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Speaking Events & Your Business It doesn't matter whether you're a guest speaker at someone else's event or at your hosting your own: Speaking events can separate your business from your competitors and put you in the driving seat with amazing speed. Yet most people delay involvement in speaking events for far too long. They are intimidated by:

Standing out and being noticed aving all eyes on them !ear of technical glitches !ear of "looking stupid" !ear of not being perfect

#nd a whole host more phobias and bogeymen. ere's a revolutionary concept$ however: Instead of focusing on your fears$ focus on the value speaking at events can bring to:

Your niche members %otential clients %otential employers Your reputation Your branding

ere are seven ways that speaking events can help build your business. If even one appeals to you and leaves you saying "I can do it&' you'll be way ahead of your peers&

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1. Lead Generation %utting on a live or online event can generate leads and (uickly build your subscriber list. Free or Paid? )) *any people put on a free event$ when going for lead generation... but this isn't always the best practice. If you are brand new to appearing in public$ you may feel more comfortable offering a free event )) especially as a sign up incentive. +efore you rush to do this$ however$ think about what you are really saying )) both to your potential audience and to your self. Potential message to your audience: "I'm not sure if I'm any good$ so here it is for free. +e casual about it. Take it or leave it." Potential message to yourself: "I'm not worth anything$ so if I make it for free$ they might come. !ree events tend to generate a greater number of "no shows" than people who literally invest in your event. They also don't give you an accurate)enough snapshot of who your paying audience is likely to be. ,ven if you only charge -. or -/ for your event$ people who actually sign up have already demonstrated they'll buy from you. #nd they'll buy from you again if: a. You offer something they need b. The price is right 0hether or not they'll pay more than the amount you charged for your webinar will be up to you&

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Making Them Take Action )) 1o matter how great your event 2and no matter whether it's free or paid3$ you won't generate a single lead if you don't obtain contact information. It's easy enough to do online: Simply use s(ueeze pages and web forms on your blog to capture sign ups for your webinar. ere are some techni(ues you can use for both offline and online events:

#fter the event$ email your subscribers asking them to take a short survey or poll providing you with feedback. 4ffer a "reward" )) a free report$ template or tip sheet$ for e5ample ,ven if you don't reward$ be sure to show your new subscriber "what's in it" for them$ if they take the time to answer

+ut how do you capture that email address in the first place$ if yours was an offline event6
1.

ell your audience about your ne!t event while you're waiting for late stragglers to arrive. #sk a couple of "volunteers" to pass round a sign)up form. #rrange with them to pass around the form 2on a clipboard$ with a pen attached by a string3 at break time$ if yours is a long event$ or after the event. Include a line that says: "If you'd like to be informed about other seminars given by 7Your 1ame8$ enter your email address here: 9999999999999999999 "

".

Pass round a feedback form at the end of the presentation )) very short$ with half)a)dozen or less "tick)off)the)bo5es" (uestions. Sweeten the pot by offering to email a special report$ daytimer:planner$ coupon or other incentive to those who fill in their email addresses.

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ere's an e5ample from a recent writing workshop:

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". Positions You for #ord$of$%out& 'ecommendations +oth online and offline events can help you grow your reputation more rapidly than you might suspect )) especially if you ask your subscribers to spread the word about your ne5t one.

#sk them to spread the word on your !acebook page #sk them to spread the word on your +log #sk them to spread the word on Twitter *ake it easy for them )) provide the links&

# simple "please repost&" will do 2though it helps to add "if you know someone who would love this seminar."3 If you've really targeted your audience well and delivered what they e5pected 2and perhaps a little more3 you can look forward to also seeing them post about you spontaneously.

(. )llo* you to Gat&er

estimonials and 'eferrals as a Speaker

;emember those feedback forms6 Include a little bo5 2online or offline3 that says:

If someone leaves a particularly <uicy and specific comment: 2,.=. "#fter this workshop$ I feel I finally understand conflict resolution. #nd the handout alone was better than any book&"3 then contact them and ask if you can use it on your website.

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#sk if they'd be willing to provide a snapshot and city$ last name and:or website details. 2 I1T: *ost people say "yes".3 2If they've written something highly personal$ be sure to reassure them that you only want to use a specific paragraph or sentence that deals with your workshop> and that the personal material won't be used.3

+. Provides Proof t&at you,re t&e Person

&ey -eed to .ollo*

0hile all your friends and peers are sitting around thinking about putting on an event$ go ahead and do it. You'll be there with your apron on 2metaphorically speaking )) unless you're a chef3$ ready to help your target customer or client with their biggest needs$ wishes$ problems )) and goals.

/. 0reates 1nstant E!pert Status "She must be good$" said the woman signing up beside me: "She's putting on this workshop$ so I guess she's somebody." 2It's amazing how instantly presenting or speaking at an even endows one with e5pert status.3 4f course$ that's no time to rest on your laurels: That's when you get to prove to them$ in person$ that you're everything they e5pect )) and more&

2. )lerts You to -e* 3pportunities for Your Business 4ften (uestions$ problems$ and complaints that people voice in your ?uestion)and)#nswer period provide light bulb ",ureka&" moments$ as you suddenly realize you've got your ne5t product )) handed to you by your own new subscribers$ on a platter$ with a big$ shiny bow.

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You can also gauge their reaction to segments of your presentation to see:

0here you need to improve your communication 0hat they seem most interested in

4. Sets You in Line for %ore Speaking Engagements If you give a great presentation 2or even a competent one3$ you'll automatically bring yourself to the attention of people who may want to hire you to speak for their organization or company& That includes potential @oint Aenture partners$ as well as those who strictly want to hire you. !inally$ let me leave you with this little conundrum... 56 .ive frogs are sitting on a log. .our decide to 7ump off. How many are left8 ): There are still five ) because there's a difference between deciding... and doing." 0here on the log will you be6

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