One of the ways to play a much bigger game in marketing your business and really create leverage in your business is through speaking. Why? Because instead of talking one-to-one, you’re now talking one-to-many. Instead of marketing one-to-one, you’re now marketing one-to-many. That is the ultimate leverage.
There are two ways to speak. You can hold your own and conferences or you can be a speaker for a group that has already done all the work to assemble your ideal clients for you. You just come in and speak. Either way there is one thing that you need either to fill your room or to get booked to speak and that is a compelling signature talk title. When you have a compelling signature talk title, it is the one thing that will fill your room.
A lot of people spend a lot of time with their content but their signature talk title is an afterthought. I want you to think about reversing that. Obviously you want to give good content in your actual talk but before a prospective attendee decides whether to come to the talk or not, they really need to be compelled by your talk title.
So I would recommend that you spend quite a bit of time creating a signature talk title that will have somebody say, “Wow! That’s exactly what I need. I’m going to cancel my Tuesday evening dinner plans with my friends to come and see this person speak.” It should be so compelling that even you would want to go even though you’re already an expert at what you do.
In the same vein when you’re booked to speak by a promoter or an event planner, the signature talk title is the thing that they will decide whether or not they will hire you to come and speak.
So how do you create a compelling signature talk title that will make somebody hire you or come to hear you speak? Well, I believe that your talk title should provide the answer to your ideal clients’ biggest struggle. So if your ideal clients’ biggest struggle is to attract clients then you want to put that in your signature talk title.
For example, for many years my signature talk title has been, How to Attract All the Clients You Need. It’s even the title of my free CD, I’ve done teleclasses on this. I get booked to speak all over the world with this talk title because all of my ideal clients are looking for more clients, whether they are just starting out or they want to really leverage and fill their programs.
So the way I want you to think about this is what would your ideal client do anything and pay anything to have—perhaps to increase or decrease, to acquire, or to let go of? What would they do anything and pay anything for? What are their biggest struggles, the biggest challenges that they have? Once you’ve written it down, turn it into a signature talk title by saying, “How to.” For example, if your best client has trouble growing their hair, then, “How to stop the balding and grow more hair” could be your signature talk title. Then if you want to make it even more interesting, add “in 30 days or less,” or “in half the time.” The idea is that the minute your ideal client sees the title, they will say, “Wow! I have got to attend!”
Your video assignment
Your assignment for the week is creating your compelling signature talk title. Give it a lot of thought and work it out. Then post it in the comments below on my blog. I want to read what is it that you’re going to use to fill your rooms or to get booked to speak. Good luck!