Two Public Speaking Models For Marketers � Educating Vs. Selling From the Stage
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Marcia Yudkin
Apr 23, 2013, 2:10:25 PM4/23/13
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Article Title: Two Public Speaking Models For Marketers � Educating Vs. Selling From the Stage
Author: Marcia Yudkin
Word Count: 741
Article URL: http://www.isnare.com/?aid=1170436&ca=Marketing
Format: 64cpl
Contact The Author: http://www.isnare.com/eta.php?aid=1170436
Easy Publish Tool: http://www.isnare.com/html.php?aid=1170436
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You may have heard that speaking � on stage, in teleseminars, via webinars � is a terrific way to build your list and get those in your target market excited about doing business with you. What you probably have not heard is that there are two vastly different paradigms for using speaking to generate leads and grow your customer base.
Depending on your goals and your vision of how you prefer to relate to clients, you�ll surely gravitate to one model or the other. This is important, because mixing elements from the two models leads to frustration and confusion, both on your part and among your audience. Once you understand your preferences, you�ll know which marketers to emulate and which to ignore � and why. And because you�ll be more consistent in how you speak, you�ll see results from your speaking efforts gradually improving.
Model #1: Speaking to Sell
Here the overall goal is to maximize sales to those in the audience, both now and in the future. Whatever accomplishes that goal is considered appropriate. Any education that comes about through the event is incidental and not a high priority.
Model #2: Speaking to Educate
Here the overall goal is to provide a service to the audience by informing them about a topic area. Those who find this education helpful are invited in a low-key way to become clients, either by simply signing on to a list where they will be further educated and sold to over time, by contacting the speaker after the talk or by making a small introductory purchase now. In this model, selling takes place but it is essential for each educational event to be complete and self-contained rather than a come-on for something else.
Advice from proponents of Model #1:
* Speak fast, which creates an environment conducive to buying. It doesn�t matter whether or not the audience can follow.
* Tell your personal story so the audience will feel comfortable buying from you.
* Include testimonials and success stories, which prime people to buy.
* Ignore program evaluations. All that counts is how much you sold from each event.
* Provide an order form, not handouts.
* If using informative slides, keep them up only for a short time. Their function is to serve as teasers for a paid product, not to teach anything.
* Don�t charge a speaking fee. Your compensation is your sales. It�s customary to split event sales 50/50 with the sponsor of the event.
* End with an explicit offer and tell the audience where to go immediately with their credit card or cash in hand.
Advice from proponents of Model #2:
* Master the art of speaking, so listeners have the best possible educational experience when in your audience.
* Have someone else introduce you so you can concentrate on subject matter during your talk. Stay away from personal anecdotes unless they drive home an educational point.
* Include examples only to the extent that they make your educational points more vivid.
* Always scrutinize program evaluations for ways you can improve.
* Provide handouts that include your short bio and where audience members can learn more from you.
* When using slides, orchestrate them so participants can absorb the information more easily.
* If an audience includes perfect prospects, you may agree to speak for free, but given the valuable educational information you provide, speaking fees are welcome and appropriate. Sales at or immediately after an event are a nice bonus, not the main goal. Event sponsors do not receive a cut of sales.
* Conclude with a strong close that reinforces the overall theme of your talk and the audience�s perception of you as the expert.
Both of these models can build a large, thriving business. Sticking to the model is important so that those in the audience receive consistent signals and know what to expect from you in the future. My own passionate preference is for Model #2 because I find it more respectful of audiences and it better fits my values and personality. When I encounter gurus using Model #1, I can�t stand to follow them for long because I come to feel all they care about is money. Your preference may be the opposite!
About The Author: Veteran teleseminar presenter Marcia Yudkin specializes in high-ticket, high-value teleteaching courses, including webinars. To learn more about your teleteaching options, download a complimentary copy of "66 Ways to Use Teleseminars to Promote Your Business," go to http://www.yudkin.com/teleteach.htm
Please use the HTML version of this article at:
http://www.isnare.com/html.php?aid=1170436
*********************** ARTICLE END ***********************
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Message delivered directly to members of the group:
publish-the...@googlegroups.com
*****************************************************************
Please consider this free-reprint article written by:
Marcia Yudkin
*****************************
IMPORTANT - Publication/Reprint Terms
- You have permission to publish this article electronically in free-only publications such as a website or an ezine as long as the bylines are included.
- You are not allowed to use this article for commercial purposes. The article should only be reprinted in a publicly accessible website and not in a members-only commercial site.
- You are not allowed to post/reprint this article in any sites/publications that contains or supports hate, violence, porn and warez or any indecent and illegal sites/publications.
- You are not allowed to use this article in UCE (Unsolicited Commercial Email) or SPAM. This article MUST be distributed in an opt-in email list only.
- If you distribute this article in an ezine or newsletter, we ask that you send a copy of the newsletter or ezine that contains the article to http://www.isnare.com/eta.php?aid=1170436
- If you post this article in a website/forum/blog, ALL links MUST be set to hyperlinks and we ask that you send a copy of the URL where the article is posted to http://www.isnare.com/eta.php?aid=1170436
- We request that you ask permission from the author if you want to publish this article in print.
The role of iSnare.com is only to distribute this article as part of its Article Distribution feature ( http://www.isnare.com/distribution.php ). iSnare.com does NOT own this article, please respect the author's copyright and this publication/reprint terms. If you do not agree to any of these terms, please do not reprint or publish this article.
*****************************
Article Title: Two Public Speaking Models For Marketers � Educating Vs. Selling From the Stage
Author: Marcia Yudkin
Word Count: 741
Article URL: http://www.isnare.com/?aid=1170436&ca=Marketing
Format: 64cpl
Contact The Author: http://www.isnare.com/eta.php?aid=1170436
Easy Publish Tool: http://www.isnare.com/html.php?aid=1170436
*********************** ARTICLE START ***********************
You may have heard that speaking � on stage, in teleseminars, via webinars � is a terrific way to build your list and get those in your target market excited about doing business with you. What you probably have not heard is that there are two vastly different paradigms for using speaking to generate leads and grow your customer base.
Depending on your goals and your vision of how you prefer to relate to clients, you�ll surely gravitate to one model or the other. This is important, because mixing elements from the two models leads to frustration and confusion, both on your part and among your audience. Once you understand your preferences, you�ll know which marketers to emulate and which to ignore � and why. And because you�ll be more consistent in how you speak, you�ll see results from your speaking efforts gradually improving.
Model #1: Speaking to Sell
Here the overall goal is to maximize sales to those in the audience, both now and in the future. Whatever accomplishes that goal is considered appropriate. Any education that comes about through the event is incidental and not a high priority.
Model #2: Speaking to Educate
Here the overall goal is to provide a service to the audience by informing them about a topic area. Those who find this education helpful are invited in a low-key way to become clients, either by simply signing on to a list where they will be further educated and sold to over time, by contacting the speaker after the talk or by making a small introductory purchase now. In this model, selling takes place but it is essential for each educational event to be complete and self-contained rather than a come-on for something else.
Advice from proponents of Model #1:
* Speak fast, which creates an environment conducive to buying. It doesn�t matter whether or not the audience can follow.
* Tell your personal story so the audience will feel comfortable buying from you.
* Include testimonials and success stories, which prime people to buy.
* Ignore program evaluations. All that counts is how much you sold from each event.
* Provide an order form, not handouts.
* If using informative slides, keep them up only for a short time. Their function is to serve as teasers for a paid product, not to teach anything.
* Don�t charge a speaking fee. Your compensation is your sales. It�s customary to split event sales 50/50 with the sponsor of the event.
* End with an explicit offer and tell the audience where to go immediately with their credit card or cash in hand.
Advice from proponents of Model #2:
* Master the art of speaking, so listeners have the best possible educational experience when in your audience.
* Have someone else introduce you so you can concentrate on subject matter during your talk. Stay away from personal anecdotes unless they drive home an educational point.
* Include examples only to the extent that they make your educational points more vivid.
* Always scrutinize program evaluations for ways you can improve.
* Provide handouts that include your short bio and where audience members can learn more from you.
* When using slides, orchestrate them so participants can absorb the information more easily.
* If an audience includes perfect prospects, you may agree to speak for free, but given the valuable educational information you provide, speaking fees are welcome and appropriate. Sales at or immediately after an event are a nice bonus, not the main goal. Event sponsors do not receive a cut of sales.
* Conclude with a strong close that reinforces the overall theme of your talk and the audience�s perception of you as the expert.
Both of these models can build a large, thriving business. Sticking to the model is important so that those in the audience receive consistent signals and know what to expect from you in the future. My own passionate preference is for Model #2 because I find it more respectful of audiences and it better fits my values and personality. When I encounter gurus using Model #1, I can�t stand to follow them for long because I come to feel all they care about is money. Your preference may be the opposite!
About The Author: Veteran teleseminar presenter Marcia Yudkin specializes in high-ticket, high-value teleteaching courses, including webinars. To learn more about your teleteaching options, download a complimentary copy of "66 Ways to Use Teleseminars to Promote Your Business," go to http://www.yudkin.com/teleteach.htm
Please use the HTML version of this article at:
http://www.isnare.com/html.php?aid=1170436
*********************** ARTICLE END ***********************
- To distribute your articles go to http://www.isnare.com/distribution.php
- For more free-reprint articles go to http://www.isnare.com
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