If you use public speaking as a marketing tool, has this ever happened to you before? You have worked hard to get the interest of several groups and now you can deliver your signature speech regularly to groups in your area. It is great; you establish your expertise, hone your message and change the lives of those who are listening. So you arrive at your engagement ready to go. You are excited; butterflies are flittering away in your stomach. Because no matter how often you speak in front of a crowd, you still get a little nervous. We call that positive energy.
You do a survey of the room and you realize, there is not one person who fits your ideal client profile. Worse, you are speaking to a group full of retirees, when you target entrepreneurs. Poof! You see your potential back of room sales evaporate and the high hopes you had to fill your program are gone. And you wonder, what does it take to get a room full of my ideal prospects together?
Fast forward several months and you are on stage, speaking to a room full of your ideal clients. Each one of the attendees is there for only one reason: to see you and to listen to what you have to say. They are eagerly absorbing your message; it resonates with them and they want more, more, more. Of course you are happy to give it to them. You sign them up in your Platinum Program, sell them your home study course and they happily whip out their credit cards to pay for it.
What a difference a few months make. It’s the difference between a room full of attendees and a room full of ideal clients. It’s the difference between a speaking engagement and your own workshop. You see, when you are an invited guest, the attendees are there for many reasons: the networking and camaraderie, obligation to the group that is counting on their attendance and the monthly lunch that comes with their membership.
On the other hand, when you are hosting your own workshop, you can craft your event marketing so that it attracts your ideal clients. The way you frame your message and the words you use are a powerful way to let your prospects know that this workshop is for them. This way you fill your room with people that match your ideal client profile. You know what keeps them up at night, what their needs and their wants are, so you are in a perfect position to deliver the solution to them in a workshop and follow up programs.
The result? You feel like a rock star when you deliver your workshop, because your attendees are clamoring for your knowledge and are excited to listen to you. Your back of the room sales sky rocket, because again, since you know your audience’s pain points, you are offering follow up programs that are a no-brainer for your attendees to purchase. All in all, you shared your brilliance, created raving fans, boosted your visibility, and fattened your wallet. All in a day’s work.
For more information on filling your events, join me for my free webinar, the 5 Essential Elements To Filling Your Workshops and Seminars.