How to Use Public Speaking as an Effective Marketing Approach
by Chris King

If you have read any information about successful marketing, you know that the only way to find clients and sell your services / business is to “get the word out.” One of the most effective approaches is to share information about what you do by giving presentations to groups, organizations, companies and associations.

I know that a good majority of free agents, independent professionals and freelancers haven’t done a great deal of public speaking - if any. So, in this article, I am going to share ways to line up speaking engagements, and, even more important, how to give presentations that will urge your listeners to hire you.

There are many groups and organizations that welcome free speakers who have interesting and helpful information to share. Kiwanis and Rotary clubs offer a good venue for starting, because they are usually in need of speakers, are comfortable and welcoming listeners, and also - if you are good - will recommend you to other Kiwanis and Rotary clubs.

I have found, however, that these groups do not have many members who will materialize into clients, but they are excellent for practicing and, who knows, they may tell a potential client about you.

Groups that will pay off with potential clients for your business are Chambers of Commerce, Junior Chambers of Commerce, Associations and Organizations that are related to your services and products (note: that there are associations and organizations that have been created around almost every type of business imaginable.). You may even want to join a few groups where you can network, and also let them know that you have information that you would be willing to share in a presentation.

What if you don’t have the speaking skills you will need to do a powerful presentation? Or, you have some skills but want to perfect them?

  • First, visit and join a local Toastmasters club. I have seen members go from abject fear (their mouth is so dry they could hardly speak above a whisper to feeling comfortable presenting to a large group). You will also meet others who can introduce you to potential clients.
  • Next, visit my website where you will find more than 80 free articles about presentations and presentation skills.
  • Or, if you want a handy guide where I have combined all of the information and more, click HERE for How to Leave Your Audiences Begging for MORE! - Everything You Need to Know to Become an OUTRAGEOUSLY Powerful Presenter.

Now that you have the skills and the confidence, prepare a folder with your basic information, the title of your talk and your availability. Your title should address a problem that the members of the groups to whom you wish to speak are experiencing or a topic that would be of interest to the group. An example would be a program that I give, “How to Establish a Presence on the Internet.” Be sure to include a one-sheet which covers what qualifies you to be an expert in this area, what are the objectives of the talk and what will be the benefits to the participants.

Nowadays, it is even hard to sell a group on getting something for free, so just sending out these folders won’t be enough. You will have to follow up and make phone calls to the leaders. The good news is, though, that once you get before several groups, and your presentation is filled with good, interesting and useful information, the word will travel. And, you will be contacted by other groups.

All right, you are ready. Your presentation skills are powerful. You have a burning topic, and you have some venues lined up. Just remember the following:

  • Make sure that you share excellent information that your listeners want to hear.
  • Do not think of this as a sales presentation and what’s in it for you.
  • Think of this as a helpful conversation that will be of use to your listeners. You care about them and want to help THEM.

The next question is, then, how can you use this for marketing your own business? Give something away for free. Hold a drawing at the end of your presentation (you can lead up to it during your talk). For example, at a conference where I was presenting two sessions, I held a drawing for my presentation book. Anyone who wanted to be in the drawing dropped their business card in a bowl. Because I send out a bi-weekly e-newsletter, I directed anyone who wanted to be put on my mailing list to write a “yes” on the back of the card. I had plenty of names to add to my list.

If you don’t already have any products, you can create a special report that you will send to those who share their cards and e-mail addresses. These are all potential clients.

So, get busy with developing your speaking prowess, and use it to market like crazy. It will not only pay off, it will also be fun. And remember that powerful presentation skills will always serve you well.

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Eastlake, Ohio 44095

Phone: (440) 918-1313




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