New Decade, New Marketing

Tickbox YESYesterday during my workout, I was watching “So You Think You Can Dance”. There was a section where they stopped the auditions and told the dancers what the do’s and dont’s for this year were.

First thing to go? The male booty shake. No surprise there – who wants to see that?

So what’s in and what’s out for this new decade in speaker marketing?

OUT: Positioning as a ‘speaker’. The joke is if your topics list is as long as your client list, you are positioning incorrectly.

IN: Positioning as an ‘expert’. Be the expert, the authority in your field. Even if you consider yourself a motivational or inspirational speaker, figure out what the outcomes of your message are and sell those in your marketing.

OUT: Cheesy speaker photos. If your photo has you holding a mic and you are standing in front of a white screen, then you probably need an update.

IN: Live audience shots. Take your photos in front of your perfect audience. If you want to speak to large audiences, have someone take a shot from the back of the room for you so that your prospects can see you speaking live. There is still a need for some close up shots of you, a well done head shot can show your prospects who you really are.

OUT: Hire Me, I’m a Speaker! I talked alot in 2009 about doing a marketing Flip Flop. This is where we move our marketing to be about the client and their outcomes, rather than it being all about us.

Here’s a link to a past tip on this:

IN: A strong outcome oriented promise. Let the client know what will change for them if they work with you. Be clear, be concise. Too many different ideas and your prospects will be confused.

I hope this tip helps you get the New Year rolling in the right direction!

PS: If you haven’t picked up your copy of The Wealthy Speaker yet, what are you waiting for? Here’s the link to the special system price:

  • Hi Jane – I just sent out an email to key clients, bureaus, meeting planners stating that I wasn’t much interested in doing “speeches” anymore. I am interested in creating conversations about helping clients advance their strategy. I am interested in interaction, not an hour in which I do all the talking. The word “speaker” has been pretty much eliminated from my marketing vocabulary for a few years, now. Thanks for the blog – good info that we’d all better pay attention to. – Joe

  • Morning Jane:
    Great blog and wise sage advice as always! You are right on point telling your readers that the bottom line in today’s marketplace is to position yourself as the leading expert. Also important is to provide value added to the clients by providing services beyond the podium. Simply said, it is not just about speaking anymore. Speaking is now one of a myriad of strategies designed to achieve established objects. Speakers that don’t transition to the new way or being and doing will find themselves aging relics of era gone by with very few bookings. Thanks for all you share so that your readers are enlightened and served.

  • I spoke at the Microsoft Women’s Conference this year and was amazed at how old fashioned some speakers still are. It’s like still talking heads out there! I love what Joe said about having conversations and i totally agree it’s about what the benefits are going to be!
    Thanks! Jen

  • Well said. I am found you on Alltop and am following your feeds. I appreciate your perspective and I can tell you stay current with the market

  • Hi Jane – you make some excellent points in this article. I especially liked the one about updating your photos. Like it or not, people make snap decisions based on appearances and a strong promotional photo can help them come to the conclusion you want. I’ve found it can be tough to get a good shot from the back of the room while you’re onstage though as the speaker may look small compared to the audience. An angled shot from backstage or the side of the platform showing the speaker in 3/4 view with the audience spread out before him can be easier to take and may look even more impressive. – Joshua Seth

  • Jane, I’ve shared similar concepts with the speakers I work with over the past year, but you’ve hit the mail on the head – simpy and succinctly. It’s about the TOPIC not the speaker. It’s about the DELIVERABLE, not about the fluff. Thanks for cutting to the chase. PEACE. Rick