Do It! Marketing Blog: Marketing for Smart People™

Marketing Mix: Paid to Speak

professional services marketing mix paid to speakMarketing Mix: Book Review of "PAID TO SPEAK" published by the National Speakers Association

PAID TO SPEAK is a virtual MBA in the business of speaking. From marketing to positioning to product development to platform skills, it's ALL in here. Well-organized, tightly edited, and with a logical flow from one part of the business to another, PAID TO SPEAK is also unique in that it tells it like it is. No sugar-coating. And no trying to fleece opportunity-seekers into believing the speaking business is a fast, easy, and glamorous way to make money. [It is NONE of the three!] 

Speaking professionally today is about thought-leadership, adding value to corporate, association, and entrepreneurial sectors, and understanding all the different ways that audiences and buyers want to access, use, and deploy your expertise. The book spans a wide range of business models, distribution methods, and revenue models. As it should - to reflect the current reality of many successful speakers (very few of whom have business models that look anything alike!) 

The key value in buying a copy of PAID TO SPEAK, dog-earing it, highlighting it, and taking notes in the margins... is that you will emerge from the experience with a wealth of information, some clear decisions to make, and a game plan to put it all together in a style and manner that suits your personality, your strengths, and your preferences. This is no "one size fits all" template for "THE" way to become successful. There are MANY paths up the mountain - and PAID TO SPEAK should be your personal handbook, guide, and reference to get you there miles ahead of the competition! 

Tags: marketing for speakers, marketing speaker, marketing success, thought leadership marketing, keynote speaker, persuasive speech topic, social media, professional speaker video, marketing professional services, professional services marketing, entrepreneurship, motivational speaker, professional speaker, persuasive speech topics, professional speaker marketing, motivational speaker marketing, speaker marketing, marketing mix, conference speaker, public speaker marketing, raintoday

Professional Services Marketing: Speaking to Attract New Clients

professional services firm marketingEvery consultant, expert, and professional services firm leader needs to establish their thought-leadership in order to stand out from the crowd and be heard above the noise. 

There's no room for the "Same-O Lame-O" dry boring MBA PhD guru guy or gal. Their days are over and their influence and impact are declining... daily... and dramatically. 

So that means that every day you wait to claim your place among the thought-leaders in your industry and in front of your target buyers, you're losing time AND money. 

Don't let that happen to you.

The good news is that independent research with over 200 buyers of professional services shows that at any given moment, between 52%-72% of them are willing to change professional services providers.

Across all service areas, more than 50% of purchasers could be considered Switchers, open to changing providers, ranging from 52% Switchers for Legal Services to 72% Switchers for Management Consulting. ("How Clients Buy" 2009-10 survey)

Additional research from the Wellesley Hills Group entitled "What's Working in Professional Services Lead Generation" surveyed over 700 firms and showed that the #1 source of leads is "Warm Calls to Existing Clients" - No surprise there. If you're great at what you do, the old adage applies - "your business comes from your business." 

The #1 source of NEW leads for NEW business for professional services firms, however, may surprise you: it is "Speaking at conferences, trade shows and seminars."

Put these two pieces of research together and the dramatic discovery you'll make is... 

You're never more than one good presentation away from generating new clients and new revenue.

So the question is... How successful are you at the #1 strategy of lead-generating speaking to drive credibility, visibility and revenue in your professional services practice? 

And do you do it "once in a while" with mixed results or has your professional services firm nailed down a process, a speaking "system" and a targeting methodology that consistently puts you in front of the right groups in the right rooms with the right people to say the right things in the right ways to reliably generate new revenue for your firm?

If yes, great - welcome to the 1% club. If not, we should talk. Call me at (610) 716-5984 or drop me an email ( and let's have a conversation about how you can do a better job of generating more leads, better clients and bigger revenues every time you stand up to speak. 

Grab your FREE copy of the Ultimate Resource List!

And then leave a comment below with your questions, thoughts, and advice on the ideas above.

Are you a DO IT freak? Welcome to the club!! Please use the social media buttons at the top of this post to share it with your network. YOU are a rock star!

Tags: marketing for speakers, marketing speaker, marketing success, marketing concept, thought leadership marketing, marketing professional services, professional services marketing, professional speaker, speaking, professional speaker marketing, marketing coach, marketing strategist, speaker marketing, marketing consultant, marketing mix, thought leadership, public speaker marketing, presentation skills expert

Marketing Speaker: Top 10 Things We Love About Meeting Planners

Guest column by By Kristina Dmytriv
marketing speaker marketing coach successful meetingsAs a marketing speaker, I can safely say that meeting planners are the reason we have SUCCESSFUL meetings.
Courtesy of Cvent, here are the 10 reasons why everyone loves planners. We've also included some stories to aid in planning your next meeting or event.
1. They're always prepared.
No matter how compact the bag, if you need something, a meeting planner can reach into a "Mary Poppins" bag and produce it in a matter of seconds.
2. They know how to be composed. 
While others scramble if things don't go according to plan, meeting planners never let you see them sweat. They're armed with a Plan B... and a Plan C, D, E and F, too.
3. They're wired for possibilities.
Where others see obstacles, meeting planners see potential. They can take the biggest hurdle and turn it into something positive in a matter of minutes.
4. They're masters of the palate.
Even on a shoestring budget, they can whip up a banquet feast that's delicious and healthy, too!
5. They're destination divas.
Wondering where to go on that next vacation? Go find a meeting planner and you'll have destination suggestions to fuel vacation choices for the next decade.
6. They act as protectors of the planet. 
Meeting planners always have a keen eye for protecting the environment, taking the green path at every opportunity. They waste not, yet manage to do so with great flair.
7. They serve as people connectors.
If you have a meeting planner in your circle of friends, you're just three degrees from anyone in the world. They know people who know people and they take great delight in helping others make meaningful connections.
8. They have generous hearts.
Meeting planners are go-givers. They're always looking out for others, even the quietest sheep in the flock. They see the unseen and they will do whatever it takes to help others in need.
9. They always go the extra mile.
Do you need to get something done? If a meeting planner commits to do something, there's no need for reminders. It will get done, on time (or ahead of time) and in the best possible way.
10. They're friendly and fun. 
Meeting planners aren't just experts at creating delightful experiences for others. They are natural born party people, smiling and finding fun even in the least likely places.

What do you think? Share your meeting planner kudos in the Comments section below

Tags: marketing for speakers, marketing speaker, passion, persuasive speech topic, professional services marketing, motivational speaker, professional speaker, marketing ideas, marketing coach, success tips, speaker marketing, networking, public speaker marketing, meeting planner

Marketing Speaker - Know MORE vs. Know DIFFERENT

marketing speaker brains"I not only use all the brains that I have, but all that I can borrow."
-- Woodrow Wilson,
28th president of US (1856 - 1924)

As I was preparing for a marketing seminar last week, it occurred to me that there are very few people who know MORE than you do.

As a marketing speaker and marketing coach, my clients and fellow speakers sometimes say, "Wow - you know so much MORE about marketing than me." And I guess I better if it's my life's work, right?

But they know so much more than I do about how to run a $2 million consulting business, how to operate a $50 million franchise, how to apply paint protection film to the front end of a Maserati, and how to design a build a LEED Platinum-certified office building.

POINT: Sure, I might know more in a particular area, but then YOU know more in different areas than I do (a LOT more probably!!)

So, perhaps a way to cross-pollinate ideas, surround yourself with "smart" people, and learn from your peers is to seek out NOT people that know MORE than you do - but to seek out people that know DIFFERENT than you do.

When's the last time you spent some time with a college professor? I live next door to two of 'em.

When's the last time you spent some time with a storyteller, actor, or improv comedian? Not to hear stories or jokes, but to exchange ideas and think WITH them.

Do you know the Guinness Book record-holder for balloon sculptures? I do. He's a great guy.

How about a puppeteer? Psychologist? PR guru? Web designer? Pastry chef? IT geek? Nurse?

Talk to these people. Seek out people that know DIFFERENT. Very few people actually know MORE.

What do you think? Ideas, comments, additions, rants, raves? Use the COMMENTS area below and let's hear from YOU. Yes, you in the blue shirt. Just click below and start typing...

Tags: marketing speaker, consultant marketing, consulting firm marketing, professional services marketing, entrepreneurship, professional speaker, expertise, marketing coach, thought leadership, small business marketing speaker, conference speaker

Marketing Speaker: Where's Your Next Client Hiding?

Marketing speaker, marketing coach David NewmanAs a marketing speaker and marketing coach who works with professional speakers, consultants, and professional services firms, one of THE most frequent questions I get is "How do I find the best places for me to speak so I generate business?"

I always come back with the following key question: What Audiences Are Your Clients In?

What groups do your ideal clients belong to? This will obviously determine which audiences you want to be in front of.

Not sure? Don’t guess – ask!

Here is the script to ask your current clients, prospects, and centers of influence who know your target market well…

“I’m looking to speak more in front of groups of [BUYER PERSONA]. I’d love to get your Advice, Insights, and Recommendations.”

(Thanks to my pal, networking and referral marketing speaker Michael Goldberg for the A-I-R approach!)

Another way to ask might be…

“Of all the industry groups and associations you belong to, which ones provide the most value in terms of the speakers and programs they present?”

With both of these scripts, the natural follow-up discussion would center around your desire to serve this industry/community more and to share information with them that would help them become even more successful.

Likely outcomes from this discussion would include:

  • Names of specific groups, associations, and conferences
  • Names of specific people serving in board or programming positions
  • Names of other executives or decision-makers in the field
  • Names of other companies or firms in need of similar information/services
  • Specific networking introductions
  • Offers of referrals to the individuals they already know
  • An opportunity to reciprocate and ask how YOU might be of service to THEM

Resources for Targeting Best-Fit Venues

Finding venues to speak profitably could be like trying to find a needle in a haystack. Here are some resources to help you laser-target your speaking to your best-fit audiences:

Have fun, speak well, and go generate some business.

Got questions? Comments? A resource or tip of your own? Please use the COMMENTS sections below and let's hear from YOU...

Tags: marketing for speakers, marketing speaker, marketing strategy, marketing success, marketing for coaches, professional services marketing, motivational speaker, professional speaker, professional speaker marketing, marketing ideas, marketing coach, motivational speaker marketing, small business marketing, marketing tip, marketing tips, recognized authority

Marketing Speaker: CEO Speaking is Your Best Weapon

CEO Speaking is Your Best Weaponspeaker marketing coach David Newman CEO Speaking

The most successful motivational speakers, corporate executives, and professional services firm principals become recognized thought leaders in their areas of expertise because they deploy three powerful tools every time they speak – Clarity, Expertise, and Openness:

Clarity: In any speaking situation, clarity indicates power, confidence, and capability. Less is more. Convey a few points powerfully. Focus your message and like a laser beam, it will cut through even the most steely buyer you’re likely to encounter.

Expertise: Expertise has replaced dollars as your marketing investment. Those who share the most value win. Actionable, specific, do-this-now strategies and tactics are the coin of the realm. This goes beyond “educating your prospects” and even goes so far as “setting the buying criteria” or helping them do it themselves if they so choose.

Openness: Openness is about collaboration. Marketing is no longer someone yelling through a megaphone. It’s a person-to-person conversation. Forget about being the source of all information to your clients. Your new job is to open the possibilities, ask great questions, and then serve as a filter, lens, and curator. Openness means that every time you speak, you do it WITH them, you don’t do it TO them!

Mastering this kind of CEO Speaking will pay off in helping you attract, engage, and win more clients - NOW more than ever!

Tags: marketing for speakers, marketing speaker, marketing strategy, professional services marketing, motivational speaker, professional speaker, professional speaker marketing, marketing ideas, thought leadership, public speaker marketing

Marketing Speaker: How to Get Clients by Speaking

marketing speaker david newman

The Challenge

Too often, professional services firms:

  • Do marketing “by accident” or don’t do outbound marketing effectively
  • Hope that “prospects will call us when they need us”
  • Never know where their next lead is coming from
  • Don’t market using their best asset – thought leadership
  • Throw too many dollars into a “marketing black hole”

The Opportunity

Independent research with over 700 professional services firms proves that the #1 source of new business is “Making warm calls to existing clients” – and #2 and #3 are “Speaking at conferences and trade shows” and “Running our own seminars and events” yet if yours is like the majority of firms, you haven’t yet cracked the code on how to make this work for YOUR people to attract YOUR clients.

More research shows that 52-72% of B2B professional services BUYERS are willing to switch to new service providers across a spectrum of specialties. (Wellesley Hills Group, 2009 What’s Working in Lead Generation professional services market study)

Meaning: You’re always ONE good presentation away from closing new business.

The Payoff

Professional services firms and thought leaders within large companies can often do a MUCH better job in the following areas:

• Design and deliver a client-magnet presentation

• Generate leads without being salesy

• Use Before-During-After marketing to stay top of mind

• Maximize profits on a shoestring marketing budget

• Generate more leads, better prospects and bigger sales using irresistible offers and high-integrity techniques

...and in my experience working with clients like this, it does NOT take huge amounts of work; small, targeted shifts in your packaging, promotion, messaging, and followup makes all the difference (which we usually nail down over the course of 1 or 2 days together and then the floodgates open!)

Last Word: Marketing Skills vs. Presentation Skills

A decent presentation built for marketing and sales results will outperform a brilliant presentation built for a “standing ovation” or praise from your local Toastmaster’s club or high marks from a presentation skills coach.

Bottom line: I don’t care if you become a great speaker. I do very much care that you become a good speaker who consistently generates more leads, better prospects, and bigger sales each time you present in front of a roomful of potential buyers.

What do you think? Fire off some thoughts, comments, or questions in the COMMENTS section below. Let's talk about this one...

Tags: marketing speaker, keynote speaker, motivational speaker, professional speaker, marketing, speaking, thought leadership, conference speaker

Marketing coach: The 2 Most Important Lines of Any Email

email marketing professional services firm marketingAs a marketing speaker and marketing coachwho works with professional speakers, consultants, and professional services firms, the topic of email marketing comes up fairly regularly.  

A study conducted by Quiris discovered that people have an inner circle of 16 sources from whom they open e‐mails—that includes e‐zines they subscribe to, and their friends.

What does this mean to you? Simple: the competition is fierce.

You could be giving away free gold bars, but if no one reads any of your message how would anyone know about it? It is the age‐old question what came first—the chicken or the egg? The greatest message no one reads is no more effective than the worst message everyone reads. They have to read your message.

Your typical Internet user is overwhelmed with daily e‐mails, most of which they never read. Do you read all your e‐mail? 

People do not have the time to sit and read every single e‐mail they get. They read their e‐mail the way they read their normal mail, except now they have the power to use a delete button.

They quickly scan two very important lines on every e‐mail that will help them decide. They look at the “from” line, and the subject line.

Always use the same from line when emailing to your subscriber list. Your readers must get to know and trust you. Once you create a bond with your reader and gain their trust, you will make it into their inner circle.

Isn’t this how you decide which e‐mails you will read?

Your subject line is a different story; try to give your reader a reason to read your e‐mail. Offer him a benefit for reading your message. Let him know what is in it for him or her.

Tests show that if you include the readers’ first name in the subject line, you will get a noticeable bump in response.

Think of your subject line as a mini headline. One of my most successful subject lines from my e‐zine was “Do Question Headlines Work?” There was an avalanche of response to that simple subject line.

Michael Masterson has come up with a formula he uses when he writes headlines; it’s called the 4 U’s. Your headline must be useful, unique, ultra specific, and urgent. It is a nifty little checklist. The next time you are stumped for a headline, try the 4 U’s.

Here let me show you how it is done. Check the subject line for the 4U’s, for each U give it a score of 1‐4; 1 being lousy, 4 being excellent. When you’re done average out your score and see what you have. Anything lower than a 3 should probably be re‐written.

Here is a sample subject line from a small business marketing e‐zine:

8 ways to generate a ton of repeat business

Is it useful? Every businessperson or salesperson wants to know how to increase his or her referral business. Yes, it is useful, let’s give it a 4.

Is it unique? Well, not exactly so let’s give it a 2.

Is it ultra specific? You betcha, it tells you there are 8 ways, not a couple or a few but eight specific ways. So let’s give it a 4.

How about urgent? There really is no timeframe given so let’s rate this a 2. If you add these numbers up you get 12 divide that by 4 and you get 3. Not bad, but the real question is - how can YOU do even better?

In the comments section below -- Will you share your thoughts and insights into how YOU decide which emails to open and engage with? 

p.s. If you'd like some personalized help - and your very own customized marketing and sales toolkit PLUS an easy-to-implement small business marketing game plan with 1-on-1 guidance for 90 days, get all the details here.

Tags: consultant marketing, professional services marketing, email marketing, small business marketing expert, small business coach, email marketing campaign, professional speaker, ezines, professional speaker marketing, email newsletter, public speaker marketing

Motivational Speaker Tip: Quickest way to the poor house is...

This smart marketing speaker,  motivational speaker philadelphia, professional speaker david newmanmarketing tidbit came across my desk from Joan Stewart, aka the Publicity Hound:
One of the most valuable tips I learned is that the onslaught of emails I'm receiving from business people offering cut-rate prices on their products and services is, for them, the quickest way to the poor house. In fact, raising prices, even in a meltdown economy, is one of the fastest ways to success.
Why is this so smart? Well, because Joan agrees with me on this point. I'm not ashamed to share with you that for 2010, I've just raised my speaking fee. And not by a little - by a lot. Specifically, it's up by 33%. And it wasn't low to start with.
Surprise: I'm booking just as many programs - and perhaps slightly more than before with (because of?) the higher fee level.
Leave a comment below and share YOUR wisdom on what YOU are doing to raise yourself above the competition - both literally with pricing and in other more customer-centric ways...

Tags: marketing for speakers, marketing speaker, marketing strategy, marketing for coaches, keynote speaker, small business marketing expert, small business coach, motivational speaker, professional speaker, marketing ideas, marketing coach, small business marketing, small business marketing speaker, marketing tip, public speaker marketing, pricing

Small business marketing: lessons from Home Depot

motivational speaker david newman marketing speaker marketing coachAs a marketing speaker and marketing coach, many of my clients have neither the budget nor the business model to justify a big advertising budget, much less advertising on TV... BUT a while back there was a Home Depot television commercial that brilliantly demonstrated an understanding of HOW their customers (and yours) make purchasing decisions.

It went something like this…

A man is standing in the tool department holding a drill while his wife looks on dubiously.

He obviously wants to buy it, but apparently expects some resistance from his wife so in an effort to convince her says, "Don't think of this as a drill, think of this as your new book shelves."

Well, his ploy worked because in the next scene, the same couple is standing in front of the table saws. He smiles at his wife, points to one and says, "And think of this as your new deck!"

The final scene shows the same couple getting ready to purchase a shop vac. Only this time the woman speaks up and says, "And I can think of this as my clean garage!"

Not only do they do a stellar job of articulating their products' benefits but they do so without mentioning one feature! So, the next time you're tempted to itemize your products' or services' nifty features take a deep breath and stop.

Instead, articulate how those features translate into customer benefits, outcomes, and results.

Tags: marketing speaker, marketing strategy, marketing success, small business advertising, professional speaker, articulation, marketing ideas, marketing coach, advertising