I've been known to get so excited over a new viable idea or reading something that I cant believe an author actually dared to put down on paper that friends and family literarily tune me out until I'm over the mania.

I had a mild case this afternoon when reading Speaker Vernon Cresswell's article on "10 Ways to Save and Make More Money in Business: For Keynote Speakers." It was so much better than the usual junk that i coughed up my coffee and killed my keyboard. I was just hoping that during the "saving money tips" he wasn't going to start yack'n about doing your own website or some other such non-sense. Good news! He did not disappoint. Vernon from South Africa takes us on a journey Texas style. (Must be the wide open BIG spaces we share).

First of all Vernon appeals to the generation just ahead of mine (Which appeals to me! Who actually liked the 80's?) with his use of Paul Simon lyrics as a literary device to give meaning and cohesion to his thoughts. I'm no literary critic (mostly because I am addicted to the feeling of writing with spontaneity,creativity and off the cuff-fly by night thoughts which override and belittle any importance the world might place on correct gammer and spelling.) But darn, I think Vernon has done a great job with this article. Here are just some of the suggestions he brings forth for our consideration:

Slip Out the Back, Jack (Simple ways to save money)

• Know your target market. Who are your “ideal” customers?


• Get double duty out of any contact with your customers.


• Reward your customers. Set up a reward program. (Ginger note: Isn't this cheating?)


• Get involved in your community.

Make a new plan, Stan (Business Planning Basics)

• Beef up your business plan. If you don’t have a business plan, make writing one a priority. Your business plan is more than just a way to interest investors.
  (Ginger note: umm..yeah..it is the document you refer to when you wonder what in the hell you are doing and why you decided to do it in the first place.)


• Get testimonials from your satisfied clients. But don’t stop there.
  (Ginger note: Now this is exciting. I wonder what he will reveal)


• Speak up. Again, keeping in mind who your ultimate ideal customers are and what their most pressing problems are, write an article, offer a free seminar, or offer to be a speaker at local chamber of commerce or other organization or community meetings.
  (Ginger note: I love this! Asking speakers to speak up! You would think it would be a no brainer..but speakers are surprisingly self concious and slow to start yapping..)

Just hop on the bus, Gus (Expand your business potential)

Create joint ventures. Even if your primary business is a brick and mortar one, you can still create a joint venture that will help you save money by sharing the costs for advertising.
(Ginger note: Is he really saying this out loud? I thought I just had to make and sell product? ..geeezz ;) This is the secret to many a successful speaker's larger business venture. Shhhh..don't say i told you. This idea is actually much larger than it is presented here..but you get the idea.)

Just drop off the key, Lee (Provide the key solutions)

Let your customers know you know what their problems are. It’s sad but true that your customers don’t care how good your products or services are. They only want to know two things: do you understand what their problems are; and can you solve them. Give your customers the “key” to their problems, and you’ll have evangelistic customers who come back again and again.

(Ginger note: A conclusion that keynote speaker Garrison Wynn has also come to during his research on what the top 1% do differently. Vernon should call Garrison and collaborate. Great ideas! )

Vernon goes into detail with great ideas such as:

Get testimonials from your satisfied clients. But don’t stop there. What about creating your own television commercial that you can run in your store? (With a video camera and a little ingenuity, you could even create your own infomercial that shows customers how to use or get the most out of your products or services. If you’ve got a Website, put an audio testimonial on there. (And don’t forget to include pictures). Keynote Speaker: 10 Ways to Save and Make More Money in Business Self Health Loops

Anyhow. Here is a direct link to Vernon's site http://www.vernoncresswell.co.za/ . By the way folks, This is a GREAT example of a well designed and branded site! In fact I would really like to make a connection with his designer and put them on my list...(hint hint..Vernon). Look at the way his designer blended his love of animals and use of them in his materials (also the outback speaker idea) with a professional image. They managed to pull it off without making him look like "hokey animal speaker dude." Vernon..I hope you paid them well because they did a great job Also notice how Vernon's picture blends well with his background. He looks honest, approachable and sincere without being boxed in with a square photo and some horrible background. Too bad they couldn't have photoshoped Vernon into riding the elephant..(just kidding..over the top).

This article is definitely aimed at speakers who already have a a substantial career but should be a good read for looking ahead for others headed down that road.

Speaker One Sheet: Preliminary Planning

The goal of your one sheet (also known as a a onesheet, onepage, one page, one pager, promotional sheet, etc) is to present a visual representation of you, your topic(s) and what you will deliver to an audience—in a condensed, easy to disseminate format. Your one page is about YOU the speaker and your presentation, not your company or a sales piece on the services your company offers.

A one sheet should:

• Be visually appealing and professional
• Give the reader an impression of what the audience will "feel" when you speak
• Generate interest in you, your topic and what is unique and special about your presentation
• Show value and results
• Provide credibility
• Provide a way to contact you or your bureau for additional information
• Be only one page. (one or two sided)
• Be printed professionally on high quality paper and you need to have an online PDF version. The online version is becoming the most important these days. But some people still request hard copies.

Traditional elements of a one sheet:

• Biography (What qualifies you to speak)
• Topic (s) The title and short description of your presentation(s)
• Contact Information: Yours and a bureau friendly version
• Testimonials: Social proof
• Statement to generate interest to target market (s)
• Brief information on your unique spin and core concept
• Partial list of clients: Provide credibility and recognition

You will need to collect the following documents and information for your designer. Unless you ARE a designer, please have a professional design your one sheet. It would be beneficial if your designer has experience designing promotional materials for speakers and/or entertainers AND if you use the same designer for your all or most of your marketing materials so that you have a unified look and feel (brand).

• Professional quality photo
  300 dpi sent electronically or scanned- It would be best to have some head shots and some of what I can "action" or "natural" shots which are pictures that capture your personality, style or brand. Please have the photographer use a white background.
• Biography
  I recommend having a writer/editor or successful speaker help you with your biography.
• Testimonials/Raves
  If you are just beginning and do not have any testimonials, start speaking for free and request them. Also, You do not have to use the entire testimonial. Often it is best to choose a select portion that highlights a particular point about you.
• Examples of previous or current marketing materials
• List (partial or full) of Clients
  
  

As a designer and coach, here is a list of questions I would provide my clients:

Contact Information
Name Company Phone Fax Cell
Email

Presentation Information (List up to three)
Title
Description
Title
Description
Title
Description

Speaker Information
Name (as it will appear)
Biography (Type or attach)
Contact Number
Contact Fax
Contact Address
Contact Email

Favorite Colors
Colors NOT to use
Appealing themes or images

Circle the concepts below (all that apply) that are part of the image you would like to portray. Add your own if you would like.

Serious corporate identity Fun and exciting Powerful Organization is key Conservative Spritual Personal Power Innovative Compassionate Strong Technical Feeling orientedWOW Male Speaker Female Speaker Understated Bold and Daring Safe and mainstream In your face Confident Focus on speaker The Future Change Exotic Tranquil Funny Serious and powerful content Subdued Cool

• Do you have a phrase you want to add?
• Describe two different people who would be perfect audience members for your presentation.
  (Age, sex, industry, career, desires, hobbies, prejudices… etc.)
  1.
  2.
• What is your core concept?
• What are your critical beliefs?
• What problem are you solving for people?
• What are you helping them to do?
• Do you have a book?
• Ask three friends/clients who have seen you speak the top three adjectives to describe your presentation. What are they?
• Do you want to target a specific industry?

Please spend some time doing some research online and send me the websites of at least three speaker that you would consider to be your compitition. Also, send me at least three speaker web sites that you like and tell me what you like about them. Do the same for three speaker sites you don't like and why.

Platform Skills: Watch Out for Ricky Bobby Hands

I read an article today about using public speaking and seminars as a form of marketing. Ho hum.. I didn’t discover anything particularly new or enlightening here, but I was inspired by a quote about hand gestures.. of all things.

“Sometimes it’s painful to watch these CEOs being interviewed on TV,” says
author of 129 More Seminar Speaking Success Tips David Portney. “If they only
had just a little bit of speaking training, they would be able to shed the aura
of distrust that they give off.”

"What’s a speaker’s biggest flaw? I have 258 tips between two books that address
a lot of flaws, but the one that many people are guilty of is not using their
hands properly. It’s not always what you say, but how you say it, and a person’s
body language does more to harm or help a person’s message than just about
anything.”

I was reminded of a scene from Talladega Nights: Ricky Bobbys’s interview after the race. You know the one. If you don’t, see video below.

So this is what you DON'T want to look like. Some people naturally talk with their hands. If you are naturally "hand talky," just make sure not to be too weird or distracting. People are attracted to speakers with a natural way about them. If you feel comfortable with your hands already, your probably just fine.

Toastmasters is an excellent organization for learning basic presentation skills and honing your craft. A professional speaker friend of mine credits Toastmasters for recognizing his talent at 12 years old and encouraging him to consider a career that involved public speaking.

However, Toastmasters is sometimes too stringent on how you should present yourself. If you adapt to it all of it, you could end up stifled and unnatural looking. (It is not too hard to spot a person primarily trained in toastmasters.) People hire speakers who they feel are a good fit for their organization. If you come off like a robot, who are you a fit for?, The National Organization for Robots? Toast masters does a fine job, just remember to keep a balance between skill, poise and a natural style that is definably "you" and compliments your personality.

I put in a call to speaker known for their "larger than life" stage presence for a few tips.

• Be yourself, be natural.
• Don't hold your palms towards audience. It looks like your pushing them away.
• Avoid overly controlled motions.
• Try the confirming finger up in the air but don't point. Pointing at people is even more rude when your up on stage. It is just a bad idea.
• If your having trouble, try keeping your non dominant hand in your pocket. If you are only using one hand you have cut out half of your problem right there.
• Some people use a light light fist with thumb extended..or show the front of hand.

Suggestions? Leave a comment.

How Speaker's Bureau Agents Select Speakers

Soon I will publish an updated article-slash-instruction manual I wrote a few years ago on working with speakers bureaus for the NSA Houston Chapter. While I was considering the changes in the last five years, I came across an interview with Diane Goodman by Rob Hard, Editor of About.com’s Event Planner section. I was thrilled to see Diane featured in this article.

I have had the pleasure of working with Diane in the last few years and she is one bureau agent who takes great care in selecting the right speaker for her clients. I also respect that she knows a great speaker when she works with one and when a speaker does an outstanding job for her, she is can be that speakers greatest alley. Read Rob’s interview with Diane to gain a bureau’s perspective on selecting a keynote speaker for their client.

Selecting a keynote speaker, emcee or entertainer for a corporate or
organizational event requires careful planning and an understanding of meeting
objectives. That’s why event planners rely on the expertise of a speakers
bureau.

In Part 1, I spoke with Diane Goodman, president of The Goodman Speakers Bureau, Inc., Windsor, CT, about the basic steps of selecting and hiring a professional speaker.
(via Diane Goodman Continues Conversation on Selecting Professional Speakers)

What is Twitter and Why Should Speakers Use it for Marketing?

Many speakers and "normie" non-speakers alike have asked me: What is Twiiter? Why should I Tweet? How do I Tweet? How does Tweeting help to market my speaking business?

Truthfully, event though I thought that I groked the benefits of tweeting and even recently discovered that I am a Twitterholic, I may have more of an addiction to writing about my life in short sentences than I do a true understand of the benefits of using Twitter for marketing purposes. Luckily for you and I, Ron Jones of Search Engine Watch gives us a great primer on what twitter is, how to use it and how it can benefit your speaking business.

"There’s a lot of buzz right now about Twitter, which has emerged as one of the most popular social media tools. This three-part article is for those who are just getting started with Twitter or who simply want to know what it is and how it works. I’ll cover everything you need to know about setting up and using a Twitter account, and share some tools and resources to help you leverage Twitter to market yourself or your company.

What Is Twitter? Twitter is a social media tool that lets users send out short messages (or ’tweets’) that are picked up and read by anyone who decides to follow you. This is also referred to as micro-blogging. I like the idea of keeping your message down to 140 characters, because it forces you to be succinct and to the point. Some have started a Twitter account, sent out a message or two, and then wondered what the big deal is. The big revelation to me came when I found all of the supporting applications and tools that were an adjunct to the Web site. Once you start using some of these tools, the light bulb will go off and you’ll find many uses for Twitter. Here are a few:" Twitter 101, Part 1 - Search Engine Watch (SEW)

WOW! Public speaking skills can boost your sales

I read a blog post this morning from the owner of Bradenton-based Auto Sales, John Greer. John may not be the world’s most succesful, funny or awe-inspiring speaker; but, I sure enjoyed what he had to say about developing your speaking skills to help you promote your business and your brand. Public speaking skills can boost your sales HeraldTribune.com Sarasota Florida Southwest Florida’s Information Leader

"The fear of public speaking is probably the single most item that holds business people back from succeeding or living up to their potential,’ says John Greer. I feared public speaking so much that the first time I took the public speaking course in college, I took an incomplete."

However John goes on to tell us how he conquered his public speaking fear and what is has done to dramatically increase sales and promote his business. Plus.. I kinda think he’s learned to like it !

"Public speaking is one of the most cost-effective ways to create credibility for you, your company and your products or services. Notably, it is a learned technique that you can master. What is more, training, practice and positive affirmations from your audience go a long way to keep the butterflies in your stomach at bay. My first public speaking experience occurred when I was in my late 20s. It was during the annual convention of the National Association of Home Builders. The scheduled speaker became ill and I was asked to substitute. I nervously scribbled notes onto 3-by-5 cards, jotted down a few key facts and stumbled my way to the stage. The hotel’s ballroom room was filled with unsmiling builders and real estate developers. They seemed at least twice my age and were anxiously waiting for me to tell them how to overcome the construction-lending crunch that hobbled the industry during the late 1960s. My knees buckled a bit and I felt light-headed. But I got through the speech somehow. My audience politely applauded and I was glad that the ordeal was over.

"What happened next radically changed my career. Several people who heard my speech followed me to the coffee kiosk outside the ballroom. They sought appointments with me to discuss their deals. Since that experience, I joined the National Speakers Association, perfected my presentation skills and learned to manage the butterflies wreaking havoc with my stomach. Further, I included public speaking in my marketing plan and even required my sales staff to develop their own presentation competencies." Twenty years after Greer took an "incomplete" on his college public speaking course, he signed up for a Dale Carnegie course and was required to speak in front of 60 people. "Eventually I worked through my public speaking fear," he says. "I won the leather briefcase for the best speech."

Professional Speaker One Sheets: A primer

Speaker one sheets have changed over the last few years. So much has gone electronic. The web site has almost taken the place of the one sheet. But not just yet :)

I could write a long post about how design is important, brand is important, quality is important; and believe me, all of these things ARE important. But this post is about what actually goes on your one sheet and maybe a bit on how to get it.

Elements of a speaker one page:

• Short biography
• Branding statements
• 1 to 4 keynote titles and descriptions
• Some testimonials
• Some clients
• Your picture (in most cases)
• Your contact info (unless you are making a bureau friendly version)
• Your ROI statement (which may be blended into your branding)

I have a great deal of advice on each of these points but we will cover those in a later post. Most importantly remember to start collecting testimonials NOW. Speak for free to get them if you have to (speaking for free has many many advantages for those new in the industry). Do the same things for developing a client list. Start having some decent photos taken with a white background. Get some really good close ups and some good action shots. Let other people help pick your photos. Buy your own domain for your contact info. Never usse gmail or yahoo for an email address. If you are not artistic do not create you own one page. Spend the money to have a good one created for you AFTER you have spent the time and money on your brand and creating your keynote titles and descriptions.

Jumping steps will lead to a waste of your time and money.