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Featured Article: EXPERT VISIBILITY
INTRODUCTION
In our last issue we discussed the Expertise Imperative.
As
Mark Sanborn noted, "It won't be enough to be a good speaker. Being
able to develop, demonstrate and enhance expertise and then communicate
it effectively and powerfully will be key."
If we are moving towards expertise and speaking as experts, how do we market?
The
2003 Meeting Planner's Handbook features an article by NSA member
Robert Bradford entitled, "Using Content Speakers". This article
discusses how to find and select content speakers.
This issue of 60 Seconds looks at this article.
EXPERT VISIBILITY
In his article, Robert Bradford, discusses how meeting planners can find experts. His top three are:
1. Hear one
2. Get a referral
3. Review internet websites
And he offers suggestions to evaluate experts. Again, his top three are:
1. The expert focuses on one topic
2. Testimonials from non-local, past clients
3. Articles they have written on the topic
If
these are how meeting planners look for experts and evaluate experts,
then experts looking to be booked must increase their visibility in
these areas.
HOW IT RELATES TO THE INDUSTRY
While
Robert recognizes the importance of our traditional marketing
materials, meeting planners using his approach would not start with
such materials but would use them for evaluation. And, in the
evaluation, the focus is on content and quality, not on the speaker as
a "personality".
Historically in the speaking business we've
focused on such materials . . . the one sheet, the photo, the business
card, the colors we use . . . even the refrigerator magnet.
Our
brochures describe how the audience "walked away hurting because they
laughed so much" or how they "laughed and cried and laughed again". Our
marketing materials feature our photos in 8 different poses, microphone
in hand.
We work hard to market ourselves, instead of marketing our expertise.
WHY THIS IS IMPORTANT TO YOU
If Robert is right, then here are seven things experts should do if they want to be experts who speak.
1. Focus on a topic . . .
Find
your Sweet Spot and your Passion Track. Get on track and stick with it.
Do not speak on "anything that will pay". Decide to be an expert.
2. Speak a lot, on topic . . .
By
speaking on your central topic of expertise, you increase the chances
that a meeting planner will hear you. You will develop your material
and improve your expertise. And you will improve your delivery of that
material to the point that it is completely natural.
3. Focus your marketing materials on your expertise not your ego . . .
Focus on the value of your content and expertise and not on you.
4. Focus your website on your expertise not your ego . . .
Offer
content to the visitor. Help the visitor know more about the subject
when they leave your website than they did when they arrived.
5. Create referrals . . .
Referral
marketing (what I call Third Party Marketing) is a key. Read the
excellent article titled Leveraging Your Professional Relationships, by
Bill Cates, in the September 2003 issue of Professional Speaker
Magazine.
6. Be published . . .
Don't just write a book. Write articles as well, and write articles on your topic. Add information to your field of expertise.
7. Have an ezine . . .
This
is not a weekly sales letter. This is not about selling product. This
is about providing expert information in your chosen topic area that is
of value to your readers.
JUANELL'S SIMPLE BUT PROFOUND STATEMENT
To
succeed as an expert who speaks, you must market your expertise, not
your ego. They must want your expertise first, and you second.
REFERENCES AND FURTHER READING
"Using Content Speakers", by Robert Bradford,
2003 Meeting Planner's Handbook
http://www.meetingnews.com/meetingnews/images/pdf/handbook2003.pdf
Leveraging Your Professional Relationships, by Bill Cates
Professional Speaker Magazine, September 2003
http://www.nsaspeaker.org/search/view_articles.xpl?article_id=16188
The Expertise Imperative, an NSA White Paper
http://www.nsaspeaker.com/pdfs/Expertise_Wht_paper.pdf