Have you ever thought about adding speaking to your marketing plan? It’s a great way to magnetize new clients, and if helping a lot of people all at once with your expertise is your idea of a good time, it’s also a fun way to get new clients.
In fact, it happens to be one of my very favorite topics!
You know why it’s my favorite? Because there is nothing that brings in more excited-to-get-started clients with ease than speaking.
First off, since we may not know each other yet, you probably want some evidence that the strategies I’m going to share actually work. Let me share two quick stories:
At a recent free speaking event, I made a client connection that helped lead to a multiple five-figure contract. Pretty nice, right? I share this to inspire you, not to brag. Because it can absolutely happen for you, too!
At another event this past year, I had nearly 75% of the 90 or so attendees hand me their business card and ask to be added to my email list. I also left that event with a new one-on-one client who later invited me to create a workshop for a group of her business colleagues.
At both of these events, I was speaking for free (and one paid me $100 for travel expenses). Though clearly, I was making money and beautiful new connections nonetheless!
Great Speeches Magnetize Clients
Speaking works to attract clients for very logical reasons.
It works when you craft an inspiring, customized, crystal clear presentation that truly delights the audience. When you give them very real solutions to problems in their lives, they love you, and they want more of you.
Your audience gets a “sample” of your work through your presentation. They get a feel for your style, evidence of your experience (especially if you share great stories in your speech), and they can “try on” your solutions through your engaging content. All of this makes hiring you a very easy decision for those in the audience looking for your expertise.
The question is, how do you get these speaking gigs in the first place? It can be difficult before you have experience.
Then, once you have a gig, how do you craft a speech that has the client magnetizing effect you desire?
First, let’s talk about how to get free speaking opportunities. Then I’ll give you very specific strategies for creating a client magnetizing speech.
How to Land Your First Speaking Opportunity
Even free speaking gigs can be difficult to land when you first begin speaking. Meeting organizers want to be sure you will share useful content and deliver in an engaging style that will please their audience. If they bring in boring or cheesy sell-from-the-stage presenters, they risk losing their audience’s trust for future events.
Here are three things you can do to increase your chances of landing a free speaking opportunity:
Step 1: Start with groups where you already have a relationship.
If you are a member of a networking group, church, or hobby group, begin there. They already know and likely trust you. They have seen how smart and caring you are. Even if they aren’t full of your perfect clients, you can get some photos, testimonials and even video clips from speaking. These are gold!
Step 2: Create a speaker page on your website.
Your speaking page should include the following:
1. A brief description of your expertise and speaking style. In simple yet compelling language, explain the problem you solve and for whom you solve it with your speaking.
Here’s an example: 40 is the new awesome! Women over 40 have been misinformed that life gets harder and low energy is normal. Wrong! I help these women eat, move and think in ways that bring more energy and vibrancy than they likely felt in their 20s. Audiences describe my speaking as interactive, fun, and in-the-moment transformative.
2. Testimonials. Don’t have any previous speaking experience? Speaking at PTO or hobby meetings are the prefect place to start! Have an attendee to share their honest reflections on your contributions and then ask if you can quote them on your website.
3. Photos of you speaking. Maybe someone took a quick snapshot at that community gathering where you took the microphone? Edit it (there are great free online photo editing programs available for that), and put it on your page.
4. A simple list of three to four speech topics. Having some speech ideas listed on your page makes it easy for organizers to choose something that will excite their audience.
5. Clear and specific instructions on how to contact you. An email address and phone number is fine. Just make it easy to find, right there on the speaking page.
Step 3: During networking conversations, mention that you are a speaker
At the last networking event I attended, two out of the four people I had conversations with asked if I would be interested in speaking for their group. This has only started happening since I began mentioning my speaking in conversations.
If you employ even one of the strategies above you will land more free speaking gigs. Employ all three, and your chances multiply!
Now, you’ve got the opportunity. Let’s create a speech that will magnetize new clients!
How to Craft and Deliver a Speech that Magnetizes Clients
People have the misconception that once you create a speech, especially a “free” speech, you can simply pull it “off the shelf,” and use it over and over again. In actuality, that’s a very bad idea. Mostly because you miss out on the opportunity to light up the people in this audience with the content crafted specifically for them.
Here are three strategies for crafting and delivering a speech that magnetizes clients:
Step 1: Make it all about them.
Learn as much as you can about this audience – their industries, their particular struggles, shared hobbies. Then use examples, images, stories and exercises that are designed precisely to resonate with this group. The effect that this kind of audience care and focus has on connection is absolutely magical!
Step 2: Be courageously yourself.
People want to do business with other human beings. Don’t cover up your beautiful humanity with “professionalism.” Tell them a bit of your “before” story (the one that’s not so shiny and perfect), laugh at yourself, and invite them to do the same. Genuine connection leads to beautiful business relationships. Tweet that!
Step 3: Offer them a free gift they can’t resist.
Based on what you know from your deep audience analysis above, craft a free offer that will quickly and easily help them resolve a struggle they are having right now.
Here’s an example: Are they overwhelmed by their to-do list? Give them your beautifully designed productivity toolkit. Invite them to give you their business cards before they leave so you can email them the gift for immediate download. They will be delighted!
Hint: This is also a great way to build your list!
Then, continue nurturing the relationship until they are ready to become paying clients.
There you go! Now you have the simple, actionable strategies you need to land speaking gigs that naturally and easily magnetize clients.
Excited to make it happen? Tweet about it!
Now, I just hope I get to be in your audience one day. I know you’re going to be brilliant!
Now it’s your turn!
I want to hear from you! Tell me…
Where and how did you get your first speaking gig?
What are your favorite strategies for making your talks more client-magnetic?
Do you have any questions about using speaking to build your business?
I can’t wait to read about your experiences, answer your questions, and start a conversation in the comments below!
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Michelle Barry Franco is founder of Center for Authentic Expression, where she coaches passion-driven, heart-centered entrepreneurs to step into their most authentic, powerful self-expression in their business. Michelle helps her clients craft crystal clear Core Messages for their business then use that message everywhere — signature speeches, finally writing their book, writing website copy and blog posts, and networking. Are you ready to get started on your own speaking adventure right now? Michelle created a Get Started Speaking Toolkit to help you even more – and it’s free!
I actually just had a dream last night about speaking. Probably because being on a stage is terrifying but I know that I’m supposed to do it. I’d love to hear more about on stage presence and delivering your message with gusto! Thanks so much for this awesome info!
Aren’t our dreams fascinating? I love it! There are many ways I could go to share more about on stage presence and delivering your message with gusto. The most important thing, though, is simply that you tap your authentic excitement about the topic you are sharing and you really embrace the idea that sharing your expertise will make a truly meaningful difference in the lives of the people in your audience.
There are delivery strategies I can share (for example, good storytelling is irresistible in speaking) but the most important thing is what’s going on in your own mind, heart and body when you get up there to speak. If you come at your speech from a place of service and really get it that it is *not about you* – it’s all about them – then your energy transforms up there. Gusto and presence leap upward substantially!
I’m rooting you on, Amy!
Perfect timing! I have an opportunity coming up in January and was just looking for tips on connecting with the audience. Thank you for sharing!
Hooray! Have a fabulous time sharing your beautiful gifts, Krayl!
I’m so happy you wrote this piece!
Speaking is something I 100% want to make a big part of my business, and have been thinking about it as something I want to focus in on the new year. But I had no clues on where to start and how to begin building testimonials etc. . THANK YOU for these very specific, actionable points!
I’m off to get started on thinking about my speech!
Ooh, I’m so excited for you, Marsha! Do keep me posted. I can’t wait to hear how your venture into speaking goes!
Hooray for speaking!
I generally pass around a sign up sheet on a clipboard to my audiences vs. collecting business cards.
Also, I’ve found it effective to offer a free gift that connects to what I’m speaking about, but gives the audience more information. For example, in one of my career direction talks I share three questions to help clarify your career direction. Then I create an information gap by saying I have a much more in-depth set of questions that you can sign up for by writing your name and email on my signup sheet. Works like a charm.
I loved the tip about introducing yourself as a speaker at networking events. Brilliant and easy to implement! Now I just need to remember to do it. 🙂 Thanks for the post!
Nice, Alison! Your strategy of offering a custom free gift that is an extension of the topic of your presentation is exactly what caused 75% of my audience to sign up for my email list in the example I gave above. It really does work like a charm! Go you!
Michelle, I have a Q on the mechanics of speaking. Do you write out a speech and then rehearse it so you know it cold? I find that when I do that I’m more concerned with remembering my speech rather than connecting with my audience…so that doesn’t work for me. On the other hand if I don’t have a set speech in mind, I forget to talk about some important things…HELP!
Most of the time when I’m speaking in front of a live audience I’m doing a cooking demo so what I say is dictated by what I’m doing so it’s not a problem. I’m fueled by the energy in the audience. It’s when I’m speaking and not cooking that I have trouble…especially if it’s a recorded event and not in front of a live audience, then I don’t feel the energy.
Hi Silvia~ I agree with you, trying to deliver a speech from memory disconnects me from my audience. So, I never write out a speech and then memorize it. It’s way too stressful – and it doesn’t do the most important thing in ANY meaningful communication – foster connection.
Here’s what I do to prepare my speech content: I go for a walk in nature and talk about the topic out loud. I work out the main points by hearing myself talk through what I know. Then, when I’ve got it distilled a bit, I turn on my voice memo recorder on my iPhone and I record my ideas for main points, any stories that arose in my walking/talking and note any titles that may have shown up, too. When I get back to my office, I create an outline. (You can get the exact outline structure I use for every speech by clicking that link to the Get Started Speaking Toolkit in my bio at the end of this article above.) Then I practice from that outline MANY TIMES (5 – 10 times, maybe more) and let the content evolve each time. Better stuff shows up as I practice more. I modify the outline and practice again (you get the gist of it – practice is awesome!) When I think I have it, I make a final outline and use that to do final practices where I stick to the content I’ve got. By this point, I know what I’m going to say quite well 🙂
I will say – sometimes I do forget things that I thought were important during practice. But I have never forgotten something really critical. This is because I am so ready and so present when the presentation time arrives, that I am simply in the mode of service to the audience. I share what they need to hear to get the good from my talk. That happens quite naturally after all of that practice (and some really good breathing before I begin to manage anxiety). I hope that helps! Let me know. Thanks for your question.
Michelle. This is most helpful and makes total sense. I think it’s the perfect practice for me…prepared but not rigidly rehearsed. Works for me! It’s also how I cook! One always needs to allow room for inspiration. Thank you so much!
I’m so happy it was helpful. Now, I could use some serious pointers on how to cook with even an ounce of as much confidence. I’m a terrible cook but really wish I was better. Checking out your website now, Silvia!
What a timely message, Michelle! Adding a public speaker page to my website had been on my to do list for a couple of months, now. It just moved up closer to the top.
For anyone who is nervous about public speaking, one word…Toastmasters. I joined recently after becoming a Certified Infinite Possibilities Trainer and realizing lots of public speaking is in my future. Toastmasters will help you get your thoughts organized, hone your leadership skills, overcome your fear of public speaking and (my nemesis) become better at impromptu speaking. There are clubs all over the world and I’ve found it to be a supportive,nurturing environment.
Thanks, again!
Yay! Between your new speaker page and your Toastmasters practice and engagement, you will have a lovely speaking time of it in 2014. So happy for you, Deane!
Thought of something else, too. How important it is to set my intention before I speak, with my intention being that people will hear exactly what they need to hear.
And also affirming that the universe is speaking through me and feeding me my lines.
I still have to prepare (and I do much the same way you described to Silvia above…I am the crazy lady who talks to herself in the park!) But trusting that I’m saying what people need to hear sometimes leads to wonderful surprises.
You and me both, Deane – crazy ladies in the park!
I love this intention-setting thing you do, Deane. So awesome to intend that they get what they need from your talk. You’ve hit on something really important and that is: after you’ve done a lot of prep and set an audience-loving intention, there is a big Trust piece. You trust that what shows up when you are up there is exactly what is needed. You can’t do this without the serious prep – but after the prep and intention, this is where the magic happens. Thank you so much for bringing in this important piece.
Great article Michelle. Being proactive about speaking gigs is on my priority list for 2014 and I already have a couple lined up. I’ve been studying some of my mentors who upleveled their businesses this year through live speaking events and it’s inspiring to see all those people at the end of their talks sign up to work with them. Such a smart, effective marketing tactic with huge ROI!
Hi Gayle! Fun to have you join in here 🙂 I’m very happy to hear you’ve got speaking on your 2014 priority list, mostly because I know that what you will bring to the audience in those talks will be awesome.
It is inspiring to see how speaking works when you start watching for it. And it’s useful to notice what feels great to you as you watch their client-magnetizing strategies – and what doesn’t. There are a number of ways to magnetize clients with integrity. It’s good to take notes for yourself about what you see speakers doing that seems to work AND feels good to you as an audience member. Then, that huge ROI feels good on every level!
Great article!! I’ve been improving my public speaking through Toastmasters. I usually try to speak at their training sessions (since I love training more so than giving presentations).
I’ve realized the more I speak the more comfortable I become!!
To find opportunities, I’ve reached out to my local library and community centers to speak for free and provide value! These have been very fun and have increased my networking opportunities.
The one question I did have was: If you collect email addresses at an event, is it legal to add them yourself to Aweber? Or, do the participants have to do it themselves so that they opt-in? Thanks a bunch!
It’s so true, Jennifer! The way to get more comfortable speaking is simply to speak more often!
Community centers and libraries are wonderful ideas for places to speak! Thank you for adding those to the list of possibilities.
When I collect email addresses at an event, I tell everyone that they will get an email to confirm their connection with my email community. I make it clear that they need to do this in order to actually receive the free gift (because the auto responder won’t launch without this). Then, their email subscription is just as legit as if they had gone in and added their email themselves.
I was just having this conversation the other day about creating a speech that would cause people to react. I am relatively new to the speaking world and have an opportunity to speak amongst more seasoned speakers… a little nervous! Thanks for these tips, I will certainly keep them in mind!
Go, Liane! The best way to deal with that nervousness is to begin. Then practice as much as you can… and breathe, deeply into your belly at least three times any time the nervousness shows up. And again, there is magic in beginning… I have a great sticky note exercise that clients and workshop attendees always adore. It helps you begin getting your content out and then organized. If it would be useful to you, let me know. I’m happy to tell you more about it. Congratulations on what sounds like a really great speaking opportunity!
Michelle, this is brilliant! Clear, practical and inspiring; thank you!
Thank you, Terry! High praise coming from you, my friend!