Advertisers and clever marketers know that they must pull prospects to their product or service in order for there to be a payoff or return on investment.
If you're not thinking about your business speech or presentation this way--you should!
Speaking to audiences filled with prospects and the friends of prospects is a high-value, low-cost way of strengthening your marketing efforts. The audience can be influenced by you to call for more information, ask for an appointment or find out more about you from satisfied customers.
How do you make this happen? Immediately start thinking about a call-to-action for your speech or presentation. I'm not recommending a shouted "call 1-800-BUYITNOW" kind of call-to-action like you hear on television. It's about knowing what you want the audience to do for themselves after hearing you speak and driving towards that from your first words.
Walt Tomme, President/CEO of Paradigm Leadership Solutions, opened his Accelerent Leadership Tip appearance with an ear-catching question: "Who thinks $300 billion is a lot of money?" Of course the audience all chuckled and were curious about what was coming next. By then end of his short and lively speech, Walt had everyone in the room understanding the cost of the people on their payrolls who he calls "detractors." Walt's call-to-action was that everyone in the room must remove the detractors.
While there was no doubt that Walt and Paradigm have plenty of ideas about how to move the detractors out and bring supporters in, calling Paradigm was not his call-to-action. So his speech was a great marketing tactic--help the audience help themselves by making an important point in a way that is sticky.
How do you use your business speeches and presentations as a marketing tactic? Share your ideas through our comment link.
If you're new to thinking about speaking as marketing, ask me to help you design your presentation, fill it with great content and deliver it in style. I'll also help you uncover the right audiences for your specific service or product.
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