Broaden your Appeal with Mindset Marketing™
An interesting debate in the speaking industry is the "specialist or generalist" argument: is it more profitable to niche by industry or to be a generalist? For those who want the best of both worlds, Mindset Marketing™ crosses industry lines but niches by psychological profile of the speaker’s most profitable audience.By shifting the focus away from industry to the like-mindedness of a group, speakers can develop topics, tools and services that have maximum leverage.Less customization is needed and speakers can form templates that expedite customization as required. Avenues to speak and visibility activities are also determined by the profile and go beyond established corporate and association conferences.
A few examples
Here are just a few "mindsets" that are popular with speakers:
High achievers – one of the most popular markets, as they buy the most services and products. Top concern: keep their edge without burning out or working harder.
Seekers – for personal growth or life management speakers, this group is searching for meaning in their lives and work. Top concern: finding the right path for their specific needs.
Aspiring – determined, and action-oriented, this group is a heavy buyer for systems that create benefit or improvement. Usually just starting a new goal or job. Top concern: get to the top NOW.
Decision-makers – the most coveted group with consultants, this market entails both executive teams in larger organizations or principals in smaller firms. Top concern: content they can’t live without, and interaction with each other.
Helpers – service is the focus here and would include groups such as education, clinical health care, government, and customer service. Top concern: to feel good about their work, along with skill building such as grace under pressure, conflict resolution, etc.
Does it fit?
How does this system work with Springboard Marketing™ (SBM)? An analogy might serve here: SBM is to Mindset Marketing™ what Windows is to Word.
The profiles are used in the underlying theme and the critical beliefs are developed only for the profile. Because the underlying theme is an internal compass, some clients will mix elements of several mindsets, such as "high achieving seekers" to add more nuance to their profile. (See www.sullivanspeaker.com for more information on Springboard Marketing™.) Mindset Marketing™ may not be the final answer to the specialist/generalist question. It is merely a path, one of many that can hasten a more leveraged, profitable business
From Free to Fee
Makes sense doesn’t it? You’ve been speaking for years getting rave reviews and high evaluations. Perhaps it’s time to quit giving away your expertise and get paid.The transition from speaking for visibility to paid speaking is like jumping off a cliff: if you survive that first leap, the rest will seem easy. Three areas to consider:
Sound more like keynoter
When getting paid $2500 or more, it is assumed that you have more than just great presentation skills; you have that elusive "presence." Audiences at that level have been exposed to masterful speakers, so make sure your skills can compare favorably. The flow of your speaking must be very smooth and transitions seamless. Many state and regional associations only pay for keynoters, so your content will probably change as well.National associations with bigger budgets usually use more high profile personalities, so opt for the general session as an industry expert or wind-down speaker slot for more motivational topics.
Different marketing approach
Established committees that focus on expertise and content usually choose free speakers in concurrent sessions. Smaller, more ad-hoc, committees make paid speaker selections, and speaker bureaus play a bigger role.Because the decision is more subjective, indirect marketing approaches work best, with a focus on sponsorships or recommendations from advocates. Associations are also open to creating new venues for speakers that will provide a draw (and high registration fees).
New promotional material
Again, the decision is more subjective, so promotional materials take the place of requests for proposals. Professionalism is the key here – good graphic designand copy are essential.Demo videos are also a given, with footage less than a year old. Be prepared to spend money on your materials, but don’t go overboard. (Many speakers are using four-color printing, a nice touch but not critical to getting booked.)
Bottom line: the transition itself is not as smooth as many experts think. Be prepared to invest time, energy and money — professional help in speaking skills, marketing, and promo material production can speed up the process.
I speak all the time (about 75 paid bookings a year) but I don’t seem to be making any money. What’s the deal?
There is a big difference between being in business and making a profit. Two possibilities: The costs of getting the bookings are too high. Disjointed marketing efforts, usually in unrelated industries, will add expense without adding value. Also, direct marketing approaches can be expensive: glossy promotional material that usually gets tossed, long distance calls that don’t get returned, or direct mail pieces that aren’t even opened. Web sites are doing a lot to reduce expenses, but many prospects want material to pass along.
Revenue per booking is too low. A common pitfall is too few services and products to augment income. Every booking should generate no less than three times the fee in residual income, including more speaking engagements. If that’s not happening, consider shifting to a more profitable audience, or expand the spectrum of services. Another culprit is lack of leverage.
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