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PODIUM
THE
News and Information for the Speaking Community by SpeakerMatch
By Sanford Kahn
Two Great Business Myths That Dominate Our Lives and Why They Are NOT True
Myths are unconscious or semiconscious beliefs that have a strong influence on how we orient our behavior and actions. The ones that seem to influence us the most are directed towards our personal lives. But, there are business myths that have a profound impact on our decisions. The problem arises when some of these myths are believed to be true when in actuality they may be false or only partly true. Myth # 1: Information is Power. If this is true, then the more information you acquire the more powerful you will be. While it may be popular to subscribe to this myth, the fact is that the myth is not true. Information, especially as you acquire more, is not power but can easily lead to confusion. The power comes from
Tip of the Month Speakers often have difficulty communicating their expertise to different markets without diluting their value. To reach a diverse set of audiences while maintaining focus on your core message, use program titles to strategically reinforce your expertise. Examples: Leadership Skills for Corporate Business Executives, Leadership Skills for Students, Leadership Skills for Administrative Assistants. Listing your programs in this manner provides solid information about what you have to offer.
News
Vol. 1, Issue 6 • January 2010 • $24.95
You Should Know
Why Meeting Planners Don’t Respond
Perhaps the most common complaint from speakers is that meeting planners knowledge and understanding how the don’t follow up with their applications. acquired information can benefit you both This usually means that the meeting on a personal and professional level. planner didn’t respond to e-mails the Knowledge and understanding can be speaker sent. obtained from seminars, reading, etc. Want to know why? Because another I would venture to guess, though, that speaker did a better job at following up. 75 percent of your practical business Meeting planners get their socks knowledge comes from personal knocked off when a speaker takes the time experience — the old-fashioned trialto give them extra attention. and-error method. Knowledge is the filter that sifts the information into its useful parts. Myth # 2: The Business Cycle Can Be Eliminated. This myth is true — if you can remove humans from the face of the planet. Outside of this, the business cycle is part of human behavior. Why is there a business cycle? Someone once noted that people
continued on page 11
TIP: In your letter of application, offer to send something (your media kit, a demo DVD, copy of your book) if they provide their mailing address. If you follow up with a package (press kit, cookies, a nice card, etc.) you will be sure to stand-out. Taking the time and effort to follow up can make the difference between securing an engagement and having yet another meeting planner who “just doesn’t respond.”
What’s Inside Letter from the Editor.. . . . . . . . . . . . . . . . . . . . . . . . . .
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What You Must Know About Working with the Media.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
2 Timeless and Simple Principles for Success.. . . . . 4 Proven Methods of Using Humor as a Branding Tool.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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Why Being a Good Speaker Should Never Be Good Enough. . . . . . . . . . . . . . . . . . . . . . . .
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www.speakermatch.com
Vision is the art of seeing things invisible. ~ Jonathan Swift, Thoughts on Various Subjects, 1711
Letter from the Editor
Bryan Caplovitz
Jump-Start Your Speaking Business in 2010 with Our ThreePart Series on The Business of Speaking
January begins a whole new year of speaking opportunities. And to help get you off to a good start, we’ll be featuring a three-part series over the next few months focusing on the business of speaking. Speaking of Business will provide you with the basic information you need not just as a speaker, but as a speaking business owner. This month’s issue features the first segment of the series and spotlights Business 101 — the basics of running a business. Sanford Kahn’s article Two Great Business Myths That Dominate Our Lives and Why They Are Not True is an excellent starting point for evaluating or reevaluating your current business paradigm. Vickie Sullivan offers some sound advice on how to harness more bookings in her article Help Your Advocates Help You Gain More Business. And Annie Jennings provides more invaluable tips for working with the media in her article Publicity, TV, Radio & Media Skills You Need to Be the Media’s Dream Guest — 8 Tips on How to Wow. If you’re thinking of rebranding your image a bit, check out Patricia Fripp’s article on incorporating a little more fun into your presentations with her article Linking Up With Laughter — 5 Ways to Use Humor as a Branding Tool. This month’s issue lays a good foundation for you to not just survive another year — but to actually prosper. And our goal this month (and every month) is to help you get there a little easier. Happy New Year,
Publicity, TV, Radio & Media Skills You Need to Be the Media’s Dream Guest —
8 Tips on How to Wow By Media Strategist & National Publicist, Annie Jennings
Want to be a smash hit success on TV and radio? Want to avoid media mistakes with your publicity and book promotion? Here’s how to wow and present yourself as a polished pro:
Tip #1: Don’t Try to Change the Segment or Story Idea. During the pre-interview with the producer or journalist, don’t attempt to change the original segment idea. It’s most likely already set in stone by managing editors or executive producers, and your media contact has very little flexibility. Media contacts are assigned to develop a story or segment idea according to a specific set of directives, and they appreciate your support in moving the story or segment forward. Always give the media the info they are looking for right away so they can complete their assignment. Otherwise, they might decide to move on to another expert. If you do a great job for them, that is, if you are on target and on message without meandering or discussing topics that fall outside the scope of the placement, they will use you again. Of course, if they ask you about other ideas you may have, feel free to give them your best stuff!
Tip #2: Never Cancel a Segment or Appointment With the Media. Once you commit to the media opportunity, don’t change your mind; the producer or journalist moves immediately to finalize the media placement on their end. If you cancel, you upset the booking process and leave the producer or journalist in a tough spot. This business is built on trust, so never do anything to jeopardize the trust the media has in you. When you make a commitment — stick to it — even if something comes up that you feel is more
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important. Your word should be worth gold in this industry!
Tip #3: Prepare Talking Points for the Pre-Interview With the Journalist or Producer. Prepare your talking points in advance of your pre-interview or interview with the media. You will appear to have command over your area of expertise and knowledge about the issue under discussion. You will also avoid stumbling for thoughts or concepts. If the media doubts your ability or expertise in the pre-interview, they will not use you for the placement because they simply have no choice. Their job is to book top, qualified experts, and if you indicate that you are not, they have to move on. As Annie Jennings PR has said for many years, think of any contact you have with the media as an audition. The media evaluates everything you do with this thought in mind: Is this book author or expert the perfect expert for the story or the segment? You can make the media contact confident in choosing you if you are ready and prepared to discuss the topic. Create at least five discussion points on the topic before you speak to the producer or journalist.
Tip #4: Make Sure the Media Has Your Fast Contact Info. Always provide the media with your cell phone number and other fast contact info. As we mentioned, when the media moves, it moves fast. If you are actively seeking PR or are already booked for a media opportunity, keep yourself instantly available. When you provide your cell number, be sure it’s working properly, and also check your messages immediately so you don’t miss a thing. continued on page 3
News and Information for the Speaking Community by SpeakerMatch
Publicity, TV, Radio & Media Skills You Need to Be the Media’s Dream Guest —
8 Tips on How to Wow
continued from page 2
Behind the Podium (ISSN 1949-5544) is published 12 times a year as a resource for emerging professional speakers, business leaders, technical gurus, educators, and other subject-matter experts. Editor Bryan Caplovitz welcomes your input. Please e-mail any comments or suggestions to Bryan at editor@speakermatch.com.
If you are traveling to a location for a TV or radio segment, ask for the producer’s emergency contact info and, of course, only use it for emergencies. This way, if you have trouble finding the location, you know how to reach your media contact immediately.
Tip #5: Confirm Your Credentials and the Spelling of Your Name With the Producer to Make Sure They Are Correct. Take on the role of fact checker when it comes to making sure your name is spelled correctly, your credentials are exact, and the name of your book or company is correct. Just ask the media to repeat the spelling back to you along with the name of the book. It’s also a great idea to e-mail your media contacts your name, credentials, and the name of your book so there is a reference available if needed later. This way, the media can double-check your info via e-mail. It’s always better to be on the safe side when it comes to your contact and identifying info that will be printed or shown on TV.
Tip #6: Don’t Ask the Producer for a Copy of Your Segment After it Airs. Most media outlets no longer offer to provide you with a tape of the segment, so you will need to be sure that you record your segment on your own. Ask others to record the segment for you as well. Don’t worry; you can buy your segment from a professional recording company called Video Monitoring Systems. Order quickly because they have a limit on the time that they archive the shows. Also, since it is in your best interest to have a professionally copied tape of your
segment, call Video Monitoring Systems in advance to confirm the details. This is what we do at Annie Jennings PR to make sure everything is perfect for our clients!
Tip #7: Don’t Over-Promote Your Book During a TV Segment. Seasoned experts and authors avoid sounding like an infomercial because they have learned, and perhaps learned the hard way, that when you over-promote your book in the segment you create lots of problems for yourself and for the publicity expert that booked you on the segment. Instead, pack the segment with your best info! Don’t worry about the old “sell the sizzle and not the steak” strategy. When you give the show your best stuff they’ll notice and want to invite you back. Your audience will respond to you as well and your book will sell itself. This is because you are giving your audience what they want from the beginning — lots of great info. You are showcasing your talents and expertise and building lots of credibility with your audience. Credibility sells! continued on page 11
Panel of Experts Ron Finklestein, Business Coach, Consultant, Speaker, Trainer and Author Patricia Fripp, Executive Speech Coach, Sales Trainer and Professional Speaker Annie Jennings, Media Strategist and National Publicist Sanford Kahn, Business Author and Professional Speaker Dan Kennedy, Professional Speaker, Consultant, and Coach Tony Rubleski, Author, President of Mind Capture Group Dave Sheffield, Author and Professional Speaker Vickie Sullivan, President of Sullivan Speaker Services Behind the Podium publishes the opinions of experts and authorities from many fields; however, the use of those opinions is no substitute for accounting, legal, investment, or other professional services. Material may not be reproduced in part or in whole in any form whatsoever without the written permission of SpeakerMatch. SpeakerMatch is the world’s largest source for speaking opportunities. Behind the Podium is published monthly, by SpeakerMatch, 4807 Spicewood Springs Road, Suite 2118, Austin, TX 78759-7944. $149/yr, $24.95/issue (US funds). Periodicals postage pending at Austin, TX and additional mailing offices. Behind the Podium is a trademark of Simply Speaking, Inc. Copyright © 2009 by Simply Speaking, Inc. POSTMASTER: Send address changes to SpeakerMatch Subscription Department, 4807 Spicewood Springs Road, Suite 2118, Austin, TX 78759-7944. Subscription information: Direct subscription inquiries, payments and address changes to SpeakerMatch Subscription Department, Behind the Podium, 4807 Spicewood Springs Road, Suite 2118, Austin, TX 78759-7944. To resolve service problems, call (866) 372-8768 or visit our Web site at www.speakermatch.com. On occasion we make our subscribers’ names available to companies with products or services in which you may be interested. If you do not want to be included in these mailings, please notify us in writing. Call us toll-free at: 1 (866) 372-8768 Outside the United States: +1 (512) 372-8768
SpeakerMatch Teleseminar Agenda Access replays of SpeakerMatch Radio on iTunes (www.speakermatch.com/itunes) or www.speakermatch.com/radio where we interview speaking industry experts about business strategy, marketing, branding and much more. www.speakermatch.com
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Life Lessons from Jay Leno
Old-Fashioned Principles Are Just as Valuable in a New-Fashioned World By Tony Rubleski
I
read an article not too long ago in the Detroit Free Press regarding late night talk show TV legend Jay Leno titled Working Class Hero. The article Tony Rubleski was prompted by the announcement that Jay would be doing two free shows at the Palace of Auburn Hills for unemployed metro Detroiters. After I read the interview, I was glad to see that one of Hollywood’s well-known personalities hadn’t forgotten his roots. I’d like to share with you a few things that Jay Leno’s success can teach all of us in today’s speedy, competitive, and often impersonal, digital world. Persistence pays off. Leno’s rise to fame was built on hard work and endless years spent toiling in comedy clubs — showing up time and time again to practice his craft. He performed stand up anywhere and everywhere ranging from strip clubs to small comedy clubs, and often in dangerous or run down parts of town. Known for his relentless work ethic, many people today could learn from his drive and passion to get better at his craft. Overnight success is extremely rare, and is usually hyped up on TV talent shows where the one-in-a-million person auditions and becomes a 15-minute YouTube sensation. They hit the spotlight quickly and rarely stay in the limelight for the long haul. I’ve met many talented
people in my life, and I’m sure you can recall a few in your own life, who’ve squandered their gifts by being lazy, having bad associations, or weren’t willing to put in the necessary time and discipline to master their talents at a world class level. I’ve also seen those with initially much less talent work their tails off, shake off the critics, and, like Leno has done, rise to stunning heights that would easily knock others quickly out of the game. People Appreciate Authenticity. Leno’s upbringing in a middle class family in Massachusetts obviously impacted Leno. He had a good old-fashioned, normal upbringing. No trauma, no horror stories, no abusive parent to blame or hold a grudge against on a future TV episode of Montel or Oprah. He had a solid family that lead by example. As he’s risen up the ladder of success Leno’s resisted what I call the ‘entourage mentality’ that many celebs embrace which often puts up a wall between themselves and everyday people, including the fans who’ve made them a fortune. When I had the chance to meet Gene Simmons from the rock group KISS® last year at a marketing conference in which he was speaking, I saw that he shares a common thread with Leno. Simmons was accessible and friendly to people he encountered from all walks of life. He took pictures, signed autographs, and engaged in relaxed conversation with stranger after stranger, myself included, which was quite amazing. During his speech at the conference he mentioned why he still engages fans with respect and how foolish it is for other celebs to not be thankful and supportive to those who’ve made them wealthy and famous. How refreshing and instructive for everyone to hear. Having a Solid Work Ethic Matters. It’s stunning to me how spoiled and lazy many people have gotten these days. When you travel a lot, you meet and talk to many people and notice certain patterns. Here’s my beef: If it’s such a bad recession out there how can millions of people still
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afford to own homes, three TVs, two PCs, $300 iPods, two cars, and eat out several times a week? I want you to stop and think about that question for a second. To give you some historical perspective, our grandparents who went through a real recession, would shake their heads in disbelief at how spoiled most people have become these days. In addition, the entitlement and bailout mentality running rampant within many sectors of the media and our federal, state, and local governments would certainly make their blood boil. It’s my opinion that a lot of this recession is a big, media-intensified ratings game designed to instill fear and doubt within the economy and prolong the time it will take us to recover. Yes, a few industries are in dire straits, some unforeseen, while others knew the day of reckoning would come. Hello GM, what have you been doing the last 30 years as competition picked off huge chunks of market share? I’m sure my comments will draw e-mails of support and heated opposition. Excellent! That’s my goal and intention. To inspire and fire you up to get busy, question what’s happening around you, and start coming up with productive ideas and solutions to improve not only your own life, but others you work and associate with. Complaining and finger pointing are sadly far too popular with most people these days. It’s long past due that we change directions and quickly move away from this destructive behavior. Is this what Jay Leno would do? Tony Rubleski is a best selling author and the president of Mind Capture Group. Contact him at tony@ mindcapturegroup.com or visit www.MindCaptureGroup.com.
News and Information for the Speaking Community by SpeakerMatch
Marketing Your Expertise through Value-Packed Seminars By Ron Finklestein
A
good seminar can be worth a fortune to the people who attend. But, as any good presenter knows, the investment in money, including travel expenses, is considerable, so considerable value must be given in return to the attendees. Unfortunately, attendees are often exposed to some powerful and lifechanging tools, techniques, and information from real experts, yet few derive even a small fraction of value from the golden tips being offered by the speakers.
Crafting a Memorable Seminar that Creates Long-Term Clients Creating a great seminar is not as easy as it may first appear. Speakers must be sure to present their credentials and accomplishments in the best possible light without misrepresenting them. As a presenter, if you don’t walk the talk, the value of what is taught is questionable. To avoid wasting your time and money, as well as the attendees’, present what you know and know what you present. Seminars are excellent ways to allow people to see you in action. And attendees can potentially become great clients. Don’t think of your seminar attendees as customers. Think of them as clients. A customer is transaction-driven. Think, “I sell a product and the customer buys a product. There is no value provided other than buying a product. I am not interested in having customers. I believe I have a moral obligation to provide the best possible information to conference attendees while
creating long-term relationships at the same time.” Having clients implies a moral obligation to their welfare. As a presenter, make it easy to allow attendees to get the most out of the seminar or conference. Send them pre-work if it makes sense. Give them homework. And be sure to supply conference or seminar evaluations. You want to know what works and what doesn’t. You must always have the best interest of your audience in mind. Also put testimonials from past attendees on your Web site, and make sure they are legitimate. You can obtain testimonials by asking people who attended past seminars what they think they gained from the seminar. You can also use comments from the conference evaluations. As a presenter, you want to know that your message is getting through and that the attendees are receiving significant value from the material. They deserve the very best you have to offer every time you speak, so practice, practice, practice! Winging it is obvious to your audience and it’s not fair to them. Have quality handouts and be clear in presenting your material. Hint: Toastmasters is a good place to practice small segments of the talk that may be difficult for others to understand. The feedback you receive is invaluable. It’s better to practice with a friendly audience that understands that you are practicing than practicing in front of a live audience who may not be as forgiving. The attendees can make a good presenter great and a great presenter even greater.
Using Seminars as a Powerful Growth Opportunity Speaking engagements present a wonderful opportunity to further develop your skill set. Here are some ways to get the most out of seminars:
Write down specific seminar goals. Research solid actionable ideas that will improve your business and yourself. www.speakermatch.com
Network. Introduce yourself to as
many attendees and speakers as you can. Hand out your business card and ask for them in return.
If the seminar or conference is long
enough to have breaks, sit in a different seat after each break. You can meet some great associates and make lifelong friends by networking.
Take good notes. Keep a separate sheet
with ideas you plan to implement after the event. Before you leave, narrow the number down to no more than five. Writing them down helps you remember them and reinforces the learning you expected to receive at the event.
Ask questions both during the Q&A
sessions as well as during the breaks. Don’t limit your questions to just the speakers. Ask your fellow attendees questions as well. It will help you create dialogue with people you don’t know, and sometimes you’ll hear a different perspective that makes a confusing concept easier to understand. It is also a good opportunity to begin creating relationships with fellow attendees.
If it is a longer program with multiple
speakers, choose to focus on just one to three presenters whose work you’d like to further study and implement.
Purchase the CDs or DVDs of the
seminar you just attended if they are offered. And review them as soon as possible. You will be amazed that while you thought you heard 100 percent of the information, you probably got no more than 40 percent or so. You’ll feel like you are listening to a whole new seminar!
Buy the books and/or recordings of those you choose for home study after the event. It will reinforce what you learn.
When you return home, take action
immediately. Don’t delay. Studies have shown that the longer you wait, the continued on page 12
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Linking Up With Laughter By Patricia Fripp
Humor is probably not the primary purpose of your presentation, but it can be a powerful tool for making points and grabbing audience attention. Recently, I Patricia Fripp chatted with humor expert John Cantu about how to make humor a part of your professional image. “Used wisely,” John told me, “humor can build a ‘brand image’ for you and your topic.” Here are five techniques John shared with me that you can use to create your own humor brand: Most people recognize the following phrases or slogans and automatically think of the creators when they hear “The Top Ten List,” or “You might be a redneck if … ” These phrases are “owned” by David Letterman and Jeff Foxworthy. Come up with something memorable, and people will recall you every time they hear the words in everyday life. An example is Jeanne Robertson’s account of her baton-twirling debacle in the Miss America talent competition. No one can think of Jeanne and not remember this hilarious story. (Jeanne is past President of the National Speakers Association and a top humorist.) Frank King’s tagline is “Make a living, not a difference.” King brags that his material has “no message whatsoever,” unlike most humorists who justify their talks with the themes “Humor is the best medicine,” or “We should all learn to laugh at ourselves.” King says, “You want a message? Check your voice mail.” He does standup comedy with not the slightest attempt to give a message. Some speakers create a character outside their real self. Two of the best-
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known humor “character” brands of popular NSA humorists are J. Terryl Bechtol’s “Bubba” and George Campbell’s “Joe Malarkey.” Bubba is your stock “good ol’ boy.” Bechtol told me, “People don’t realize I have three degrees. When I was doing training workshops based on my education, I was starving. And then I became a goober and got rich.”
How Ya’ll Doin’!
“Joe Malarkey, the Worst Motivational Speaker in America’ is a classic. George Campbell’s promo says, “Joe touches on affirmations, goal-setting, subliminal tapes, relationship skills, and dressfor-success techniques.” I will go on record that the Joe Malarkey character is simply the most perfect stage persona/ presentation ever created. I have seen many top comics live — Jackie Mason, Jay Leno, Woody Allen (in his standup days), David Brenner, Dana Carvey, Paula Poundstone, Sandra Bernhardt, etc. — and Joe Malarkey is flawless. Campbell’s material, stage presence, and delivery are just perfectly blended.
Larry Winget owns the brand of `prop’ humor. With his outrageous collection of eyewear and a toilet plunger on his cue ball head, he calls himself “The King of Stuff.” Winget’s Web site describes his offerings as, “… a unique blend of humor, motivation, and content, all wrapped around the theme of your meeting! He can also deliver an outstanding seminar providing easy-to-implement ideas on a number of topics.” (I tell my comedian pals, “Larry Winget is a businessman’s Gallagher.”) Consider these five options for creating your own humor brand that can make your presentations unforgettably fun. Patricia Fripp CSP, CPAE is a San Francisco-based executive speech coach, sales trainer, and professional speaker on sales, customer service, promoting business, and communication skills. Contact Patricia by phone at 1-800-6343035, and through her Web site at www. fripp.com.
For example, past NSA President Mike McKinley, who speaks on business, motivation, and leadership, has a very funny presentation illustrated with photos of real signs. He uses them as a humor device throughout his talk. While others quote funny signs, the idea of using slides of real-world signs to make serious points about marketing now belongs to McKinley. Anyone adopting this framework, even on another topic, will be recognized as an imitator. News and Information for the Speaking Community by SpeakerMatch
Will
T H E
S E C R E T
MILLIONAIRE
Arrive At Your Door?
Not If You’re Sitting Around Waiting For Him
As I understand it, in “The Secret Millionaire” we see millionaires go undercover, work for a week in some poorly paid job and live as the oppressed workers and economically troubled live. The millionaires find one of the downtrodden they meet especially worthy and, revealing themselves as “secret millionaires,” whip out their checkbooks and give the deserving individual big bundles of money. It’s sort of a privatized bailout.
consonant. On NBC’s wildly popular “Deal or No Deal,” they wisely eliminated all requirements of knowing anything or having any skills; you need only guess the right suitcase and be able to tolerate Howie Mandel to win a million dollars.
nothing or less than nothing and made fortunes through relatively ordinary small businesses and prudent financial behavior over time. There are far, far, far more of those than there are Paris Hiltons, A-Rods and Wall Street types.
It’s exciting, like Oprah gifting cars. People cry, just like on the home makeover show, where they give people remodeling jobs or entire homes for free. On the surface, there’s nothing seriously wrong with it, and it’s clever television, especially now. It borrows from a TV show of decades back when a millionaire arrived as a surprise on a doorstep.
But “Secret Millionaire” goes a step further. It asks nothing and hands out money for free. It asks for no special preparation, effort, skill or talent in advance. And of course, it asks for nothing in return. As such, the show reinforces the dangerous idea so harmful to the working poor that simply because they are working poor, they deserve to have somebody hand them a bunch of money. Even better, the money is transferred to them from the rich, who have too much of it.
You won’t see this not just because no one would watch, but because it’s reality TV that would contradict the philosophical belief the media folks hold dear and the ideas they wish to sell: Pulling oneself up by bootstraps is passé and freakish and no longer practical in today’s America. The Haves only have by luck and theft — and have too much. And the Have Nots can only be helped by handouts.
“The Secret Millionaire” even borrows a bit from the ancient “Queen For a Day” show because that’s all it is — like lottery winnings, most entirely unearned windfalls that disappear “in a day,” leaving behind more harm done than good. “Give a man a fish, feed him for a day. Teach a man to fish” – and require that he go fish – “feed him for life.” Therein is the problem. In “Secret Millionaire” we can see TV reflecting and reinforcing societal and political trends that put us all in peril. This is basically a game show with no game. Most game shows still require some skill, and contestants actually prepare by drilling in advance for ‘Jeopardy,’ or getting into fit shape for ‘Survivor,’ or rehearsing for ‘American Idol.’ The tireless ‘Wheel of Fortune’ requires you know the difference between vowel and
FOX missed something here that would have made the show much more popular. The secret millionaires should be ripped from their mansions and office penthouses by force and compelled to play — their money taken from them involuntarily. But even as is, we shouldn’t miss the point that it could be called ‘The Re-Distribution Of Wealth Show.’ Now, here’s what you won’t see on any major network: A show where “The Secret Millionaire” rewards people based on their productivity and investment of time and effort. Nobody doles out cash to those who have worked hard, educated themselves, scrimped and saved, responsibly bought homes and cars they could afford, started and built businesses, and created employment opportunities for others. Nor will you see a show called “The Self-Made Main Street Millionaire” about people who have started with www.speakermatch.com
The Why People Fail articles are provided by Dan S. Kennedy, serial entrepreneur, from-scratch multimillionaire, speaker, consultant, coach, author of 13 books including the No B.S. series (www.NoBSBooks.com), and editor of The No B.S. Marketing Letter.
FREE Gift from Dan SpeakerMatch has arranged for you to receive a special FREE gift from Dan Kennedy. You will receive a two-month free membership in the Glazer-Kennedy Insider’s Circle. You’ll get newsletters, audio CDs and more. For more information go to www. speakermatch.com/dankennedy and sign up now!
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Help Your Advocates Help You Gain More Business
Y
By Vickie Sullivan
ou two go back a long time, both professionally and personally. Your champion is in a position of power and is well connected. It’s quite logical then that your friend or advocate can get you the inside track for that new project. You ask about joining forces and the reply is “sure — no problem.” And then ... nothing happens. What’s wrong with this picture? These conversations are not the test of your relationship, but of your brand. Below are two common scenarios that go awry and how to recover when the worst happens. Eliminating the “Nothing After the Referral” Syndrome Your advocate knows your work, and knows the buyer. The person passes your name along with a strong recommendation and tells you to follow up directly. You try several times and ... nothing. The decisionmaker won’t return your calls. What happened? First, your advocate’s referral got your foot in the door. Then one of three things occurred:
1) The buyer already has someone else in mind, and your brand wasn’t enough to make the person reconsider. Game over.
2) Your brand and “fit” doesn’t generate enough interest to warrant further consideration. Once a buyer decides you’re not a good fit, it’s difficult to overcome that perception. Cut your losses or get ready to put in some overtime.
3) Your advocate got busy and assumed that another conversation would happen anyway, so they referred you without selling you.
For the first two options, your advocate can’t do any more to help. They can’t make up for either a bad fit or weak branding. Your positioning and visibility
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has to generate enough interest to proceed. As for the last option, your advocate’s approach branded you as a low priority. They opened the door, but either didn’t know what to say (and whose fault is that?) or made some general “hey, they’re good” comment. That’s not strong enough to elicit a response from the buyer. The buyer will only follow up with the top contenders or squeaky wheels. Finding Your Fit and Promoting Yourself as a Problem Solver In this competitive market, getting to “yes” is a lot like getting a bailout passed in Congress. You need more than a pass-along referral. You need an active introduction and a champion for your cause. When the champion makes their recommendation a personal cause based on your contribution, the buyer is compelled to pay more attention, if only for political reasons.
When times get tough, it’s nice to get a little help from your friends. In this changing economy, your advocates need all the help they can get in promoting and hiring you. By making your brand go beyond “good,” staying flexible with ways to work with you, and tightening up your business case, your champions can carry your water with pride. Vickie Sullivan is President of Sullivan Speaker Services. Contact her by phone at (480) 961-4318, or visit her Web site at www.sullivanspeakeronline.com.
When I was a program chair for a national association, I witnessed champions become personally insulted (and raise Cain to the board) when their recommended speaker didn’t get on the agenda. Sometimes it was just easier to select the speaker than fight the battle. Approach your meeting as a brainstorming session with a focus on the value and application of your work. Keep the conversation broad at first, looking for the “fit” rather than the venue. Once you get agreement on how your work or content will help solve a valuable problem, a venue will “suddenly” appear. If that venue is different than how you’ve worked before, use examples to show your established track record. Talk about the other speeches you gave, the other coaching projects you’ve done, etc. Show that you’re not a first-timer and can deliver in the new area. Send over a DVD of that latest speech or a recent business case that’s outside what you do for them.
The line between failure and success is so fine that we scarcely know when we pass it: so fine that we are often on the line and do not know it. ~ Elbert Hubbard
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Linked in Forum As a Professional Speaker, how do you get someone to sing about you? I truly believe by being so memorable on the platform, with power, feeling and conviction, that they may not remember what you said, but they’ll surely remember how you made them feel! Then, they’ll be more than willing to sing your praises. - Kenny Ray Morgan Sing about them! When people stop looking for what they can get and start living for what they can give, the universe responds in kind. I wonder what the responses would be if the question was: How do you give to someone to have them sing about themselves? - E. Brisgel I agree with E. As a speaker, the only way to get someone to sing about you is if you hit that passionate note that is there only if you connect in a way that is raw and real and moves your audience to a new place. That is when they sing about you. - Debbie Lopker I agree with the responses above and yet feel that you are missing one part of the question that is not directly addressed: How do you make it easy to gather and utilize testimonials from clients? You could delight every client; but if you don’t have the confidence and systems to channel the enthusiastic comments you receive from happy clients, you are missing a goldmine. My system is to have a question on the feedback form inviting audience members to write the greatest benefit they received from the event. The form also features a box in which they place a check mark indicating that they are willing to let me use their comments on my materials. Clients who write positive testimonials are also placed on a special list of clients who are kept informed about my programs and specials. - Dilip Abayasekara
I agree with all of the responses, however, to get the organization to “sing” your praises, you should ask them for a testimonial, presuming they were pleased with your performance. - Michael Loewenthal Every time you speak, get a testimonial or referral letter. These become the “working capital” of you business and will take you where you want to go. - Lois Creamer After your presentation, send a thank you note to the meeting planner. Then follow-up with a telephone call asking if he or she would like to be included in your marketing materials. Testimonials are key to letting meeting planners see how valuable your presentations are and that attendees will also “sing your praises.” - Barbara Rubel Barbara, excellent, excellent suggestion! This really works! Also, if I might add, not only will the attendees “sing your praises,” a certain percentage of them will enthusiastically refer you to other decision makers. And in this “temporary inconvenience,” otherwise known as the economy, that’s a good thing! - Kenny Ray Morgan The Professional Speakers that the world sings about usually discover and then share their secrets of success. And most of these speakers have opened their hearts and really given their all to their audiences. The audiences in turn have sensed this and have sung the speaker’s praises. Coming from our essence, deepening our wisdom, adding real value and polishing our performance is the only true thing. Everything else is just song and dance, and tricks and techniques. When I let go on stage, I get the deepest possible satisfaction, and my audiences are
deeply touched. Money, recognition and repeat business becomes a by-product. - Raju Mandhyan I ask them. - Catherine White Before now, I have challenged groups to create jingles — and perform them. They can be of an “advert” type of jingle, but you could always inspire groups to write and perform a jingle/song about you. - Susan Heaton-Wright
Let Your Voice Be Heard! Become part of a discussion or pose your own question on the SpeakerMatch Forum. Visit www.linkedin.com. Enter your e-mail address and password and then go to the SpeakerMatch discussion group. If you’re not already a LinkedIn member, signing up is easy!
Your imagination is a preview of life’s coming attractions. ~ Albert Einstein
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Being a “Good Enough” Speaker is Costing You Money:
5 Proven Success Recipes that Can Fill Your Booking Calendar and Your Wallet
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By Dave Sheffield
Many speakers will fumble their way into booking a speaking date, mark it on their calendar, and move on. This is “good enough” if you enjoy the hobby of speaking. The truly amazing speakers leverage every relationship, opportunity, and event to create an immediate perception of expertise and a solid relationship for the future. Perception is reality, especially in the speaking industry. Proper positioning, marketing, and planning of your event can and will earn you tens of thousands of dollars — even if you are just starting out! Most speakers (both seasoned and new) leave tremendous amounts of potential revenue on the table because they don’t follow a few simple steps! Use these five success recipes to get your fill of bookings and revenues:
Success Recipe #1:
Leverage each booking. One of the crucial strategies that I teach my coaching clients is leveraging the relationship of any booking. When I book a presentation (free or full fee), I immediately congratulate the event planner on their wise choice. I also will ask them if they know of any peers or friends who are in a position of booking speakers. I find that one in three people will give me an introduction. The booking ratio of warm leads is fantastic. (If you would like a copy of the script that I use to book these dates, e-mail us at info@theshef.com and print “script” in the subject line.)
Success Recipe #2:
Write for their publications. You don’t write? Neither do I! However, I find that it is a great value-building tool for booking speaking dates. Many chamber newsletters, association newsletters, or company newsletters would love to have
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your content. I often recommend that they place my article on a different page than the advertisement for the event. You are now an expert. Don’t forget to place a bio box at the bottom of your article. I have picked up speaking dates as a result of someone seeing that I was in their area during a specific time.
Success Recipe #3:
Meeting Planner Checklist. All it takes is one time speaking through a microphone with a three-foot cord to appreciate the value in this! My list typically includes the following: Extra pens/pencils, master copies of any printed materials, the final payment check, A/V requirements, tables near the exit for display of products, etc. This tool leaves nothing to chance.
Success Recipe #4:
The Intro. “Now we will hear from the guy from room 203 who will say a few words.” AGGGGHHHH! Your introduction is a crucial piece of marketing. It should include relevant info, as well as any information about the products that may be available after the program. (If you’d like a copy of mine, e-mail us at info@theshef.com.)
The speaking business is simple. It’s just not easy. When you do the right things the right way, your business can explode. Can you start a speaking business today and make six figures right away? Possibly. I have had one client do that. Can you build a sustainable business that creates longterm excellent income over a period of a few years? Absolutely. I encourage you to not only survive in this business, but to thrive. Don’t just look at the tools you have been given — use them. And remember to always better your best! Dave “The Shef” Sheffield is a bestselling author and successful speaker. He has helped over 400,000 people through his speaking and books. He also is an expert at helping speakers grow their speaking business very quickly. You can contact his offices through his Web site at www.theshef.com. For a complimentary SpeakerMatch coaching assessment, e-mail him at info@theshef.com.
Success Recipe #5:
The Ask. “If I’m good enough, they will call me,” says one broke speaker to another. I have absolutely no shame when I tell the audience that I would love to help them again. I usually say something like this, “After I leave this stage, I’m unemployed. If you know of any business or organization who would benefit by hearing a fantastic message like the one you just heard, see me at the book signing table!” There is no substitute for someone referring you in. Why not ask for it?
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Publicity, TV, Radio & Media Skills You Need to Be the Media’s Dream Guest —
8 Tips on How to Wow
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Annie Jennings PR believes showing the cover of the book on the screen is much more powerful than the author mentioning the book in the interview. So be sure to ask early in the booking process if they can show your book’s cover in the intro. This is not an unusual request and one worth making to ensure your book’s exposure.
In radio there is no visual, so avoid saying “in my book.” Instead, sprinkle in the name of your book when appropriate. You can learn to create a visual segment using language. That is, creating messages and conversations that encourage the listeners to create their own images in their own minds.
Is radio challenging? Of course, but it’s well worth the extra time it takes to create a segment-style press release that is packed with stimulating and interesting info.
Tip #8: Mentioning Your Book on Radio is OK — But Not Too Much.
Media training will give you a significant advantage as you not only learn the skill set needed to be a great guest, but you get to practice so you are comfortable referring to your book without sounding like you are struggling to get it in the segment. Remember, in radio, if the audience gets even a little bored with you, they can easily switch to another station.
Annie Jennings is a media strategist and publicity expert specializing in optimizing media outreach. She is the founder of the national PR firm, Annie Jennings PR. Contact her by phone at (908) 281-6201 or visit her Web site at www.anniejenningspr.com.
The radio host usually mentions the name of your book in the intro, so be sure the producer has a copy of your book. Also, be sure to send a press release that includes a short intro for you as well as a longer intro that the host can use to introduce you and refer back to during the interview.
Knowing how to work with the media adds a new dimension to your credibility as a professional speaker. Use these tips to enhance your image and expand your career.
Two Great Business Myths That Dominate Our Lives and Why They Are NOT True can tolerate any condition except the possibility of one. This condition is prolonged periods of prosperity. Incredulous as it sounds, this observation contains more than just a kernel of truth. When the economy starts to recover from a stiff downturn, people are understandably doubtful about the young expansion. They hold back on their discretionary spending and their use of debt. As the upswing continues, people tend to become less risk averse or slightly more greedy. As the upturn ages, people become more confident and think the expansion will last indefinitely. Business people take on more debt to leverage their profit margins. The consumer will also be increasing their debt burdens to finance their growing consumption habit. Soon a point is reached where the cost of the debt is growing far faster than the incomes to pay both the principal and interest expenses. Now the expansion starts to stall because businesses and consumers can not sustain this credit expansion. A period of credit liquidation ensues and a new downturn begins. The severity of the new downturn depends on several factors. These include the oversupply of goods and services, the level of debt buildup, and government economic policies (namely tax and trade policies). The business cycle will always be with
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us. Each cycle has a life of its own and varies in both amplitude and duration.
long-term economic/business trend that will significantly impact your business planning?
In our present economic environment the one important factor that will govern your ability to grow and prosper is your liquidity. Are you loaded up to the hilt in debt? If you are not liquid, how can you take advantage of business opportunities? Liquidity is King!
The dominant long-term business trend will be deflating price structure. This results principally from the increase in competition due to the rapid spread of technology. This state-of-the-art business technology now allows the small business entrepreneur to compete successfully with the large mega corporations. This technology isn’t just limited to the United States. Companies abroad can now be players and compete with ours. When competition increases prices must go down.
One of the popular and often repeated business themes is that we live and work in an economy that is changing quickly. But, what is changing rapidly — is it trends or events? As Aesop illustrated in one of his old and respected fables, The Shepard and The Sea, the sea has many moods. What you see on television, hear on the radio, and read in the papers are events. These events change quickly and abruptly. Economic trends on the other hand are smoother. They change very slowly but take on a life of their own and then go to an extreme and reverse. It will be your ability to adapt to the changing trends that will ensure your success both personally and professionally. Why? Because if you do not base your planning on long-term economic trends then it will be difficult to adopt a framework in which to base your financial decisions. You will be rushing about putting out current fires instead of devoting your energies to long-term planning. Then, what is the pivotal www.speakermatch.com
As a business person, coping in this type of environment will require that you devote more of your energies and capital into building the market value of your business by increasing its free cash flow. This can be accomplished by continuously cutting costs and adding value customers that can or will have the potential to meet your threshold returnon-assets. Do not add customers just for the sake of building market share. Build market share by adding value customers. Sanford Kahn is a Business Author and Professional Speaker. For more information on his programs, please contact him at 562-434-4695 or e-mail sanford16@yahoo.com. Also visit www. businessspeaker.biz.
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POSTMASTER: Publication…Periodicals Mail Moving? Send us this mailing label and your new address. Gift Subscriptions? Send the recipient’s name and address along with your check or call (866) 372-8768. One year, 12 issues, $149.00.
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SpeakerMatch is the world’s largest source for speaking opportunities. Coming Soon in
us in February for the second segment of this three-part series Speaking of Business — The Business of J oin Speaking. We’ll share some great tips on Getting Your Office in Order — a frequently overlooked aspect of
running a top-notch speaking business.
Marketing Your Expertise through Value-Packed Seminars lower the likelihood is of your acting upon what you have learned. And be sure to follow up with the people you meet at the events. This follow-up can be the difference between success and failure. A well-chosen seminar is a great learning opportunity, but you can dramatically increase the value by using the ideas you learned and following up with the people you meet. A seminar can be one of your best experiences. Attend as many as you
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possibly can. We cannot know all there is to know, and many times we forget what we know. And as a presenter, understand there are people in the audience who are more knowledgeable than you. Also understand that you are considered the expert and you need to provide value. Don’t take that responsibility lightly.
Monthly Survey Do you plan to redesign your Web site in 2010? Post your response online, and see how you compare to others at www.speakermatch.com/survey
Ronald Finklestein is a business coach, consultant, speaker, trainer and author of two published books. For more information call (330) 990-0788.
The outer limit of your potential is determined solely by your own beliefs and your own confidence in what you think is possible. ~ Brian Tracy
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