Don’t Forget that Marketing Flip Flop!

I originally posted on this topic in 2008, but it appears it needs repeating!marketingflipflop

In today’s competitive climate, it shocks me to see that many speakers still start out their home page saying things like “Hire John Doe for your next meeting”.

When the economy tightens, companies and associations have to prove to their stakeholders that their budgets are spent wisely.

The marketing flip flip is about putting the outcomes to the client first, and the speaker (as the solution to their problem) second. Unless you are an entertainer, celebrity or bestselling author, your website should probably not be about you. It should be about the service and solution that you offer.

Here are a few questions to help you evaluate your marketing:

1. When arriving at your website, does the client know what you will do for them (outcomes) within the first 30 seconds?

2. Is the first 1/3 of your home page about them and their needs rather than you?

3. Are you positioned as an expert and a problem solver? Or as a “speaker”?

If you answered “no” to any of these questions consider doing a marketing flip flop to switch the order of your home page copy to be more client and outcome oriented. It won’t take you too long to do this, and I believe it will have an impact.

Try it, and post a comment to let me know how it goes.

See you soon Wealthy Speakers!

ps: need help with your flip flop?

Check out our new Group Coaching program JUST ADDED!

Starts in November. https://www.speakerlauncher.com/ClubHybrid.html

  • Agreed!

    However, for executives to open up the purse strings they must perceive that they have meeting planners selecting speakers that can provide strategic business education that will provide a foundation for creating improved future business results – instead of in the moment entertainment.

  • Karen Harris

    Couldn’t agree more – a speaker’s website today need to be very solution/benefits based, not ‘features’ based. That’s why I’m totally revamping my website again…I launched the new one in late 2008 and it became outdated within 6 months. And I know some of the speakers that I manage need to totally revamp their websites too:)!

    I suspect some of your readers would like to see examples of a website you think hits the mark…and one that isn’t cutting it anymore. Feel free to use my site or one of my speaker’s sites if you like – xoox

  • I used this blog post as an outline for constructing a quick blog post of my own on my consulting site. Thanks so much for the spark!

  • I have made some changes and I have noticed lately that I am receiving more comments than before. I do have a questions – I have been told several times not to use the word ‘you’ because it makes people feel alone in their quest. Is this the case or can I use it on my web page?
    Example:
    The Strategic Life Skills Training Sessions™ can help you to move past:

    the continued poverty holding you back
    the constant fear and anxiety the stops you from living life to the fullest
    the insecurities the leave you feeling inadequate in whatever you attempt
    the feeling of loneliness when you are alone or with others
    the inability to follow through on your passions
    the inability to say “NO” and mean it or to say “YES” and do it
    the overwhelming need to be accepted by others

    Should I change the ‘you’ to whatever (we or us) is the best use of it in this case.
    I feel like I am telling them that they are having issues when I created these workshops because of my own issues.
    Thanks in advance for your excellent help.
    Kathleen Derbyshire
    The Life Skills Strategist

  • This is a good tip for presenting your best service to clients. I’ll have a re-look at our web pages!
    Peter