Donna Gunter www.onlinebizu.com

PR is vitally important to your marketing strategy is often overlooked by speakers, coaches, authors and experts.

Listen to a short video of how you can benefit from it.

Get the drift? Check out how you can obtain up to date media lists in your target market and contact reporters directly. Plus learn how to write PR releases and Pitch Letter. Click here .

Related posts on the blog

Today’s post comes to us from Donna Gunter

Once you have created an information product, you may think you’ve completed all of the hard work. Unfortunately the most challenging piece of product creation is yet to come — the creation of the sales letter landing page where you talk about and sell your product.

Creating an effective sales letter is really all about following a formula. If you look at enough sales letters, you realize that most of them follow the same template. While there aren’t necessarily any hard-and-fast rules, here are 13 steps to help you create the perfect sales letter for your product or service:

1. Headlines. First create an intro headline, which appears in smaller font just before your primary headline and gets your reader warmed up for the headline to follow. Then comes your primary headline, which is a large font in a different font color that must grab your reader’s attention. The best way to get your reader’s attention in your headline is to tug at an emotion, like fear, insider secrets that no one else knows, or how to do something.

Then, you have mini-headlines that are scattered throughout your text. Usually they contain a benefit and are meant to draw the reader’s eye to a certain section of text. They are in a larger font although smaller than the primary headline and in a different color than the text of your letter.

2. Greeting. Start your letter with “Dear , a date, and your geographic location.

3. Introduction. This is section where you reiterate the details of a particular problem suffered by your target market, empathize with those who have a similar problem, outline why it’s important to seek a solution, and begin to drop hints that you’ve got the solution to this problem.

4. Your story and credentials. Elaborate on your background and credentials that make you qualified to sell this product or service, as well as the story that led to the creation of this product.

5. Product introduction. Here’s where you talk more about your product and begin to list and explain the main benefits (not features), or what’s in it for your reader if your reader buys the product.

6. Bullet points. While this isn’t technically a part of the template, you’ll want to make full use of bullet points throughout your sales letter as a way of cleanly listing the many benefits and features of your product. Bullet points make it very easy for a reader to scan your page and pick up the pertinent information she needs to make a decision to buy your product.

7. Testimonials. Testimonials serve as social proof that your product works. If others have purchased and used your product and gained the benefits that you promise, the reader feels more certain that they can purchase it, too, and receive similar benefits. Make your testimonials believable by including a photo, web site URL, phone number, audio, or video of the person giving the testimonial. The more that your visitor can identify with the person giving the testimonial, the more likely she is to purchase from you.

8. Product details/benefits. Here’s where you get to break everything down for your reader, with all of the details of all of the specific components of your product.

9. Your offer and bonuses. Your offer can make or break the sale of your product. Make the offer so irresistible that your reader can’t help but think, “I’ve gotta get that!” When you add bonuses to the mix, you increase the value of the offer immediately. Make sure that your bonuses are directly related to your main product so that your reader sees the enhanced value.

10. Guarantee. Make your reader feel safe by offering an iron-clad guarantee that takes all the risk out of the purchase.

11. Price justification. Compare your pricing to other products/services that you sell, or to items your reader might use regularly. Your goal here is to make the price a non-issue for the reader by reminding her how much continuing to deal with this problem is costing her.

12. Final call to action. Again make your offer here, with clear, specific instructions on how your reader can purchase the product. Remind her of your guarantee and any bonuses she receives for purchase. Remind your reader why she should take action now, and include a sense of scarcity here, as in time limits, product limits, or limiting the bonuses to the few xx number of orders.

13. Closing and postscripts (P.S.). Sign off on your letter and include at least one post-script. The post-script serves as a a powerful place where you give readers a reason to go back and consider the offer. Believe it or not, the P.S. the third most-read section of your sales letter, so don’t forget to include at least one. The P.S. is also the last place many of your readers will end up after reading your offer – just before they leave. Your P.S. needs to be the last persuasive offer to get them to stay and buy.

When you follow these 13 steps, you have now created a powerful sales letter. By following this 13-step formula, any online business owner can create an effective sales letter that sells her product or service.

Internet Marketing Automation Coach Donna Gunter helps independent service professionals create prosperous online businesses that make more profit in less time by teaching them how to automate their businesses, leverage their expertise, and get found online. Would you like to learn the specific Internet marketing strategies that get results? Discover how to increase your visibility and get found online by claiming your FREE gift, TurboCharge Your Online Marketing Toolkit, at ==> http://www.TurbochargeYourOnlineMarketing.com

post by Joseph Sommerville

5 Ways to Create More Value in Your Presentations

1. Solve a problem instead of peddling programs.

People know when they’re being sold to and it makes them uncomfortable. Prospects invest their time in attending or listening to a presentation because they believe it will benefit them in some way. They don’t attend to hear a thinly veiled sales presentation.

Violating those expectations by promising one thing and delivering another constitutes a “bait and switch” that quickly turns prospects off. Prove to them they’ve made a wise investment by placing your focus on education instead, and you’ll find a more receptive audience.

When you can solve a problem or remove some pain, you’re positioned as a resource instead of a vendor. The problem you address should resonate with the audience’s experience. That means you need to do some audience analysis as you prepare the presentation. Think about

• What questions does your target market ask most frequently?
• What three challenges do they regularly face in business?
• What are the top mistakes people in similar situations make?
• When you have the opportunity to survey the audience in advance, you can customize your message even more and give them solutions that are immediately actionable.

2. Provide value-based marketing materials.

The typical presenter hands out colorful brochures, slick flyers and glossy postcards about himself and the services he offers. These provide no value to the audience. That’s why these materials have an extremely short shelf life.

Instead, distribute white papers, special reports, published articles, checklists and tip booklets. These serve as resources the audience will use and keep. They also provide top of mind awareness after the presentation. One of the pieces I circulate includes a four-page resource guide on creating and using visuals. It contains a step-by-step guide to creating effective visuals, examples of different types of charts and an article on how to avoid the most common errors with PowerPoint presentations. I’ve seen it in client’s offices five years after they received it. You add value through these collaterals when the information helps the audience save money, increase their available time or perform a task more efficiently.

3. Get your presentation accredited to count for continuing education units.

Many professional organizations require continuing education to maintain professional designations. Partner with one of them to develop a presentation or course that meets these requirements. It provides value to the members of the organization and increases your demand as a speaker. Conduct some research to determine which courses are mandatory and which are electives. Focus on the former so your course development efforts provide information people must have. Since most organizations require a certain number of professional education hours annually, this can help you develop ongoing repeat business.

4. Offer a complimentary initial consultation for attendees.

If people aren’t quite willing to hire you yet, but will take the next step, an initial consultation can serve several useful purposes. First, it provides an added benefit from attending the presentation. You’ll be giving audience members another reason to believe they’re getting a good return on their investment of time. Second, it provides an opportunity for each of you to explore the other’s approach, working style and personality. You can probably determine during that initial conversation whether you can work together productively. Third, it gives prospects the opportunity to “try before they buy.” It can increase their comfort level in hiring you and move them further along the sales process. Limit the offer to the first tento respond. That way you can set boundaries for yourself and increase the sense of urgency. Don’t worry about “giving too much away.” Prospects will recognize your generosity and you’ll build a relationship of trust.

5. Partner with non-competing professionals that serve your target market to create an educational seminar.

For example, an attorney and an accountant might co-produce a seminar for small business owners on “10 Strategies to Collect Accounts Receivable in Tough Economic Times.” A business broker and a banker might organize a seminar on “5 Essentials You Must Know Before You Buy a Business.” Such cooperation allows you to share expenses, combine the power of your individual lists and leverage different perspectives on the same topic. You’ll need to agree on the desired outcomes and make sure the project is mutually beneficial.

You’ll have to invest some time to incorporate these benefits into your presentations. It will require some thoughtful audience analysis, creativity in designing materials and determined follow-through with accrediting agencies and partners. But the return on that investment can be significant. When you add value to your presentations, you pull business in, rather than pushing it on, prospects.

About the Author:

With his new book Rainmaking Presentations: How To Grow Your Business by Leveraging Your Expertise, Joseph Sommerville, Ph.D. helps professionals, small business owners and entrepreneurs including accountants, attorneys, engineers, executives, financial planners add influence to their expertise and make more money during challenging economic times. Now, you can download the first chapter for free at www.RainMakingPresentations.com

Leah Alice Brok Levin made her transition on Saturday, March 14, 2009.  She was 3 months shy of her 90th birthday.  That’s mom and me on her 89th b-day.

She lived with me in Los Angeles for the past four years of her life and it was an honor and pleasure to get reaquainted with her and to  know her in her last years of her life.

I had no idea she was so funny.  She loved to do the cross word puzzles and play scrabble and boggle and stay in touch with current happenings.

We grew up in Queens, New York and she was a pillar of the Jewish Community active in Hadassah for many years.  She was always organizing theater parties and gatherings of her friends and raising money for Israel.  I know where I got my organzational skills from!

I am the oldest of three and the only daughter.  My oldest brother Erv and his wife Lori looked after mom and dad for many years.  When dad retired in 1990 they moved back to Reading, PA where they were born and where their family lived as well as my brother.   Dad passed in 1999 and mom took care of him when he began to fail.

He was a top music arranger and piano player all of his working days.  First his hearing failed and then he lost his eyesight.  In 1998 I bought my first home with the help of my parents.  With great difficulty and courage they flew to LA to see my new home and share in the joy. Dad wanted to see that I was comfortable and living in a good space.  They always shared the wealth with their children and were always there when we needed them. What a blessing.

This is mom and her #1 grandson, Brett Levin and

the second photo is mom and #2 grandson Scott

When mom came to live with me 4 years ago she had sold her house and moved into an assisted living facility in Reading, PA.  She wanted to be near her friends and family.  She almost always came to visit me on my birthday and when she arrived at the airport I was shocked to see that she was unwell and I put her into the hospital and we all decided that she could not go back to PA as none of the kids lived there anymore and she really needed an advocate on her side.

The photo is my sister-in-law Lori  Scott & Brett and brother Erv Levin

Within 6 months of living with me she was on the mend.  She threw away the walker, sent back the hospital bed and between me and her day caregiver she flourished.  She loved being in my home as there was so much activity with many interesting people stopping by to visit.  We always included her in all of our outings and she was so loved by all.

How many 60 something year old children get to experience their parents in their later years?  I always said it was a blessing for both of us and I really meant that even through the hard and sometimes scary times.

This is mom and my brother David in 2003 when she was visiting him in Oregon.

She lived her life full out and when her number was called she was ready to go.  She told her care giver that she was leaving a few days ago and that she could not go on forever.

She just closed her eyes at 2am in the morning and went to sleep peacefully and took her last breath at 8pm the same day.  No pain at all.  Isn’t that the way we all want to go?

I have been overwhelmed with the outpouring of love and condolences I have received in e mails and phone messages in less then 24 hours.  I stopped counting after 300 messages.

Michael Gerber shared a lovely poem with me and I share it with you.  Thanks from the bottom of my heart to ya all who reached out to me and my family.

Michael also said:

There are two things that we always do when we hear about the passing of a parent. One is to send a copy of a poem that I wrote over 20 years ago. The other is to tell a true story that my father told me.

He had attended a funeral and after the service, he approached the daughter of the man who had died and said to her “I am sorry about your loss.” She replied saying “I haven’t lost anything. Everything I ever got from him I still have. I just stopped gaining.”

I think that is an extraordinary and great perspective. We should all be so lucky to be able to think of our parents in such terms………and to be remembered that way.

It’s Time For Me To Go

Michael B. Gerber

It’s time for me to go my child
It’s time to move away
I’ll miss you very much and yet,
I can’t wait another day

I love you very much my child
So much, you’ll never know
My heart is always with you
No matter where you go

My days were rich, the years were full,
My life is quite complete
Another world is calling me
For a destiny I must meet

When your eyes are closed I’ll visit you
We won’t be far apart
If you need me, I will be right there
Just look inside your heart

I want you to know how proud I am
Of just you have become
Of the choices you made, the person you are
And the life you have begun

And know that you’re not just my child
You are also my best friend
A love and friendship so very strong
That even life could never end

The following post is by Mari Smith.

Social networking sites, especially Facebook, have significant implications for business owners, marketers, and entrepreneurs around the world. To keep your business current, you should at least be familiar with the latest social media marketing techniques and viral technologies, including Facebook and its array of powerful features.

Facebook recently crossed the 100 MILLION member mark. That’s no small number for sure. Yet, millions more will join this incredible platform in the coming months and years. And the vast majority will be seeking to use Facebook primarily for business purposes.

For many people new to Facebook, on first pass, the site can seem frivolous, time consuming, confusing and difficult to measure real *tangible* results. (I mean, who wants to have a sheep thrown at them, a vampire bite, cupcake or to be “sold” to other friends?! It’s a personal choice, but the ignore all button will quickly become your BFF!)

FastCompany.com dubbed me the “Pied Piper of Facebook.” So, to get you started, here’s my list of ten reasons you need to be active on Facebook!

[And, if you're already successfully participating on Facebook, feel free to forward this post to your friends and clients who are not yet convinced WHY they should be using Facebook for business reasons.] Meet your peers.Facebook is not just for college kids anymore. Members are typically older and more mature than on other sites, and there are more affluent and more educated white collar users.

1. Find business contacts.With more than 100 million active users, and predicted to be 500 million by 2011, not only are your friends on Facebook, so are your prospects, your customers, your JV partners… and, of course, your competitors. You need to be on too. Related post: What’s Your Friending Policy?

2. Instant gate opener. Facebook members are open to connecting. You can easily begin a dialog with highly successful—even famous—people who were previously otherwise unreachable.

3. Build relationships.By engaging in conversations with your prospects and customers, you can better adapt your marketing and business services to meet their needs. Related post: How To Shake Hands On Facebook.

4. Raise visibility.By consistently and congruently showing up, posting relevant information, and being a thought leader, you can increase visibility and credibility as the expert in your area. Related post: How To Increase Interaction With Your Facebook and Twitter Network.

5. Develop your personal brand.The lines between business and personal have become blurred. You can reveal as much or as little about yourself as you wish, allowing you to personalize your brand.

6. Target your niche.Users volunteer vast amounts of information about themselves that you can readily access. These kinds of demographics, psychographics, and technographics would previously have cost fortunes to access. Author, John Battelle, calls Facebook a “database of intentions.”

7. Get rapid top Google placement.Create a Page for your business and share information with your fans. Pages (for business) and Profiles (for personal) are indexed for optimal search engine positioning. Facebook has a page rank of #5 according to Alexa. Related post: On Facebook, Profiles are personal. PAGES are for Business.

8. Place targeted ads.With Facebook Social Ads, you can test out extremely targeted advertising for minimal cost.

9. No cost marketing.Aside from paid ads, Facebook is totally free to use and with regular activity you’ll end up with more traffic, more subscribers, and more paying clients. Related post: Ten Steps To Leverage Your Blog Posts With Facebook Notes.

10. I trust you’ll be turned into a Facebook convert before long! Just be sure to create and implement a specific, integrated social marketing strategy… or you might suffer from Social Networking Overwhelm. If you need support with your strategy, I’d be happy to help.  mari@marismith.com

Do you agree with these top ten? Are there any business reasons missing? What would you add? What are your biggest reasons for using Facebook?

Scott Ginsberg offers valuable tips on nonverbal communication. Try a few of his tips the next time you are networking and see if it makes a difference!

Your nonverbal communication talks before you do. According to most interpersonal communication textbooks, only seven percent of interpersonal communication is transmitted verbally—the remaining ninety-three percent speaks for itself.

And, because nonverbal communication is learned and practiced on an unconscious level, you won’t be aware that you silently scream, “Please don’t talk to me!”

When you enter a room full of associates, clients or friends, each of them intuitively asks one crucial question: are you approachable? If the answer is yes, the conversations in which you engage will be initiated with ease and comfort. You make new friends. You create new contacts. And you will not have to suffer through another meeting clamped to the snack table. However, if the answer is no, there won’t be any conversations! As a result, you miss opportunities to create connections and meet valuable people.

It is vital to understand some of the non-receptive behaviors that hinder your approachability. If you avoid the following six barriers to communication, you will become more accessible to the people around you. As a result, you will welcome better business and social opportunities to transform strangers into valuable connections.

Eye Avoidance

To start a conversation with a person whose eyes are fixated on the ground is about as easy as hurdling over that person! This is why numbered lights always reside at the highest part of the elevator door—so you don’t have to talk to the person next to you! You gaze at the beautiful yellow numbers ascending to the penthouse while your conversation plummets to the basement!

In his famous book The Presentation of Self In Everyday Life, Irving Goffman stated that eye contact is the single most effective indicator that conversation is desirable. When you avoid it, you will be perceived as anxious, uninterested and bored with the conversation and the company.

When your eyes are focused up, down, away, at your watch, at your notes or simply off into space, nobody is going to talk to you. It’s as simple as that. Remember, eyes always talk. And they always provide valuable cues for approachability.

Lack Of Smiling

If you’ve ever asked yourself, “Why isn’t anyone talking to me?” odds are it’s because you didn’t smile. Of the aforementioned ninety-three percent of communication that is expressed nonverbally, fifty-five percent is through your facial expressions.

When you don’t smile, you look unresponsive and unreceptive to the people around you. You look unfriendly. You look like you don’t want to be wherever you are!

Before you say hello, before you shake hands, and before you even decide to talk to someone, smile. Smile all the time. Smile until your face hurts! Then smile some more. Remember, a smile is your messenger of goodwill. A smile is your free invitation to anyone who wants to have a conversation with you. And a smile, above all, is the most contagious thing in the world. In fact, an article from CNN.com during 2004′s presidental election cited a survey of 1,500 people who voted that a smile was the #1 nonverbal indicator of approachability!

Hand And Arm Placement

As the old saying goes, “You cannot say nothing.” Nonverbal communication expresses emotion, conveys attitude and communicates your personal traits more than any language in the world! A common vehicle for this expression is through hand and arm placement.

Don’t place your hands over your face, mouth or anywhere close to your head. If you bite your nails, play with your hair or tap your fingers against your mouth, forget about it! People assume you’re engrossed in deep thought and unavailable for conversation.

Also beware of the most common, most physical nonverbal barrier: crossing your arms. Even if you’re cold, don’t do it. People won’t want to “bother” you. They will form the impression that you are defensive, nervous, judgmental, close minded or skeptical. Honestly, do you want to approach someone like that?

Posture

Body language is the oldest language. For example, have you ever tried to have a conversation with someone who sat down while you stood up? It’s not easy! If you close your shoulders, turn down your wrists and palms or lean away from someone, you position yourself in a “rejection pose.” This type of closed body language emits an aura of disinterest. If you are not physically open to the people around you, they will physically close the conversational door on your face!

Be certain to keep your posture commensurate with the people around you. This makes everyone feel equal. No one will be intimidated. And no one will be excluded–especially you!

Silence

Silence is a negative influence in the communication process. It creates tension and uneasiness. It makes you look shy, which isn’t necessarily true; but your silence will also be perceived by others as an indicator of disinterest or disagreement.

In regards to silence, one of the caveats to start conversations is something called diffusion of involvement. In other words, everybody thinks someone else will be the first to say hello, and then nobody says hello. And then, silence. Therefore, the longer you wait to interject, ask a question, say hello or break the ice, the more uncomfortable and unproductive the situation will become.

Involvement Shields

Why do people read the paper, listen to headphones or talk on their cell phones at work or in public? To catch up on the news, relax and stay in contact with each other is to be human. But these involvement shields significantly decrease your approachability and result in missed opportunities to create connections.

When you use something to protect yourself from involvement with people, knowingly or not, you put up a nonverbal barrier. These barriers tell others two things: 1) you’re busy, and 2) to start a conversation with you will be an exercise in futility.

Next time you attend a meeting or event, be careful not to spend your “socializing time” clamped to the snack table. Or the brochure table. Or the bar. These are safe havens for the reticent. And by “safe,” I mean silent.

The only thing that stands in your way of transforming people into mutually valuable connections is you. With proper hand, arm and body position, you appear open and ready to talk. With proper eye contact and a contagious smile, you come off as friendly and polite. And, with a continual desire to break the silence without shielding yourself from interaction, others will be happy to step onto your front porch!

Some people will enter into your life and change it forever. Your newest client, best friend, most valuable colleague or even the strangest of strangers awaits the opportunity to interact with, offer help to, or learn from you. Every meeting, event, room, restaurant or public place in which you socialize offers these people to you for the low price of one attribute: your approachability.

Scott Ginsberg is a professional speaker, “The World’s Foremost Expert on Nametags” and the author of HELLO my name is Scott and The Power of Approachability. He helps people MAXIMIZE their approachability and become UNFORGETTABLE communicators – one conversation at a time. For more information contact Front Porch Productions at www.hellomynameisscott.com

This post about LinkedIn comes from Mahesh Grossman, President
The Authors Team, and Author of Write a Book Without Lifting a Finger.

He writes:

LinkedIn, the social network for professionals, just changed my life.

To be honest, until a few weeks ago, I never took it seriously. From time to time a friend or an acquaintance would ask me to “link” with them, and I would, but I didn’t understand what to do with my network. In fact, I’m not sure I ever invited anyone to link with me.

Now I understand some of the power of this tool–and it’s especially useful for authors.

So here are five ways you can use LinkedIn to help you write, publish, and promote your book:

1) Ask for help with your content, including Web sites and people to interview.

LinkedIn has a feature where you get to ask questions, either of your network or of people in a particular industry. I am working on an e-book that will be a list of a particular group of sites. I asked the network where to find more of these sites and I got an amazing response that made this e-book my top priority. But you could also ask a question like “Do you know how I could find people to interview for my book who have a successful arranged marriage?”. Not only would you get suggestions on where to find people to interview, anyone with a successful arranged marriage would be likely to offer to be interviewed.

It’s also possible that people have already asked questions on your topic, so if you search the Answers section using appropriate keywords, you are likely to find some usable information as well.

2) Get introduced to famous authors and ask for testimonials

I am shocked at how many famous authors are on LinkedIn. I have a few bestelling authors as direct links myself–and I am only one introduction away, meaning someone in my network can introduce me–from several authors who have sold more than ten million books–and there aren’t that many authors who have done that. So if you were to join LinkedIn and link to me, you would be one level away from the bestselling authors I know, and two people away from these authors who have sold massive quantities of books. That’s pretty amazing. So if you have high quality work that has been vetted by a professional coach (one that has been published by traditional publishers!), you could approach a very big name author through LinkedIn.

3) Have a particular agent you want to be introduced to? There are 326 agents on LinkedIn.

I did a search on the term “literary agent” and found 326. I wouldn’t try to get introduced to all of them, but you do your homework and find a particular agent that is the most likely to be interested in your work, it could be a good way to make a connection. Once again, you have to really have studied the publishing business and know what you are doing to make this work. But it is an interesting strategy. (And I know of a number of editors from major publishing houses who are also on LinkedIn.)

4) Want publicity? There are lots of periodical editors and TV producers you can network with.

I know several publicists on LinkedIn, and some are connected to top editors and producers. Want to get in Time magazine or Sports Illustrated? There are writers and editors from those publications. Want to get on national television? Once again, you can reach out and try to connect with these folks, who are also on LinkedIn.

5) Want to connect to people who might help market your book? Ask the right question.

Once again, LinkedIn Answers gives you the opportunity to ask how to do something, and let people volunteer to help you. Ask a question like “I’m the author of a book about living a balanced life. I would like to be interviewed on 50 teleseminars this year. How do I find people who might want to host me on a teleseminar?” Whatever your goal is, ask how you can do it, or find people to help you. Some good Samaritans will come forward and say, “I’d be happy to have you on a teleseminar.”

So those are five ways to work with LinkedIn.com. The bigger your network, easier it is to get help.

Mahesh Grossman is the author of Write a Book Without Lifting a Finger (www.writeabooktoday.com) and President of The Authors Team (www.AuthorsTeam.com), a company that helps credible business experts become Incredible Business Authors, through ghostwriting, editing, coaching, publishing, publicity and marketing. For a fr/ee list of more than 400 agents as well as a newsletter with tips on planning, writing, publishing and marketing your book, go to www.getanagentnow.com.

Here’s to your bestseller.

By Vickie K. Sullivan, Contributing Editor for Rain Today

You’ve hit a homerun with a recent speech. The audience was perfect, filled with high-level prospects who have the authority (and the budget) to hire you. Your talk was met with rave reviews and you got an outstanding recommendation letter from the host organization. But now, it’s 90 days later, and you didn’t get the business you expected. What happened?

As speaking moves beyond generating credibility and into lead generation, the next big question is: How can we convert a larger portion of the audience from observers to clients? This conversion happens with a consistent but subtle adjustment of perception.

Understand that the audience is not attending your program thinking of ways to hire you. Create that connection during the presentation by planting “seeds” that give them the idea to approach you. Experts who answer those below-the-surface questions create ingrained opinions that drive initial interest and inquiries.

Each attendee must be convinced of three things before they get the idea that you can help them. Below are the questions that must be answered before any attendee will approach you.

You Do What?

I was an agent for professional speakers for eleven years and talked to thousands of participants looking for more business. Their most common question: “I can hire this person?”

Somehow, the message that your services are available to them just doesn’t register.

Again, it’s a matter of focus. The attendee is there to network and learn something. They are not shopping for professional service firms. So you have to show the audience that you work with folks just like them.

The biggest mistake many thought-leaders make is they meet the challenge head-on with an approach that looks like a sales pitch. This is the kiss of death in many venues. Not only will the audience be offended, but they will also complain about you throughout the entire event.

You don’t want that kind of attention. The audience needs to learn that you are available without your selling them.

The best way to tell the audience you’re available without sounding like a walking sales pitch is to let other people do it for you. Most speakers are introduced by the program chair or president of the host organization. Write out your introduction and give it to them.

And don’t just say “consultant” or “coach.” After identifying what you specialize in, include how many people or organizations you have helped and in what way. If the clients are well-known, mention a few by name. Then, carry that idea forward by mentioning other clients in the context of your work. For example: “Of all the organizations we work on with (your area of expertise), one challenge comes up every time…”

How Does This Work For Me?

Once an attendee knows that your services are available, the next question is about application. Many audience members think to themselves, “This speaker is really making sense, but our situation is different. I just don’t see a fit.”

Translation: there’s no connection between the material and its application. When a participant sees you as the perfect solution to a specific challenge, they are transformed into allies. They are now on a personal mission to get you into their organization.

The biggest reason why many thought leaders get stumped here is that offer too much information and not enough stories and examples. It’s called “data dumping” and usually happens from a misguided desire to educate and/or from the arrogant belief that “all of my content is too important to cut.”

Many speakers also fear running out of material, so they overcompensate. Presenting too much information is like drinking from a fire hose. An overwhelmed audience is a paralyzed audience. They think, “Well, I will digest all this information, then I’ll contact the speaker to help us.” The result: the call never gets made and the attendee moves on to simpler solutions.

What’s the best approach? Don’t assume that the audience will apply your material. Do it for them. Use specific examples or instances and apply your message to them. Switch the focus from teaching your material, to applying it to their work environment.

Attendees will still learn, but they will also see the application. When using your clients (in their industry) as an example or story, be sure to make the client the star, not you.

Why Do We Need You?

The third question is the most subtle and most always fatal. I call it the, “We can implement this system without you” opinion.

Many companies send people to conferences for a recount of ideas/ strategies to teach the others. Audience members come to the program with an agenda: what can they take from this program for their report? If attendees think they can do your work on their own, then your content didn’t tell them anything new.

Consultants and other list makers are the biggest culprits here. Too many speakers give in-depth, step-by-step solutions, complete with all the pitfalls and best practices. Not only is this way too much information for the time allotted (see drinking from a fire hose above), but also you can’t give enough nuance to implement it effectively.

The audience thinks, “We now know the entire system. The speaker has given us all the steps. We can do this in-house.” Never mind that they can’t implement your ideas as well as you can. And if the effort fails, what do they blame? Your system.

Use interaction to prevent this disaster. If you’re a coach, do some “on the spot” coaching about process. For example, if you are a consultant use a process that will spur recommendations not only from you but also from the group.

Exercises that hone in on just one tool or process will be enough to shine a spotlight on your ability. Attendees who see your talent in action will never assume that they are as good as you are. They will know that having your help is well worth the investment.

To convert an observer to an interested prospect, your audience needs to know three things: your expertise is unique, you can help them and they can’t do it without you. Only then do the audience members start to think, “We need this person in our organization!”

Vickie K. Sullivan, President of Sullivan Speaker Services, Inc. is nationally recognized as the top market strategist for experts on the professional speaking circuit. Since 1987, she has worked with thousands of experts in a wide variety of industries to launch their big-fee speaking, professional service and book/product empires in highly lucrative markets. Visit Vickie’s Website: http://www.sullivanspeaker.com

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