The Master Marketing Skill

What are the thoughts that rush through your mind when you think of getting up in front of a group and giving a presentation?

Are they fearful thoughts, worried that you'll make a mistake and look foolish? Or are they confident thoughts about the difference you'll make by giving this talk?

How you answer this question is kind of a "litmus test" on how successful you'll be at marketing and selling your services.

If your immediate focus was fearful thoughts, you're going to struggle a little more. You'll tend to avoid marketing and selling activities. However, if your initial reaction was enthusiasm at the thought of giving a presentation, you're likely to approach marketing and selling with a can-do attitude.

In this sixth, in the series of "Ten Dumb Marketing Mistakes," let's look at why "Avoiding Speaking" can be very detrimental to your marketing success and your financial well being.

First of all, I don't want you to think of giving presentations and talks as just one of many marketing strategies. It's much more than that. The ability to confidently give a presentation builds all your other marketing skills. You might call it the "master marketing skill."

When you give a great presentation, you will have demonstrated all of the following:

• Logically organizing your thoughts
• Knowledge of your topic
• Thinking on your feet
• Overall persuasiveness
• Courage of your convictions
• Ability to inspire and motivate

Aren't you more likely to buy from someone who demonstrates these qualities? And wouldn't you tend to avoid buying professional services from someone who didn't have many of these abilities?

Isn't it obvious?

For instance, no matter what your political leanings, I think you'd have to agree that our current President has much less talent in this area than his predecessor. And look at his approval ratings. They indicate that the country simply isn't buying his pitch.

I admit that some people may be more gifted in this area than others; but it is a skill that can be learned, developed and refined over the years. I'm a pretty confident speaker now, but I wasn't so hot when I began my business.

So I learned the basics of giving a good presentation. I knew I had value to share; I took the time and the effort to give a talk that would have some real impact. Here are a few things that worked for me that I recommend you try:

1. Get yourself booked for a talk (there are tons of good books about how to do this and also a lot in the InfoGuru Manual). When you're on the calendar, you're motivated to move into action!

2. Write a complete outline for your talk. Spend quite a bit of time on this. It will likely be a talk you can give over and over, so it's a good investment of your time and effort. Really think it through.

3. Practice your talk out loud. This is where the rubber meets the road. Do it in a mirror, video yourself or use a tape recorder. Might as well make a fool of yourself, while alone, than in front of a group of people!

4. Learn to put all of your attention on getting your ideas across to your audience. One of the best ways is to use stories and examples for every major point you make. Stories are the most persuasive marketing tool you have.

5. Do your best to take your attention off yourself. And this will be a lot easier if you do the above. If you are well prepared, excited about your message, and want to make a difference, you won't be so worried about how you come across.

6 Don't use PowerPoint slides as a crutch. Sure, a few slides for major points is OK, but presentations that include every word in a presentation are a disaster. This will never substitute for developing yourself as a speaker.

7. Get some support or professional assistance. This might be joining Toastmasters or the National Speakers Association. Or you might work with a coach who can help you both prepare and deliver your talk. All are good investments of time and money.

You can go through your business avoiding speaking for years. The payoff is that you won't have to feel uncomfortable or face being ridiculed. But what's the cost? Simple: A business that isn't as successful as it could be. Your choice.

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The More Clients Bottom Line: Make learning how to give presentations and talks a priority in your development as a professional. It's a skill that will pay for itself thousands of times over in the course of your career.

Please share your thoughts on this topic, and your experience of giving talks and presentations.

Comments

[Marion Franklin]

Great topic! Taking a cue from Cheryl Richardson, I started out in my living room practicing with friends who brought their friends.

Once I got going and created more topics, I realized I had a formula for putting these workshops and presentations together. There was a system that I had devised so that the presentations would flow, I never could lose my place, people were very engaged, and I would finish exactly as promised.

So - Along with Barb Elgin, we wrote the e-book: 7 Simple Secrets to Succssful Workshops (successfulworkshops.com). In essence, it's a step-by-step guide to designing and delivering dynamic workshops and because it's so easily detailed, it removes many of the typical unknowns and fears. The book focuses on 3 broad topics but any topic can be inserted.

It is my belief that most people feel that 'fear' because of all the ideas and beliefs that run rampant in our minds - of which none are really true. Overcoming the mind chatter and being thoroughly prepared, presentations that engage the audience are an amazing way to get new business/new clients. They get a sense of who you are, how you are, and what you are about... and they want more!

[Trudy Van Buskirk]

I love to speak.

Last year I had multiple strokes, a couple of which affected my speech so I sound A little weird now. The strokes affected my speech but not my attitude or all of my past knowledge and experience.

NOW, I'm writing what I know not speaking (yet!).

I still get out to networking events twice a month and think my speaking ability and my positive attitude really helps when it comes time to stand up and introduce myself and my business.

By adding some humour everyone laughs and hears that I'm all about marketing and small business.

Keep up the wonderful work, Robert.

[Lauri Rottmayer]

I wholeheartedly support the idea of joining Toastmasters. It's a great environment where a new speaker can hone their skills and receive gentle and constructive criticism. I have seen some amazing success stories unfold in front of my eyes over the course of the two years I have been a member. Everyone can learn something. I have never been afraid of standing up in front of people and speaking. I could also go on and on about almost any subject for a long time. But what I learned at Toastmasters is that properly formatting your speech to fit into the time requirements you have, while more difficult, is also much more effective.

[Galba Bright]

I agree with your thoughts on public speaking. My enjoyment has increased greatly since I took it more seriously by preparing rigorously, eg practicing with a tape recorder, reviewing and revising.

I also find it useful to identify the 2 or 3 key messages that I would convey if I had only 5 minutes, rather than the usual 30.

[Bob 'Idea Man' Hooey]

Amen to this concept. I got my start in the speaking business while doing 'how to design your kitchen' seminars which were very productive in gaining exposure and new customers. That lead to other opportunities to share my ideas and eventually moving into different topics such as time management, creativity and leadership.

I have had the privilege of being an executive speech coach now for about 5 years in addition to my own speaking and training. What you outlined is very similar to what I teach my executives in our coaching sessions.

If you want to build your business and increase your ability to market and promote your services or products this is one of the most cost effective I know. Make the commitment, create the concept and capture the attention of your audience.

As a long time Toastmaster (I joined in 1991) I can attest to this organization's ability to help kick start your skills. I've been involved in NSA and CAPS (Canadian Association of Professional Speakers) for the last decade and have found them to be extremely value added as well.

Thanks for sharing.

Bob 'Idea Man' Hooey, DTM, A/S
http://www.ideaman.net
http://www.executivespeechcoach.biz
http://www.accreditedspeaker.com
http://www.toastmasters.org
http://www.nsaspeaker.org
http://www.canadianspeakers.org

[Mike The Internet Guy]

here, here,

I have found that the booking is truly where the rubber hits the road. If if anything it sets a deadline for you to meet and helps with the motivation of not looking like a fool