module 15€¦ · web view · 2017-07-17... (k/l/t) visibility. brand exposure. ... fear (bigger...
TRANSCRIPT
1Marcia Bench Enterprises, LLC, 29030 SW Town Ctr Lp E #202-454, Wilsonville OR 97070
www.marciabench.com 503-308-8179
Module 15 – Writing Your Signature Talk; Profiting from Speaking Networking & Trade Shows
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Sold Out Coaching ProgramsWith Business Mentor and Best Selling Author Marcia Bench
Checking In
How did your week go?
This Week’s Topics
Why speaking?
Where and how to find speaking gigs
How to prepare your signature talk
How to deliver your signature talk, especially speak-to-sell
How to profit from trade show exhibiting
Money & Mindset Focus: Embracing Vulnerability
Increasingly, the most valuable currency you have as a coach is your story – and your willingness to be vulnerable and share it
Every time you go live on Facebook or other video, do a speech or webinar, you have the opportunity to connect authentically
Embrace this opportunity – don’t shy away from it! It’s a key part of your spiritual growth AND wealth creation!
Marcia Bench Enterprises, LLC, 29030 SW Town Ctr Lp E #202-454, Wilsonville OR 97070www.marciabench.com 503-308-8179
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FINDING SPEAKING OPPORTUNITIES
Why Speaking?
Best way to connect with prospective clients (K/L/T)
Visibility
Brand exposure
Credibility
Leads to other opportunities
Important Guidelines!
1. Set a goal to speak 1-2 times per month, some local and a few national during the year
2. Develop a couple of talks around your signature system to offer
3. Always plan to help the sponsor with marketing
4. Schedule date first, THEN prepare your specific content so you can tailor it
Biggest Barrier…
Fear (bigger than fear of death)
Best way to conquer: gain knowledge + practice – bring speaking into your comfort zone by preparing, practicing, and getting critique before you speak “for real”
Resources
www.Toastmasters.org
www.nsaspeaker.org
Tip!
Have an organization sponsor or host you – don’t try to host yourself!
Adds credibility + instant audience
Marcia Bench Enterprises, LLC, 29030 SW Town Ctr Lp E #202-454, Wilsonville OR 97070www.marciabench.com 503-308-8179
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Where to Find Sponsors
Where does your tribe congregate?
Example: health coach – tribe congregates at yoga studio, health food store, acupuncture clinic etc.
Be creative too!
Make a List Now
How to Approach
1. Email plus follow-up call to Program Manager or Events Organizer
a) Share your qualifications
b) Ask if they accept speakers, when they are currently scheduling
c) Give talk title – would this add value?
d) State any references or other talks
e) Tell them you will follow up
Marcia Bench Enterprises, LLC, 29030 SW Town Ctr Lp E #202-454, Wilsonville OR 97070www.marciabench.com 503-308-8179
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How to Approach
Attend trade association meeting of your tribe, meet program chair there. (May take multiple contacts.)
Walk into the business and see if they do workshops for their customers, leave flyer with your info, get contact to follow up with
When networking (or speaking!), ask people for names of other organizations or meetings that use outside speakers in your specialty/area.
NOTES:
YOUR SIGNATURE TALK
Content for Your Talk
Draw on your Signature System
What are the 3 biggest problems your tribe faces?
Develop your talk around those (use webinar template) – and create a compelling title (refer to Power Words in resources section)
Example
Weight loss coach – client’s biggest problem is sticking to diet when traveling
Your talk: “3 Tips to Eating Healthy and Losing Weight – Even When Traveling”
Try it Now!
Marcia Bench Enterprises, LLC, 29030 SW Town Ctr Lp E #202-454, Wilsonville OR 97070www.marciabench.com 503-308-8179
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Promoting Your Talk or Event
Amount of promotion depends on whether the place you are speaking is public or closed
When speaking or exhibiting or networking at one venue, share flyers about your next speaking gig or event
Use flyer (one- or two-sided) or postcard
Optional QR code for instant registration
Have a One-Sheet that overviews you, your topics and references
Samples
Marcia Bench Enterprises, LLC, 29030 SW Town Ctr Lp E #202-454, Wilsonville OR 97070www.marciabench.com 503-308-8179
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Your One-Sheet or Flyer
One-Sheet:
– Your topic
– Title
– Short talk description with 3-4 bullets
– Your bio
– Contact info
(Research Speaker One-Sheet Templates online)
Add for event flyer:
– Talk location, date and time
– Registration link or process
DELIVERING YOUR SPEECH
It’s Happened!
You have gotten a speaking gig!
It might be in a yoga studio, at church, at a professional group meeting or as one speaker among many at a larger event.
Hooray!
But Wait…
What the *#&% do I say??
Planning Your Talk
Though you will need to know your GENERAL topic to book the gig, you can create your SPECIFIC talk and title to fit each audience
That is your starting point!
Marcia Bench Enterprises, LLC, 29030 SW Town Ctr Lp E #202-454, Wilsonville OR 97070www.marciabench.com 503-308-8179
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Example
You are a life coach speaking generally on how to have more satisfying relationships
When you are speaking to the Parents Without Partners group, your title might be “How to Co-Parent with Ease, Stay on Good Terms with Your Ex and Still Have a Life”
You Already Know the Structure!
Review our training on the 7 parts to your webinar and use them here
ONLY difference: you make your offer only ONCE, at the end – not in the middle
3 Types of Speaking Gigs
1. Speak for fee
2. Speak to sell
3. Pay to play aka sponsorship model
Where to Focus?
In the beginning, Speak to Sell is best as you hone your skills and because you can leave the room with either money in hand OR solid leads
Marcia Bench Enterprises, LLC, 29030 SW Town Ctr Lp E #202-454, Wilsonville OR 97070www.marciabench.com 503-308-8179
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THE SECTIONS OF YOUR TALK:
3 Parts to a Live Presentation:
1. Introduction
2. Body
3. Offer (assuming you are doing Speak to Sell)
We will go into each in detail.
Preparing Before Your Event
Write an OUTLINE or loose script (not to read word for word) of your talk
PRACTICE the talk several times and tweak timings, placement of stories etc.
MEMORIZE your first 2 minutes of the talk to minimize stage fright, also memorize as much as you can of the offer
If you can – even if she’s a volunteer – have an ASSISTANT on site for moral support and help with signups at end of your talk
If giving a RAFFLE GIFT to get business cards, be sure you bring it!
At the Event, Before You Start
1. Check room setup; make (or have hotel make) any needed changes
2. You should have FEWER seats than you think you need so it’s Standing Room Only (for energy)
3. Request display table where your assistant can sit AND your products (if any) be displayed
4. Check sound levels and projector to ensure all works well
As People Start to Arrive
Be enthusiastic and welcoming
Greet each person as they walk in, have some initial conversation
If you are not getting the sign-in sheet or doing a drawing, pass one around as they arrive. Always fill in the first line with fake info to get them started!
Marcia Bench Enterprises, LLC, 29030 SW Town Ctr Lp E #202-454, Wilsonville OR 97070www.marciabench.com 503-308-8179
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BREAKING IT DOWN
Your Introduction – 5 Parts
NOTE: This is 20-30% of your talk
1. Get their attention – question, statistic or activity
2. Tell your story – show credibility as well as vulnerability – include where you started, the problem you faced, turning point, how you solved it and how you help others now
3. Your topic – and why you chose it
4. Position your audience:
– “This talk is for you if you:
– Have tried getting the job search info you need online, but it’s not working
– Are 3 months into the job search without an interview
– Are restless and discontented in your job and don’t know how to get started finding a new one
5. Set the intention (You’ll give your all but also a chance to go deeper at the end)
Body of Talk – 4 Parts
NOTE: This is 50% of your talk
1. Reveal the problem
2. Give 1-3 solutions to the problem
3. Back up evidence for the solutions (testimonials, case studies, stats)
4. State why you are the better/best person/system to solve the problem
Offer – 9 Parts for Free Sessions
NOTE: This is 20-30% of your talk
1. Transition to offer (“Remember how I said I’d tell you how to go deeper…?)
2. Inspiration (what would be possible with a solution?)
3. Education (a stat about your topic)
4. Introduction of free session [or product in longer version
Marcia Bench Enterprises, LLC, 29030 SW Town Ctr Lp E #202-454, Wilsonville OR 97070www.marciabench.com 503-308-8179
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5. Benefits of the program or free session
6. Features of the program or free session (logistics, how many sessions, start date
etc.)
7. Investment aka price – including why you chose it
8. Call to action (how to sign up or buy?)
9. Limiters (number, time, bonuses)
Offer – 13 Parts to Offer Paid Program
[First 9 are same as above; then:]
10.Objections – talk through a couple of the common ones
11. Summarize the program, benefits, features, investment and limiters
12.Close by creating a new possibility
13.Repeat call to action and remind them what they need to do to get started
Offer Formats
See Offer Sheet Examples in Resource Area for ways to set up your offer on paper
ONLY hand this out when you are ready to start making the offer (last 10 minutes of your talk) – NOT ahead of time – and separately from any handout you provide!
Don’t Forget to Follow Up!
Get testimonial from group host AND from attendees
Book all interested leads within 48 hours
Invite all whose names you got to get your free opt-in gift/lead magnet and get them in your nurture sequence or ezine list
NOTES:
Marcia Bench Enterprises, LLC, 29030 SW Town Ctr Lp E #202-454, Wilsonville OR 97070www.marciabench.com 503-308-8179
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TRADE SHOWS
Trade Show Exhibiting
Should you exhibit at your local chamber or business expo?
– Be sure it’s a targeted audience with a high % of your ideal customers
– See if there’s an opportunity to do a short presentation – speaking + exhibiting is ALWAYS a better and more successful combo
Recommendation: get a speaking gig at a state or national conference first, THEN book your exhibit there and cross promote
Success Tips for Your Exhibit
#1 – have something to draw them in – a basket or other giveaway and bowl for cards
Have a theme; tablecloth??
Be prepared to take orders if selling books, CD’s or products! (Square or order forms)
Actively engage with people – be in FRONT of table
Banner is nice but optional
Growth Work This Week
1. Make a list of organizations where you could speak locally and nationally; plan your approach
2. Design your signature talk and offer
3. Practice delivering your talk!
4. Explore local trade show opportunities
5. Share your questions, successes and resources on the FB group!
For More InformationContact Us
www.MarciaBench.com 503-308-8179
Your Facebook Group Too!
Marcia Bench Enterprises, LLC, 29030 SW Town Ctr Lp E #202-454, Wilsonville OR 97070www.marciabench.com 503-308-8179