Speaker Marketing Strategy and The Ultimate Positioning Checklist: Standing Out To Win Stages
I understand the frustrations of rejection all too well.
Let me take you back to my high school days, where putting the right words together to impress a girl seemed like an impossible feat. As I ventured into college, things didn't get any easier.
I vividly remember my freshman calculus class, where a charming girl sat next to me, igniting a mixture of excitement and sheer terror within me.
She would flirt, smile, and even pass notes inviting me to poke fun at the professor. Yet, despite her clear interest, my anxiety got the best of me.
I confided in my friend Frank, who famously advised me that when a girl mentions dressing up as a black cat for Halloween, "it means she likes you, dummy."
But alas, I fumbled that opportunity with my words. It wasn't until much later in my college career that I finally cracked the code for confidently approaching girls.
Fast forward to 2015, a significant turning point when I embarked on my journey as a speaker. Despite my successful track record as a TV/film editor and co-creator of hit shows like Dinner: Impossible, I encountered a disheartening lack of interest from event organizers who barely gave me the time of day. The few who did engage in conversation weren't hiring me, leaving me pondering what went wrong.
It was during this introspective phase that I realized the need to develop marketing tools that could substantiate my capabilities. What I was lacking was an effective speaker marketing strategy
I began creating compelling videos and documents, meticulously crafted with the principles of effective marketing tailored specifically for meeting planners and conference organizers. These tools became my arsenal, enabling me to demonstrate my ability to deliver impactful speeches and trainings on a diverse range of topics.
One notable engagement was with Emerging Women NC, where I had the privilege of teaching a camp-full of powerful women-owned businesses how to cultivate unshakable confidence in front of cameras.
As a co-facilitator and speaker, I've also collaborated with esteemed organizations such as The American Councils for International Education and BJD Leadership Training and Team Development. Together, we delivered a transformative program for young international entrepreneurs, equipping them with tools and techniques to foster collaboration, honor one another, and propel their goals forward.
Now, I'm eager to share the very strategies and tools that have empowered me to win stages I deserve. Together, let's embark on this transformative journey, intertwining relatability with remarkable achievements, as we arm ourselves with the knowledge and expertise needed to conquer the speaking world. Are you ready?
Welcome to this comprehensive training on effectively positioning yourself as a speaker. In this post, I will guide you through a positioning checklist designed to help you shine in the eyes of meeting planners and establish yourself as an authoritative figure who can demand higher fees and become the top choice for their events.
We will delve into stage-landing strategies and explore key elements essential for successful positioning. Let's embark on this exciting journey together!
Understanding the Objections and Shifting Focus:
As a speaker, it's crucial to understand the objections you face when trying to secure speaking engagements. The primary objection is usually centered around solving the meeting planner's problem. By acknowledging and comprehending these objections, we can now shift our focus towards positioning ourselves to win their stages.
The Positioning Checklist: To make a lasting impression on meeting planners, let's explore the various elements of the positioning checklist:
Website: Ensure your website reflects your speaking expertise and provides proof of your experience. Even a single long landing page can be effective in showcasing your speaking engagements.
Videos: Videos play a pivotal role in capturing attention. The three key videos to focus on are:
The "Yes Me" video: In this video, convey your passion, explain the problem you can solve, and demonstrate how you can make the meeting planner look heroic.
The Speaker Sizzle Video: Create a highlight reel of your speaking engagements, featuring memorable moments, sound bites, and stages you've been on.
Presentation video: Share actual footage of you presenting, demonstrating your ability to deliver valuable content. Click here for an example.
Speaker Kit: Prepare a comprehensive speaker media kit in PDF format that you can easily share digitally with meeting planners. This kit should include essential information about your speaking experience, testimonials, topics, and more.
Bio: Craft a compelling speaker bio that highlights your expertise and emphasizes the problems you can solve for the audience.
Topics: Choose two to five talk titles that grab the attention of meeting planners and clearly showcase your ability to solve specific problems.
Testimonials: Written testimonials and video testimonials are powerful tools for positioning yourself. Request testimonials from previous speaking engagements to provide social proof of your expertise and effectiveness as a speaker.
Social Proof: Demonstrate your experience and credibility by showcasing past and future stages you've spoken at, media appearances, screenshots of conference pages featuring your name, and other speakers you've shared stages with.
Speaker Evaluations: If available, leverage evaluations from past speaking engagements to highlight positive feedback from attendees and boost your credibility.
References: Compile a list of references whom meeting planners can contact to inquire about your speaking abilities and professionalism.
Powerful Quotes: Identify impactful soundbites from your speeches that succinctly capture your ability to solve problems and leave a lasting impact on audiences.
Bonus Tip: Consider Writing a Book: Authoring a book can be a powerful positioning tool, enabling you to gain authority and stand out among other speakers.
By utilizing the positioning checklist, you can strategically position yourself as a sought-after speaker. Remember, even if you don't have everything on the list, leverage what you do have to start positioning yourself effectively.
In the next post, we'll dive into the top three positioning elements that can have the greatest impact on your success. Stay tuned and get ready to take your speaking career to new heights!