Posts Tagged marketing ideas
Thursday, March 1st, 2012
I can’t tell you how many people over the years have asked me, “How do I become a public speaker?” Often the question is quickly followed with, “…but I’m really not sure whether I’m cut out for it. The thought of speaking in front of an audience scares me!”
I’ve been public speaking for over 6 years now and my career has taken me all over the world – The Caribbean, Asia, North America and Australia. But the way my professional speaking career started might surprise you…
Here’s my story
In 2006 I was at an industry networking event – I was there to make some connections since I had just started a new job in a new industry. Half way through the event I heard my name being called out by the event’s MC. “Lara, please come up to the stage and introduce yourself. You have been selected for our New Member Moment!” Shocked, dismayed, terrified, I could feel the heat rising in my face, my cheeks burning and my palms getting sweaty. I had spent my career up until this point presenting ideas to senior executives at Fortune 500 companies, but the idea of talking about myself to a room full of people made me want to run for the door.
I stood up on the stage, spotlight on my face, with everyone in the room staring at me and waiting for me to speak. I stumbled, lost all the moisture in my mouth and barely made it through my name, my company and what we did. I felt humiliated. That was my moment to shine. That was my moment to tell everyone in the room how proud I was of my new company and convince them why we should be on their radar. But I failed.
The moment I left the event I made a pact with myself. In order to be where I saw myself, I needed to conquer my fear of public speaking. The following day, I submitted a speaking proposal to an industry conference, was accepted and had 3 short months to prepare.
I spoke at that conference and delivered my very first seminar. No word of a lie, when I finished, I got a standing ovation. From that day I knew I was hooked.
5 Tips to get started as a public speaker
#1 Burn the Boats
Legend has it that in the early 1500s Hernán Cortés, a Spanish conquest commander, ordered his men to burn their boats when they invaded a new land. The idea was that it would remove any thoughts of mutiny and give them only one option…move forward.
In essence, when I signed up to speak at my first industry conference, I was burning my boat. I was removing an opportunity to retreat and presenting myself with one option…speak.
My best piece of advice for getting started with speaking is to, ahem, get started. You can’t learn public speaking from a book, you have to do it. So, contact your local business associations, industry association chapter or clubs. Get out there, start small, and get speaking.
#2 Pick Your Spotlight
One of the most important things on your journey through public speaking is to define who you are and why people should care. There are millions of speakers, but only you have your specific experiences and expertise. Start by asking yourself, “what do I want to be known for 5 years from now?” and build everything you do from there.
#3 Get in the Spotlight
Get known as an expert by showing you’re an expert. Blogging is a great way to do this. Not only does it hone your skills, focus your thinking and keep your finger on the pulse of what’s important, but it highlights your knowledge to others. Also submit articles to industry publications and host your own webinars or teleseminars or partner with associations and publications that have their own.
#4 Build Social Proof
Bring surveys with you to every speaking event and give them to both attendees and the organizer. These are helpful for two reasons. First, you need to learn from every event – both what you did well and what you need to improve. Second, your survey should also be used to get testimonials.
#5 Create Video / Photo Content
Invite a friend to your speaking event. Give them a video and still camera and ask them to capture your session. Watch the video and learn from it. The only way to critique your own performance is to see yourself on film. And, if you’ve done a great job, you’re now creating a library of footage you can use to sell your speaking to event organizers, which you can add to a Speakers Page.
What would you add?
Hire Lara to Build Your Business
Hire Lara to Speak
Subscribe to our Newsletter
The best way to get in touch with me is hello@ready2spark.com
As many of you know, Google Plus is the new, much-talked-about social networking site created by Google that saw unprecedented growth after it’s invitation-only launch on June 28, 2011. The following are 3 lessons small businesses can learn from the marketing of their site.
1. Scarcity
In a time where most of us would say we are overwhelmed as it is with time spent on social networking sites, Google Plus was able to create desire and convert that desire into 10 million users in just 13 days after their invite-only launch. When there is an abundance of something, in this case, social networking sites, guess who’s in the drivers seat? The person who has the choice. One way of converting a discriminating customer into one who will desire your products and services is to make access to you scarce.
- What would happen if you released only a limited number of tickets to your event?
- What would happen if you made your event invitation-only?
- What if you made tickets available for sale for a limited time?
For the right events, the message sent to those who haven’t registered would be:
- We’re desired
- If you want to come, you’d better act now
- If you want to come in the future, act immediately (don’t wait)
2. Marketing to influencers first, everyone else second
In combination with their invitation-only strategy was the decision to provide those invites to key influencers first. The concept is that when social influencers notify their network that they are trying something new, that only they can access, it amplifies desire within their communities as well as buzz. Invite influencers first and the rest will follow.
3. Differentiation with Meaning
Google Plus offers some key differences from other social networking sites. Differences that solve problems for many social media users. For instance, one key feature is Circles – the ability to organize your connections into groups and to share content with select groups and not everyone in your social graph. It was not only different, but was meaningful. Had they simply been another me-too site, it’s likely that the influencers in the first wave of invitations would have been highly critical and negative, burning any chance of Google Plus growing their footprint.
Scarcity and social influence marketing on their own can be disastrous without differentiation and meaning. Influencers are savvy and have built their social influence by building trust within their communities. Businesses need to earn the right to be advocated.
The takeaway
Google Plus’ strategy is not right for every business, but they do offer some great nuggets that every small business can take note of. Have you tried any tactics that have worked for your event business?
Photo via Róséttá
Hire Lara to Build Your Business
Hire Lara to Speak
Subscribe to our Newsletter
The best way to get in touch with me is hello@ready2spark.com
