Webinar presented to National Speakers Association's Connecticut Chapter January 2017.

1. SPEAKERS 2017
DIY MARKETING FOR PROFESSIONAL

2. WHY YOU
SHOULD LISTEN
WHO AM I?
Aidan Crawford, Short Circuit Media
Over 10 years working with speakers
5 years as the marketing director for a speaker
I give all my knowledge away for free
I WILL NOT TRY AND SELL YOU ANYTHING!

3. AGENDA
Define your customer
Create compelling content on a consistent basis
Focus your social media strategy
Create products based on your expertise
Make your case for value

4. DEFINE YOUR AUDIENCE

5. THERE ARE OTHER PEOPLE WHO DO WHAT YOU DO
WHAT DO YOU BRING TO THE TABLE THAT MAKES YOU
DIFFERENT?
BASED ON YOUR LIFE EXPERIENCE WHO IS MOST LIKELY
TO HIRE YOU?
EVERYONE IS NOT YOUR CLIENT

6. DEFINE YOUR AUDIENCE - ACTION ITEMS
▸ Who is your ideal client?
▸ What is your unique qualification to work with this client.

7. MAKE THE CASE FOR VALUE TO CLIENTS

8. WHY SHOULD A CLIENT PAY YOU $10,000 TO
SPEAK?
What is the return on investment clients get from working with you?
“Organizations that employ the strategies and concepts similar
to those I speak about are x% more profitable than competitors.”
Even if they are not your numbers use statistics.
What is the cost to the economy of absenteeism?
Employee turnover? Project overruns? Executive
failures?
Find numbers!
The numbers are out there!

9. MAKE YOUR CASE FOR VALUE TO CLIENTS - ACTION ITEMS
▸ Rewrite your elevator pitch to position your services as an
investment and not an expenditure.
▸ Find 4 sets of statistics to back up your value proposition.

10. CREATE COMPELLING CONTENT ON A CONSISTENT BASIS

11. WHY SHOULD YOU CREATE COMPELLING CONTENT?
CREATE COMPELLING CONTENT ON A CONSISTENT BASIS
‣Blog content is good for SEO
‣Builds your credibility within your target market
‣It becomes the basis of your monthly newsletter
‣Becomes the basis for future books

12. Where do you get content?
`
Create everything yourself from scratch
twice a week.
Curate content on social media
Contribute to the discussion
CREATE COMPELLING CONTENT ON A CONSISTENT BASIS
The hard way The easy way
Cannibalize your books
Transcribe your presentations

13. WHEN YOU CREATE A BLOG POST BE SURE TO POST IS AS A LINKEDIN
PUBLISHER POST.
CREATE COMPELLING CONTENT ON A CONSISTENT BASIS
If you have a Wordpress site make sure your connect the JetPack plugin and connect to
your networks for automatic posting.

14. FOCUS YOUR SOCIAL MEDIA STRATEGY

15. MY MOM DOESN’T CARE ABOUT MY JOB!
FOCUS YOUR SOCIAL MEDIA STRATEGY
Facebook is great for B2C
LinkedIn and Twitter are B2B channels
Play in the same sandbox where your
prospective clients play
Don’t annoy your college buddies
Don’t make your family block your feed

16. ADVERTISE ON SOCIAL MEDIA
FOCUS YOUR SOCIAL MEDIA STRATEGY
Twitter ads are very targeted
LinkedIn is targeted but expensive
Facebook ads are not quite as targets
Pro-tip
Google ads
‣ Buy the adword for an event you are speaking at.
‣ Geo target it
‣ Create a landing page for folks to hire you
Bonus Pro-tip
“Live tweet” your speeches

17. USE YOUR KNOWLEDGE TO CREATE PRODUCTS

18. CREATE A SIMPLE ONLINE COURSE
USE YOUR KNOWLEDGE TO CREATE PRODUCTS
Create an online course or write a book
and wait for the money to come to you.
Passive income baby!
Most people don’t have the following
to make it happen.
I created a course using FlyPlugins.com Wp-Courseware.
Green screen from Amazon
My iPhone
Videos using the Touchcast app
Fantasy Reality

19. USE YOUR KNOWLEDGE TO CREATE PRODUCTS
Write a book
‣Transcribe your speeches
‣Give them a slight rewrite and
polish to create a narrative
‣Publish on Create Space

20. THAT’S IT!
▸ No special deals
▸ No pitches for my services
I have a special page with links to resources.
ShortCircuitMedia.com/NSACT