More On Public Speaking and Seminars as a Marketing Tool
More On Public Speaking and Seminars as Marketing Tool:
Most public speakers are glad to be able to speak - anywhere!
I think this is a terrible idea.
But, you probably knew I'd say that, right?
Here's something that may sound obvious (or it might be a real eye-opener depending on your perspective) but you really need to be clearer about who your target market is and define it very tightly.
Keep in mind you can have more than one tightly niched target market, but define one clearly first - here's an example:
There was a lovely, energetic, clearly charismatic lady that came to one of my "how to do seminars like a pro" workshops where I teach seminar logistics, presentation skills, getting over stage fright - that kind of thing - and her business was all about specialized hair care products.
When I asked her who her target market is, her reply was "everyone with hair!" and of course we all laughed, but she was dead serious: in her mind, she wanted the whole world to know about her products and services, so of course she was looking to speak anywhere to anyone who would listen.
Again - bad idea.
Better idea: find people who are already interested in hearing about what she has to say.
Even better idea: find people who have demonstrated past history of purchasing products and services just like hers.
Best idea: find people who may have already purchase similar products, but are in pain and badly need the solution she can provide to their pressing problem.
Niching down makes selling yourself as a public speaker much easier - "everyone" is just not a good demographic to market to!
David
The American Seminar Academy - the place for the best seminar strategies, presentation skills, and conquering stage fright forever.
Most public speakers are glad to be able to speak - anywhere!
I think this is a terrible idea.
But, you probably knew I'd say that, right?
Here's something that may sound obvious (or it might be a real eye-opener depending on your perspective) but you really need to be clearer about who your target market is and define it very tightly.
Keep in mind you can have more than one tightly niched target market, but define one clearly first - here's an example:
There was a lovely, energetic, clearly charismatic lady that came to one of my "how to do seminars like a pro" workshops where I teach seminar logistics, presentation skills, getting over stage fright - that kind of thing - and her business was all about specialized hair care products.
When I asked her who her target market is, her reply was "everyone with hair!" and of course we all laughed, but she was dead serious: in her mind, she wanted the whole world to know about her products and services, so of course she was looking to speak anywhere to anyone who would listen.
Again - bad idea.
Better idea: find people who are already interested in hearing about what she has to say.
Even better idea: find people who have demonstrated past history of purchasing products and services just like hers.
Best idea: find people who may have already purchase similar products, but are in pain and badly need the solution she can provide to their pressing problem.
Niching down makes selling yourself as a public speaker much easier - "everyone" is just not a good demographic to market to!
David
The American Seminar Academy - the place for the best seminar strategies, presentation skills, and conquering stage fright forever.
posted by David Portney at
1:40 PM
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