Marketing by Manifesto
Established speakers know they are good -- they get plenty of repeat business, the buyers they know love them and refer often. And, of course, there are those rave reviews and smile sheets...
But there comes a time when these experts want more speeches; they have to compete for opportunities that are beyond their friends' control. They find a different world in which their value isn't assumed. Every speaker considered is "good" and the value the expert brings just doesn't seem as clear.
Communicating Your Value
What's wrong with this picture? Plenty. Many popular experts get into a rut, only working with folks who love them. The value of their work has been shown, so there's no longer a need to communicate it clearly. And because there is no need to communicate the value, guess what? The expert no longer knows exactly what value he or she has and therefore can't explain it to strangers.
This is the beginning of the end of many speaking businesses.
To get higher fees or more bookings, it's not enough to be an expert on leadership or that newest fad -- corporate governance. There has to be a rallying cry, a manifesto that highlights your credibility and can be applied in several venues such as keynotes, coaching, or consulting.
Below are two elements necessary to build a manifesto:
(1) Your right to speak
Many speakers are grandfathered into the business -- they've been around for so long that the market sees them as "sage on a stage". The first step in developing the manifesto is to prove that your background, your track record, something about YOU is of interest to the audience. I call this "identity" and speakers who don't package their background/identity won't make the first cut.
Key questions: "What gives you the right to speak?" And the answer isn't "I'm funny" or "I have a lot of energy". What is in your background that gives you a perspective the audience finds credible? Do you have a quantifiable track record showing how effective your ideas are? Did you sell a lot of books? Do mainstream media think you are cool?
Good answers to these questions prove you are effective and the audience will be excited to hear your views. A specific identity has to be established first and be credible in the marketplace -- it's your way to get past the initial "we're just looking" phase.
(2) A flag in the ground
Next up is the viewpoint. The marketplace needs a logical bridge between identity and that age-old questions "What's in it for me?" By redefining the issue or pointing out the fork in the road, experts set themselves up to be what I call "leaders of a movement". The marketplace perceives that these experts will not rehash the same old solutions.
Key questions: Because of your identity, what do you advocate? Where did people in your audience zig instead of zag? What needs to be done to solve the problems or create an improved condition? Remember, these answers had better go beyond what your most profitable market already knows.
Impressive answers to these questions PROVE that the speech will be thought provoking and insightful...that you will challenge conventional wisdom and give value by helping audience members see their situation differently.
This is the stuff that good marketing tools such as one-pagers and web content convey. Show the marketplace that you (a) are credible and therefore will be a draw, and (b) will create anticipation with riveting content, making sure your expertise will be seen for what it is: a valuable resource.
Secrets of Execution
Still thinking about making that break into the next level of your speaking business? Rich Fettke had every reason not to reach his goal of becoming a successful speaker and author. Diagnosed with ADD as a child, he was labeled "retarded".But Rich didn't let that stop him. He used the focus and motivation he learned from being an award-winning bodybuilder to go on and earn his degree in business. Then he opened a large health club franchise and profitably sold it seven years later to realize his dream of being a professional speaker and author.His first book, Extreme Success, went to auction and got a hefty advance from Simon & Schuster, and today his speaking schedule is envious. How did he move from point A to point B? Below are just a couple of his secrets:
Investing in the Dream
To get that book and all those speeches, Rich had to step out of the "comfortable" in more ways than one. The time and energy he spent was enormous. "I got educated in the intricacies of the publishing world. I read four books and interviewed a lot of people," he says. "To write the book, I got up at 4 a.m. every morning because that was when my mind was clearest and my family was asleep."And he didn't just invest time and energy; Rich paid cold, hard cash to give him a jump-start. "I invested in a lot of people to help me," Rich explains. "I worked with Vickie to position my message, along with editors and a media coach. I wouldn't have landed the publishing deal without their help.
Keeping the Momentum Going
Once you make the time, energy, and money commitment to get started, then...life can show up to derail you each and every time. As Rich says, sometimes extreme situations call for extreme measures. "I remember when I was too focused on the speaking side to get my writing done. So one day, I shaved my head, knowing that I wouldn't want to speak looking like that. I got my writing done in no time flat," he laughs.Do you have to shave your head to get things done? Rich says to just ask yourself two key questions: What is keeping you from your most important project? And what are you going to do about it?So here's your challenge for 2003. In what ways are you willing to step out of the "comfortable" to get what you want? Are you willing to commit in your most vulnerable places? Remember, ideas are a dime a dozen -- we get what we act on.
(Editor's note: To learn more about Rich or his new book, Extreme Success, visit www.ExtremeSuccess.com )
Happy New Year!!
I hope your holidays were peaceful and filled with family -- and that you're starting the year off with a big bang! For me, 2003 will be the year of expanding your options, so you have more choices in getting the help you need. Watch for new product and service lines featuring packaging, positioning and -- everyone's favorite -- getting sponsorships. More details later...
Growing Old Together
A sure sign of getting old is when time just flies by. I can NOT believe that we have spent 16 years together. Speaking has changed so much since I started -- back in 1987. Just being a good speaker was good enough for many markets. Now we have to focus on packaging and positioning, and how to make sure the market sees our value.
Free Gift From a Cool Colleague
When you are ready to execute by creating new revenue, here's a gift that will keep on giving. Pick up a free copy of Turn Your Speeches into Cash: 10 Ways You Can Profit From a Speech - Without Being in Front of the Audience! This 26-page special report created by Dr. Jeanette Cates, The Technology Tamer, leads you through the steps you need to see how to take your speaking skills and turn them into profitable products. Pick it up at
www.Tech4Speakers.com/report.htm
I've been a fan of Jeanette's for years -- get this report and find out why.
I've been speaking for years and never had trouble with raising my fees -- until now. Audiences say they love me, I've got great relationships with my clients, but...no one wants to pay me the higher fee. Some of my clients have reluctantly walked away and found someone else. When I had raised my fees before, I never got this kind of resistance. What's wrong with this picture?
This happens a lot with speakers in the $2,500-to-$4,500 free ranges. The good news: Your great track record and relationships make getting the gig easy and increases the profit margin of every date. The bad news: You could be a big fish in a small market that no longer serves you, making the increase difficult and not really profitable. I call this "topping out" and there are only two solutions. Either (1) leverage your relationships to get a sponsor that can pay you more or (2) start now to prepare leaving by packaging your expertise toward venues that will pay the higher fee. Both options are not easy, so if you're not used to devoting time, energy, and money to marketing, get ready for a rude awakening.
Key strategic questions: What is the fee increase REALLY worth to you? How much business are you willing to lose to get a lower volume at the higher fee elsewhere? How much money, time, and energy are you willing to expend to get the higher fees with new clients later on? Make sure you really want what you are asking for -- and are willing to pay the price
|
