Archive for the ‘Selling from the stage’ Category
Content and Delivery is just part of it
By Douglas Vermeeren, The Speaking Business Multiplier
Many people are attracted to the speaking business because they have some great ideas to share and they love to speak in front of an audience. It’s true that the feeling of sharing your information in a group setting that appreciates what you do certainly feels great. And there are hundreds if not thousands of coaches and courses that can help you improve your presentation skills and help you deliver your content in stronger ways from the stage. But for those of you who enter into the speaking business you will quickly find out that it is far more competitive than you ever imagined and you also find that just speaking on stage is a very small part of what you need to learn to succeed.
Over the years I have been involved training and teaching speakers I have seen many people surprised at what elements are required to create a speaking business. Many one of the most surprising a-ha moments comes when a speaker realized that the business of speaking has less to do wight he speech than they realized. In fact, it’s very much like when a magician takes the stage. The audience only sees a very small part of what’s going on behind the scenes and sees almost nothing except the end result of many hidden details that have been worked out ahead of time.
Because most speakers have never seen the necessity for these details and in some cases these are elements they have never seen their business remain weak and less than productive.
The speaking business is made up of two parts. Speaking and Business. If you are going to become prosperous you need to be success with both parts. One thing is for certain: If are going to run a speaking business you must make a profit or soon you will not be able to have the privilege to continue. Recently I read some statistics that stated that 1 in every 450 speakers are actually making enough money to do it full time. I don’t know where your speaking business is today but one thing is for certain. If you want to be successful you will need the business tools for your speaking business.
In my speaking business I figured this out and was able to make over 7 figures . As I have worked with other speakers for the last decade and a half I have seen those who have been super successful making over 7 figured per year. If you are trying to position yourself as a success leader or teacher an point the way for others it is only fair that you have some success. You can only get there if you have a system that will create success. As I looked at how I did it and how others have done it I have been able to identify 12 core areas that every speaking business needs in order to become success. (This is what we teach at our 12 Essentials to a profitable speaking business event in great detail.) But for todays purposes here is the list of things you need to learn and develop:
1 Prepare the most powerful content
2 Tap into the best business models
3 Create the perfect sales funnels
4 Offer the perfect products & Workshops
5 Finding profitable speaking gigs (And more of them)
6 Successfully Joint Venture with other speakers
7 Sell more from the stage & do it the easy way
8 Build a predictable preview session
9 Create strong brand loyalty
10 Position yourself as the expert
11Leverage Social Media to grow your business
12 Attract media to Celebritize your Business
(These are the actually module titles from our weekend training and my home study course.) You’ll quickly recognize which of the laments you currently have in your speaking business and which ones are missing. Only a full compliment will allow you to reach your fullest potential as a speaker. And if you are missing elements you are leaving opportunity, influence and income behind that should be yours.
If you a re interested to learn about how you attend one of our sessions near you go to my website: http://www.DouglasVermeeren.com On my site I also have several free tools and videos which you can evaluate yourself as a speaker to see what areas you are currently strong in and what areas are lacking and most importantly how you can make some immediate improvements and open some opportunities for yourself. Be sure to check it out and I look forward to seeing you on the stage soon!
While you’d think that content and acquiring content would at the top of the priority list for people wanting to be considered experts in the field of speaking, coaching and training – it isn’t always. Over the last several decades I have been involved in the personal development business I’ve seen many who just don’t feel that constant preparation, improvement or education is that important. I regularly see speakers who prepare a speech only after they have an event booked and I’ve also seen others who prepared one speech a long time ago and every time (even to the same audience) bring out that same speech. This is a short cut. And although it may be the easy way it will never open up the doors for you to be considered an expert or a person with solutions of any depth.
I suppose it’s very similar to the one hit wonders of the music business. Or better yet like a pianist with only one key to play. LAME.
Here are 3 thoughts to think about when preparing your content that will help you to position yourself as an expert, be prepared for any event you are called upon without notice (And this happens often for higher level speakers) and lastly, to become profitable as a speaker.
- Read, research, watch, listen and learn every single day. I would even suggest multiple times a day. The flow of ideas into your mins on the subject you speak about needs to be constant. Almost to the point of overflow. As it overflows in your mind it will fill the minds of those you present to. In their minds you will be the well from which they know they can gain the answer. The only way that you can become that is if you first fill your mind. An old hindu saying says it best: An empty vessel can fill no other cup. Obviously it goes without saying that from the beginning I hope you have chosen a subject that you are excited about. If you are truly excited about this subject matter you’ll find that this quest for content isn’t a burden but an exciting opportunity. And I should mention if you aren’t cited about your subject it will be very difficult to get others excited about it.
- Record and sort it as though you were to teach it. When we learn with purpose we retain and record things in a more powerful way than if we to simply read something. I invite all of my students to record the content they are researching as though they had to teach it. As they look at how their research can help and bless the lives of their students they have all found amazing results. One of the most powerful being is that have immediately started to recognize what has been most valuable and practical in their research. They have been able to recognize where in their presentations these new findings have been able to fit. They have also noticed that their level of expertise has risen among their audiences. It really does become clear which speakers are consistently learning and which are just coasting. Naturally as you learn to teach your students will also feel who really cares.
- Look for ways to share what you are learning outside of your presentation. More and more I am seeing a massive shift in the personal development and speaking industry. No longer are people able to maintain a career simply as “a keynoter.” In order to thrive in this business it is necessary to expand to other platforms and areas such as coaching, mentoring, masterminds, products and an array of other platforms. One of the other necessities is a social media presence. Daily communication to your tribe or community is becoming more and more of an expectation. And the more your visibility and stature in the industry rise the more it is expected of you. Your daily content quests are a great way to find and prepare information to share. It needn’t be long but it definitely needs to be consistent.
Douglas Vermeeren is the Speaking Business Multiplier. His clients include beginning speakers all the way to celebrities, athletes, top business leaders and more. His focus is on helping them to develop high profit speaking, coaching and training businesses. He is the author of three books in the guerrilla marketing series and filmmaker behind 3 of the most popular personal development films of all time.
#TheSpeakingBusinessMultiplier #DouglasVermeeren #DougVermeeren
We are please to announce that we will be coming to Florida, the UK, Las Vegas NV and Los Angeles area all before Christmas to conduct speaker training. Our training is different than most in that we do not focus on the skills for the stage – we focus on the skills for the business of speaking.
If you want to learn how to:
Get more gigs!
Attract more exposure and media!
Create products and presentations that people want!
Create Highly Profitable sales funnels!
How to attract and JV with bigger stages and speakers!
You need to be here!
FORT LAUDERDALE: https://www.eventbrite.ca/e/5-secrets-that-will-make-you-more-money-in-the-speaking-business-douglas-vermeeren-tickets-27586424739
LOS ANGELES: https://www.eventbrite.ca/e/douglas-vermeeren-speaker-training-secrets-of-high-profit-speakers-tickets-20350507917?aff=ebapi
LAS VEGAS: TBA
8 keys to seeding in your presentation
By Douglas Vermeeren
This article is an excerpt of one of the training documents in the High Profit Speakers Masterclass from the unit on selling from the stage.
What is seeding? Seeding is essentiality including references to your other products, workshops, seminars or offers in your presentation. It basically introduces the idea that beyond the current speech there are other possibilities to build a relationship with you beyond your current presentation. Seeding is a brilliant way to introduce elements of your speaker funnel and creating desire to participate without actually sharing the invite. I have found that by seeding early and regularly it encourages a strong desire from my participants to become involved with me and makes it easier to sell from the stage.
When it is done right another of the major clear benefits is that your credibility is instantly increased. When your students feel you have a plan to follow they follow you. It is that simple. I also like the idea of training your students immediately to look upon their success as a process rather than an event. Seeding does this.
Seeding can also help you gauge audience interest in a product or service in a specific room. And I have also used to seeding to gauge interest in products before I’ve even created them.
But seeding isn’t necessarily easy. In fact, when it is done incorrectly it can have the opposite effect of creating interest. It can immediately put up a barrier to sales and close doors to further relationships.
- Seeding is not selling
One of the keys that makes seeding work is that it cannot be turned into an invitation. If it becomes a sale within your sale both your sales and the your seed will lose power. This can be very tempting to do especially if you notice immediate interest from your audience in what you are achieving to present.
2. Seeding must be relevant
Seeding must not look obvious. In other words if it comes way out of left field it will be recognized for what it is . It must appear to be related directly to what you are talking about. If the seeding moment is relevant it will also have the power to drive desire towards attaining the item you’re seeding. If it’s random it sounds like a desperate pitch. If it doesn’t feel natural as a direct fit to the flow of your speech it is not time to pitch.
I’ve also seen speakers who have used this as an opportunity to give their ego a boost by using it as an opportunity to simply share what their up to or creating in the pipeline. If seeding has no purpose it should be left out.
3. Share results not opportunities
Too often when speakers seed they simply bring up that they have a product or workshop that addresses this topic and move on. This is not seeding. I have also seen speakers who simply throw in what their working on a “seed” because they hope that their audience will remember the product or training and make a determined mission to come back for it. That doesn’t work.
Just so avoid making this mistake let me share some of the bad examples I’ve seen lately from speakers that did not work. These are some of the phrases they used:
“I am going to come next month and teach more on this. You should come.”
“I have a workshop for that called 7 keys to blah, blah, blah.”
“I’m thinking of writing a book on that. You should get it.”
“I’ve got 8 more points like that one that can help you.”
Instead to be successful seeding should be directly tied to results and create interest in that future opportunity for them. Here’s an example of a seeding statement that works. Here’s the good example:
“I have a student in my masterclass program that actually tried this. One of the things they found was that it immediately helped them gain clarity on what they needed to create to make their business grow. And in their cases this lesson made them an extra $25,000 in three weeks. How many would like to get results like that?”
Let me break down this paragraph and describe why I think it works really well.
I love the idea of starting with the sentence, “I have a student,” or “One of my students.” The reason being it is that this in itself is a seed inviting others to become students and indicates that you have ways they can learn from you.
“In my masterclass program.” Obvious to you now is the program I am seeding. This mention you’ll notice does not talk about price or invite anyone to participate. It is simple clear and doesn’t have the emotion of asking for the sale. There is now decision just a passive introduction.
“Actually tried this.” This is what connects the seed to the current content and lets you share the seed without looking pitchy. It is relevant and has a purpose within the framework of the current discussion. I also like the word immediately. While not necessary I feel like it adds to the power of the principle you’ve just taught and the strength of your lessons in general. You get results.
Being specific and measurable results is the next thing that I think a good seed needs. I like that this seed clearly identifies the activity and what that activity affected. It helped the student gain clarity that specifically created business growth. I also like the idea that this seed clearly pinpoints a value that this activity created for the student. $25,000 in three weeks is a very specific number and a specific time frame.
Lastly, and we will talk about this in greater detail later so I won’t go into that detail here. The seed ended with a with a tie down question allowing the speaker to gauge interest and keep everyone involved.
4. Just in passing
Seeding needs to be done in such a way that it does not seem deliberate or obvious. It must be slightly concealed and feel naturally to both you and your audience. If it seems calculated it will created the opposite effect.
Recently I heard a speaker who would pause and kind of set up his seeding each time he did it. That creates a massive problem because now it gets seen as a pitch. Seeding should almost feel like you really had no intention to mention this but since we’re friends let me tell you about one of my students or what I did with this information. It needs to feel much like an ‘and by the way’ type of statement.
In other words it should not draw attention to itself.
5. Seed Sparingly
Once some speakers learn how to seed they often try to put it everywhere in their presentation.This is also a mistake. Seeding must be done sparingly. Just like my rules of one having one offer in your intro session I make it a rule for my students to only seed a maximum of three things in their intro session. People can often remember three, they can remember much more than that. Also if you try to seed too much your presentation stars coming off as a commercial for what’s coming rather than a sample of your content and the power you can provide. And if you have only three things that you are seeding be sure to that sparingly too. I recently had one of my students who was unsuccessful because they seeded and seeded and seeded and it got old quick. When we talked about it afterwards he argued his cases by point out that he had only seeding three things. And its true he had. The problem was that the frequency of which it was done left people feeling like he was desperate to get people to those parts of the funnel.
One mistake I have seen with over seeding is actually the same principle that makes seeding work. While seeding is a subtle way of saying you need to continue the relationship. Too much seeding says that the future relationships will be a series of pitches and if you chose to learn from you as a speaker you will continue to get more and more pitches.
Find the right kind of balance and if in doubt that you are seeding too much pull it back. It is better to seed less than be too much. Certainly less is more in this case.
Now I should mention that I certainly encourage more seeding during a weekend workshop or a seminar that could be done in a 45 minute intro session. When you have more time and the students are already committed to being in a classroom with you they have in essence given you permission to increase the depth of how you can seed. What I mean by that is often they are now interested to go into more detail on your future opportunities and discuss elements of your products in detail. But many of these rules still apply. In more in depth sessions you can seed more deeply but don’t over do it – make your seeding valuable and relevant.
6. Plan Seeding
Although seeding appears to kind of throw away statement or off the cuff it really works best when it is planned and practiced. Know what you are going to say and when you are going to say it. Then when its time,because its planned say no more and say no less. One of the beginning mistakes I see speakers make is that they wing it (not just with seeding, but with lots of things) and as a result they don’t get results.
Good seeding like anything else in this business requires planning and practice.
7. Not necessary to seed everything
Similar to the idea of using the seeding sparingly is the importance of selecting carefully what you will seed. I have a lot of different opportunities and products within my funnels. There is absolutely no way I could possibly seed everything in a one hour presentation. You most likely have a similar situation. It is important to determine what is best to seed and I look at a few things when considering what should be included and what should be left out. We’ve talked about being relevant above so I won’t address that one again but here are a few other thoughts:
– Who is my current audience
– What are they most likely to be drawn to within my funnel
-What price points seem reasonable and what price points seem beyond them. (And by the way I rarely share the price. But I almost always seed my most expense program from the intro session.) I avoid smaller products like books or dvds.
– What product or services add to my credibility (either they gotten excellent results, are publicly known, attached to people they would know or demonstrate that I have an depth knowledge far deeper than the current discussion could go.)
Once you have a selection of maximum three things to seed I look for how I can work them into the presentation using many of the tools we’ve already discussed.
8. Conclude with a tie down
A good tie down question like “How many would like those kind of results?” or “Who wants to be able to do that?” are brilliant ways to gauge interest on a seed you’ve just planted. I also like tie downs because it is another opportunity for the audience to participate according to the persuasion principle of commitment and consistency.
Douglas Vermeeren is the CEO of High Profit Speaker. He is also the producer and director of the films The Opus, The Gratitude Experiment and The Treasure Map.