Marketing Strategies I've Used to Start and Grow My Speaking Business

by Terry Paulson, PhD, CSP, CPAE

1. For external promotion, have a quality, faxable one-page flyer, an Internet-accessible PDF file, and a folder brochure that establishes your major focus. To give me flexibility for my brochure, I have banner sheets printed with a theme-centered, colored border and then use desktop publishing to add and edit professional looking copy. Use "Client-Centered" not "Speaker-Centered" testimonials in your press kit -- "He gave us" vs. "He's wonderful." Develop a demo-videotape. If you have an established reputation and good word of mouth, a top-notch video can help sell you. If you are just starting, a good quality video that shows you at your best is a must. Don't just give your best short segments. Some want to see you in action -- see and hear your energy level, enthusiasm and voice quality in front of a group for a whole program. We put a full program at the end of our demo tape.
   
   
2. Ethics is a non-negotiable! Don't sell any program that isn't needed. Build your reputation on honesty and integrity. Protect the accounts of the speaker bureaus and marketing representatives who work for you. They deserve their share and any residuals that come from their efforts. Winners never always win, because losers never forget...and never stop talking.
   
   
3. Try developing a content-centered e-zine or newsletter that serves the reader. It will challenge you to develop new, targeted material, and may form the basis for a future program handout or book. Take ten of your best articles from your newsletter and send them to target market newsletters, journals, and magazines. Write a series of articles because one of anything has little impact. Write to the "Outside Contributing Article Editor". Suggest a column after a series. When you are booked to do a program, call the journal editor and pitch a series: "I'm speaking to your association. I'd like to get them primed for the program by writing at least one article in your newsletter beforehand." By becoming a resource to them, you may end up with a column.
   
   
4. Develop give-away items to support your marketing efforts. I use a mug with program keepers ("You can coffee, tea and think of me!"), my autographed books, and a Paulson Keeper Card. Autographed books are kept and treasured and are often cheaper than sending any other gift; you'll be on their shelf forever. For bureau clients, we have two postcards in the program file ready to send to both the client and the bureau thanking them for their support in making the program a success. I often fill the postcards out on the ride home and mail them at the airport.
   
   
5. Use a contact management database to keep track of your marketing efforts, your promises, and unique customer needs. Continue the courtship -- a customer relationship is like a marriage. Work at it! With so many relationships, you need a computer to help you remember what you've promised. Send notes that are unusual. Some send Thanksgiving cards, Valentine cards, "anniversary of your presenting to them" cards, "Thank you for considering me!" cards. Keep track of their interests and expertise areas. If you like an article, use your database search to find people who share that interest and then send a copy to them with your card and a note-"Thought you'd enjoy!" When you need advice, search your database for people with the expertise needed, call them, ask for advice, use some of it, and say thank you. Being appreciated for making a difference is a great client connection.
   
   
6. Weave other services, products, and programs into your stories that you use in training. By using other topics or experiences as a backdrop for an example you share, you let them know you have more to offer than what they are experiencing. By doing so, if they like the program they are attending, they just may ask for an encore. This is not to suggest I use overt ads for other services.
   
   
7. When clients ask for a reference, we share the names of two to three past clients within their industry. We use this as an opportunity to reconnect and make sure that they are comfortable being contacted as a reference. We have found that asking for help is one of the best relationship bridge builders. We use the conversation as a chance to get an update on their organization and recent changes, to let them know of new programs and to plant the seed that it might be a good time to consider arranging another visit.
   
   
8. Form alliances for visibility and marketing. Work with colleges and universities, public training companies or organizations, satellite programming, or anything that will give you exposure from someone else's financial support. When you can make a difference for their audiences, they will bring you back. Sometimes, in exchange for lower fees for the public programs, they will allow you to market services to those who attend. With satellite programs, you may get an added bonus -- video you can use and even sell. By doing a quality job in front of a camera, you can get visibility and video or audio footage you can use to make products. Don't be afraid of developing good working alliances with speaker bureaus or agents. A good agent can build a long-standing relationship with meeting planners and human resource departments. When they believe in you and you protect their reputation and their interest, partnerships can truly blossom into a good deal for all involved. Don't waste time seeking bureaus until they are seeking you.
   
   
9. When starting out, make sure you seek out free speaking opportunities with groups in your local area by contacting the chamber of commerce for a list of organizations. In exchange for free programs make sure that they arrange to send out press releases on the program to local newspapers. Save the clippings for your press kit. Get a list of newspapers (large and small) in your area and send out press releases whenever you present a program. Sometimes the topic you are speaking on will provide a storyline that can become a feature article. If you haven't written a press release before, contact local papers to receive guidelines they require. Make yourself available to the local paper as an expert to comment on local developments when needed. Stop by when you can to keep the contact warm.
   
   
10. Know your customers and show that you are more interested in them than the fee. Understand the customer so well that the product or service fits him or her and sells itself. Don't let money be the problem. When people say, "We can't afford it," be ready to say, "Let's work to find a way to get the value you can't afford to pass up." Try first to add value by including books or a breakout in addition to the keynote. Also help them find funds in their budget. Ask successful contacts how they came up with funds, "How did you get the money to do this training?" then write their answers down to help the next customer find the needed funds to afford you.

Dr. Terry Paulson is author of 50 Tips for Speaking Like a Pro and They Shoot Managers, Don't They? As a speaker, he helps leaders and teams make change work.

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For additional information, visit us at www.terrypaulson.com or contact us directly at terry@terrypaulson.com or 818-991-5110.

"Even if you're on the right track you'll get run over if you just sit there."
    -- Will Rogers