Speakership: Grow Your Career or Business Through Speaking and Thought Leadership
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Speakership: Grow Your Career or Business Through Speaking and Thought Leadership

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One of the most incredible things that any professional can do to boost their career, credibility and professional potential is to take to the stage as a public speaker. While not everyone desires......

One of the most incredible things that any professional can do to boost their career, credibility and professional potential is to take to the stage as a public speaker. While not everyone desires a career as a professional speaker, nearly every professional can gain from acquiring the skills necessary to command a room from the podium.

Make no mistake; this is not a presentation on how to be a great speaker, or even a competent speaker. Rather, Speakership is a presentation on how to be seen as the expert, how to earn your place at the front of the room and how to develop your career, business or cause with purpose through the power of speaking.

This one-hour webinar dives deep into the art of speakership. We’ll talk about how to leverage public speaking to position yourself as an expert or trusted resource in front of a room of ideal prospects.

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  • 1. Speakership! The MarketingSavant Group www.marketingsavant.com 888.989.7771 dana@marketingsavant.com www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 2. Upcoming Webinar Pinterest for Marketers: Your Express Track to Powerful Marketing on Pinterest Fri, April 12, 2012 | 10:00 AM PST / 12:00 PM CST / 1:00PM EST www.marketingsavant.com/webinars Whether you’re already Pinning like crazy and suffering from Pinsomnia or just exploring how Pinterest might relevant for your business you’ll benefit from attending this webinar. We guarantee that you’ll find ideas, answers to your Pinterest questions and a bit of Pinspiration on how Pinterest is helping businesses just like yours take social media to the next level on the fastest-growing new social media platform. The webinar will follow the flow of our recent e-book on Pinterest and bring the examples and information to life. Here are a few of the exciting topics that we’ll cover during the webinar. • What makes Pinterest so addicting? • How does Pinterest work for marketers? • How to use Pinterest in your marketing. • Pinterest tips & tricks • How to use Pinterest in promotions and contests. • Using Pinterest to drive e-commerce sales • Unique uses for Pinterest in marketing • Case studies of leading businesses using Pinterest www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 3. What Are You So Afraid Of? www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 4. Speakership =Speaking + Thought Leadership
  • 5. Why Are You Here? 1. Want to learn something 2. Wish to be inspired 3. Hope to be entertained 4. Have a need that you hope I will satisfy 5. Desire to meet other people interested in the subject 6. Seek a positive experience you can share with others 7. Forced to be here by your boss 8. Handcuffed to your chair and can’t leave the room www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 6. Your Charge as a Speaker 1. Teach them something (answers their questions) 2. Inspire, motivate and agitate 3. Entertain your audience (without jokes) 4. Satisfy a need they brought to your presentation 5. Connect the room through shared experience 6. Create ‘social objects’ that your audience can share after the speech 7. Be so compelling that their boss mandates their attendance 8. Handcuff them to their chairs (if all else fails) www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 7. Why Speakership? www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 8. Public speaking is the perfect marketing method, because it showcases your knowledge inpolished form to people who are interested in hearing it. Steven Van Yoder Author, Get Slightly Famous
  • 9. Speakership Builds Business How would you rate the effectiveness of the following marketing vehicles in getting your attention? Mean Rating (N~344) Speech or presentation at a conference or trade show 3.7 Case studies describing successful customer solution implementations 3.7 Article in the business or trade press 3.4 Invitation to a Webinar, seminar, or workshop 3.4 Analyst firm recommendation (such as Gartner/IDC/Forrester) 3.3 Search engine hits when doing research or surfing the Web 3.2 White paper offered on the Internet 3.1 Electronic newsletter from the service firm 2.9 Conference sponsorship 2.8 Direct mail brochure 2.5 Email from a sales representative from the service firm 2.3 Phone call from a sales representative from the service firm 2.3 TV or print advertisement 2.3 Vendors blog 2.3 Online advertisement 2.2 Sporting or cultural event sponsorship 2.0 9 of the top 11 effective ways of getting a business buyer’s attention of involve Thought Leadership Marketing Source: ITSMA, How Customers Choose Study, North America, 2007 www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 10. Speakership Delivers • Coherency out of marketplace chaos • Diminished price resistance • Valid and credible value proposition • Self-qualified leads & opportunities • Shortened sales cycles • Value-forward marketing & selling platform • Ongoing market dialogue • Prospects experience your value before buying • Buyers invested in your ideas before purchasing • Growth in media placements & requests www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 11. Become a Thought Leader www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 12. What is Thought Leadership? “Thought leadership centers on earning trust and credibility. Thought leaders get noticed by offering something different—information, insights, and ideas, for instance. Thought leadership positions you and your company as an industry authority and resource and trusted advisor by establishing your reputation as a generous contributor to your industry.” RainToday.com www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 13. Why Become a Thought Leader? • Professionally rewarding • Personally rewarding • Opportunity to serve others • Right thing to do • Communicates excellence www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 14. The Thought Leadership Equation Competence, purpose and Strategic use of TLM tools Thought leaders and core market and channels with media trusted advisors occupy understanding inform the collaboration garner your the greatest share of mind point of view & thought share voice in the industry among business buyers. leadership platform. and spark the industry Share of mind predicts Thought leaders outshine dialogue around your share of market. Thought their competitors who ideas. Leadership Marketing compete on price and As buyers seek out more steadily increases your advertising. real market dialogue, SOV SOM with buyers, is an increasingly important growing your share of factor contributing to market. marketplace success. www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 15. The Thought Leadership Mindset 1) They love what they do – energy & motivation 2) They have the drive to teach – no strings attached 3) They reach out and communicate – to everyone 4) They take risks with messaging – on the edge 5) They balance confidence with curiosity & learning – learn from everyone 6) They put in the time today (TL activities) for tomorrow’s benefit 7) They never stop working, connecting and communicating – not drip marketing, but constant education 8) Everyone is now in marketing – they’re ALL tied to the business – thought leadership is fully integrated www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 16. Thought Leaders Develop the 4 C’s Competence We work with you to define your core competence and translate it into marketable intellectual capital with a differentiated point of view Content Creation By creating problem solving, useful and influential content across a variety of media, thought leaders can move along the customer awareness continuum from “I don’t know you” to “I trust you to solve my problem”. Channels Referring to the thought leadership marketing toolkit, channels are simply those marketing channel that thought leaders use to dialogue with and learn from their audience while sharing their thought leadership message within an industry. Connection Thought leaders often market through networks or in highly networked situations and industries. In order to be a successful thought leader, an organization should have a well-developed and active online and offline social networking strategy in place. www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 17. Summary Five Keys to Successful Thought Leadership • Be Generous With Your Knowledge – Share beyond the marketing speak • Be Consistent – Calendar your activities – daily, weekly, monthly routine • Always Deliver Value – Listen, think, revise, teach, repeat • Take A Stand – Take your strong positions to market • Focus On The Long-term Benefits – Track your results in months & years www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 18. Getting Started in Speakership www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 19. The Art of Speakership www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 20. Teaching is the highest form of understanding. Aristotle
  • 21. Get a Message! • Yes, you actually need to have something to say… • Your message differentiates you • TED speakers ALL have a message • Fix nervousness with service www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 22. Deepen Your Knowledge • Confidence in expertise overcomes the nervousness of speaking • Thought Leaders learn before they teach • Your preparation will make you resilient in adversity and proactive in opportunity www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 23. Connect the Dots • Join the dots to paint a picture of the future • Write down everything you know about a topic • Understand the questions about the topic • Connect what you know with the questions • The future is already here — its just not very evenly distributed. (William Gibson, Author Neuromancer) www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 24. Build Your Platform • Write and refine your major idea, view, or perspective • Uniquely YOUR point of view • Create clarity from confusion • Pursue your “higher holy calling” (big picture idea) • Write before you speak! www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 25. Articles, Research & Whitepapers • Weekly articles (trade, paper, web) • Blogs • Whitepapers (answer customer questions by vertical) • Research reports & surveys www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 26. Tell a Story • What moves you: – FACTS? – A GREAT STORY? www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 27. Balance Why and How • Your audience wants to know WHY before they BUY and HOW when they’re ready to buy • 60% of all sales leads slip into a bucket called “indecision” (not because people don’t know HOW to buy…) www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 28. Great Speakership is About Emotion • Anyone can deliver a presentation • Speakership connects your why and how with your audience www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 29. Your Next (First?) Speaking Gig • Speak for free • Speak internally first • The “Events Section” of trade journals • Local chapters of industry groups • Regular networking meetings • Customer trade events www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 30. On Your Way to Speakership • Get your message straight • Deepen your knowledge • Connect the dots • Build your platform • Tell a great story • Balance why and how • Great speakership is about emotion • Secure your speaking gig www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 31. Tips for Better Speaking Here are four ways to break down that invisible wall that separates you from your audience • Share something unrelated yet personal (not too long and if you can be self depreciating, awesome). No therapy on stage. • Vary your timing. Dont get into a "power point rhythm", where each idea is delivered in a consistent cadence. Mix it up. Pause. Speak fast and speak slow. • Gesture like you would when chatting. • Make is a conversation, not a presentation www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 32. Tips for Better Speaking • Use service to fix nervous • Be prepared (spontaneity actually comes from preparation) • MOVE! • Read books…not your speech • Mathematics of retention (don’t make too many points • Don’t ever say you’re [something negative before you speak] www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 33. Tips for Better Speaking • Use service to fix nervous • Be prepared (spontaneity actually comes from preparation) • MOVE! • Read books…not your speech • Mathematics of retention (don’t make too many points • Don’t ever say you’re [something negative before you speak] www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 34. Speakership is NOT Death by PowerPoint Therapy on Stage www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 35. Study TED Speakers http://www.ted.com/talks www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 36. Questions?
  • 37. Q&A 1. What are some out-of-the-box lunch and learn topics that could apply to any business? 2. What are the best ways to plan for speaking? 3. The right balance between story telling and technical content in a speaking engagement 4. How do I find subject matter thats not already filled with "experts?" 5. Other than blogging, what are ways to establish your credibility/content/reach in launching a "thought leadership" campaign? www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 38. Smile if you liked it! The MarketingSavant Group www.marketingsavant.com 888.989.7771 dana@marketingsavant.com Thanks You for Attending! www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 39. After-Event Slides & Resources • The slides and resource links are available electronically after the event: www.marketingsavant.com/speakership www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  • 40. Speakership! The MarketingSavant Group www.marketingsavant.com 888.989.7771 dana@marketingsavant.com www.marketingsavant.comThe MarketingSavant Group 888.989.7771