Last week I talked about the fact that public speaking for entrepreneurs and service professionals is a marketing communication, not just an educational session, and that effective seeding is the key to being able to Sell With Authenticity and Transparency (SWAT).
Effective seeding creates hunger for more of what you've got that will help them solve their problem. Don't whet their appetite and then let them walk away hungry.
Think of it this way…
…you are extending them an OFFER to take the next steps with you to have lasting change in their life or business. Your Offer is the exact next step you want them to take as a result of hearing you speak and you want it to be irresistible so you both get the results you want.
Here's where a lot of entrepreneurial speakers get tripped up. They…
- Don't know the exact next step they want their audience to take
- They want their audience to take a step that is too big for where they're at or
- They make an Offer when it's not appropriate to make an Offer or they don't make an Offer when it IS appropriate to make an Offer.
Get clear on your Offer(s) and you’ll not only build a loyal tribe quickly but you'll make lots more money, too.
There are what I call the 7 "R's" of Irresistible Offers. I'm going to get you started with one of those "Rs," the Right Price. You can pick up the six others in depth in my Speak to Profit Intensive Course coming this fall.
Some of the most common speaking gigs for entrepreneurial speakers are free talks at networking functions or service organizations where you've got a half hour to speak.
In those half hour free talks where people don't have an established relationship with you, the Right Price is FREE (and/or something $49 or less). Yes, I said FREE. Those 30 minute talks are great for building your tribe by GIVING them something of value for free to help them get to know you and the quality and value of your work. Once they are in your tribe, you can build that relationship in many ways and extend a higher value/price Offer in the future.
Live and in person, I like to give them something tangible they can take home with them like a tips sheet, for example, as well as something they can download from my website. They give me their e-mail address and I send them the download link.
You want people to CHOOSE to join your tribe. Then they become prospects and clients. (Note: You'll only tick people off if you collect business cards for a drawing and then dump them all into your database without their permission. Ick!)
The key is that you need to make those next steps crystal clear and walk them through the Offer step-by-step, showing the value along the way. And, if you have seeded well throughout your talk, you're Offer will flow and close easily and naturally.
Lots of great opportunities to step into your power, confidence and profitability on-stage, in front of the video camera and at face-to-face networking functions are coming your way this fall, so stay tuned for details (and irresistible offers).