Guerrilla Marketing for the Advanced Professional Speaker <ul><li>Orvel Ray Wilson, CSP </li></ul><ul><li>Sr. Partner,  TH...
It’s a Jungle Out There!
It’s a Jungle Out There! <ul><li>Economic Uncertainty </li></ul>
We Apologize
It’s a Jungle Out There! <ul><li>Economic Uncertainty </li></ul><ul><li>Tough Competition </li></ul>
Grape?
It’s a Jungle Out There! <ul><li>Economic Uncertainty </li></ul><ul><li>Tough Competition </li></ul><ul><li>Demanding Clie...
It’s a Jungle Out There! <ul><li>Economic Uncertainty </li></ul><ul><li>Tough Competition </li></ul><ul><li>Demanding Clie...
More More More
It’s a Jungle Out There! <ul><li>Economic Uncertainty </li></ul><ul><li>Tough Competition </li></ul><ul><li>Demanding Clie...
Slowly but Surely
What is Marketing? <ul><li>Everything that helps, or hinders, the sale of your goods or services.  </li></ul>
What do we mean by “Guerrilla”? <ul><li>Time </li></ul><ul><li>Energy </li></ul><ul><li>Imagination </li></ul>
10 Principles of  Guerrilla Marketing
1.  Investment <ul><li>The Law of The Slight Edge:  “The difference between a champion and an also-ran, more often than no...
1.  Investment  (cont.) <ul><li>People </li></ul><ul><li>Technology </li></ul><ul><li>Yourself </li></ul>
Invest in People <ul><li>Hire first for Attitude </li></ul><ul><li>Collect Competitive Literature </li></ul><ul><li>Tag Te...
Invest in Technology <ul><li>Good wireless microphones </li></ul><ul><li>Digital audio recorder </li></ul><ul><li>Laptop <...
Invest in Yourself <ul><li>Build Your Library  </li></ul><ul><li>Get active in NSA </li></ul><ul><li>Master Mind </li></ul>
2.  Consistent <ul><li>“Poor marketing done consistently will be more effective than great marketing done sporadically.” <...
Image vs. Identity <ul><li>Use your own stuff </li></ul><ul><li>People will always pay more for an original. </li></ul>
3.  Confident <ul><li>“Guerrillas believe in their products and their people.” </li></ul>
Mr. Colton, do we stand behind our products? “ Mr. Colton,  do we stand behind our products?”
3.  Confident  (cont..) <ul><li>Expect the Sale </li></ul><ul><li>Collect Testimonials </li></ul><ul><li>Don’t play games ...
Low Bidder “ How did I wind up here?  I was the low bidder!”
4.  Patient <ul><li>Fine-tuning your skills takes time </li></ul><ul><li>Think about quitting </li></ul>
Gretsch kit
Prospect Learning Curve Number of Impressions Total Apathy Purchase  Readiness
5.  Assortment <ul><li>“It’s easier to find a new audience than it is to write a new speech.”  --Ira Hayes </li></ul>
Move Them Up the Curve <ul><ul><li>Fill the Curve </li></ul></ul>
5. Assortment <ul><li>Keynote </li></ul><ul><li>Super-keynote </li></ul><ul><li>Breakout session </li></ul><ul><li>Half-da...
Form and Format: <ul><li>Keynote </li></ul><ul><li>Super-keynote </li></ul><ul><li>Break-out Session </li></ul><ul><li>Hal...
Positioning: <ul><li>Local – National - International  </li></ul><ul><li>Stock vs. Customized </li></ul><ul><li>Corporate ...
Publishing and Product <ul><li>Single CD or DVD </li></ul><ul><li>Book and extensions </li></ul><ul><li>Sets and courses <...
6.  Subsequent <ul><li>“ Guerrillas wage their marketing campaign simultaneously on three fronts.” </li></ul>
6.  Subsequent  (cont..) <ul><li>“It takes 11 positive impressions to overcome a single negative impression.” </li></ul><u...
Photo Note Pad Dear Pat, THANK YOU   for the opportunity  to serve NSA/Houston.  What a FUN group! We had a GREAT time!  O...
7. Convenient <ul><li>“Guerrillas are user friendly. They are in touch, easy to reach, and they do everything immediately....
Show Up “ 90% of sex is showing up.”   -- Woody Allen
 
7. Convenient <ul><li>“Guerrillas are user friendly. They are in touch, easy to reach, and they do everything immediately....
7. Convenient  (cont.) <ul><li>Available 24/7 </li></ul>
He’s on another line “ He’s on another line at the moment, would you like to hold?”
7. Convenient  (cont.) <ul><li>Available 24/7 </li></ul><ul><li>Send out a detailed contract and rider </li></ul><ul><li>S...
8.  Measurement <ul><li>“What you measure is what you get.  Inspect what you expect.”    –  Tom Peters </li></ul>
Five Levels of Metrics: <ul><li>Did they  Like  it? </li></ul><ul><li>Did they  Remember  it? </li></ul><ul><li>Did they  ...
8.  Measurement <ul><li>Track your evaluations </li></ul><ul><li>Track product and BOR sales </li></ul><ul><li>Customer Su...
9. Excitement <ul><li>Have Fun! </li></ul><ul><ul><li>People will happily pay more to be entertained than they will to be ...
Brussels Sprouts
10.  Commitment <ul><li>“ If you're not 100% committed to your clients, your product and your organization, you'll never s...
 
Guerrilla Marketing Weapons for Professional Speakers
Ranking the Weapons <ul><li>A:  I’m using this weapon now,    and I’m using it correctly. </li></ul><ul><li>B:  I’m using ...
Marketing Plan <ul><li>Seven Sentences </li></ul><ul><li>Forces you to focus </li></ul><ul><li>Can show it to your employe...
Marketing Plan – Step One <ul><li>The Purpose of your Marketing </li></ul>
Marketing Plan – Step Two  <ul><li>How this purpose will be achieved, focusing upon the benefits of your offering </li></ul>
Marketing Plan – Step Three <ul><li>Your target audience </li></ul>
Marketing Plan – Step Four <ul><li>Proposed Marketing Weapons </li></ul>
Marketing Plan – Step Five <ul><li>Your niche in the market </li></ul><ul><ul><li>What’s the first thing that enters peopl...
Marketing Plan – Step Six <ul><li>Your identity </li></ul><ul><ul><li>Not the same as image </li></ul></ul><ul><ul><li>Bui...
Marketing Plan – Step Seven <ul><li>Your marketing budget expressed as a percentage of your gross sales </li></ul>
Marketing Calendar <ul><li>Week Number </li></ul><ul><li>Thrust </li></ul><ul><li>Media </li></ul><ul><li>Cost </li></ul><...
Theme <ul><li>Grows from your identity </li></ul><ul><li>Doubles the memorability of your message </li></ul><ul><ul><li>“ ...
Uniqueness <ul><li>“It’s better to be different than to be better.” </li></ul><ul><li>People will pay more for an original...
Credibility <ul><li>Get the facts straight </li></ul><ul><li>Always cite your sources </li></ul><ul><li>Avoid unspecified ...
Public Relations <ul><li>Write press releases for everything! </li></ul><ul><ul><li>PRWeb.com </li></ul></ul><ul><li>Put y...
Write an Article <ul><li>Photo in the by-line </li></ul><ul><li>Toll-free number in the footnote </li></ul><ul><li>Make 1,...
Write a White Paper <ul><li>“How to Hire a Professional Speaker for Your Next Conference, Convention or Sales Meeting” </l...
Write a Column <ul><li>Editors are always looking for  fresh ideas </li></ul><ul><li>A big commitment, that pays big </li>...
Write a Blog <ul><li>Keep it short and relevant </li></ul><ul><li>LOTS of links back to your other stuff </li></ul><ul><li...
Write a Book <ul><li>“Author” = “Authority” </li></ul><ul><li>Consider Collaborators or Ghosts </li></ul><ul><li>Start wit...
Competitive Advantages <ul><li>Exclusive benefits you offer </li></ul><ul><li>Promise outcomes, not features </li></ul><ul...
Photos <ul><li>Glam shot </li></ul><ul><li>Action shots </li></ul><ul><li>Show the audience </li></ul><ul><li>B&W and Colo...
Stationery <ul><li>Carries a important message  about your identity </li></ul><ul><li>Invest in professional design  and q...
Toll-free Number <ul><li>People are eight times as likely to call </li></ul><ul><li>Don’t spell a word </li></ul><ul><li>C...
Business Cards <ul><li>Turn them into mini-brochures </li></ul><ul><li>All contact information </li></ul><ul><li>Include y...
One-Sheet <ul><li>Single sheet, two sides </li></ul><ul><li>Can convey all the details </li></ul><ul><li>Make it about the...
Testimonials <ul><li>Ask, “Would you be willing to summarize that comment on your letterhead and direct it to my  boss ’ a...
E-mail <ul><li>THE preferred vector of communication for bureaus and clients </li></ul><ul><li>Include photo, contact info...
Success Stories <ul><li>Confidence is the #1 buying motive </li></ul><ul><li>“I was just in  Dubai  last month doing a pro...
Demo CD/DVD <ul><li>WYSIWYG version </li></ul><ul><li>Charge fees for being recorded </li></ul><ul><li>Ask for the Masters...
Put it on YouTube <ul><li>Post short videos 3-5 minutes </li></ul><ul><li>Create your own “channel” </li></ul><ul><li>Link...
Develop Products: <ul><li>Tip-sheets </li></ul><ul><li>Checklists </li></ul><ul><li>Advertising Specialties </li></ul><ul>...
Develop Products: <ul><li>Custom CD/DVD albums </li></ul><ul><li>Workbooks and courseware </li></ul><ul><li>Packages and B...
Fusion Marketing <ul><li>Create distribution partnerships with companies like Fred Pryor, CareerTrack and Nightingale-Cona...
Contact Time <ul><li>Get on-site </li></ul><ul><li>Watch all the other speakers </li></ul><ul><ul><li>ExpoVendaMeis </li><...
Showcase Opportunities <ul><li>Service Clubs, Chambers, CVB, networking groups, university classes </li></ul><ul><li>MPI, ...
Community Involvement <ul><li>Co-Op events with local Chambers, SBDCs, BBB, Trade Associations </li></ul><ul><li>Gain-shar...
Courses & Seminars <ul><li>Conduct free “How To” Courses </li></ul><ul><li>Continuing Education  </li></ul><ul><li>Univers...
Follow-up <ul><li>48 hour Thank you card </li></ul><ul><li>30 day note </li></ul><ul><li>90 day letter offering new produc...
Websites <ul><li>182,226,259 Web sites* </li></ul><ul><li>1,463,632,361** Internet users worldwide </li></ul><ul><li>430,8...
Bureaus <ul><li>Rapidly being displaced by Internet </li></ul><ul><li>Still an important source of business for some speak...
Social Networking <ul><li>MySpace </li></ul><ul><li>LinkedIn.com </li></ul><ul><ul><li>Own NSA Group </li></ul></ul><ul><u...
eSpeakers & eVentPro <ul><li>Essential if you want to work with bureaus </li></ul>
 
 
Reputation <ul><li>Build it consciously  </li></ul><ul><li>Market consistently </li></ul><ul><li>Eliminate unhappy clients...
Competitiveness <ul><li>Of 100 Marketing Weapons: </li></ul><ul><ul><li>Sophisticated marketers are using  10 or 15 </li><...
Advertising <ul><li>Only 1% of marketing </li></ul><ul><li>Always do it last </li></ul><ul><li>Doesn’t work unless you do ...
Satisfied Clients <ul><li>Every one is another weapon  in your arsenal </li></ul><ul><li>What you do makes a real differen...
 
 
 
 
 
 
 
 
 
 
 
<ul><li>Sailed to 11 locations </li></ul><ul><li>Conducted  on board operations for tumours, cysts, lymphomas, ganglions a...
 
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Guerrilla Marketing For The Professional Speaker Nsa Houston

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  • I was recently trying to shape a 'Call-to-action' for the end of a webinar that I presented for Active Management. I searched for some suggestions and found this slide presentation that Orvel had uploaded. It is jammed pack full of useful information fo professional speakers.
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  • Guerrilla Marketing For The Professional Speaker Nsa Houston

    1. 1. Guerrilla Marketing for the Advanced Professional Speaker <ul><li>Orvel Ray Wilson, CSP </li></ul><ul><li>Sr. Partner, THE GUERRILLA GROUP </li></ul>
    2. 2. It’s a Jungle Out There!
    3. 3. It’s a Jungle Out There! <ul><li>Economic Uncertainty </li></ul>
    4. 4. We Apologize
    5. 5. It’s a Jungle Out There! <ul><li>Economic Uncertainty </li></ul><ul><li>Tough Competition </li></ul>
    6. 6. Grape?
    7. 7. It’s a Jungle Out There! <ul><li>Economic Uncertainty </li></ul><ul><li>Tough Competition </li></ul><ul><li>Demanding Clients </li></ul>
    8. 8. It’s a Jungle Out There! <ul><li>Economic Uncertainty </li></ul><ul><li>Tough Competition </li></ul><ul><li>Demanding Clients </li></ul><ul><li>Advancing Technology </li></ul>
    9. 9. More More More
    10. 10. It’s a Jungle Out There! <ul><li>Economic Uncertainty </li></ul><ul><li>Tough Competition </li></ul><ul><li>Demanding Clients </li></ul><ul><li>Advancing Technology </li></ul><ul><li>Pressure on Prices and Margins </li></ul>
    11. 11. Slowly but Surely
    12. 12. What is Marketing? <ul><li>Everything that helps, or hinders, the sale of your goods or services. </li></ul>
    13. 13. What do we mean by “Guerrilla”? <ul><li>Time </li></ul><ul><li>Energy </li></ul><ul><li>Imagination </li></ul>
    14. 14. 10 Principles of Guerrilla Marketing
    15. 15. 1. Investment <ul><li>The Law of The Slight Edge: “The difference between a champion and an also-ran, more often than not, is a very slim margin.” </li></ul>
    16. 16. 1. Investment (cont.) <ul><li>People </li></ul><ul><li>Technology </li></ul><ul><li>Yourself </li></ul>
    17. 17. Invest in People <ul><li>Hire first for Attitude </li></ul><ul><li>Collect Competitive Literature </li></ul><ul><li>Tag Team Training </li></ul><ul><li>Resource Center </li></ul><ul><li>Outside Seminars </li></ul><ul><li>Outside Expertise </li></ul>
    18. 18. Invest in Technology <ul><li>Good wireless microphones </li></ul><ul><li>Digital audio recorder </li></ul><ul><li>Laptop </li></ul><ul><li>Digital Camera </li></ul><ul><li>Video editing platform </li></ul>
    19. 19. Invest in Yourself <ul><li>Build Your Library </li></ul><ul><li>Get active in NSA </li></ul><ul><li>Master Mind </li></ul>
    20. 20. 2. Consistent <ul><li>“Poor marketing done consistently will be more effective than great marketing done sporadically.” </li></ul><ul><li>Consistency is interpreted as longevity, credibility, and trust. </li></ul>
    21. 21. Image vs. Identity <ul><li>Use your own stuff </li></ul><ul><li>People will always pay more for an original. </li></ul>
    22. 22. 3. Confident <ul><li>“Guerrillas believe in their products and their people.” </li></ul>
    23. 23. Mr. Colton, do we stand behind our products? “ Mr. Colton, do we stand behind our products?”
    24. 24. 3. Confident (cont..) <ul><li>Expect the Sale </li></ul><ul><li>Collect Testimonials </li></ul><ul><li>Don’t play games with your fees. </li></ul>
    25. 25. Low Bidder “ How did I wind up here? I was the low bidder!”
    26. 26. 4. Patient <ul><li>Fine-tuning your skills takes time </li></ul><ul><li>Think about quitting </li></ul>
    27. 27. Gretsch kit
    28. 28. Prospect Learning Curve Number of Impressions Total Apathy Purchase Readiness
    29. 29. 5. Assortment <ul><li>“It’s easier to find a new audience than it is to write a new speech.” --Ira Hayes </li></ul>
    30. 30. Move Them Up the Curve <ul><ul><li>Fill the Curve </li></ul></ul>
    31. 31. 5. Assortment <ul><li>Keynote </li></ul><ul><li>Super-keynote </li></ul><ul><li>Breakout session </li></ul><ul><li>Half-day and Full-day Seminar </li></ul><ul><li>Multi-day Destination Workshop </li></ul><ul><li>Long-term Ongoing Program </li></ul>
    32. 32. Form and Format: <ul><li>Keynote </li></ul><ul><li>Super-keynote </li></ul><ul><li>Break-out Session </li></ul><ul><li>Half-day and Full-day Seminars </li></ul><ul><li>Destination Intensives </li></ul><ul><li>Ongoing Programs </li></ul>
    33. 33. Positioning: <ul><li>Local – National - International </li></ul><ul><li>Stock vs. Customized </li></ul><ul><li>Corporate vs. Non-profit </li></ul><ul><li>Flat vs. Gain-share </li></ul><ul><li>Inclusive? </li></ul><ul><li>Pro-bono </li></ul>
    34. 34. Publishing and Product <ul><li>Single CD or DVD </li></ul><ul><li>Book and extensions </li></ul><ul><li>Sets and courses </li></ul><ul><li>On-line audio and videos </li></ul><ul><li>Virtual and TeleSeminars </li></ul><ul><li>Continuity programming </li></ul>
    35. 35. 6. Subsequent <ul><li>“ Guerrillas wage their marketing campaign simultaneously on three fronts.” </li></ul>
    36. 36. 6. Subsequent (cont..) <ul><li>“It takes 11 positive impressions to overcome a single negative impression.” </li></ul><ul><ul><li>Repetition, Repetition, Repetition </li></ul></ul><ul><ul><li>You’re always on stage </li></ul></ul><ul><ul><li>You Oughta’ Be In Pictures </li></ul></ul>
    37. 37. Photo Note Pad Dear Pat, THANK YOU for the opportunity to serve NSA/Houston. What a FUN group! We had a GREAT time! OrvelRay From the desk of Orvel Ray Wilson, CSP 34316 Gap Road, Golden, CO 80403 800-247-9145
    38. 38. 7. Convenient <ul><li>“Guerrillas are user friendly. They are in touch, easy to reach, and they do everything immediately.” </li></ul>
    39. 39. Show Up “ 90% of sex is showing up.” -- Woody Allen
    40. 41. 7. Convenient <ul><li>“Guerrillas are user friendly. They are in touch, easy to reach, and they do everything immediately.” </li></ul><ul><ul><li>Message in a bottle </li></ul></ul><ul><li>Zero “Prima Donna” factor </li></ul>
    41. 42. 7. Convenient (cont.) <ul><li>Available 24/7 </li></ul>
    42. 43. He’s on another line “ He’s on another line at the moment, would you like to hold?”
    43. 44. 7. Convenient (cont.) <ul><li>Available 24/7 </li></ul><ul><li>Send out a detailed contract and rider </li></ul><ul><li>Setup instructions </li></ul><ul><ul><li>Small room </li></ul></ul><ul><ul><li>Big room </li></ul></ul><ul><li>Bring your own tools </li></ul>
    44. 45. 8. Measurement <ul><li>“What you measure is what you get. Inspect what you expect.” – Tom Peters </li></ul>
    45. 46. Five Levels of Metrics: <ul><li>Did they Like it? </li></ul><ul><li>Did they Remember it? </li></ul><ul><li>Did they Use it? </li></ul><ul><li>Did it Work ? </li></ul><ul><li>How much was that Worth ? </li></ul>
    46. 47. 8. Measurement <ul><li>Track your evaluations </li></ul><ul><li>Track product and BOR sales </li></ul><ul><li>Customer Survey </li></ul><ul><li>Talk to Lost Clients </li></ul>
    47. 48. 9. Excitement <ul><li>Have Fun! </li></ul><ul><ul><li>People will happily pay more to be entertained than they will to be educated. </li></ul></ul><ul><ul><li>“How’s business?” </li></ul></ul><ul><ul><li>A Good Word for Everyone </li></ul></ul><ul><ul><li>Never Complain. </li></ul></ul>
    48. 49. Brussels Sprouts
    49. 50. 10. Commitment <ul><li>“ If you're not 100% committed to your clients, your product and your organization, you'll never survive.” </li></ul><ul><li>Do your homework </li></ul><ul><li>Become an insider </li></ul><ul><li>Get there early </li></ul><ul><li>Take control to make your client look good </li></ul>
    50. 52. Guerrilla Marketing Weapons for Professional Speakers
    51. 53. Ranking the Weapons <ul><li>A: I’m using this weapon now, and I’m using it correctly. </li></ul><ul><li>B: I’m using this weapon now, but could be improved. </li></ul><ul><li>C: I’m not using this weapon now, and I should. </li></ul><ul><li>D: This weapon is not appropriate for my practice. </li></ul>
    52. 54. Marketing Plan <ul><li>Seven Sentences </li></ul><ul><li>Forces you to focus </li></ul><ul><li>Can show it to your employees, or your banker </li></ul>
    53. 55. Marketing Plan – Step One <ul><li>The Purpose of your Marketing </li></ul>
    54. 56. Marketing Plan – Step Two <ul><li>How this purpose will be achieved, focusing upon the benefits of your offering </li></ul>
    55. 57. Marketing Plan – Step Three <ul><li>Your target audience </li></ul>
    56. 58. Marketing Plan – Step Four <ul><li>Proposed Marketing Weapons </li></ul>
    57. 59. Marketing Plan – Step Five <ul><li>Your niche in the market </li></ul><ul><ul><li>What’s the first thing that enters peoples’ minds when they hear your name? </li></ul></ul><ul><ul><li>Topic </li></ul></ul><ul><ul><li>Industry </li></ul></ul><ul><ul><li>Style </li></ul></ul><ul><ul><li>Format </li></ul></ul>
    58. 60. Marketing Plan – Step Six <ul><li>Your identity </li></ul><ul><ul><li>Not the same as image </li></ul></ul><ul><ul><li>Build a list of adjectives </li></ul></ul>
    59. 61. Marketing Plan – Step Seven <ul><li>Your marketing budget expressed as a percentage of your gross sales </li></ul>
    60. 62. Marketing Calendar <ul><li>Week Number </li></ul><ul><li>Thrust </li></ul><ul><li>Media </li></ul><ul><li>Cost </li></ul><ul><li>Results </li></ul>
    61. 63. Theme <ul><li>Grows from your identity </li></ul><ul><li>Doubles the memorability of your message </li></ul><ul><ul><li>“ Finger lickin’ ________.” </li></ul></ul><ul><ul><li>“ Mmm-mmm good.” </li></ul></ul><ul><ul><li>“ Unconventional Weapons and Tactics. . .” </li></ul></ul>
    62. 64. Uniqueness <ul><li>“It’s better to be different than to be better.” </li></ul><ul><li>People will pay more for an original </li></ul><ul><li>Add 15 minutes of new material every time you speak </li></ul>
    63. 65. Credibility <ul><li>Get the facts straight </li></ul><ul><li>Always cite your sources </li></ul><ul><li>Avoid unspecified attribution </li></ul><ul><li>Do your own original research </li></ul><ul><li>Become an author </li></ul>
    64. 66. Public Relations <ul><li>Write press releases for everything! </li></ul><ul><ul><li>PRWeb.com </li></ul></ul><ul><li>Put your Bio on Wikipedia </li></ul>
    65. 67. Write an Article <ul><li>Photo in the by-line </li></ul><ul><li>Toll-free number in the footnote </li></ul><ul><li>Make 1,000 reprints </li></ul><ul><li>Add it to your website </li></ul><ul><ul><li>Peter Shankman's &quot;If I Can Help a Reporter Out” </li></ul></ul>
    66. 68. Write a White Paper <ul><li>“How to Hire a Professional Speaker for Your Next Conference, Convention or Sales Meeting” </li></ul><ul><li>“Why You Should Hire (Your Name Here)” </li></ul>
    67. 69. Write a Column <ul><li>Editors are always looking for fresh ideas </li></ul><ul><li>A big commitment, that pays big </li></ul>
    68. 70. Write a Blog <ul><li>Keep it short and relevant </li></ul><ul><li>LOTS of links back to your other stuff </li></ul><ul><li>GREAT way to drive website traffic and SEO </li></ul>
    69. 71. Write a Book <ul><li>“Author” = “Authority” </li></ul><ul><li>Consider Collaborators or Ghosts </li></ul><ul><li>Start with an outline </li></ul><ul><li>Develop a Proposal </li></ul><ul><li>New York vs. Self-Publishing? </li></ul>
    70. 72. Competitive Advantages <ul><li>Exclusive benefits you offer </li></ul><ul><li>Promise outcomes, not features </li></ul><ul><li>What’s your “WOW Factor”? </li></ul>
    71. 73. Photos <ul><li>Glam shot </li></ul><ul><li>Action shots </li></ul><ul><li>Show the audience </li></ul><ul><li>B&W and Color </li></ul>
    72. 74. Stationery <ul><li>Carries a important message about your identity </li></ul><ul><li>Invest in professional design and quality paper </li></ul><ul><li>Include name, theme, address, phone numbers website and email </li></ul>
    73. 75. Toll-free Number <ul><li>People are eight times as likely to call </li></ul><ul><li>Don’t spell a word </li></ul><ul><li>Can increase your response rate from 30% to 700% </li></ul>
    74. 76. Business Cards <ul><li>Turn them into mini-brochures </li></ul><ul><li>All contact information </li></ul><ul><li>Include your picture </li></ul><ul><li>Print on both sides </li></ul><ul><li>Consider odd shape and size </li></ul><ul><li>Don’t leave home without them </li></ul>
    75. 77. One-Sheet <ul><li>Single sheet, two sides </li></ul><ul><li>Can convey all the details </li></ul><ul><li>Make it about them! </li></ul><ul><li>Turn it into a reference piece </li></ul>
    76. 78. Testimonials <ul><li>Ask, “Would you be willing to summarize that comment on your letterhead and direct it to my boss ’ attention?” </li></ul><ul><li>Highlight the strongest sentence </li></ul><ul><li>Staple 12 together in sequence </li></ul>
    77. 79. E-mail <ul><li>THE preferred vector of communication for bureaus and clients </li></ul><ul><li>Include photo, contact info, and a link to your demo in the signature </li></ul><ul><li>Create an e-mail “one sheet” with basic bio and multiple links to demos, etc. </li></ul>
    78. 80. Success Stories <ul><li>Confidence is the #1 buying motive </li></ul><ul><li>“I was just in Dubai last month doing a program for IBM , and one of the things I learned was. . .” </li></ul><ul><li>“Our customers tell us. . .” </li></ul>
    79. 81. Demo CD/DVD <ul><li>WYSIWYG version </li></ul><ul><li>Charge fees for being recorded </li></ul><ul><li>Ask for the Masters in lieu of the fee </li></ul><ul><li>Get right into your best clip </li></ul><ul><li>Include the full-length version </li></ul><ul><li>NSA Research Report on “What Makes Meeting Planners Want To Hire You” </li></ul>
    80. 82. Put it on YouTube <ul><li>Post short videos 3-5 minutes </li></ul><ul><li>Create your own “channel” </li></ul><ul><li>Link everything back to your website </li></ul>
    81. 83. Develop Products: <ul><li>Tip-sheets </li></ul><ul><li>Checklists </li></ul><ul><li>Advertising Specialties </li></ul><ul><li>Audio CD </li></ul><ul><li>Video DVD </li></ul>
    82. 84. Develop Products: <ul><li>Custom CD/DVD albums </li></ul><ul><li>Workbooks and courseware </li></ul><ul><li>Packages and Bundles </li></ul><ul><li>Webinars and E-Courses </li></ul>
    83. 85. Fusion Marketing <ul><li>Create distribution partnerships with companies like Fred Pryor, CareerTrack and Nightingale-Conant. </li></ul>
    84. 86. Contact Time <ul><li>Get on-site </li></ul><ul><li>Watch all the other speakers </li></ul><ul><ul><li>ExpoVendaMeis </li></ul></ul><ul><li>Stay and hang out </li></ul>
    85. 87. Showcase Opportunities <ul><li>Service Clubs, Chambers, CVB, networking groups, university classes </li></ul><ul><li>MPI, ASTD, SGMP, NSA </li></ul><ul><li>Invite VIPs to be your guest </li></ul><ul><li>Establishes you as an authority </li></ul>
    86. 88. Community Involvement <ul><li>Co-Op events with local Chambers, SBDCs, BBB, Trade Associations </li></ul><ul><li>Gain-share programs </li></ul><ul><li>Make it turn-key </li></ul>
    87. 89. Courses & Seminars <ul><li>Conduct free “How To” Courses </li></ul><ul><li>Continuing Education </li></ul><ul><li>Universities and community colleges </li></ul>
    88. 90. Follow-up <ul><li>48 hour Thank you card </li></ul><ul><li>30 day note </li></ul><ul><li>90 day letter offering new products </li></ul><ul><li>6 months ask for names for mailing list </li></ul><ul><li>9 months Customer Questionnaire </li></ul><ul><li>1 year Anniversary card </li></ul>
    89. 91. Websites <ul><li>182,226,259 Web sites* </li></ul><ul><li>1,463,632,361** Internet users worldwide </li></ul><ul><li>430,800,000 English-speakers </li></ul><ul><li>Web Survey: </li></ul><ul><ul><li>Convenience (65%) </li></ul></ul><ul><ul><li>Availability of vendor information (60%) </li></ul></ul><ul><ul><li>No pressure from salespeople (55%) </li></ul></ul><ul><ul><li>Saving time (53%) </li></ul></ul>*Netcraft Survey, Nov 2008 ** InternetWorldStats.com Nov 2008
    90. 92. Bureaus <ul><li>Rapidly being displaced by Internet </li></ul><ul><li>Still an important source of business for some speakers </li></ul><ul><li>You can only manage a handful </li></ul><ul><li>Make their job easy </li></ul>
    91. 93. Social Networking <ul><li>MySpace </li></ul><ul><li>LinkedIn.com </li></ul><ul><ul><li>Own NSA Group </li></ul></ul><ul><ul><li>SpeakerMatch </li></ul></ul><ul><li>Plaxo </li></ul>
    92. 94. eSpeakers & eVentPro <ul><li>Essential if you want to work with bureaus </li></ul>
    93. 97. Reputation <ul><li>Build it consciously </li></ul><ul><li>Market consistently </li></ul><ul><li>Eliminate unhappy clients, at any cost </li></ul>
    94. 98. Competitiveness <ul><li>Of 100 Marketing Weapons: </li></ul><ul><ul><li>Sophisticated marketers are using 10 or 15 </li></ul></ul><ul><ul><li>Most use only 5 or 10 </li></ul></ul><ul><ul><li>Guerrillas use 40 or 50 </li></ul></ul>
    95. 99. Advertising <ul><li>Only 1% of marketing </li></ul><ul><li>Always do it last </li></ul><ul><li>Doesn’t work unless you do all the other things first. </li></ul>
    96. 100. Satisfied Clients <ul><li>Every one is another weapon in your arsenal </li></ul><ul><li>What you do makes a real difference. </li></ul>
    97. 112. <ul><li>Sailed to 11 locations </li></ul><ul><li>Conducted on board operations for tumours, cysts, lymphomas, ganglions and reconstructive surgery </li></ul><ul><li>Provided treatment and education to 103,459 persons. </li></ul><ul><li>Built 100+ of tube wells and dozens of septic systems </li></ul>

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