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www.marketingsavant.com 888.989.7771 The MarketingSavant Group
The MarketingSavant Group
Speakership!
Current Young Professionals Feb 22, 2012
The MarketingSavant Group
www.marketingsavant.com
888.989.7771
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
What Are You So Afraid Of?
Speakership
Speaking + Thought Leadership
=
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Why Are You Here?
1. Want to learn something
2. Wish to be inspired
3. Hope to be entertained
4. Have a need that you hope I will satisfy
5. Desire to meet other people interested in the subject
6. Seek a positive experience you can share with others
7. Forced to be here by your boss
8. Handcuffed to your chair and can’t leave the room
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Your Charge as a Speaker
1. Teach them something (answers their questions)
2. Inspire, motivate and agitate
3. Entertain your audience (without jokes)
4. Satisfy a need they brought to your presentation
5. Connect the room through shared experience
6. Create ‘social objects’ that your audience can share after the speech
7. Be so compelling that their boss mandates their attendance
8. Handcuff them to their chairs (if all else fails)
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Why Speakership?
Public speaking is the perfect
marketing method, because it
showcases your knowledge in
polished form to people who are
interested in hearing it. Steven Van Yoder
Author, Get Slightly Famous
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Speakership Builds Business
9 of the top 11 effective ways of getting a business buyer’s attention of involve Thought Leadership Marketing
How would you rate the effectiveness of the following marketing vehicles in getting your attention?
Mean Rating (N~344)
Speech or presentation at a conference or trade showCase studies describing successful customer solution implementations
Article in the business or trade pressInvitation to a Webinar, seminar, or workshop
Sporting or cultural event sponsorshipOnline advertisement
Vendor's blogTV or print advertisement
Phone call from a sales representative from the service firmEmail from a sales representative from the service firm
Direct mail brochureConference sponsorship
Electronic newsletter from the service firmWhite paper offered on the Internet
Search engine hits when doing research or surfing the WebAnalyst firm recommendation (such as Gartner/IDC/Forrester)
Speech or presentation at a conference or trade showCase studies describing successful customer solution implementations
Article in the business or trade pressInvitation to a Webinar, seminar, or workshop
Sporting or cultural event sponsorshipOnline advertisement
Vendor's blogTV or print advertisement
Phone call from a sales representative from the service firmEmail from a sales representative from the service firm
Direct mail brochureConference sponsorship
Electronic newsletter from the service firmWhite paper offered on the Internet
Search engine hits when doing research or surfing the WebAnalyst firm recommendation (such as Gartner/IDC/Forrester)
2.02.22.32.32.32.3
2.52.82.9
3.13.23.33.43.4
3.73.7
Source: ITSMA, How Customers Choose Study, North America, 2007
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Speakership Delivers
• Coherency out of marketplace chaos • Diminished price resistance • Valid and credible value proposition • Self-qualified leads & opportunities • Shortened sales cycles • Value-forward marketing & selling platform • Ongoing market dialogue • Prospects experience your value before buying • Buyers invested in your ideas before purchasing • Growth in media placements & requests
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Become a Thought Leader
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
What is Thought Leadership?
RainToday.com
“Thought leadership centers on earning trust and credibility. Thought leaders get noticed by offering something different—information, insights, and ideas, for instance. Thought leadership positions you and your company as an industry authority and resource and trusted advisor by establishing your reputation as a generous contributor to your industry.”
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Why Become a Thought Leader?
• Professionally rewarding
• Personally rewarding
• Opportunity to serve others
• Right thing to do
• Communicates excellence
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
The Thought Leadership Equation
Competence, purpose and core market
understanding inform the point of view & thought
leadership platform. Thought leaders outshine
their competitors who compete on price and
advertising.
Strategic use of TLM tools and channels with media collaboration garner your share voice in the industry
and spark the industry dialogue around your
ideas. As buyers seek out more
real market dialogue, SOV is an increasingly important
factor contributing to marketplace success.
Thought leaders and trusted advisors occupy
the greatest share of mind among business buyers. Share of mind predicts
share of market. Thought Leadership Marketing steadily increases your
SOM with buyers, growing your share of
market.
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
The Thought Leadership Mindset
1) They love what they do – energy & motivation 2) They have the drive to teach – no strings attached 3) They reach out and communicate – to everyone 4) They take risks with messaging – on the edge 5) They balance confidence with curiosity & learning – learn
from everyone 6) They put in the time today (TL activities) for tomorrow’s
benefit 7) They never stop working, connecting and communicating
– not drip marketing, but constant education 8) Everyone is now in marketing – they’re ALL tied to the
business – thought leadership is fully integrated
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Thought Leaders Develop the 4 C’s Competence
We work with you to define your core competence and translate it into marketable intellectual capital with a
differentiated point of view
Content Creation
By creating problem solving, useful and influential content across a variety of media, thought leaders can move along the customer awareness continuum
from “I don’t know you” to “I trust you to solve my problem”.
Channels Referring to the thought leadership marketing toolkit, channels are simply those
marketing channel that thought leaders use to dialogue with and learn from their audience while sharing their thought leadership message within an industry.
Connection
Thought leaders often market through networks or in highly networked situations and industries. In order to be a successful thought leader, an organization should have a well-developed and active online and offline
social networking strategy in place.
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Summary Five Keys to Successful Thought Leadership
• Be Generous With Your Knowledge
– Share beyond the marketing speak
• Be Consistent
– Calendar your activities – daily, weekly, monthly routine
• Always Deliver Value
– Listen, think, revise, teach, repeat
• Take A Stand
– Take your strong positions to market
• Focus On The Long-term Benefits
– Track your results in months & years
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Getting Started in Speakership
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
The Art of Speakership
Teaching is the highest form
of understanding. Aristotle
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Get a Message!
• Yes, you actually need to have something to say…
• Your message differentiates you
• TED speakers ALL have a message
• Fix nervousness with service
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Deepen Your Knowledge
• Confidence in expertise overcomes the nervousness of speaking
• Thought Leaders learn before they teach
• Your preparation will make you resilient in adversity and proactive in opportunity
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Connect the Dots
• Join the dots to paint a picture of the future
• Write down everything you know about a topic
• Understand the questions about the topic
• Connect what you know with the questions
• The future is already here — it's just not very evenly distributed. (William Gibson, Author Neuromancer)
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Build Your Platform
• Write and refine your major idea, view, or perspective
• Uniquely YOUR point of view
• Create clarity from confusion
• Pursue your “higher holy calling” (big picture idea)
• Write before you speak!
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Articles, Research & Whitepapers
• Weekly articles (trade, paper, web)
• Blogs
• Whitepapers (answer customer questions by vertical)
• Research reports & surveys
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Tell a Story
• What moves you:
– FACTS?
– A GREAT STORY?
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Balance Why and How
• Your audience wants to know WHY before they BUY and HOW when they’re ready to buy
• 60% of all sales leads slip into a bucket called “indecision” (not because people don’t know HOW to buy…)
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Great Speakership is About Emotion
• Anyone can deliver a presentation
• Speakership connects your why and how with your audience
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Your Next (First?) Speaking Gig
• Speak for free
• Speak internally first
• The “Events Section” of trade journals
• Local chapters of industry groups
• Regular networking meetings
• Customer trade events
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
On Your Way to Speakership
• Get your message straight
• Deepen your knowledge
• Connect the dots
• Build your platform
• Tell a great story
• Balance why and how
• Great speakership is about emotion
• Secure your speaking gig
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Tips for Better Speaking
Here are four ways to break down that invisible wall that separates you from your audience
• Share something unrelated yet personal (not too long and if you can be self depreciating, awesome). No therapy on stage.
• Vary your timing. Don't get into a "power point rhythm", where each idea is delivered in a consistent cadence. Mix it up. Pause. Speak fast and speak slow.
• Gesture like you would when chatting.
• Make is a conversation, not a presentation
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Tips for Better Speaking
• Use service to fix nervous
• Be prepared (spontaneity actually comes from preparation)
• MOVE!
• Read books…not your speech
• Mathematics of retention (don’t make too many points
• Don’t ever say you’re [something negative before you speak]
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Tips for Better Speaking
• Use service to fix nervous
• Be prepared (spontaneity actually comes from preparation)
• MOVE!
• Read books…not your speech
• Mathematics of retention (don’t make too many points
• Don’t ever say you’re [something negative before you speak]
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Speakership is NOT
Death by PowerPoint Therapy on Stage
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
Study TED Speakers http://www.ted.com/talks
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
After-Event Slides & Resources
• The slides and resource links are available electronically after the event:
www.marketingsavant.com/speakership
www.marketingsavant.com 888.989.7771 The MarketingSavant Group
The MarketingSavant Group
Speakership!
Current Young Professionals Feb 22, 2012
The MarketingSavant Group
www.marketingsavant.com
888.989.7771