Speaker Magazine Column June 2016


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Speaker Magazine Column June 2016

  1. 1. MARKETING FOR RESULTS Social media and content marketing tips Maximize Podcast guest Opportunities M ark Sanborn, CSP, CPAE, has been a guest on hundreds of podcasts. Here are his seven sure-fire ways that speakers can take full advantage of these opportunities. Show Up Prepared Podcast hosts invite guests they believe can deliver value for the audi- ence. That is only possible when the guest understands the purpose of the broadcast. Have the host explain why he or she is inviting you onto the show so you can prepare accordingly. This is also the time to decline invitations that are not a good fit. Know the audience Sanborn believes showing up pre- pared is essential. “True pros never wing it,” he says. “They show up so prepared that they just look like they are.” This preparation should include researching the host and listening to recent episodes of the show so you understand the audi- ence you’re speaking to. Plan for anything Some podcasts follow a tight timeline with specific questions asked, while others are free- form conversations. Ei- ther one can trip you up if you are not prepared. Sanborn suggests listening intently to the host to make smooth 1 2 3 transitions. He also likes to have a few stories in his back pocket that can fit into unexpected situations. Reverse the Roles The best podcasts feel like two friends enjoying each other’s company while sharing ideas that educate, inspire and sometimes entertain the audience. Because most shows follow a tradi- tional interview format, Sanborn sug- gests that guests and hosts occasionally reverse roles. For example, you can change the tempo by first responding, “I love what you just said,” and then ask the host a question. Find the Right energy A conversation is a two-way street in which the guest is equally responsible for finding the right energy to keep the audience engaged with his or her expert- ise. If the energy is low, you may have to be the one to pick it up. Conversely, it may be necessary to settle things down if the energy gets too frenetic. Promote the episode Podcast hosts greatly appreciate it when guests share the value they helped to create with their social media and subscriber audiences, because more than half of all guests do little or nothing. Guests who pro- mote the show are remembered and invited back, espe- 4 5 6 cially if they also go the extra mile to leave an honest rating or review. Those iTunes ratings and reviews help the show rank higher in search results. It’s a win-win for the guest and the host. Recommend Speaker Friends When you encounter a podcast that is well run and makes it easy to get your message out to a new audience, re- turn the favor by recommending speaker friends who can also make a contribu- tion and benefit. Even if the host has connections, a relationship introduction shows you care enough to help. For more information, listen to the live audio of Jeff Korhan's conversation with Sanborn at http://apple.co/1V7LAMi. Mark Sanborn, CSP, CPAE, is dedicated to developing lead- ers in business and life. San- born is an international best-selling author and a noted expert on leadership, team building, customer service and change. Jeff Korhan, MBA, is the author of Built-In Social and the host of This Old New Business podcast. He helps organizations use media to create exceptional customer experiences that drive business growth in a digital, social and global world. Connect with him on Twitter @jeffkorhan and learn more at JeffKorhan.com. 7
  2. 2. POINT / COUNTERPOINT Opposing views on burning questions June 2016 | SPeaKeR | 11 M any speakers have a wealth of experience in their respective fields, but are new to the speaking profession. Should they charge a lower fee based on their inexperience as a speaker or a higher fee based on their professional expertise? Charge for your professional experience. “I’ve struggled with this ever since I embraced the role of professional speaker. With 37 years in my field, and experi- ence in speaking many times up to the national conference level, it’s hard to fathom not being compensated for expert- ise and content. My background and experience are unique and valuable—even if I don’t have 20 years of experience on the platform.” Denise “Dee” Borgoyn is a health care human resources professional who focuses on her passion for growing leaders and fostering a culture of “intel- ligent compassion” in the aging services industry. “If you have identified a viable niche and you’re an expert in it, it still requires plenty of work to add speaking as a source of income. You should be able to charge a rate com- mensurate with your experience. In my sector, I see organ- izers requesting experts regardless of their speaking ability. They would rather have an Uber VP, a Facebook product manager, a Google strategist, or some unknown in an excit- ing startup than hire someone whose primary gig is speak- ing or someone with massive speaking credentials. In my opinion, the only ones who should lower their fees are the speakers who do not have an original voice and just regur- gitate the content of others. If you’re an expert in a viable niche and you want to be a professional speaker, then get paid what you’re worth, and don’t speak for free.” Gustavo Marin is a technology strategist, profes- sional speaker and a U.S. patent agent who has two granted patents and four pending patents. Marin helps clients turn their ideas into assets. POINT: Start low, and go up from there. “They should absolutely lower the fee unless they are an established, well-known (key words) expert in their field. If you’re well known, you already have the credibility to charge more. Every speaker has to determine his or her price point. Start low and steadily increase your fee until you and your market say it feels right.” For 18 years, Steve Cohn, CSP, has helped hundreds of companies "Make Business Personal Again" to create long-lasting relationships with their cus- tomers and each other. “Our own insecurities and imposter syndromes and other limiting beliefs are often factors in starting out at lower fees. What is the client paying for: your expertise, or the quality of the delivery of that expertise, or both? Many speakers accept low fees or speak for free as part of their jobs when starting their journey into professional speaking. Be sure to work incredibly hard to ensure you can deliver that expertise in the way your clients want and need it. This is critical to reduce the time between novice speaker and professional ‘thought/widget leader.’” Sally Foley-Lewis fast-tracks productivity. She is known as a skill builder and insight igniter who empowers and inspires leaders to ensure their people are where they belong and feel valued. COUNTERPOINT: Continue the debate! Are you in favor of the point or counterpoint? Tweet your thoughts using the hashtag #speakermagcounterpoint. John Peragine poses questions and solicits opinions for this column. He is a ghostwriter and book coach specializing in books for professional speakers. Con- tact him at info@osiris-papers.com. Knowledge or experience?