| Public speaking is a great way to connect with your | | | | can help you to see your true value to the economy in |
| current and future customers. Present your ideas at a | | | | which you participate. Let go of your negative "stuff" |
| public or a private venue. Presenting to a targeted | | | | on self-promotion and move on to fulfill your potential! |
| audience is an accelerated way to stimulate business. | | | | Listed below are three typical reasons professionals |
| Sure, speaking to groups of people can be a | | | | and business leaders are hesitant to self-promote. Do |
| frightening prospect, but you do want to increase | | | | these ring true for you? |
| sales, don't you? Why do so many people have this | | | | Feel it's too self-important, pompous, pontifical, |
| fright, do you suppose? Perhaps, if the audience | | | | pretentious, stuffy, grandiose, ostentatious or stuffy. |
| doesn't like what you have to say they'll call the police | | | | Not in keeping with the professional image they want |
| in and have you taken off to jail for disturbing the | | | | to project. |
| peace? Just kidding, it's not too likely that will ever | | | | Believe promotion costs more then the value they |
| happen. So, what is it? Maybe it's an imposter | | | | receive. |
| syndrome fear? A fear that the audience will discover | | | | Truly, the only restraint that keeps you from having the |
| one is not as smart as one might pretend to be? No! | | | | public image and stature that many enjoy is the |
| They already know that. Then what is it? | | | | conversation you have with yourself about the |
| I believe many are afraid of presenting because of low | | | | additional possibilities for your life. Dislodge those old |
| self-esteem. Let's not confuse brash egotism with | | | | tapes in your head that have been immobilizing your |
| quality self-esteem. When you feel good about | | | | efforts to get ahead. Launch them right out of your |
| yourself you are willing to take a risk and be vulnerable. | | | | consciousness. |
| Yes, I said vulnerable! This is when a perceived | | | | Ways To Get People To Notice You |
| weakness can become a real strength. Think back | | | | Promote free booklets/reports on ideas and |
| and visualize in your mind a presenter, one at which | | | | information related to your business or service. |
| you attended their live presentation. Now that you | | | | Author a book. You become an instant expert. |
| have the presentation in your mind, ask yourself, "How | | | | Do your own radio show, perhaps a Saturday or |
| real were they?" Your answer will most likely be: | | | | Sunday morning public information type. |
| "They were very real. I felt like they were speaking | | | | Publish a newsletter. |
| directly to me." This is because they allowed their self | | | | Stay in touch with clients and prospects by mailing |
| to be vulnerable. You thought they were there for you | | | | them articles you clipped. |
| actually as your guide or mentor. | | | | Become an expert resource for local and national |
| There are three basic ways to use public speaking to | | | | media reporters. |
| market your products and services: | | | | Welcome new people to your town. |
| Speaking to community and service clubs. | | | | News releases are an inexpensive way to get your |
| Holding information specific seminars. | | | | name in print; always include a photo. |
| Doing demonstrations; out in public and in-home party | | | | Write a weekly or monthly newspaper or magazine |
| style. | | | | column. |
| First, we'll look at speaking to your community | | | | Congratulate people on promotions you read about in |
| organizations. This idea is great when you primarily | | | | the local paper and in trade pubs. |
| market to your local community, otherwise you'll be | | | | Give great public speeches. |
| doing quite a lot of traveling. Here's an easy way to | | | | Public seminars sponsored by your company or |
| start: Prepare a 25-minute presentation about the | | | | another company with which you partner. |
| value your industry provides for consumers. Make it | | | | Word-of-mouth happy clients and happy employees |
| non-commercial and non-specific to your product or | | | | talk! |
| service. Do this, and you'll receive acceptance. | | | | Host power breakfasts for local business leaders. |
| Your speech will be the most effective if you have an | | | | Get on, or even better, host radio and/or TV talk |
| opening grabber to break the preoccupation barrier | | | | shows. |
| that most people have. Try something humorous about | | | | Crashing Past Gatekeepers Of The Media To Get |
| your business or in your industry. Another grabber can | | | | Your Foot In The Door |
| be controversy, but be cautious. Develop a transition to | | | | Controversy sells in all forms of the media. Media is |
| the body and then cover only three to four key points. | | | | drawn to it like insects to a night light. |
| Keep the presentation body fun, informative and | | | | Relevance to a current event is important. Make your |
| positive. Next, summarize and have a call to action. | | | | story connect to what is happening now. |
| This is the suggestion for your audience to stop by | | | | Hope, it does not sell as well as controversy, but it |
| your place of business to see, hear or learn more. | | | | does sell. The media is looking for ways to show that |
| Conclude with a quotation or a short meaningful story. | | | | progress is being made in solving today's social |
| Just relax you'll be a hit. | | | | problems. |
| Contact your chamber of commerce for a list of | | | | Simplification of life, for most, life has become too |
| community organizations. Contact all of the groups on | | | | complex. Show how people can save time, improve |
| the chamber list. Offer to speak at their meeting. You'll | | | | the quality of their lives, find enjoyment and fulfillment, |
| be surprised at how many will accept your offer. Don't | | | | and generally be happier. |
| try to sell the audience anything at their meeting | | | | Overcoming Adversity is a regular media winner. |
| except yourself. Be a giver a giver of knowledge and | | | | America has always cheered for the underdog. |
| business will come your way. Remember to send out | | | | Show how you have done it and become a media |
| news releases to the local media every time you | | | | darling. |
| speak. While you're out speaking, look for an | | | | Partnering with the media can be your secret weapon |
| organization to join and get involved. Being active in | | | | if used well. Develop relationships with as many local |
| your community is an excellent way to show you're a | | | | and national reporters and editors as possible. The |
| community partner and to get noticed. | | | | more you can do to make their life easier the better |
| The second way to use public speaking is to hold | | | | the chances you'll get coverage. |
| seminars. Check your newspaper, usually the Sunday | | | | To Better Connect with the Media, Make a Favorable |
| paper is best. Look for the ads advertising free | | | | Impression |
| seminars--you should find one or two. The common | | | | Take the Eight "Cs" approach: Be Concise, Candid, |
| seminars you'll notice are for Wills, Trust & Estate | | | | Correct, Conversational, Clear, Compassionate, |
| Planning, Real Estate, Health and Fitness, and a variety | | | | Controversial, and Calm! |
| of other offerings. The plan is to get the prospects in | | | | Use the name of your company or product rather |
| the door. You do this by providing them with a small | | | | than saying, "The widget or The Company." |
| amount of dynamite information (useful, of course). | | | | Give your main point first, in a concise, positive, and |
| Then, at the end, offer your products and services for | | | | complete sentence. |
| sale or lease. | | | | Remember that the best defense is a good offence. |
| Record your seminars, and when you deliver what you | | | | Be honest. |
| consider to be a great one make, it into a "for sale" | | | | Relax and smile. |
| product or use it as an incentive product. Today, you'll | | | | Make a public interest viewpoint. |
| want to product both CD and cassette versions. If you | | | | Become an "industry" source. |
| want to produce the program yourself, a great | | | | Be as prepared and knowledgeable as possible. |
| company to supply you with all your needs is National | | | | Watch or listen to the show or read the publication |
| Cassette Services, Inc. (800) 541-0551. If you don't | | | | beforehand. |
| want to go to the trouble, sent your original cassette to | | | | Radiate confidence and energy. Energy plus |
| Janita Cooper at Master Duplicating Corp. | | | | Enthusiasm equals Excitement! |
| 800-228-8919. They'll clean it up, duplicate it and | | | | If you really do not know, say "I don't have the answer |
| produce the labels and jacket covers. | | | | now" . . . and explain rather than, "I don't know," or "No |
| Some elements to a successful seminar: Advertise | | | | comment." |
| your seminar with the local media. Sell people on | | | | Keep your cool. |
| attending the seminar, make truthful promises of value | | | | Believe to the core of your being, that you have |
| and benefits for all who attend, let them know what's | | | | something of value to offer their audience. |
| in it for them. Remember that the attendees are giving | | | | Things You Will Want to Avoid |
| of time and energy to get there. Be sure to have | | | | Do not repeat negative or "Loaded" words. |
| some helpers there to take your new customers' | | | | Do not say anything "off the record" because there is |
| money, credit cards, etc. If you are not great at closing | | | | no such thing in today's media. |
| the sale, consider partnering with a professional sales | | | | Do not make exaggerated claims or predictions. |
| person to increase the volume of sales. | | | | Do not lie, mislead, or try to bluff because it will come |
| The seminar can be held at your place of business or | | | | back and bite you in the rear. |
| a rented location such as a hotel/motel conference | | | | Do not discuss your personal finances. |
| room, park, school, or anything you can think of--be | | | | Do not lose your temper. If you do, the host will make |
| innovative. Wherever it is, make it comfortable for | | | | a monkey of you. I once saw Ted Turner lose his |
| about an hour stay 45 minutes for the information, 10 | | | | temper on Donahue and Phil made Ted look like a . . . |
| minutes for your sales presentation and the five | | | | Well, you know. |
| minutes just because. | | | | Do not wear checks, plaids, stripes, or large prints |
| The third way to promote your business through public | | | | before a camera because you will look terrible. |
| speaking is through the demonstration method. You | | | | Do not look for the "on camera" red light. Instead, talk |
| can do this in public gathering places like fairs and | | | | directly to the reporter or interviewer. |
| carnivals, at trade shows and in a private home setting. | | | | Do not nod affirmatively to a question with which you |
| Demonstrations in public can be as brief as five | | | | disagree. Instead clearly show that you are not in |
| minutes or up to 15 minutes. Any longer than 15 | | | | agreement with the interviewer or other guest. |
| minutes, you'll have people stop by and move on. At | | | | Do not be defensive. |
| these public demonstrations you'll need to be prepared | | | | Do not use jargon that few will understand. Rather |
| to answer questions and possibly sell your products. | | | | than appearing bright, you will appear smug or arrogant. |
| You can probably partner with another person or | | | | Do not leave your humor in the waiting room. Humor is |
| group to help you do those tasks. | | | | one of the best ways to win over the audience. |
| In-home demonstrations can be effective. I remember | | | | Do not try to be someone you aren't. Your insincerity |
| growing up and going out with my mother when she | | | | will show through like a red flag. |
| gave consumer product parties at people's homes. It | | | | Do not forget to say "Thank you" to the show's host. |
| seemed like every year my mother would switch to a | | | | If You Want to be Asked Back |
| new company. Take my advise stick to one thing and | | | | If you show up in person, DRESS TO IMPRESS. |
| you'll surely make lots of money it's advice nobody | | | | Be prepared. |
| gave my mother or advice she never took. | | | | Always be in time for the interview. |
| Companies like Tupperware are synonymous with this | | | | Your materials should be up-to-date. |
| method and it works! | | | | Smile before, during, and after the interview, even if |
| Personal Publicity | | | | you are not in-studio. |
| Personal publicity will help you to become more secure | | | | Arrive early so you don't appear rushed, but not so |
| and confident. People that appear to be of value are | | | | early that you're in the way. |
| the ones companies seek to become integral with their | | | | Listen intently to the host. |
| organization. Our economy is dynamic and ever | | | | Answer question asked, even if you do move a little |
| changing. Companies can no longer afford to keep on | | | | off their subject. |
| the deadwood that in an era gone by was possible. | | | | Answer to the point and be concise. |
| Make a commitment to yourself here and now to be a | | | | Answer with enthusiasm. |
| person of value. This means you'll have to bring more | | | | Do not answer a question with a question, a simple |
| value to your workplace. Also, you can more easily | | | | yes or no, or "yup." |
| find new employment for yourself if necessary. | | | | If you're unfamiliar with a question, simply say so. |
| Many American companies have gone through | | | | If you don't clearly hear the question, ask them to |
| excruciating change and downsizing. They are looking | | | | please repeat it. |
| to their star performers to keep the business afloat. | | | | Call the host by name and thank them briefly on air. |
| These stars came to the attention of management by | | | | Send a postproduction thank you note to the host and |
| intelligently and subtly publicizing their accomplishments | | | | producer. |
| and heroic efforts throughout their company and | | | | You have just discovered the tools to get to the |
| industry. You too, can do this. Yes I understand that it's | | | | media. If you made the commitment I asked for earlier |
| not your way the problem is that "your way" may | | | | all that is left is to go into action. Don't get derailed |
| create a one-way ticket to oblivion. Many people need | | | | moving from the idea phase into action. Your own |
| someone to give them permission to do something | | | | perception of your worthiness is what will block or |
| that their parents once told them was not "our way." I | | | | empower you into action. If you didn't make the |
| hereby give you permission to promote yourself to the | | | | commitment, what can I say, but good luck? It is how |
| world! | | | | you say it and how you do it. Share your ideas in public |
| As a colleague, Mark Victor Hanson, coauthor of the | | | | and gain increased stature for yourself and your |
| "Chicken Soup" books, has often told me, "Let your | | | | business. It is a fun way to boost your business. |
| inner knower tell you what to do." Your inner knower | | | | |