From meeting with prospective clients to regular client reviews, talking to people is a big part of your business. So, why not make public speaking a part of your marketing plan?
Whether you appear as a guest speaker at a community meeting or organize seminars in your office, talking to groups can help you raise your profile and meet more prospects.
Public speaking is an effective marketing tool because it gives you a captive audience, says Donald Robichaud, president of FloodLight Consulting in Kelowna, B.C.. “It allows you to form a relationship with potential clients and attract interest in your products and services.”
> What to talk about
Choose a topic that will grab the audience’s attention and that you’re an expert in, says Robichaud.
Avoid using your speech as an opportunity to deliver a sales pitch, says Michael J. Beck, president of Michael Beck International Inc. in Portland, Oregon. Most people will be attracted to you, not what you do. With that in mind, Beck says, talk about general topics.
Subjects can be as general as your own philosophy for success or the importance of high integrity or humour in your business, Beck says.
As a financial advisor, you might choose to talk about topics such as retirement planning, elder care or succession planning for business owners.
“The challenge is not coming up with a topic,” he says. “The challenge is coming up with the topic that really resonates with you.”
> Practice, practice
It can take time to become comfortable speaking in public. Make your speech professional by practicing beforehand. Visualize your presentation and plan ways to keep it on topic and on time, Robichaud says.
If you think you need some coaching, try joining a group such as Toastmasters, which has locations in various cities and helps business people become better speakers, says Robichaud. “Toastmasters has some basic rules,” he says, “such as: know your material, know your audience, understand the room, and practice, so that you come across as relaxed.”
> Where to start
Finding an audience for your public speaking debut within your local community may be easier than you thought. There are many community organizations such as the Rotary Club and the Optimists Club that meet once a week and always need a speaker, says Beck.
Or you can hold an event yourself, inviting guests to your office, says Robichaud. He suggests sending out printed invitations to clients and prospects, urging them to bring a friend.
> Keep it interesting
A common mistake in public speaking is to turn the podium into a soapbox. To keep your speech effective and entertaining, avoid lecturing your audience. Instead, include interesting stories, Beck says.
> Involve the audience
Encourage your listeners to act at the end of your presentation. Include a call to action, Beck says, such as inviting all audience members to exchange business cards with you.
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