. Domain names are pretty inexpensive, so you could actually buy several for each product — one that reflects the product name, for example, and one that reflects the result someone will receive after using your product. You can use the various domain names and websites for a variety of testing purposes as you go to sell your product. If your plan to create multiple info products, you’ll probably want to obtain a website hosting account that will enable you to host multiple domains from the same account. Another option is to forward your product’s domain name to a “hidden” page of your primary site.

8. Copywriting.

There is a specific formula to copywriting for one-pages sales letter websites. The best way to get ideas for your sales letter is to create a Marketing Swipe file of other sales copy that you like. From your swipe file take a look at the headlines, the introduction, the subheadlines, the listing of benefits, the product description, the outline of the features, the call to action (request to buy), the closing, and the postscripts. You’ll begin to see a pattern emerge when you look at 4-5 sample sales pages.

9. Shopping Cart.

Once your product is complete, you need to upload the product into your shopping cart and set up the cart for purchases. This may mean that you also need to set up shipping and handling charges for physical products and integrate your shopping with your shipper of choice. If your state requires the collection of state sales taxes, you’ll need to integrate that as well.

10. Followup Autoresponders.

Creating a series of autoresponders to follow-up with a customer after purchase enables you to stay in front of the customer and reminder her about your other product/service offerings. Design a series of 3-5 autoresponders that will be sent out after a purchase to check in with your customer and tell her the next step she needs to take after her purchase. This might mean referring her to another info product, asking her to join some type of subscription service, or experiencing your service with a free trial.

11. Capturing Contact Info.

Sadly, not everyone who visits your website will buy what you’re selling. However, you can still capture their contact info by creating a free giveaway for those who may not be ready to buy. This might be a special report or free ecourse, and you follow the same steps outlined previously for creating this giveaway. You’ll also need to create 3-5 followup autoresponders here as well that will ultimately offer them your product once again.

12. Publish and Promote.

Now, you’re ready to sell. Publish your website and begin to promote your offering to your own database. You can create a buzz about your product by writing a press release, offering a free teleclass, buying ads on other websites or in other newsletters, publishing articles, creating podcasts, purchasing pay-per-click advertising, requesting colleagues to send out notices to their contact lists, and creating an affiliate program in which others can sell your product for a commission.

Creating your first info product can be a time-consuming process. However, once it’s created, you stand to earn income from it for years to come. Start to expand your business offerings today with information products.
Copyright (c) 2007 Donna Gunter

About this author

Online Business Resource Queen (TM) and Online Business Coach Donna Gunter helps self-employed service professionals learn how to automate their businesses, leverage their expertise on the Internet, and get more clients online. To sign up for more FREE tips like these and claim your FREE gift, TurboCharge Your Online Marketing Toolkit, visit her site at http://www.GetMoreClientsOnline.com

You may be aware that I launched the Speakers’ Community a membership site in early November. I offered 60 days for free until the end of Dec ’07 to give folks an opportunity to experience the value of the Community and if satisfied then $49 a month would be debited automatically from their account.

I worked hard to offer instant valuable bonuses as well as a Community Listing in the directory which is open to the public and to the members to find one another.

I invited guest experts each month onto the monthly teleclass and recorded the conversation to add to the library. Additionally the Inner Marketing Circle once a month has been inspiring and with lots of coaching happening and the replay is archived.

I thought I was giving great value for $49 a month. Afterall, a teleclass call charge might be $49-$99 and one on one coaching could be $250 an hour plus a listing in the Community Directory. At least that was my thinking.

And yesterday I heard a voice saying add more value. So here’s what I did. I added 13-14 audio/mp3 recordings all of which I had created in the past year and began the Audio/MP3 Library page for the members.

Here’s a partial list of the recordings in the Library.

- SUPER STRUCTURE and BRANDING, Jack Barnard

- COMMUNION, COMFORT & CONNECTION, Jack Barnard

- THE BUSINESS OF SPEAKING: CREATE A WINNING MARKETING STRATEGY, Susan Levin

- RUN YOUR BUSINESS WITH THE HELP OF A VIRTUAL ASSISTANT, Terry Green

- MARKETING: WEB 2.0 STYLE: Turn Your Intellectual Assets Into Internet Profits, Michelle Price

- INCREASE YOUR INCOME BY CREATING AND SELLING INFORMATION PRODUCTS, Susan Levin & Patsy Bellah

- PLUG and PLAY PROFITS: Convert Your Passion into Blockbuster Audio CDs Rob Schultz

- GET YOUR BOOK WRITTEN and PUBLISHED, Jean-Noel Bassior

- PRODUCE & PUBLISH STREAMING AUDIO & VIDEO USING AUDIOACROBAT, Dave Barrett, Owner of AudioAcrobat

- GET BOOKED AT COLLEGES, James Malinchak

- ONE SHEETS, Sheryl Roush

- SPEAK ON CRUISE SHIPS, Daniel Hall and here is the recording for you to listen to.

What is the value now? Priceless!

Here’s the point of my sharing this with you. I had all of this information already created in various places ie: my file cabinet, on various web pages and you probably do too.

In thinking back to this past May when we did the Speakers’ Summit I visioned doing a blog and a membership site and a TeleSummit based on the Speakers’ Summit all realized now. However, I remember thinking how I could repurpose and reprogram much of the material and I did it yesterday.

Here’s the good news I still have lots more to repackage including videos mp4′s and I will be adding that to the Speakers’ Community Library.

After the New Year we are offering 30 days for free for the Speakers’ Community however, once you join you have access to the library, the live teleclasses and the Inner Marketing Circle with me and a guest each month plus you can post your own profile in the Community Directory.

BTW: In January TJ Walker will be my guest for the monthly teleclass interview and he will be talking about how content is the king/queen and how you can repackage and reprogram your content into books, tips for your blog and so much more.

You can be on the call if you sign up for the Speakers’ Community!

Hey and if you don’t get the added value you can cancel your subscription.

I would enjoy hearing your comments. Please offer them.

This last week has been a whirlwind for us as we spent 4 days at the International Coaches Federation Conference as exhibitors. There were 1,600 coaches attending from 30 or more countries. We talked to lots of coaches who were interested in learning how to grow their business and income though speaking.

Here I am in front of our new banner. And it really worked. People actually stopped and read it and asked for more information.

Here are a few friends and clients that stopped by to say hello.

This is Otto Siegel

This is Lorenda Phillips

We left the ICF Conference and shot 15 speakers on Sunday at the Video Demo Showcase. Here’s a photo of Angie Milhous (not a very good photo) and you see her in front of the audience.

This weekend we are doing the Authors’ SpeakEasy Workshop and then it is my birthday. I am going to the Oaks in Ojai, CA for a well deserved rest.

Oh, I forgot to mention the Speakers’ Community membership site is up and running and our first teleclass in November 12, with 2 time author and speaker Chellie Campbell who will be talking about how to create a 6 figure income by sitting at home.

You can join us for the teleclass if you join the Speakers’ Community. It’s free for 60 days until the end of the year. Not only that you can post your listing in the Community Directory.

Here’s TJ Walker weighing in on How to Prepare for A Major Speech You Must give In the Next 24 Hours

On no! You have to give a big speech on major trends facing your business and industry to a large group of important people tomorrow! In less than 24 hours! And you haven’t started preparing yet.

What do you do?

Step one. Spend one hour with a colleague or two brainstorming major themes and ideas you’d like to discuss. Try to write down as many themes as you can in one sentence or less. Don’t debate these themes and don’t flesh them out. Don’t analyze or criticize. Just blurt out and write down as many interesting ideas you can think of that relate to your area of expertise and that would also be of interest to your audience.

Step two. After the first hour, stop brainstorming and start analyzing your themes. Scratch off ideas that are boring. Remove topics that have already received lots of news coverage. Eliminate glaringly obvious points. Strike off messages you have mixed feelings about. You may have started with 20 or even 30 message points. But don’t stop this process until you’ve narrowed your messages down to five. Limit yourself to 45 minutes here.

Step three. Write your five messages down in bullet points on a single sheet of paper. Next, say your messages out loud. How does it feel? Don’t worry about wording yet; you’re just looking for a broad architecture for you speech at this point.

Step four. Write down one concrete example for each message point and create a new outline with these examples.

Step five. Stand up and give your speech (preferably while being videotaped). At this point, your speech might be short (5 to 10 minutes), that’s OK. Don’t worry about length yet.

Step six. Either review the tape or get feedback from colleagues. Focus only on what you like at this point. What examples stood out that were interesting and memorable?

Step seven. Now, and only now, begin to think about time/length of your speech. Is your speech going to be 10 minutes long or 60 minutes long? Simply insert more and more examples for each message point until you have the right amount for your total time. (FYI, you can never have too many examples if they are interesting and relevant to your audience.)

Step eight. Make sure you have a simple, clean and easy-to-read outline that is entirely on one page of paper. Make the font so large that you can read it without having to pick up the paper and hold it close to your eyes.

Step nine. Rehearse the speech one more time. You are now ready for the speech.

Step ten. Get a good night’s sleep.

This entire process (minus sleep) should only take about 4-5 hours.

Additional Tips:

- Resist the urge to add more message points.
- Resist the urge to add more numbers and facts.
- Resist the urge to revise, add, and edit PowerPoint slides.
- Resist the urge to write out your speech word-for word.

Yesterday I spent part of the day with John Kremer and learned more about this amazing man.

He is all about book marketing and teaching you how to sell more books — a lot of books. He teaches a workshop called Book Marketing Blast-Off Seminar which is being offered in Los Angeles, December 7-9. John is the author of 1001 Ways to Market Your Books and for the past twenty years, he has edited the newsletter on the subject: Book Marketing Update. Also for the past twenty years, he has consulted with some of the top bestselling authors in the country.

- He has designed the strategy that enabled a self-published author to become a New York Times #1 bestselling author of 9 books!
- He has worked with several other small publishers to set up publicity campaigns and distribution networks that enabled them to sell hundreds of thousands of books!
- He has ferreted out little-known book markets that enabled publishers to sell 5,000 … 10,000 … 20,000 books in a single sale!
- And he has saved publishers hundreds of dollars, sometimes thousands of dollars by telling them what works and what does not work — and why!

This is John

Over lunch John agreed with me that many authors do not know how to speak their books whether it be a 30 second pitch, a book signing or a fourty minute talk. And that some authors don’t even recognize that speaking is a fantastic way to market their products.

So here’s what we dreamed up to support authors and wannabees. Speaker Services (Jack Barnard and me) will make a guest appearance at the Book Market Blast-Off in December and offer tidy tidbits to the attendees. After the New Year and the date is not set yet that we will mutually produce a 3-4 day workshop where authors will learn the inside secrets of speaking and how other book publishers are selling more books every day.

BTW Authors: The Authors SpeakEasy workshop is coming up November 9-11 in Los Angeles taught by Jack Barnard and it includes a one camera video shoot. I still have a few openings. Take a look.

I am thrilled about the Speakers’ Community Membership Club I announced it less then a week ago and we have 20 members so far. The first teleclass is Monday, November 12 with Chellie Campbell. We will be talking about How to Make a Six Figure Income Without Leaving Your Home.  Chellie is the Author of Zero to Zillionaire and The Wealthy Spirit and creator of nationwide workshops that ease financial stress shows how to make more money – and have more time off for fun!

This call is FREE for all Speakers’ Community members. Not a member? Join now to access the call and take advantage of my special FREE 2-month Speakers’ Community trial offer. Read more about it and the benefits and instant bonuses. Go to www.speakerscommunity.com

I would love to hear your comments.

The MediaSpeak Symposium was a great success. Here’s a few comments.

Pitching to live producers was an experience needed to jumpstart the process to demystify the experience.
- Cindy Kludt, Grief Counselor, Author

Susan and Jack created an amazing learning situation with a variety of media experts.
- Laurie Hacking, Coach, Author

The MediaSpeak Symposium provides authors, entrepreneurs and business experts with the confidence and tools to obtain the interviews and globally promote their products and services.
-Craig Nabat, Entrepreneur

Terrific 3 days to actually test out the methods. The Symposium was a tremendous experience. It really helped me to put everything in prospective.
- Aubrey Fine, Professor, Author

Dr. Fran Pastoria and Aubrey Fine practice their pitch

Marlin Keesler pitching his book to Dr. Meg Haworth

Pitching to Nita Vallens, Inner Visions, KPFK FM

Today’s post is all about how speaking can lead to more business by Jeff Wolf written for Rain Today. Before we get to the post I want to share some of our services with you. I think you will agree after reading the following article that it is helpful to have training.

Speaker Services, my business offers lots of training for developing presentations as well as a marketing venue through our online paid listing service to get your message out to the public. E-mail me at speakerservices@ca.rr.com and request the guidelines for getting listed. BTW: We have been in business since 1992.

Yesterday I posted several video testimonials from the Speakers’ Summit

When you have a moment please take a look at what our clients are saying about our training. The Summit is offered once a year in May.

The Speakers’ Bootcamp is another opportunity to work with us. This is offered 3 times a year and is a five day intensive. Next time will be March 26-30 and we only take 20 people. If you are interested in seeing how we coach our folks contact me and I can send you a short instructional mp4 video for viewing. Oh yes, I have a 60 minute audio Q & A on the Speakers’ Bootcamp page that you can download and listen to at your leisure.

The Speakers’ Community Membership Site is coming along and I will be telling you more about it in the very near future and offering you 30 days for free to check us out. You can read more about my intentions if you click on the ink above that says Speakers’ Community.

I want to remind you that being media savvy plays a big part of your speaking practice. That is way we always include media training in all of our trainings. The 3rd MediaSpeak Symposium is scheduled for October 11, 12 & 13. I encourage you to check it out and to attend. This event is for anyone who has a service, product or book who desires more exposure via the media. Reminder: Early registration fee by Sept 1 and save $150.

I welcome your comments please send them my way.

Okay Jeff Wolf take it away. Speaking Your Way To More Business
You are trying to build your book of business. With the competition getting nimbler and more aggressive, it hasn’t been easy. Clients are unfaithful, yet they’re demanding more of your time. You have tried to be a consultative business developer, working on building relationships. You’ve been trying to do as much as you can with limited time.

One way to improve your business development — for yourself, your firm, and your colleagues — is to get out there and give a talk to a roomful of people. Presenting your positions shows you as an expert, or, better, the expert, in your area of specialty. Speaking to a captive audience allows you to make your points and deliver your strongest messages. The crowd will hang on your every word. You are the authority everyone came to see and hear.

If you do it well, you’ll find this form of business development is incredibly successful. It attracts new clients. You become a people magnet. They’ll walk up to you, engage you in conversation, slip you their business cards and say, “Please call me.” Translation: “I like your message and think you are the type of professional with whom I want to do business.” The calls and emails will continue for several weeks as word of mouth spreads through the business community.

Sadly, most speaking opportunities end up wasted. All that worry about the presentation, the pressure of the prep work and, at last, the performance, result in an empty-handed return to the office.  But you can come back with a list of potential clients who are excited about working with you and your firm. As a professional speaker and presentation skills coach, I have seen many service providers speak in front of audiences over and over. Most have no clue how to give their audiences a motivating and memorable experience.

A Golden Opportunity Wasted

I recently gave a keynote address in Los Angeles and, prior to my talk; the association had a lawyer give the membership a legal update. His thirty-minute monologue of facts and figures, presented in a droning, monotone voice while leaning on the podium, was a disaster. I watched in disbelief as a golden opportunity to connect with the audience slipped away, second by second. Every two or three minutes, groups of people got up and walked out.

Flabbergasted, I watched an audience of over 500 people, previously excited to be there, shrink by about 50%. When the speaker finally finished, he garnered a smattering of half-hearted applause – mostly because he had finished. The emcee thanked him and asked, diplomatically, if we could all take a 10-minute break — so they could regroup everyone for the next presentation – mine.

This is one of many sad examples of service providers wasting not only their own valuable time, but also the audience’s valuable time while leaving a bad impression in the minds of 500 potential clients. When I talk with service providers who have just given a presentation, they usually think they have done a tremendous job. Yet, no one comes up afterward or they never receive any calls or emails from the members of the audience. They then tell me, “Speaking is a waste of time and it just doesn’t generate business.” My answer to these providers is very simple and straightforward: “If you give a great speech, business will follow.”

The Key To Success

If you are going to be a presenter, the expert, the font of wisdom, you must remember one central fact. It’s not about you. It’s about them, the audience, the listeners, and people who are investing their precious morning, afternoon, or evening to hear and see you.

They listen intently with one question in mind: what’s in it for me? They want to be engaged by your personality and passion for your subject matter. If you are passionate about your topic, your listeners will become excited about it, too. If you deliver your message with enthusiasm, voice variance, and convincing inflections, staying clear of the podium and employing dramatic body language, you will become a people magnet.

That podium puts a wall between you and the audience. Ditch it and connect with the people you want to win over. Don’t let the podium be a barrier – that just tells those folks you’re nervous and uncertain. Remember, you’re the expert. You know your material frontwards, backwards, and inside-out. Come out in the open and be open. Stand tall and confident. Connect. Smile and use a tone of voice that makes people feel good.

Here’s something to take to heart. A famous UCLA study on communication found that:

• 55% of communication is body language
• 38% is tone of voice
• 7% is the actual words

A Success Story

Last year, I spoke at an event attended by over 700 people from companies large and small. After my speech, I sat in on a couple of workshops. One was a presentation by an attorney to about 75 people. A podium stood at the front of the room, but she didn’t go near it. Instead, she walked from side to side and up and down a few rows. Why? To connect with her audience. She carried herself with poise and dignity, and was passionate about her subject. Everyone could see that she knew her stuff and was well-prepared.

She gave her talk with energy, passion, and style. When it was over, I counted 25 people who went up to her and handed her their cards, saying they were interested in speaking further with her. After the room emptied, and while she was packing up her things, I walked up to her and introduced myself. We talked about how her presentations were generating new business for her firm and the self-evident benefits for herself.

She said she had been doing approximately eight to ten presentations a year. Each year, her speaking had led to increased revenues. We shared a knowing laugh when I told her our consulting firm has seen the same results.

When I asked her what the key to her success was, she said, “Most lawyers think it is a waste of time to speak because they don’t want to make the effort to practice. Most of my colleagues have the attitude that it is always about them but, in the real world outside of law, it is all about the needs of the audience. That’s why I continue to speak and keep growing my practice at an unbelievable rate each year.”

Today is my first post at our new blog home on the Speakers Community server.

Sam Levy, the NETMAN, made the move for me. We are still working on a few fixes however I think it is good enough to show off. Sam has been my webmaster for many years and is a delight to work with and very patient with me. Do look him up at http://www.thenetcave.com

Here’s some of the ways he can help you. The NET MAN provides Business Integration Consulting for the Internet as well as database driven sites, shopping carts and E-Zines. Business Websites That Work! Consulting – Management – Production – Hosting – Marketing – Development.

I mentioned the Speakers’ Community and that is a membership site that Sam is building for me and it should be ready to launch I think at the end of October.
There is a link underneath the banner that says Speakers’ Community clcik on that which will explain my vision for this ambitious project.

Today we are talking about Online Media Rooms and their importance. We were discussing online media rooms on our last teleclass call with Jill Lublin and Nita Vallens. Listen to the audio replay. Jill will go into more detail about this topic at the MediaSpeak Symposium in October.

To reinforce the information Jill shared with us I asked Marcia Yudkin for permission to reprint her article on Online Media Rooms. Marcia is a brilliant marketer and I have been la fan of hers for years.

She is one of myRecommended Resource She offers creative solutions for marketing and PR and has many special reports, CD’s, E-books and books on her website for purchase that will be helpful for your marketing and PR concerns.

Take a look at her offerings and she is always adding new iitems. http://tinyurl.com/3xyfu9
Take it away Marcia

Online Press Rooms Save the Media Time and Frustration
by Marcia Yudkin

When web site usability guru Jakob Nielsen tested how well major corporate sites met the needs of reporters last year, he gave them a “D” grade. Journalists who tested sites for him located basic information such as the companies’ financials, management team, commitment to social responsibility and a phone number for a PR contact only 60 percent of the time.

An excellent way to meet reporters’, editors’ and producers’ needs is online press room, collecting what they need to know about your organization in one place. Some sites offer this as a subchoice under “About Us,” while others have a major link called “Press Room,” “For the Press” or “For the Media.” By providing press-friendly materials on demand 24 hours a day, 365 days a year, you increase the odds of someone writing about you, using photos you’ve supplied and doing so with accuracy.

Your online press room should contain, at a minimum:
- An organizational profile
- Names and bios of principals and executives of your organization
- A PR contact with name, email address and telephone number
- Press releases, presented with the most recent first

Optional extras for your press room include:
- Online versions of recent annual reports or white papers
- Downloadable photos of products or key personnel
- Statements about relevant controversial issues currently in the news
- Suggested angles for feature stories including your organization
- Sample questions for talk show hosts
- Links to pertinent studies, statistics and news stories
- Links to previous coverage you’ve enjoyed
- Prewritten use-as-is stories or tips
- Audio or video clips, especially for music performers

The more lively the style in which all of the above comes across, the more likely you are to get journalists passing through to stay awhile and start thinking about how they can use what you’ve provided. Corporate-speak may please internal bosses, but it gets in the way here and may even provide fodder for the many sites that make fun of pretentious marketing blather.

Keep in mind that on the web, media from all over the world and from outside of your industry can access your press room, so avoid acronyms and insert the kinds of background explanations that would be found in a quality news story. Dates are especially important to present unambiguously. Jakob Nielsen reported a case where a European reporter dismissed a company’s news as old because it was dated 10-3-2000, which to him meant March 10 rather than the intended October 3.

Nielsen also pointed out that the journalists, whom his team observed in their actual work environment, often were using old software or hardware which crashed when trying to access PDF files or Flash sites. Remember that despite the apparent convenience of downloadable files, some media folks may for many reasons still prefer to receive a physical copy of your photos or your product – or a traditional all-in-one-folder, expensive-to-mail PR kit.

An online press room meets some needs, but not all, so be prepared to fulfill old-fashioned requests as well.

If you find this information helpful or you have a comment we would like to hear from you.