Speaking: An underused and undervalued marketing method

Aug 6th, 2008 | By | Category: Featured Articles, Marketing With Speeches

Speaking: An underused and undervalued marketing method

There are clubs and organizations in your community who actively seek speakers for their meetings and community activities. Organizations like community colleges, the local SBDC (Small Business Development Center) and chambers of commerce all seek outside speakers to fill their programs.

If you can give a good presentation, then your time as a volunteer speaker to these clubs and organizations will return practice development dividends far in excess of any other marketing activity you do, with the possible exception of writing articles and books and getting published.

One of the best ways to position yourself to be invited to speak before a local organization is to be an active member of that organization. Being a member of a local civic club or organization will also boost your referral marketing results, but it is not an absolute requirement.

Another method is to make yourself a list of all the civic clubs and organizations in your community and prepare yourself a direct mail package informing the community of your availability as a speaker. As an example, many members of my membership site “The Instant Practice Builder” (http://instantpracticebuilder.com) take advantage of the free pre-written direct mail letters and pre-written speeches to send letters to the clubs and civic organizations in their community, using the 50 contact names and addresses I provide them each week.

If you’re interested in seeing a sample direct mail package, just send a subscription email to speakerskit@practitionersdaily.com and I’ll send you a download link, plus put you on my mailing list to receive weekly practice building tips you can use that are either free (our favorite) or very low cost.

Speaking is actually a fun thing, and very easy to do. (This coming from a guy who was a rock ‘n roll disc jockey in his youth!) You’ll need to make two checklists, one of things to have, and another on how to handle your self. Then, whenever you arrive for the event, throw the one on how to handle yourself away and just go where you’re told and talk to the guy on the third row as if it was just you and he. Mano y mano, or galo y mano, whatever.

Many professional speakers will tell you to practice by tape recording yourself and listening to it for hints as to where you can improve. Forget that. Just have the host, or a friend tape record your presentation, and then take that home to listen to … next week.

If you like what you hear, cool. You may have a demo tape or a product you can give away or sell on your website. If you make a a transcript, then you have a special report you can enclose with your monthly client newsletter mailing. Edited or cut down versions of the transcript can be turned into articles, which can in turn be saved up and published as a book.

You can also create handouts from reprints of the articles and reports you created with the transcripts of previous speaking engagements for your audience so they will remember you from this engagement. Attached to, or a part of each handout, of course, is your business card or contact information.

And “Bingo,” there it is, your speaking action plan. Hey, it isn’t hard, and it is usually fun getting to meet lot’s of new people.

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  1. Hi Kirk,

    Excellent post. I would add that there are online opportunites for speaking now, as well. I have a blog talk radio show, http://www.blogtalkradio.com/drsallywitt. All of the radio hosts are usually interested in good interviews and might be interested in having you on their show if you contact them.

    Some of us also do video interviews, http://www.youtube.com/drsallywitt.

    You might reach a new audience, and you will have a recording that you can put on your blog/website as well.

    Have a wonderful week,



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