by Sally Anders
Professional Member
If one of your reasons for joining NSA-WI is to learn to better market yourself as a speaker, and you did not attend our January program featuring Terri Langhans, I hope you were out making money, because missing this program is going to cost you.
Her program, Blah, Blah, Blah: How to Make Your Marketing Stand Out and Get Better Results, was jam packed with solid gold nuggets on how to market ourselves. Many of her ideas cost little or nothing to implement. I can’t share them all here, but I’ll try to hit some of the high points.
Terri defines marketing as anything that helps or hinders your sales. Ramp up what’s working—stop what’s not. Marketing boils down to “remember me when you need me.”
She advises to connect with your prospective clients before you try to convince them to hire you. Find out who they are, what they want. Focus your marketing on your client, not on you.
Terri suggests we use testimonials to overcome objections. What are the reasons you hear why people didn’t want to come to your programs? Use the testimonials that addresses those issues.
Surprisingly, Terri tells us that the fact that we (speakers) all look alike is a good thing, if you know how to use that likeness to your advantage. When we all look alike, little differences become more important because our clients are now looking for how we are different from the pack. That means, we don’t have to be wildly creative and come up with dazzling differences! We just have to be a little bit different—and that difference has to matter to our clients.
On that same note, ask yourself what your competition is unwilling to do to market themselves. Is it something you would be willing to do to get more bookings? For example, are you using your personality to market yourself? You should be. That is one important way we can be different from our competition. And personality is hard for others to copy. So, again, it sets you apart.
Get a little intrigue and emotion into your marketing. Invite people to focus on your ad for a while to try to figure out what it is about. The longer you can hold their attention, the better chance you have of them connecting with your message. If you can make them feel an emotion with your intrigue, or when you do the “reveal,” all the better. Both will make your message more memorable.
Terri taught us how to evaluate the effectiveness of the ads that we see. What’s working and what is not. In doing that, we learn from some of the best marketing people in the business how to create better ads for our own messages.
Two of the areas where most (including speakers) fall down on their marketing is in tracking and follow up. You want to track prospective clients until they are ready to buy. Some of us try to do that with ezines, blogs and mailings. But, many of us are not consistent. Terri calls this RAM—Random Acts of Marketing. Not a good long-term plan for success.
The bottom line—you missed a good one. Most of us are strong speakers, but if we don’t make a good, consistent, thoughtful, client-focused marketing effort, whose going to know?
Visit http://www.blahblahblah.us to learn more about Terri.
Professional Member
Her program, Blah, Blah, Blah: How to Make Your Marketing Stand Out and Get Better Results, was jam packed with solid gold nuggets on how to market ourselves. Many of her ideas cost little or nothing to implement. I can’t share them all here, but I’ll try to hit some of the high points.
Terri defines marketing as anything that helps or hinders your sales. Ramp up what’s working—stop what’s not. Marketing boils down to “remember me when you need me.”
She advises to connect with your prospective clients before you try to convince them to hire you. Find out who they are, what they want. Focus your marketing on your client, not on you.
Terri suggests we use testimonials to overcome objections. What are the reasons you hear why people didn’t want to come to your programs? Use the testimonials that addresses those issues.
Surprisingly, Terri tells us that the fact that we (speakers) all look alike is a good thing, if you know how to use that likeness to your advantage. When we all look alike, little differences become more important because our clients are now looking for how we are different from the pack. That means, we don’t have to be wildly creative and come up with dazzling differences! We just have to be a little bit different—and that difference has to matter to our clients.
On that same note, ask yourself what your competition is unwilling to do to market themselves. Is it something you would be willing to do to get more bookings? For example, are you using your personality to market yourself? You should be. That is one important way we can be different from our competition. And personality is hard for others to copy. So, again, it sets you apart.
Get a little intrigue and emotion into your marketing. Invite people to focus on your ad for a while to try to figure out what it is about. The longer you can hold their attention, the better chance you have of them connecting with your message. If you can make them feel an emotion with your intrigue, or when you do the “reveal,” all the better. Both will make your message more memorable.
Terri taught us how to evaluate the effectiveness of the ads that we see. What’s working and what is not. In doing that, we learn from some of the best marketing people in the business how to create better ads for our own messages.
Two of the areas where most (including speakers) fall down on their marketing is in tracking and follow up. You want to track prospective clients until they are ready to buy. Some of us try to do that with ezines, blogs and mailings. But, many of us are not consistent. Terri calls this RAM—Random Acts of Marketing. Not a good long-term plan for success.
The bottom line—you missed a good one. Most of us are strong speakers, but if we don’t make a good, consistent, thoughtful, client-focused marketing effort, whose going to know?
Visit http://www.blahblahblah.us to learn more about Terri.
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Posted by: PhyllisWalters | 09/08/2010 at 06:20 PM