Stories that Sell
For a speaker, every story is a showcase. It shows your humor, your style, your way with the audience. Too few speakers use stories as a sales and branding tool. Result: Missed opportunities to show the audience why they should work with you, or hire you as a speaker.
The power of choice
A common mistake speakers make is in the choice of stories. They focus on the story material, or how to make it funny, rather than the choice of story. Before choosing a story for your speech, ask yourself: What do I want the audience to know that I can't tell them? Run every story you use through this test: What will the audience know about me after hearing this story? Does this story say anything about my work?
Show and tell
Great stories should say at least one of three things about you: who you are as a person, what kind of clients you work with (or audiences you speak to) and what kind of results you deliver for those clients. Use your other material, such as your points and exercises, to show what you do.
The biggest mistake
The worst thing you can do is go too far with stories that brag. (Sales speakers are notorious for this.) It's easy to forget the "show" and go directly to the "tell". And the price is huge: at best you look arrogant and at worst, you get slammed in the evaluations for "selling from the platform". Two ways to avoid this blunder: Make yourself the rube or focus on the other character, such as your client. (Using "we" language helps, too.) You don't have to be the hero for the audience to get the point.
A great role model
Want to see a master at work? Check out Albert Mensah's speech to the NSA convention last July. (It shot to the bestseller list the day he spoke. You can order it at www.conventioncassettes.com.) Albert is a rising star in the industry and this speech shows why. Sure, he's funny, but listen to what the stories say about him. Here's what you will learn about Albert: he went from unknown to super-known within a year, he works with cool clients (that pay him big bucks), audiences love him, and he gets a ton of work after every speech. The reaction from the audience: awe.
The introduction opens the door by telling the audience your credentials. The stories you use in a speech let you walk through to more powerful branding and sales opportunities. Choose wisely.
Discovering New Material
The greatest stories are "authentic, personal, and often hidden in the unconscious", according to Gail Larsen. During 10 years of working with speakers in Keynote Camp, Gail has developed a process for mining one's stories that create an authentic presence. Here are her views about getting to the "good stuff" in your stories:
Where are the best stories?
It's easy to stay on the surface with what has worked in the past, but if we keep growing, we discover even better stories. When we let our guard down in a safe place and with professional support, it's amazing what lies within us. In Keynote Camp, we call this the "home zone" -- where one's authentic voice comes forth spontaneously, without rehearsing and editing.
Why don't more speakers do this kind of work?
We tend to stay in our comfort zones -- with what works. When exploring new raw material, speakers may think, "I may get too emotional, this is too personal, what does this have to do with my subject?" Finding the "home zone" is about exploration and courage; not about using everything that comes up. But without going there, we don't know our own depths.
Can't stories just come naturally?
Sure, life is full of stories. But getting to what makes a speaker unforgettable takes a real commitment and a focused process. At Keynote Camp, we work with just six people in a three-day intensive -- believe me, that's intense! The questions they ask of themselves and the exploration of the answers inspire the stories. Then, the coaching on video allows participants to witness what happens when in the "home zone". They also see how much connection they have with others from that level of authentic passion. It's riveting; people hang on every word!
Thanks, Gail!
Nice guys finish first ...
Bravo to Rich Fettke, who used our work back last fall to get a six-figure book deal in March. Response from the publisher: "These ideas are revolutionary!" Rich worked smart by transcribing EVERY SINGLE WORD from the tapes of our day together and refined the message even more with a book proposal doctor and a media coach. Result: EXTREME SUCCESS: The Seven-Part Program that Shows You How to Break the Old Rules and Succeed without Struggle (Simon and Schuster, 2002). This is what happens when you put in the effort and put your money where your mouth is ... check out this success story at http://www.ExtremeSuccess.com.
Is it really the economy?
You know the meetings industry is hit hard when hotels are nicer to meeting planners ... and they are being VERY nice. The economy has slashed meeting budgets and many speakers are feeling the heat. The good news is that not everyone's business is in a ditch. Some folks are thriving so that means we can all thrive. Remember: The issue is how to make that happen, not can it happen.
I can't decide whether to become a professional speaker and focus on getting speaking fees or to use public speaking to get more clients. Which way is better?
It's not a question of which way is better -- the issue is which way is more profitable in your situation. It's tempting to say, "Well, I want both". Many established speakers do get both fees and great clients and product sales. But they usually started in one place, got momentum and then branched into the other area from a position of strength.
Two things to consider: your heart and the marketplace. Would you feel cheated if you speak for free, even when you get a great backend? Then getting paid is important to you. Don't forget to look at your market -- do they usually pay for speakers? How hard would it be for you to get paid? How much time, effort or money will it take to get free speeches vs. paid ones? How many resources can you devote to the effort? If the market isn't willing to pay you for speaking, then be happy with free speaking or be willing to invest into getting an overhaul that will attract a paying market.
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