Here we are again at What Went Wrong? Wednesday…where we take a hard look at where our best marketing and sales efforts go wrong. This week, we’re tackling a VERY common problem for #speakers who are trying to get booked to speak at events.
Here’s how it often goes down. Speakers become a “certified” speaker. They do gobs of pro-bono speaking. They join associations, come up with some really catchy titles for their presentations. And then, create a menu of keynote topics. Signature Presentations, we call them. OH — and how we love these titles and descriptions.
Then, you know, since we’ve done all of this work… when we pitch an event planner or association on hiring us to speak, we — logically — send them to the “SPEAKING” page on our website. So far so good, right? Wrong.
But, what EXACTLY is wrong with this approach?
First, this is taking the “Speaking-Business-As-Usual” approach and doing EXACTLY what all other speakers do to secure “gigs” — therefore putting you in the category of being “just another speaker.” Yawn.
But more importantly, here’s what EVERY speaker needs to know:
While your speaking peers find it comforting to prepare such a “menu” approach of their presentations, event planners and associations want FRESH content. That which is found pre-packaged (ironically, for them) on your website appears “canned” and therefore, not fresh, not custom, and — um — not for them. They look. They may even think your titles are clever, funny or cute. But, they want something NEW… They want fresh content that will be a DRAW for their event.
So, here’s how to fix it:
First, make a list of where you want to speak. MOST speakers find out about a conference or event too late — after the key speakers have already been selected. There IS a solution for this that I work with my clients on, but most speakers simply walk away thinking, “DAG… I wish I knew about this earlier.” Instead, put that conference on your list. MOST events are at least annual. So, make sure you know about it for NEXT year. Keep a running list of events and locations where you’d like to speak.
Next, for the WHEN of your pitch. For ongoing monthly meetings, pitch regularly. Every few months is plenty. For annual conferences, pitch 5 months ahead, again at 4 months ahead and again 3 months prior to the event. Find out when and how they’ll choose speakers, so you know when to follow up on your pitch.
Finally, here’s the WHAT you should pitch. Remember, they want it customized. They want it JUST FOR THEM. New content. Fresh content. Content that is a PERFECT FIT. So, here are the magic words:
Recently, my {insert that catchy title} presentation has been requested most often, however, I think for your organization, something that builds on this — but includes {new sub topic one} and {new subtopic two} — would be an ideal addition to your already impressive program. It would add {insert take away benefit} and draw more {insert demographic} to your event.”
Here’s a real life example:
Recently, my Beating Bankruptcy presentation has been requested most often, however, I think for your organization, something that builds on this — but includes information on Raising Your Credit Score Quickly and negotiating with your lender — would be an ideal addition to your already impressive program. It would add immediately applicable take-aways and draw more first time home buyers to your event.”
Hope this helps!
Tomorrow, we’ll be tossing around how SMART business owners throw away money. I’m calling it THROW AWAY THURSDAY.
