Be Unique in Your Target Market
One of the biggest speaker selection factors is also the most elusive: uniqueness. How does the marketplace define uniqueness? How do buyers decide which speakers are unique?
Specifics differ by market segment and fee ranges but have three elements in common: credentials, visibility and perspective.
Credentials
What gives you the right to speak? To many buyers, credentials open the door to interest. Credentials are made up of two things: background and track record. Who you are and your results proves that your ideas work.And it’s not enough to have experience – thanks to “net time,” it doesn’t even matter how long you have been in your field. To be unique, buyers are looking for specific results, such as awards, growth, etc. The more specific, the better.Example: “Professional coach for 20 years.” More effective: “Since 1986, 75% of my clients have doubled their income within one year.”
Example: “Business owner for 20 years.” More effective: “Owned a _____ that went from no revenue to $500,000 in the first year.”
Visibility
It’s a joke among buyers: “Speakers will say anything to get booked.” But if someone else features your work, like Oprah…well, that’s different. Buyers assume that if the media likes you, you’ll create excitement with their audience. We all like to be around high-profile success. It’s that “brush with greatness.” As the speaking fee goes up, so does the stature of the media involved. National trade journals are a given with high-fee buyers. What’s unique is when you are on the network news or national mainstream media. Don’t be afraid to drop these names in your bio, introduction and website.
Example: “featured in national media.” More effective: “Work has been highlighted in media such as Fast Company, Fortune and NBC News.”
Perspective
Given your credentials, what is your unique take on a given situation? Buyers want a logical leap from credentials and visibility to specific benefits for their audience. They want to make sure you will “fit” the tone of the event, to create the experience they want.Use what is unique about you to determine message. But don’t make the topic obscure – many buyers aren’t interested in new concepts in basket weaving. They are looking for fresh perspectives on broad appeal “hot” topics, such as getting and keeping top talent. Packaging your perspective with a theme can immediately identify your work with buyers.Example: Scott McCain leverages his background in the media with a “All business is show business” concept.Remember, you can’t tell buyers “I am unique.” You have to prove it using their criteria, with facts they understand and respect
A New Kind of Elevator Speech
It’s not enough to know how buyers define uniqueness. We must use that data and change the way we describe our work. Here’s a new take on elevator speeches.
What gets Attention
Cutesy word games are out. Hard facts about our impact are in. Buyers want to know you are effective before they will give you the attention you deserve.
So let’s start out with a track record. Then, follow up with the who and the how. Then, grab their attention by proving you are an original voice.
Get the Data
Many folks have an idea of their impact in general terms but don’t have statistics. Many satisfied clients will tell you “yea, your great.” But you need more. Get those stats by asking clients questions about specific results. Questions you can ask include:
What changes did you make after our work? (or speech?)What results did those changes create?If you had to guess, what would be the value of those results?Can we put something like that on my website (or letter file)?
Find the Patterns
Then look at all the responses for patterns that you can use. Remember, we’re not doing a scientific study – in a majority of your clients, what has your work created? Be specific – the more numbers the better. If you can’t quote numbers, quote percentages.
Examples: reduced sales cycles by 200%, increased sales quotas in 75% of clients, increased bottom line by $150k in one year, etc.
The Formula
Here’s how it looks when you put it all together:Since ______, I have ______ for ______ by ________.Example (using my work):Since 1987, I have generated six-figure revenue streams for hundreds of industry experts who use public speaking as a marketing tool.Then I follow up with a critical belief (see past issues of Splash about creating critical beliefs.)In 15 seconds, I have told prospects that I’ve done this for a long time, I am effective, who I work with and my specialty.The facts: I have worked with hundreds of experts since 1987. The pattern: After polling my clients, a majority of them have used my ideas to generate six-figure revenue streams.When you prove your competence, a real discussion can begin. Good luck
I am considered unique in my marketplace and want to move to the next fee level. I pitched my current positioning to higher fee markets and they aren’t biting. Why not?
Because you are assuming that both markets define uniqueness in the same way. Not true. What is considered unique between fee ranges depends on two factors: the competition’s credentials and the audience expectations.An example: writing a book. In lower fee markets, this is a great credential. In higher fee markets, it’s no big deal. Why? Because the competition is already doing it and the audience is used to it. The bar is now raised — your book has to get national media attention, or be a best-seller, etc. to be a differentiating credential.
So use some market intelligence when determining these factors. Then craft your pitch to those factors. You may find that you have to reposition your expertise in order to get the attention of the higher fee markets.
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