701 January 2016 - Behind the Podium

VOL 7, ISSUE 1 • JANUARY 2016

NEW YEAR, NEW OPPORTUNITIES TO GET PUBLICITY! Page 4

BUILDING A POWERFUL BRAND Page 8

SALES TAX FOR SPEAKERS Page 11

12 TIPS FOR WRITING A KICKASS BIO Page 6

SERIOUSLY?!?

YOU’RE ON THE PHONE NOW??

STAY IN TOUCH — WE WANT TO HEAR FROM YOU! Page 10

Page 10

FEATURES 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 (editor@behindthepodium.com) .

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.

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04 12 Tips for Writing a Kickass Bio Writing an effective, attractive, client-magnet bio does not have to be hard.

06 New Year, New Opportunities to Get Publicity Here’s an easy way to create your editorial calendar.

08 Building a Powerful Brand If you cut your finger, would you look for a BandAid, or an adhesive bandage strip?

11 Sales Tax for Speakers Back of the room sales could mean you should be paying sales tax.

FROM THE ARCHIVES

THE POWER OF FOLLOW UP & REFERRALS Failing to follow up can mean that a meeting planner has forgotten about you. Chances are good that another speaker has their “mindshare.” Tony Rubleski, author of the Mind Capture series, has some great tips for speakers in this listener favorite.

BONUS: We will send a free copy of one of Tony’s books to the first 15 requests we receive at: feedback@behindthepodium.com Listen to the replay at speakermatch.com/radio/24

Feedback from the SpeakerMatch Forum

FEATURED RESPONSE BY:

Q. A.

Cie Reynolds Mastery Life Coach Greater Los Angeles Area

WHAT MAKES YOU DIFFERENT? One of the biggest challenges that speakers face is differentiating themselves and communicating that difference to meeting planners.

I hear it all the time: “I’m different!” And that’s important. But can meeting planners really determine that you are the most logical candidate for their event? Have you built a recognizable brand for your speaking business?

This month we’ve got some great tips for helping you to brand yourself, market yourself, get media attention, and, well… stand out!

No one should ever need to ask you, “So, what makes you different from every other motivational speaker?”

Make it clear in EVERYTHING you do!

Bryan Caplovitz Founder, SpeakerMatch

BEHIND THE PODIUM

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NEW YEAR, NEW OPPORTUNITIES TO GET PUBLICITY Create an editorial calendar that outlines the story ideas you can create for your PR and your social media

There’s an easy way to make sure you have all the opportunities available to get publicity and visibility for your speaking business and for your books this year: create an editorial calendar that outlines the story ideas you can create for your PR and your social media.

That means the media write about the same things year after year.

Once you tap into that way of thinking, you can tag along with them and contribute to the stories you know they are working on.

That sure is a better plan than trying to pitch the original story ideas that don’t fit into their plan.

This will take a few hours of your time, but it will be worth it once you realize that you will have all your editorial plans mapped out for the next 12 months. You won’t be scrambling for ideas each month. And you won’t miss the chance to market your services in case you get very busy. That’s because you’ll have your plan in place.

Here’s an easy way to create your editorial calendar.

To be successful in creating your editorial calendar, you need to realize that the media has their own editorial calendars as well. If you look on their websites, or email their advertising departments, you’ll see what they plan to write about.

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You can be quoted in those articles.

Ask yourself: How does my expertise relate to setting goals?

The answer will be different based on your audience.

For a sales trainer, it could be “How can I keep my sales team on track for this year and this quarter?”

Every month has a theme.

Reporters write stories based on that theme. If you can provide fresh insights to that theme, reporters will want to write about you and your ideas!

For a personal trainer, it could be “How can I keep my clients motivated to stick to their new year’s resolutions to lose weight?”

January’s theme is goal setting.

Remember those New Year’s Resolutions? Every newspaper and TV station runs an article about setting goals. You’ve seen them a hundred times! What are the most popular goals? Why can’t people stick to their goals?

The list is endless.

For a relationship speaker, it could be “How can my partner and I Let’s see how this works in action. make this the best year ever?”

The next step is to pitch your ideas to reporters. I’d suggest you find five media outlets that would help you the most. Then find the reporter who writes about that topic. Then email your ideas and a short bio to the reporter. Include

the info in the body of the email.

Don’t include a file attachment as reporters are afraid of viruses in attachments from people they don’t know. If they want a picture, or have additional questions, they will contact you. Then it is okay to send a picture file as an attachment.

“

mastermind partner. You can bounce ideas off each other. You might find they can help you improve your ideas.

you write about what people are interested in, they will read it. And you will reap the rewards of building more trust and more fame so you have a better chance of being hired as a speaker, consultant and coach.

Remember that everyone is a publisher today – that includes you. It’s great to get publicity in national and local media – and it is Your editorial calendar is so much

Every month has a theme. Reporters write stories based on that theme.”

Then you can take your story idea and spin it into several editorial opportunities. For example, you can take this theme and write an article for your trade journal, record a video for YouTube, and type a blog post for your website.

You can also tweet and post about this topic on social media.

After you do this for one month, then go to the next month and so on until you have finished a year’s worth of planning. Remember, you don’t have to think of the theme: look to their editorial calendar and you’ll KNOW what they are writing about!

just as important to create your more than just a way to write story own content and publish it to your pitches for reporters at your local followers on social media.

TV station or newspaper! It is the basis for your social media content The bottom line is the same – if machine.

DAN JANAL speaks about publicity, advertising and marketing. He consults with speakers and authors to become recognized thought leaders so they can get more speaking engagements and sell more books. His latest book is “Reporters Are Looking for You!” His company, PR LEADS, provides tools for speakers to get publicity. For information, go to www.PRLEADSPLUS.com

You can do this planning if you set aside a few hours. Perhaps you can share the exercise with a buddy or BEHIND THE PODIUM

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12 TIPS FOR WRITING A KICKASS BIO Writing an effective, attractive, client-magnet bio does not have to be hard.

AS A MARKETING SPEAKER AND MARKETING COACH, my clients often ask me to critique their Professional Bio. Whether YOU are a professional speaker, consultant, coach, author, or professional services firm owner, your bio is one of your most powerful marketing tools.

I recently came across this bio from a consultant with the Tom Peters Company in the UK. It’s one I found quite impressive that you might consider modeling into your own. My comments are each associated with a numbered item below:

SAMPLE SPEAKER BIOGRAPHY

individual level.7 Robert has served as a senior consultant with the U.S. based Tom Peters Company for several years. He is a Certified Master Facilitator of The Leadership Challenge Like you1, expert and business author2 Thompson has seen Workshop, and continues to work with the best and the word leadership defined numerous ways over the brightest in the leadership development field.8 years. Is it charisma and positive thinking? Pinstripes and The author of the best selling, The Offsite: A Leadership red power ties? Decisiveness? Is it all about the situation? Challenge Fable, Thompson's penetrating conversations Is it meant only for the chosen few who rise to the top? have been shared with folks from around the globe.9 Or, is there a different story?3

His successes include: AT&T, Amgen, Hewlett-Packard, Johnson & Johnson, Lockheed Martin, Qwest, Sony, Sun Microsystems, The Cheesecake Factory, The Gap, Visa and numerous U.S. city, state and federal agencies to name a few.10

With over three decades of executive coaching, speaking, and most importantly, real-life, in-the-trenches business experience, his view is radically different.4 appreciates, and shares with listeners, that leadership is a moment-tomoment choice and not about title, tenure or position.

Prior to his leadership efforts, Robert, a journalist by Leadership is for everyone, every day. It's how we should education and passion, created, managed, and sold a live our life.5 successful U.S. regional newspaper publishing company and a national advertising sales company. As the founder Robert, sometimes referred to as the “Provocateur” for of a corporate nonprofit exchange program for aspiring his ability to stir up a group6 or as the “People Whisperer” post-communist business professionals, Robert attained a for his coaching skill that brings out the best in people, is key role in the Clinton-Yeltsin “Business for Russia” known for his practical, street-savvy style; Robert's fusion initiative11. has served on the board of advisors for a of real-life stories and his conversational techniques successful Internet start-up company and assisted the connect with his audience at an intimate, intense and group through their initial public offering.12 6 | BEHIND THE PODIUM

1. The most powerful word in marketing is YOU. Starting the bio with "Like you..." is flat-out brilliant.

2. Label yourself immediately.

Prospects need to know your expertise upfront and you get 2 seconds to position yourself. Put "_______ expert" in the first 10 words of your bio.

3. Using engaging questions in your bio WORKS. People judge you more on the questions that you ask rather than the statements you make. Add questions to your bio — it's a kickass idea!

4. Buyers are lazy, busy, and befuddled. One way to make yourself come across as "different" is simply to claim it! "His view is radically different" works. I also recommend the phrase "Unlike many consultants/speakers/fill-inthe blank..." (Ex: "Unlike many marketing coaches, David Newman shows you exactly what to say and how to say it, and what to do and how to do it") 5. Philosophy sound bites serve as a preview of your thinking.

Consider these "bullets without the bullets." They share snippets of what you'll share and implement with your future client in a conversational way.

6. Always promote your benefits, not yourself. I'm not crazy about these unattributed third-party references ("known as the

Provocateur"), but the saving grace is that they are framed in terms of benefit to the audience/client. This could be stronger if it said, "The Financial Times called him 'the CEO's secret weapon'"

have been "Companies such as X, Y, and Z have partnered with Robert when they want outcome 1, 2, and 3." This might also be a great place to put in some testimonial snippets from execs inside these specific companies.

7. Love the fusion concept. It says Their words carry a lot more subconsciously to your buyer, "Hire weight than his. this guy and you'll get the best of both worlds." It's also an implied 11. List your accomplishments in differentiator. What are you a the REAL world. Speakers and fusion of? And the masterstroke is experts are not hired for what they that the fusion is also framed as a know so much as they are hired for benefit to the audience. what they've done. Connect who you are to what you do, and your 8. He works with the "best and credibility skyrockets. brightest" so YOU, Ms. Prospect, must be pretty sharp if you hire 12. Crème de la crème. Board him. This implied compliment gets service and being seen as a leader buyers to WANT to qualify to work among your peers implies that you with you. Nothing like a little ego are respected within your field and boost for your reader as they thus, you must be among the best cruise through your bio. This at what you do. signals — again subconsciously — Use these guidelines to turbo"I'm making a good decision." charge YOUR professional bio right now and you'll thank me 9. Claim authorship. Calling his later -- DO IT! talks "conversations" is also a brilliant differentiator.

For tips from David about what NOT to do, see the back page.

10. Name names. Client names are powerful. I do NOT like "His David Newman, CSP works successes with speakers, consultants, include" simply and authors who want to because it get more clients, make sounds like he's more money, and have taking credit for more fun. the success of He’s got some FREE giant global resources waiting for you at: corporations. A www.doitmarketing.com better turn of phrase might BEHIND THE PODIUM

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BUILDING A POWERFUL BRAND

Branding is the thread which ties the unknown to something memorable in the mind of the event planner and your audience, creating a positive emotional response.

T

hink about this for a moment:

those who don't invest the little bit of time on developing their brand.

Bland branding is filtered out as noise.

While there are several components that are necessary to move a potential speaking date from "hopeful" to "booked"; building a powerful and memorable brand is a cornerstone of every business' success.

- If you cut your finger, would you look for a Band-Aid, or an adhesive bandage strip?

- If you needed to blow your nose, would you ask for a Kleenex, or a tissue?

facial

- If you needed the answer to something quickly, would you Google the request, or browse the web with your favorite search engine?

Branding is the thread which ties the unknown to something memorable in the mind of the event planner and your audience, creating a positive emotional response.

Speakers who promote their brands correctly are much more likely to have a full calendar than 8 | BEHIND THE PODIUM

Creating, managing, and refining a brand will help you accomplish 3 things: 1. It sets you apart in a noisy marketplace by making you more memorable 2. It can help you structure your content or "take-aways" in a memorable fashion 3. It makes it substantially easier to book follow-up dates and consulting work While I can't promise that these ideas will make your brand a

household name, I will share several successful brand-building strategies that have had a positive impact on my speaking career, as well as the speaking careers of my coaching clients.

MY BIG BRANDING "A-HA" MOMENT

My new speaking coach and I had an 8 PM call scheduled on a cold and rainy November evening. At the time, I owned a janitorial company. I would clean offices until 1 AM, then drive to speaking engagements. I was coming off of a grueling 4-day stretch of burning the candle at both ends, having slept in my car the previous evening. (I had arrived early — at 3 am — for a 7:30 am meeting that morning.)

I was exhausted, frustrated, yet still hungry for success. I really just wanted to take a hot bath and grab a nap before I had to go clean dental offices that evening. Thank God I didn't reschedule the call.

That call didn't just change my mindset, it changed my business… forever.

I had been struggling to come up with some sort of memorable branding and I wasn't getting anywhere. My coach was steering our conversation into my passions and interests, and I mentioned that I liked to cook.

WHAT MAKES YOU… YOU?

If you don't think that is memorable, check your pulse!

The first conversation I have with any coaching client I get to work with is about what makes them unique or "sexy".

Were you a musical prodigy as a "Dude! You like to cook? How about child? Did you crush sales records we call you the chef, but with an "S" at your former employer? Did you overcome a memorable challenge instead of a "C"? (Use the first 4 in your life? Have you worked with letters of my last name.) people who are now famous?

The Shef was born, I ordered a chef Now is not the time to be modest. hat, and we started building Recipes for Success. Since then, I've Discovering and articulating your arrived at event centers to find the uniqueness is crucial, yet most people don't see the significance of audience is wearing chef hats and their gifts or their challenges aprons, had event planners print because they are so familiar with their programs and promo on their story, they don't think anyone recipe cards, I even showed up to one event to find the CEO of a chain will care. of credit unions grilling brats and For example, I was 50 minutes into burgers for the 100 people in a call with a client who was attendance for the annual meeting struggling to come up with anything where I was speaking, and all of his that would make him more management team were wearing memorable to his potential clients shirts that read, "Recipe for when he said, "I was shot 9 times Success". during a botched robbery while I don't say that to impress you, but walking home from work, and I to impress upon you the potential nearly died." reach of an idea that was put into action. I had always liked to cook, and didn't think anything of it, and my coach pulled it out of me.

You do not have to have everything perfect with your brand before you start speaking. Activity and practice are crucial to your success and momentum. If you suck on stage, great branding will only help you fail faster.

You are a big deal, and you have a story to share. This first step of writing out a list of unique-ness is a crucial step. (I recommend doing it with a coach or a friend, so they can help you articulate your ideas). At the very least, it can serve as a great bouncing point to help lift you out of a funk.

By the way, this is the stage where you come up with a lot of ideas that don't work. You need to have some thick skin, and not everyone will love your ideas. But you will stumble upon a few ideas that do resonate and stick.

You do have what it takes.

You have the desire and the dream.

If you are willing to hustle, success will find you!

Let me know how you are growing your speaking career, and about your brand!

DAVE “THE SHEF” SHEFFIELD is a bestselling author and successful speaker. He has helped over 500,000 people through his speaking and books.

Dave is also an expert at helping speakers grow their speaking business very quickly.

You can contact his offices through his website at www.theshef.com

BEHIND THE PODIUM

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HEY FRIEND — WE WANT TO PAY YOU!

We will give you $25 just for letting us know when you get booked!

Sometimes the meeting planner doesn’t let us know if they book a speaker. Help us keep track of your booking, and we’ll give you a $25 account credit! If the meeting planner hasn’t marked your application as “accepted, “ or if you are booked through a Direct Request, let us know!

SpeakerMatch has set aside $2,500 for up to 100 members who let us know about their experience in getting booked through our service.

All we ask is that you send us at least 50 words so we can publish your experience in a future edition of Behind the Podium or in other SpeakerMatch marketing materials.

We’ll accept up to 2 submissions from each speaker.

SUBMIT YOUR STORY TO FEEDBACK@BEHINDTHEPODIUM.COM

TELL US ABOUT IT: LIKE TO WRITE?

Are people on their cell phones during your presentations? Does it bother you? Do you do anything about it?

SUBMIT YOUR RESPONSE TO FEEDBACK@BEHINDTHEPODIUM.COM

BE A CONTRIBUTOR!

We’re always looking for great content.

If you’re interested in contributing to Behind the Podium, we’ve got a handy editorial calendar online. You’ll find our monthly calendar of topics and article submission guidelines.

LOOK FOR THE EDITORIAL CALENDAR AT BEHINDTHEPODIUM.COM

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SALES TAX FOR SPEAKERS

The solution? Review each state’s Department of Revenue web page before you speak. Each State has different rules so it’s important to look at each State in which you speak to get the correct information.

There is loads of information and in many cases you can register online and also secure a Vendors License online as well. You may find some States that allow for ‘one day’ sales to be exempt from the State Sales Do you have back of room sales like books, CD’s, DVDs and other items? All speakers like to be able to tax, but you’ll need to review each state for their offer the audience something to take with them when requirements. they leave. Back of room sales can also provide Also, you should be keeping your tax return preparer another revenue stream for speakers. There have advised of your speaking engagements. I recommend been times when product sales generate more talking with your accountant at least once a quarter. revenue than the speaking presentation.

Once a year at tax filing time is insufficient for your tax accountant to do the best job they can do for you.

While these sales are great, they are also subject to Besides, they get lonely too and will welcome a the collection of Sales Tax in many states. State phone call from you and hearing about where you are revenue departments are increasingly looking for speaking and offering advice on how best to deal with ways to generate more revenue. There have been the sales tax issues. instances of the State contacting conference hotels and asking about upcoming conferences and if there is anything that will be sold at the conference. In a Steve Hoffman, The Tax Translator, few cases, state revenue agents have appeared in is a tax professional with more than 29 person at the conference to insure sales tax is being years experience working for the IRS and other organizations. He is a proud NSA collected and sent to the State. In another instance, member who enjoys helping other a speaker received a notice of tax due on CD’s sold speakers stay out of trouble with the IRS. after his speaking engagement six months after he was there. In addition to the tax, he was charged Feel free to contact him at Steve@TheTaxTranslator.com penalty and interest also. Further, he had to with any tax questions. purchase a Vendors License. This eliminated all the profit made on the product sales.

RESOURCES

LOOKING FOR A BUSINESS LOAN? Funding Circle is a peer-to-peer lending network which caters to small businesses with at least $150,000 in annual revenue. If your company has been in business for at least two years and needs working capital or help with cash flow, it might be worth your time to look into this resource. The interest rates are competitive, and the time to funding (about 5-10 days) is far faster than most banks. Best of all, Funding Circle is offering SpeakerMatch members a $1,000 discount off your loan origination fee (usually 2.99%) if you use our unique referral code R3U5. To apply, visit www.fundingcircle.com/us/apply.

BEHIND THE PODIUM

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7 ITEMS TO AVOID IN YOUR SPEAKER BIOGRAPHY 1. Being boring 5. Trotting out a bunch of acronyms, jargon 2. Listing achievements and awards out of and consultant-speak context 6. Preaching 3. Bragging 7. Telling us about your awesome vacations, 4. Coming across as a corporate stuffed shirt Harley collection, adorable kids, and scuba or pompous twit diving prowess Submitted by David Newman. See David’s “12 Tips For Writing a Kickass Bio” on page 4.