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I invited a couple of my others. They’re going to
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listen to the recording.
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Wonderful. It’s wonderful.
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Yeah. This is the foundation of everything that I
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do in my work.
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So, Vivian, I haven’t seen you in so long.
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Hi, Viv.
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I know. It’s good to be here.
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Oh, it’s good to see you.
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I see- Good to see you, Vivian
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… Miss Lois. Hi, Lois.
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And it’s a slower Friday with my clients, so-
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Or we-
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So any time is good
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… Carla’s in here. We had the most tremendous storm.
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Usually I do these at noon, and God told me to do this at 1:00.
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And thank God, because my power went out at noon.
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We have had-
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Oh, no
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…Oh, it’s stopped, but we have had tremendous rain here in Houston,
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which is good in a way, because the water is down.
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Oh, Robin’s coming in. This is going to be fun.
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So, guys, I
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love Lois, and I have to show you. Lois, this was published in 19–
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I think this was published in, what was it?
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1800s, I think.
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No, I was going to say 1800s. 1998.
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Yeah.
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I joined NSA in 2000. I don’t know when I got this,
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but this has been my Bible. So Lois used to have all of
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her ideas in a notebook. I still have it, so it’s 25 years old.
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How about that?
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And you all know Crystal. I want to just share
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that I introduced Crystal to Lois, or Lois to
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Crystal, and Crystal and Lois taught me the
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importance of one-sheets. And so I asked her to talk about this today.
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We’re going to talk about other things, and she’ll probably put some of you in the
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hot seat, but here’s what I want to say.
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When we’re creating a new keynote, when we have a new idea, create a
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one-sheet. These are the things that you don’t have to even get it up on your
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website yet, but this is what somebody, a client, needs.
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They need to take something to the committee.
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And I believe that before anybody does a website, they should create
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their one-sheet so they can get their statements out of this, they can get their
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ideas out of it, and even their branding, their colors, so they can
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experiment on a piece of paper before they invest all of that money into a
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website. So some of you know that my son does do websites, and he
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said, “When they come to me and they have this, it is so much
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better than us having to discover this.” So what we’re going to learn
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today, no matter where you are in your speaking career,
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these are gems that I think that we can bring into our business,
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especially now that we’re creating new talks.
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So without further ado,
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Lois Kramer.
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Oh, Karen, thank you. Thanks, everybody.
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I have been looking forward to this. I have been a Karen fan forever.
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She’s the only person I recommend when people-
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She’s wonderful
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… are looking for help on keynotes.
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I think you all have made a fabulous decision to invest time
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with her. And
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here’s what I want to say. We communicated a little bit about what I would talk
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about today. I have always felt very strongly
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that you can have the best speech in the world, but if you can’t sell it,
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what are you going to do?
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And so I am all about the business of speaking.
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I don’t do anything about helping you find your expertise, creating a speech,
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presentation skills. I don’t do any of that.
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I’m all about once you have a speech,
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expertise,
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the ability to deliver it in a compelling way, then
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you come to me if you want to make money with it, if you want to monetize it.
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And that’s what we’re going to talk about in our time today.
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And
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I will tell you that I did start my business in 1998, which sounds like
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1898 when I say it now, everybody. But I
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created that notebook, and let me share with you.
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When I decided to start Book More Business, I came in to this
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very desk I’m sitting at right now. I’ve lived here a long time.
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Ever since I was blonde, I’ve lived here.
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And I wrote down everything I knew on my Compaq computer
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in Word
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about the speaking business.
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And I put it in a binder, and then I zhuzh-ed the binder up over the years,
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and
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Karen can take that on “Antiques Roadshow” and make some money with it, I’m sure.
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But that was my first product. And
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talking about monetizing your message, it’s very hard to
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make a living now just getting on a plane, speaking, coming home, getting on the
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next plane, and speaking.
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What we know is that people like to learn in a number of ways, but you have
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to sell. I think it all starts with the speech.
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It all starts with having a great speech.
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Nothing happens unless you have a great speech.
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After you have a great speech, though, I think you have to be able to
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ultimately answer the question, what do you do?
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And I started my business based on my sense that
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most professional speakers really sucked when answering that question.
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Because most of them would say, “I speak on sales,” “I speak
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on leadership,” “I speak on customer service,” and I’ve been in sales
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and marketing all of my life, and I can
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tell you that’s not a very compelling way to position yourself in front of a
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buyer, in front of someone who can write a check.
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Now more than ever,
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you need to be able to plug into the ROI of that
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organization for them to hire you.
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They have to clearly see the value that you would bring,
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the difference that you would make.
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And a great positioning statement is a
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concept and outcome statement of working with you.
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So I could say I’m a consultant in the speaking industry,
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which is kind of like I speak on sales, but instead of that, I say I
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work with speakers and consultants who want to book more business, make more
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money, and monetize their message
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Which I think is a much stronger way to position myself.
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I’m creating that lens through which I want you to see me.
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And I used to speak on sales. I don’t do that anymore, but when
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I spoke on sales, my business was called Fast Forward Selling.
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And here’s my positioning statement for it because it will be more akin to what I
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want you to think about.
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I said, “I work with organizations that want to fast forward their
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selling skills
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so they’ll be better at what they do.”
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I want you to listen to how short it is,
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how conversational it is,
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and the way I began it, and I’m going to share my screen if I
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can. Can I do that?
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Yes.
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I can do that.
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This is my formula
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that I want you all to think about. I work with organizations that want to
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blank so that they can blank.
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I want you to consider beginning your statement with–
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Well, actually, I don’t want you to consider, I want you to do it.
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I’m getting old and crabby.
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I work with organizations, not I help.
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Never I empower.
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Never I encourage.
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I work.
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And notice, I work with organizations.
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I’m not saying how I work.
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So I’m not saying what vehicle I’m using to drive my intellectual
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property to the marketplace.
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Because I’m hoping after I say, “I work with organizations that want to
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fast forward their selling skills so they’ll be better at what they do,” you’re
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going to ask me, “Well, how do you do that?”
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Or, “Tell me more about that.”
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Then I’m going to say, “Hey, thanks for asking.” I do it
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by speaking, through my speaking, writing, consulting,
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coaching, membership groups, whatever number of ways you
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drive your IP to the marketplace.
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So we don’t want to put the vehicle in front of the cart, if you will.
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I want people to think about the totality of ways
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that they can work with you, the totality of ways that
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they can work with you. So I want them to book a speech.
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If you do consulting, I want them to think about that.
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If you have a book, I want them to think about that book.
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I want them to think about another speech, if you’ve got another program that would
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benefit them. So I work with
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organizations that want to.
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And I’ll tell you, this has worked really well for clients.
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Believe it or not, I started my company based on this.
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I’m still doing it.
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It’s still the first thing I do-
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Of course
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… with clients.
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And I talked to a gentleman, a discovery call with a
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gentleman,
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and
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we were talking about how I work and blah, blah.
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And so I said, “I always begin with a positioning statement, a
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concept, an outcome statement of working with you.” And he said, “Well, I think
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I’ve got my positioning down pat.”
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And I said, “With all due respect,” and by the way, whenever I open a sentence with
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all due respect,
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something’s coming.
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And I said to him, “I’ll be the judge of that.”
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And I’m very directive when I work with people, but
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the reason I am is because I have an idea of what works after doing this for
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25 years. My market intelligence are my clients out there doing this
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and letting me know what works and what doesn’t.
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So a positioning statement,
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seven seconds or less. I was just
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asked in a program I did the day before yesterday to a speakers academy,
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“Isn’t this an elevator speech?” I said, no.
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Elevator speeches are typically defined as 30 to 60
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seconds, and if I were talking to my friend Patty
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at a networking event,
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and I took 30 to 60 seconds to say something she had
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absolutely no interest in,
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it would feel like 30 to 60 years, wouldn’t it, Patty?
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So I don’t assume interest.
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I’m trying to attract interest.
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I want to get into a conversation as quickly as possible, and when you’re
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talking to decision-makers, that’s exactly what I want you to do, because
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this needs to be very client-centric.
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It needs to be, I work with organizations that want to fast forward their selling
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skills so they’ll be better at what they do.
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Be quiet, and then wait for them to say, “How do you do it?” Or, “Tell me more
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about that.”
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And I’ve even said a third most common
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retort, especially when you’re in person, is this.
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Who can tell me what this means? How nice for you.
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If you say your positioning statement and somebody says, “How nice for you,” it
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means move on.
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Bye-bye.
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And you know what? I think that’s a gift.
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It’s a qualifier.
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I think one of our biggest challenges is to be
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good stewards of our time. We have a finite amount of time to
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promote ourselves and sell ourselves,
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and being able to qualify people by interest,
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and if we’re doing something that they need, I think is absolutely key.
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I’m going to do something I wasn’t planning on doing. Bear with me.
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I’ve got to call something up here real quick.
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I’m going to show you to the extent that I believe this.
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I’m going to share again.
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This is the front door to my website above the fold.
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By the way, a Ben McCullough production.
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I’m not saying this has worked for me,
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but I have kicked myself that I didn’t hire him 20 years ago.
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Oh, geez.
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But I want you to look at this. It’s my face and my
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positioning statement right here
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And if this doesn’t resonate with you, I’m happy for you to
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go.
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I’m happy for you to go. Does that make sense, folks?
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Yes.
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I want you to think about it as a qualifier.
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So I’m just going to play this out just for a moment.
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If this were a sales conversation, I were reaching out to my friend Mark,
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I would say, “Mark, my name is Lois Kramer.
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I work with organizations like yours who want to fast-forward their selling skills
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so they’ll be better at what they do.
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I’m reaching out to see if one of my programs may be a good fit for
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an upcoming meeting or answer a challenge you’re currently
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experiencing in the workplace.”
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That is my entrée to every email,
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every phone call. That’s my voicemail.
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And what the positioning statement does, it sets up
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everything that follows,
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and it will ensure that that’s going to be a productive
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conversation.
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So who would like a hot seat for a positioning statement with me today?
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Mark, talk to me. Thank you for raising your hand.
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You bet.
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Okay, here’s my current positioning statement.
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This is probably number 857 in my list of positioning
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statements.
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It’s okay.
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I work with leaders who want to align people priorities and
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execution so they can move forward as one team.
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Oh, I love it.
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I absolutely love it.
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A total concept and outcome. And listen, that didn’t take
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seven seconds to say.
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And so he is not going into a sales
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conversation looking to have a monologue about himself.
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Because the next
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question,
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do you have an event coming up where I might be a good fit or
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answer a challenge you’re currently experiencing?
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I’m going right into qualifying after that.
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I’ve got my 10 questions to book more business.
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It’s in my book, “Make More Money Speaking,” the new edition of “Make Money
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Speaking.” You can also look for the article free on my website,
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under blogs.
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I’m going right into saying, “So Mark, do you ever bring in professional speakers
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like me to work with your people?”
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Ask for what you want.
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Ask for what you want. And at any time, if I were talking to
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Mark, if I
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were the speaker talking to Mark, we’re the buyer, I can bow out, “Mark, it doesn’t
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sound like I’m a fit, but I want to thank you for taking the time to talk to me
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today.”
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At any time, I’m going to. But I’m going to go through my 10 questions to
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book more business, and I’m going to share them with you, I realize, in a few
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minutes. But Mark, I absolutely love it.
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And I really would
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encourage you to consider making sure that that is above the
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fold on your website on the front page.
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Because if that doesn’t resonate, we’re just wasting
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time.
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We’re just wasting time.
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Who else? Who else will play with me here?
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Patty.
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Whoop, you’re muted, friend.
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I work with organizations that want to grow leaders and engage their members.
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Oh, interesting. Do you work mostly in the association market? You do.
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Yeah, about 40% of it, yeah.
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Yeah. I like it.
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Say it again.
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I work with organizations that want to grow leaders and engage members.
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If you’re marketing to corporate, though, members isn’t
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going to be the word you want to use, is it?
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No, but that’s the best I can get that can meld for
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both industries.
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What about instead of members
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if you said their people? Say it with saying their people at the end.
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Oh. I work with
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organizations that want to grow leaders
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and engage their people.
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That’s the way I’d put it.
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Oh, fantastic.
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00:16:18.304 –> 00:16:22.164
And let me say this, that I would put that as the
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header of everything. But when you’re talking to an association, I would
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say it the way you initially said that to me.
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Okay.
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Grow their members,
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grow their employees. You can use that.
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But their people is more inclusive language, and it would
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allow me to see you in front of anybody, quite
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frankly.
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Mm-hmm.
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Cool. Who else?
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I’ll go.
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Good.
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Yes.
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Good.
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Thank you.
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I work with organizations that want to create healthy and sustainable work
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environments so that they can minimize stress, manage
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change, and maximize their influence for optimal
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results.
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Yeah. Here’s what I don’t like about it. By the way, I’m very blunt.
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Yeah. Go for it.
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Don’t tell everybody, though. I might scare them away.
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00:17:10.124 –> 00:17:11.773
I think it’s a little long, and-
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Mm-hmm
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… if you and I were having coffee together, and that’s what I want you to think
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about a positioning statement,
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I would
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not say what you just said to me over coffee.
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For example-
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Mm
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… I don’t think the word optimize is conversational.
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Okay.
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00:17:30.384 –> 00:17:32.944
It has to be ultimately conversational.
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00:17:34.364 –> 00:17:34.724
Okay.
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00:17:36.244 –> 00:17:37.384
What’s another word for–
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00:17:38.364 –> 00:17:40.404
Say it again. I want you to say again what you just said to me.
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Say it as you just said it to me.
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Sure.
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I work with organizations that want to create healthy and sustainable work
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environments so that they can minimize stress, manage
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00:17:51.364 –> 00:17:54.864
change, and maximize their influence for optimal
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00:17:54.904 –> 00:17:55.944
results.
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00:17:56.184 –> 00:17:58.944
Take out optimal results. It’s not needed.
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Okay.
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I don’t think it’s needed. And it shortens it up, and I like that.
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00:18:04.484 –> 00:18:08.404
I like that. I also would say, on the front end, I
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would consider just saying, I work with organizations who want to
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create healthy
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Workplaces
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or healthy work environment.
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00:18:20.738 –> 00:18:22.548
Healthy work environments? Okay.
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Yeah.
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So maybe-
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Take out sustainable
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Yeah.
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00:18:25.348 –> 00:18:28.298
I want you to use fewer words, but-
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Mm-hmm
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00:18:28.948 –> 00:18:32.578
… here’s what I want you to remember, and we’re going to talk about core offering
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sheets, one sheets, in just a second.
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00:18:36.888 –> 00:18:40.588
When you’re talking to someone, and when you’re appealing to someone on a
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marketing piece that needs to be concise,
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we have less liberty to be wordy.
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I have spent 25 years telling speakers to use an economy of words.
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We have to use an economy of words. If we can express what we do
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using an economy of words, we seem even more powerful in the eyes of the buyer.
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Much more powerful. So here’s something I’m going to tell you
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00:19:08.508 –> 00:19:08.758
all,
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and I’ll do Jasmine, and then we’re going to move on.
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00:19:13.068 –> 00:19:16.908
But take the positioning statement that you are
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playing with or working with. You can put it in a program
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called
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lois247.com, which is my new AI platform,
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00:19:26.688 –> 00:19:30.568
and it’s literally lois247.com. And let me say this, there is a
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00:19:30.628 –> 00:19:33.608
free version. If you go on, you sign up, you don’t have to put a credit card in.
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00:19:34.108 –> 00:19:37.388
It’s free. You can buy in and get more
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00:19:38.328 –> 00:19:42.108
options, but you can go on there free and work on a positioning statement.
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00:19:42.608 –> 00:19:43.128
Put it in.
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00:19:45.228 –> 00:19:49.068
Just as I’m saying this, I know we’re making some changes today on this
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00:19:49.128 –> 00:19:51.008
section. Or you can go to ChatGPT,
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00:19:52.068 –> 00:19:55.448
put your positioning statement in, and then say,
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00:19:56.168 –> 00:19:59.818
“I want this written in Lois Kramer using Lois Kramer’s formula and
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voice.”
388
00:20:00.828 –> 00:20:01.088
Okay.
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00:20:02.428 –> 00:20:02.488
I
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00:20:03.348 –> 00:20:04.488
also want to make this clear.
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00:20:05.548 –> 00:20:08.148
You’ve got to love this. It’s more important you love it.
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00:20:09.088 –> 00:20:12.998
And I just worked with somebody who did chat, and said, “Give
393
00:20:13.008 –> 00:20:16.848
me three iterations using Lois’s thing.” And she
394
00:20:16.868 –> 00:20:20.588
showed me the results. In the third one, it said, “Lois will love this one.”
395
00:20:21.048 –> 00:20:24.767
And then it gave an option. And guess what? Lois didn’t love that one at all.
396
00:20:27.188 –> 00:20:29.787
So it’s really important that you love it.
397
00:20:32.228 –> 00:20:32.948
But brevity,
398
00:20:34.368 –> 00:20:36.588
if it comes back too wordy, tell it it’s too wordy.
399
00:20:37.588 –> 00:20:41.368
And we just
400
00:20:41.428 –> 00:20:44.928
added a function for voice on lois247.com.
401
00:20:47.308 –> 00:20:51.128
Speaking your prompts instead of writing them gives you better
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00:20:51.168 –> 00:20:51.648
results.
403
00:20:52.148 –> 00:20:53.148
Oh, good to know.
404
00:20:54.688 –> 00:20:56.868
And I learned this through trial and error, everybody.
405
00:20:57.028 –> 00:21:00.968
On ChatGPT, when it first came out, and then it added a voice,
406
00:21:01.108 –> 00:21:04.288
an ability to use the voice, I realized that I stayed in
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00:21:04.408 –> 00:21:05.508
conversation with it.
408
00:21:09.268 –> 00:21:12.868
Whenever I ask anything and I get the results, the
409
00:21:12.948 –> 00:21:16.388
second prompt I usually put is this: “Tell me more.”
410
00:21:20.428 –> 00:21:24.328
When you do it verbally with your voice, the voice option, you
411
00:21:24.368 –> 00:21:27.168
tend to be more conversational, which is why we just added this.
412
00:21:27.268 –> 00:21:30.368
I don’t even know whether it’s up yet because I’m having a conversation with my
413
00:21:30.388 –> 00:21:31.868
developer today.
414
00:21:32.728 –> 00:21:36.588
But think about using your voice
415
00:21:37.048 –> 00:21:39.708
when you’re prompting on AI. It’s just a real positive.
416
00:21:39.768 –> 00:21:42.618
It becomes more conversational, and the quality of the answers
417
00:21:43.428 –> 00:21:45.348
come out, I think, even better.
418
00:21:46.468 –> 00:21:47.368
Jasmine, please.
419
00:21:50.168 –> 00:21:51.788
Hi, Lois. Hi, everyone.
420
00:21:52.708 –> 00:21:56.008
This is new. I work with organizations that want to
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00:21:56.048 –> 00:21:59.908
invest in the sustained performance and well-being
422
00:22:00.028 –> 00:22:03.368
of, I edited, their people so that they can build
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00:22:03.428 –> 00:22:05.368
cultures that retain top talent.
424
00:22:07.288 –> 00:22:11.188
I like it, but I don’t know that I want you to use the word invest.
425
00:22:15.568 –> 00:22:17.388
What about support? I had support.
426
00:22:18.248 –> 00:22:20.028
I like that better, and let me tell you why.
427
00:22:20.108 –> 00:22:23.588
And this might be a little counterintuitive to some of you.
428
00:22:24.488 –> 00:22:27.748
I try and think like a decision-maker when I’m working with you all.
429
00:22:28.828 –> 00:22:29.098
And
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00:22:30.688 –> 00:22:32.108
I want you to invest in me
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00:22:33.908 –> 00:22:34.688
before your people,
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00:22:36.208 –> 00:22:37.488
because that’s the process.
433
00:22:39.608 –> 00:22:40.428
I’m the conduit.
434
00:22:41.968 –> 00:22:45.468
So I don’t want them to think about money right away.
435
00:22:46.428 –> 00:22:46.648
Right.
436
00:22:47.168 –> 00:22:48.488
Probably is a better way of putting it.
437
00:22:50.168 –> 00:22:52.228
The only money I want them to think about is my fee.
438
00:22:54.568 –> 00:22:55.658
Got it. Or what about foster?
439
00:22:57.148 –> 00:23:01.078
I think that’s fine, except, I’m going to say the same thing I just
440
00:23:01.088 –> 00:23:04.608
said to Michelle. If you and I were having coffee, you would never say, “You know
441
00:23:04.648 –> 00:23:07.388
what, Lois? You know what? I help foster in organizations.”
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00:23:07.928 –> 00:23:07.958
Support.
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00:23:08.028 –> 00:23:10.048
I would think, “What’s up with you?” I
444
00:23:11.128 –> 00:23:15.028
really would. It’s why I say I want this to be
445
00:23:15.108 –> 00:23:16.408
really simple language,
446
00:23:17.308 –> 00:23:20.048
conversational. I mean, one-syllable words-
447
00:23:21.228 –> 00:23:21.528
Got it
448
00:23:21.588 –> 00:23:24.228
… if at all possible. And realize this,
449
00:23:27.068 –> 00:23:30.348
the most common mistake I see in positioning statements, and have seen over the
450
00:23:30.408 –> 00:23:33.528
years, is that people try and put too much into it.
451
00:23:34.908 –> 00:23:37.708
Because you feel like, “Well, I got to let them know I do this, and I do this, and
452
00:23:37.768 –> 00:23:39.128
I do this.” No, you don’t.
453
00:23:39.968 –> 00:23:42.548
A positioning statement sets the table.
454
00:23:44.788 –> 00:23:48.688
A positioning statement just begins, opens the door to a conversation.
455
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You’ll get a chance in the sales talk afterwards to make these
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00:23:54.308 –> 00:23:54.668
points.
457
00:23:56.228 –> 00:23:58.428
But for an opening salvo,
458
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I want this to be short, sweet, conversational,
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00:24:02.888 –> 00:24:04.348
with no $2 words.
460
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Does that resonate?
461
00:24:08.288 –> 00:24:09.008
Thank you. It does.
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00:24:09.368 –> 00:24:12.648
You’re welcome. Thank you, Jasmine. Elizabeth, did you want to give it a try?
463
00:24:13.128 –> 00:24:13.868
I would.
464
00:24:13.928 –> 00:24:14.208
We’ll take
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00:24:15.048 –> 00:24:17.688
you, and then we’re going to move on, and then I’ll take some at the end if we have
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time.
467
00:24:18.588 –> 00:24:18.808
Okay.
468
00:24:18.908 –> 00:24:19.008
Yeah.
469
00:24:19.028 –> 00:24:19.678
Thanks, Lois. I appreciate it.
470
00:24:19.688 –> 00:24:20.188
Good to see you
471
00:24:21.008 –> 00:24:24.988
Thank you. You too. So I’m pivoting, and my space is now working in the
472
00:24:25.068 –> 00:24:27.218
adoption world and people who-
473
00:24:27.288 –> 00:24:28.488
I’m an adoptive parent.
474
00:24:29.268 –> 00:24:30.308
You are. I think we-
475
00:24:30.338 –> 00:24:30.938
Oh, certainly
476
00:24:30.968 –> 00:24:31.438
… talked about that years ago.
477
00:24:31.488 –> 00:24:32.188
I think we did.
478
00:24:32.548 –> 00:24:34.908
Me too. I’m both an adoptee and adoptive mama.
479
00:24:35.668 –> 00:24:39.148
So here’s my one I’m playing with. I work with
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00:24:39.248 –> 00:24:43.188
organizations that want to help people navigate the profound disruption
481
00:24:43.688 –> 00:24:47.368
of DNA surprises and family reunion to heal
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00:24:47.468 –> 00:24:49.138
rifts and to build healthier families.
483
00:24:49.228 –> 00:24:51.138
No. Uh-uh. It’s way too long.
484
00:24:51.488 –> 00:24:52.048
Yep, I know.
485
00:24:53.348 –> 00:24:56.388
And I don’t want you to say, “I work with people to help them.”
486
00:24:57.048 –> 00:24:57.268
Okay.
487
00:24:57.828 –> 00:24:58.628
Take out to help.
488
00:24:59.088 –> 00:24:59.658
Take out help?
489
00:24:59.728 –> 00:24:59.988
Okay.
490
00:25:00.248 –> 00:25:00.258
Okay.
491
00:25:00.268 –> 00:25:00.388
Yeah.
492
00:25:00.508 –> 00:25:00.518
Okay.
493
00:25:00.548 –> 00:25:02.548
It’s just a redundancy that-
494
00:25:02.628 –> 00:25:02.808
Right
495
00:25:02.948 –> 00:25:05.648
… I hear a lot, so it’s a common mistake.
496
00:25:07.388 –> 00:25:10.288
Say it again, and it’s okay. Just say it like you said it to
497
00:25:10.328 –> 00:25:11.768
me.
498
00:25:11.848 –> 00:25:15.568
Okay. I work with organizations that want to help people
499
00:25:15.648 –> 00:25:19.288
navigate the profound disruption of DNA surprises-
500
00:25:19.388 –> 00:25:20.328
Stop. Take out profound
501
00:25:20.428 –> 00:25:20.898
… and family reunion.
502
00:25:20.908 –> 00:25:24.548
Cross it out and then say it again.
503
00:25:24.628 –> 00:25:28.058
Okay. I work with organizations that want to help people navigate
504
00:25:28.108 –> 00:25:31.488
the disruption of DNA surprises and family
505
00:25:31.568 –> 00:25:32.128
reunions.
506
00:25:33.428 –> 00:25:34.328
That’s much better.
507
00:25:34.908 –> 00:25:36.508
Okay. To heal rifts and build-
508
00:25:36.548 –> 00:25:38.768
Yes. That’s much better. Much better.
509
00:25:39.038 –> 00:25:39.578
Okay.
510
00:25:39.708 –> 00:25:40.028
And,
511
00:25:41.368 –> 00:25:43.308
profound isn’t a conversational word.
512
00:25:43.488 –> 00:25:46.848
I am really picky about words on a positioning statement,
513
00:25:47.448 –> 00:25:49.988
less so on your marketing material or your website.
514
00:25:50.808 –> 00:25:50.908
Yeah.
515
00:25:50.968 –> 00:25:52.028
I’m still picky,
516
00:25:53.288 –> 00:25:55.548
but I’m not as picky because
517
00:25:56.628 –> 00:26:00.508
the positioning statement, like I said, to me, if that
518
00:26:00.528 –> 00:26:02.628
resonates, then you’ll have a conversation.
519
00:26:02.828 –> 00:26:05.348
If it doesn’t, or if people don’t get it,
520
00:26:06.168 –> 00:26:07.008
guess what happens?
521
00:26:08.348 –> 00:26:10.168
They’ll move on to somebody who they will get.
522
00:26:10.348 –> 00:26:11.688
Yeah. They go away. Yep.
523
00:26:11.988 –> 00:26:15.548
And, it’s the same with long marketing
524
00:26:15.628 –> 00:26:19.548
pieces, things that go on and on, long narrative on
525
00:26:19.588 –> 00:26:20.248
websites.
526
00:26:22.088 –> 00:26:25.018
It’s the same as, I worked with
527
00:26:25.708 –> 00:26:28.897
a new client earlier this week,
528
00:26:29.848 –> 00:26:31.378
and I knew a little bit about him
529
00:26:33.888 –> 00:26:37.528
before we started, and I said, “So how many programs do you have?” And he said,
530
00:26:37.548 –> 00:26:38.248
“Well, I have eight.”
531
00:26:40.128 –> 00:26:43.748
And I said, “I’m going to turn off my camera and my audio while I go take some
532
00:26:43.828 –> 00:26:45.748
aspirin, and I’ll be right back.”
533
00:26:49.308 –> 00:26:50.568
Here’s what I want to tell you.
534
00:26:52.598 –> 00:26:53.008
There are
535
00:26:53.848 –> 00:26:57.528
very few things, you can ask my daughter, there are very few things I say I know
536
00:26:57.608 –> 00:26:58.048
for sure.
537
00:26:59.108 –> 00:27:00.008
I know for sure
538
00:27:00.968 –> 00:27:04.788
if you have too many offerings, a buyer will move on to somebody who has
539
00:27:04.828 –> 00:27:07.128
fewer because it’s easier to make a decision with them.
540
00:27:07.208 –> 00:27:07.427
Right.
541
00:27:09.648 –> 00:27:13.368
And if you have a positioning statement that has too many $20 words in it,
542
00:27:13.768 –> 00:27:14.908
they’ll move on to someone
543
00:27:15.988 –> 00:27:19.048
who they think will be easy to understand.
544
00:27:19.588 –> 00:27:23.518
As a professional speaker, if you don’t sense that I’m easy to understand, and
545
00:27:23.548 –> 00:27:24.617
you don’t get me right away,
546
00:27:25.688 –> 00:27:27.388
hello, a flag.
547
00:27:28.388 –> 00:27:28.888
A flag.
548
00:27:29.888 –> 00:27:33.868
All right. So work on your positioning statements and go to my AI
549
00:27:33.888 –> 00:27:37.628
site or chat, and if my AI site has something under construction,
550
00:27:37.708 –> 00:27:40.998
forgive me. Like I said, I’m having a conversation with my developer today.
551
00:27:43.508 –> 00:27:47.188
So I’m going to share my screen again because I want to talk
552
00:27:48.088 –> 00:27:50.008
about one-sheets, core offering sheets.
553
00:27:52.188 –> 00:27:54.828
Here’s the other thing I want to say about sales before I pull it up.
554
00:27:56.728 –> 00:28:00.468
And I just wrote about this recently, so any of you who follow me or get my blog
555
00:28:00.528 –> 00:28:01.668
post have read this.
556
00:28:03.728 –> 00:28:06.468
The people who are buying your services,
557
00:28:08.168 –> 00:28:09.978
the people who are buying a speech,
558
00:28:10.848 –> 00:28:12.468
they’re not really buying a speech.
559
00:28:16.248 –> 00:28:16.968
You know what they’re buying?
560
00:28:18.268 –> 00:28:20.868
They’re buying the outcomes of that speech.
561
00:28:22.818 –> 00:28:25.948
They’re buying, if I bring my friend Sylvia in,
562
00:28:26.608 –> 00:28:30.498
they’re buying what are my folks going to do differently when they get up from
563
00:28:30.498 –> 00:28:32.968
their seats and go back to their offices, their desks?
564
00:28:33.348 –> 00:28:34.788
What are they going to do differently?
565
00:28:35.168 –> 00:28:37.348
They’re buying the transformation.
566
00:28:39.508 –> 00:28:43.368
So when selling, we need to speak in outcomes of working
567
00:28:43.408 –> 00:28:43.768
with us.
568
00:28:45.548 –> 00:28:47.068
If that’s what they’re buying,
569
00:28:48.508 –> 00:28:52.148
that’s what we need to be saying. That’s what we need to be saying verbally.
570
00:28:52.178 –> 00:28:52.598
It’s what
571
00:28:53.848 –> 00:28:55.808
should populate your marketing materials.
572
00:28:55.828 –> 00:28:58.808
It’s absolutely what should be crystal clear on your website.
573
00:28:59.988 –> 00:29:02.308
What are the outcomes of my speech or speeches?
574
00:29:04.088 –> 00:29:04.708
That’s what they’re
575
00:29:05.908 –> 00:29:09.768
going to buy. Right now, I’m going to share again. Of course, it isn’t called up.
576
00:29:09.848 –> 00:29:13.628
I don’t know why. This was a well-oiled machine when I started,
577
00:29:15.028 –> 00:29:15.828
believe it or not.
578
00:29:17.468 –> 00:29:18.388
Bear with me, folks.
579
00:29:19.528 –> 00:29:21.018
You’re pretty well-oiled so far.
580
00:29:21.308 –> 00:29:22.198
I don’t know about that.
581
00:29:22.228 –> 00:29:23.168
It’s good.
582
00:29:23.608 –> 00:29:26.748
I don’t know about that, but I’ve got to get this called up again.
583
00:29:26.868 –> 00:29:28.447
I don’t know why it’s not-
584
00:29:28.528 –> 00:29:31.468
They’re buying the outcomes, I think is profound.
585
00:29:31.728 –> 00:29:33.268
Well, you know, Karen,
586
00:29:34.248 –> 00:29:37.808
it really is true. That is what they’re buying.
587
00:29:37.868 –> 00:29:41.808
Here we go, friends. This is, and I’ll send this to Karen
588
00:29:41.848 –> 00:29:43.508
after the event. She can share it with you.
589
00:29:44.648 –> 00:29:47.128
This is my one sheet or my core offering sheet.
590
00:29:48.228 –> 00:29:51.168
And I want to describe the sections to you because I think it’s incredibly
591
00:29:51.188 –> 00:29:54.348
important, and I want you to notice one thing when you look at it.
592
00:29:54.408 –> 00:29:57.268
Look how much white space there is.
593
00:29:57.428 –> 00:29:59.348
Look how things are sectioned off,
594
00:30:01.688 –> 00:30:03.368
and notice the font is not tiny.
595
00:30:04.428 –> 00:30:04.748
Yeah.
596
00:30:05.208 –> 00:30:05.408
Okay?
597
00:30:06.628 –> 00:30:08.258
When I started
598
00:30:09.528 –> 00:30:13.208
working with speakers, I actually studied, so you don’t have to,
599
00:30:14.368 –> 00:30:17.868
how people’s eyes go across when they’re reading things, how they’re
600
00:30:17.908 –> 00:30:19.788
digesting what we’re putting in front of them.
601
00:30:20.868 –> 00:30:24.708
And it’s easier, things that are compartmentalized are easier to read, things that
602
00:30:24.728 –> 00:30:28.478
are in sections. Bullet points, people’s eyes are drawn immediately to bullet
603
00:30:28.668 –> 00:30:28.848
points.
604
00:30:30.998 –> 00:30:34.358
So we need to use this knowledge as we
605
00:30:35.518 –> 00:30:37.838
market. So my business is at the top.
606
00:30:37.898 –> 00:30:40.098
For you, it might just be your name as a speaker.
607
00:30:41.398 –> 00:30:41.778
Then,
608
00:30:43.018 –> 00:30:45.838
very important section, people read from left to right.
609
00:30:45.898 –> 00:30:49.698
First thing is my face, kind of like you saw above the
610
00:30:49.738 –> 00:30:52.488
fold on my website, my face and my positioning statement.
611
00:30:53.998 –> 00:30:55.918
Then your eyes naturally go right.
612
00:30:55.958 –> 00:30:59.618
Where I have Grow Your Business, you’re going to have a speech title.
613
00:30:59.678 –> 00:31:03.538
This is my consulting page. You’re going to have a speech title with bullets.
614
00:31:03.578 –> 00:31:07.198
If you have two speech titles, another speech title with more bullets.
615
00:31:07.978 –> 00:31:10.018
I suggest putting no more than two on here.
616
00:31:11.218 –> 00:31:14.478
You can put some additional ones on your website, but don’t have eight.
617
00:31:15.378 –> 00:31:16.858
Or at least if you do, don’t tell me.
618
00:31:19.258 –> 00:31:20.638
But I want you to look at the bullets.
619
00:31:21.638 –> 00:31:25.378
Each bullet becomes an outcome statement by virtue of
620
00:31:25.438 –> 00:31:27.858
just having a verb on the front of it.
621
00:31:28.958 –> 00:31:32.778
So develop, create, identify, leverage, utilize, teach,
622
00:31:32.958 –> 00:31:34.998
learn, increase, counter.
623
00:31:37.178 –> 00:31:40.698
By having an action word or a verb in front of the
624
00:31:40.758 –> 00:31:44.158
content bullet, it becomes an action
625
00:31:44.318 –> 00:31:47.538
statement, an outcome statement in and of itself.
626
00:31:48.518 –> 00:31:51.858
And so I want you to see this as a really dynamic piece
627
00:31:52.578 –> 00:31:55.878
because this is your script when you’re talking to people.
628
00:31:57.758 –> 00:32:00.498
So if I give my positioning statement
629
00:32:01.578 –> 00:32:05.478
and I’m talking to Elizabeth, and she says, “Wow, that Grow Your Business
630
00:32:05.518 –> 00:32:06.998
program, that sounds interesting.
631
00:32:07.038 –> 00:32:07.128
What
632
00:32:08.358 –> 00:32:10.568
is that about?” “Well, thanks for asking.
633
00:32:10.618 –> 00:32:14.348
In it, I cover things like how to develop this, create this, utilize this,
634
00:32:14.458 –> 00:32:17.798
leverage this.” This is my script when I’m talking to a client,
635
00:32:18.598 –> 00:32:21.738
so I always have it in front of me.
636
00:32:23.638 –> 00:32:24.058
Smart.
637
00:32:25.878 –> 00:32:28.318
Listen, I’m not that smart, so this is-
638
00:32:28.328 –> 00:32:28.438
It shows
639
00:32:28.448 –> 00:32:29.498
… why I’ve got to have a system.
640
00:32:30.938 –> 00:32:33.758
So then your eyes go left, and this is what people who have
641
00:32:35.098 –> 00:32:37.138
what they have to say about working with you.
642
00:32:37.458 –> 00:32:40.378
Now, mine are all speakers because this is a speaker page.
643
00:32:40.457 –> 00:32:43.967
You’re going to want to have a name and an organization on there.
644
00:32:44.878 –> 00:32:46.148
And I just pulled out
645
00:32:46.998 –> 00:32:47.138
a
646
00:32:48.518 –> 00:32:50.438
sentence or two from testimonials.
647
00:32:50.478 –> 00:32:54.358
You can put as much as you want or as little as you want from a testimonial.
648
00:32:54.958 –> 00:32:55.178
Okay?
649
00:32:56.138 –> 00:32:59.278
And then I want to draw your attention to this section underneath the
650
00:32:59.298 –> 00:33:03.218
bullets. A lot of people call it a bio, but it isn’t really a
651
00:33:03.238 –> 00:33:03.558
bio.
652
00:33:04.838 –> 00:33:06.758
And let me tell you why it isn’t a bio.
653
00:33:07.858 –> 00:33:09.258
Because people don’t care-
654
00:33:10.158 –> 00:33:10.398
Mm-hmm
655
00:33:10.858 –> 00:33:12.258
… about your bio at this point.
656
00:33:13.418 –> 00:33:16.838
This is a very client-centric piece. It’s all about what I can do for them.
657
00:33:18.178 –> 00:33:20.358
What’s in it for them, what’s in it for them, what’s in it for them?
658
00:33:22.058 –> 00:33:25.618
Here I have three sentences of credibility. I call this a credibility post.
659
00:33:26.078 –> 00:33:27.497
Credibility section.
660
00:33:29.738 –> 00:33:33.478
I could say, and Patty would love
661
00:33:33.558 –> 00:33:37.218
this, “Lois was born in a small suburb of Milwaukee.”
662
00:33:38.678 –> 00:33:41.788
I could start it like that. And then in the fourth grade, she won a spelling bee.
663
00:33:43.718 –> 00:33:46.838
But let me tell you something, buyers don’t care about me at this point.
664
00:33:47.098 –> 00:33:48.518
Here’s what I want you to hear from me.
665
00:33:50.558 –> 00:33:52.338
When they’re thinking about buying you,
666
00:33:54.638 –> 00:33:57.898
you’re the delivery system, the outcome is the product.
667
00:33:59.168 –> 00:34:02.198
They have to be interested in the outcomes before they’re ever going to be
668
00:34:02.258 –> 00:34:06.138
interested in you. If they’re interested in the outcomes, that’s the
669
00:34:06.198 –> 00:34:09.258
first level of decision-making for them.
670
00:34:09.399 –> 00:34:12.467
Then the decision is, who do I want to bring me those outcomes?
671
00:34:12.899 –> 00:34:16.618
Is it you? And the most common action after
672
00:34:16.718 –> 00:34:20.638
sending this to a client is to have them go to your About page on
673
00:34:20.658 –> 00:34:23.178
your website to read about your background.
674
00:34:23.198 –> 00:34:26.718
Because they’re going to want to know, this all sounds good, has she done this
675
00:34:26.738 –> 00:34:27.098
before?
676
00:34:27.778 –> 00:34:27.788
Yeah.
677
00:34:27.798 –> 00:34:28.778
Does she have any clients?
678
00:34:30.198 –> 00:34:31.958
But you are secondary here.
679
00:34:34.058 –> 00:34:37.218
You’re secondary to the outcomes. They’ve got to want the outcomes.
680
00:34:39.618 –> 00:34:39.859
Okay?
681
00:34:41.458 –> 00:34:45.118
So this is just a little credibility piece, and then here’s how to get ahold of me.
682
00:34:45.218 –> 00:34:48.919
And I want to say this because this is really important, and I was
683
00:34:48.938 –> 00:34:49.698
reminded of this.
684
00:34:50.598 –> 00:34:54.438
A couple of years ago at the NSA convention, there was a panel
685
00:34:54.698 –> 00:34:56.518
of speaker bureau owners.
686
00:34:57.428 –> 00:34:58.718
And it was a fascinating panel.
687
00:34:59.818 –> 00:35:03.238
And afterwards, I went into lunch, and I
688
00:35:03.778 –> 00:35:06.218
happened to sit at a table with two of the owners.
689
00:35:07.098 –> 00:35:10.838
And they were saying, “If I go to a speaker’s site and I can’t
690
00:35:10.898 –> 00:35:14.568
find their phone number within seconds, I will never
691
00:35:14.698 –> 00:35:15.118
call them.
692
00:35:18.098 –> 00:35:21.838
Because if I can’t reach them, I don’t feel they’re going to be very
693
00:35:21.858 –> 00:35:23.098
accessible to my clients.”
694
00:35:24.738 –> 00:35:25.618
Can I add something?
695
00:35:25.858 –> 00:35:26.298
Please.
696
00:35:26.638 –> 00:35:27.878
I cannot find emails.
697
00:35:29.458 –> 00:35:33.238
Ben and I were talking about this. People will not put their email or their
698
00:35:33.258 –> 00:35:37.158
phone number. They want you to go through that process, and they’re
699
00:35:37.167 –> 00:35:39.268
losing business right and left.
700
00:35:39.298 –> 00:35:40.358
Absolutely correct.
701
00:35:40.788 –> 00:35:43.878
There’s no emails, and there’s no phone numbers on that home page.
702
00:35:43.938 –> 00:35:46.678
It needs to be there, and then at the bottom.
703
00:35:46.758 –> 00:35:47.068
I’m seeing-
704
00:35:47.078 –> 00:35:47.218
I
705
00:35:48.138 –> 00:35:50.318
was just in Houston, Texas-
706
00:35:50.638 –> 00:35:50.818
Yes
707
00:35:51.358 –> 00:35:55.078
… speaking to their chapter, and one of the things we talked about was this
708
00:35:55.338 –> 00:35:55.998
very thing.
709
00:35:56.818 –> 00:36:00.658
And somebody said, “Well, I’m just going to get a whole lot of spam calls.” And I
710
00:36:00.698 –> 00:36:02.918
said- …”If that’s going to bother you, you may want to get a new line of
711
00:36:02.958 –> 00:36:03.868
business.” And I meant it.
712
00:36:03.958 –> 00:36:04.518
Exactly.
713
00:36:05.338 –> 00:36:08.398
I asked Ben why people don’t do it, and he said they don’t want the phone calls.
714
00:36:09.138 –> 00:36:09.938
But I could-
715
00:36:09.948 –> 00:36:09.948
Hello
716
00:36:09.948 –> 00:36:13.658
… not find them on, I’m not exaggerating, I was looking for at least
717
00:36:13.698 –> 00:36:17.318
10, and I could not find any contact information except their
718
00:36:17.378 –> 00:36:18.237
sheet.
719
00:36:19.078 –> 00:36:20.238
Or their contact page.
720
00:36:20.558 –> 00:36:21.298
Their contact page.
721
00:36:22.158 –> 00:36:23.868
And let me tell you what else these
722
00:36:25.138 –> 00:36:26.878
owners said to me, which was interesting.
723
00:36:28.178 –> 00:36:30.278
And I have worked with some bureaus.
724
00:36:30.298 –> 00:36:33.357
They’ve hired me to work with their agents to sell you guys.
725
00:36:33.458 –> 00:36:33.888
And
726
00:36:35.786 –> 00:36:39.746
These two we were talking about you reaching out to, and they said they
727
00:36:39.846 –> 00:36:42.946
typically will send out, these are two bureaus, so I think they’re pretty
728
00:36:42.986 –> 00:36:44.346
representative from my experience.
729
00:36:45.026 –> 00:36:48.736
If somebody says, “I want a leadership speaker,” they’ll send out three people.
730
00:36:48.746 –> 00:36:51.386
They’re not going to send out 18. Again, too much choice.
731
00:36:51.426 –> 00:36:55.006
They can’t make a decision. They’ll send out three people, and they said
732
00:36:55.406 –> 00:36:58.906
that they had full confidence in any one of those three that were chosen.
733
00:36:59.046 –> 00:37:02.726
There wasn’t a first, second, or third, quite frankly.
734
00:37:02.766 –> 00:37:06.156
And they said they would reach out to the speaker, the first one who gets back to
735
00:37:06.186 –> 00:37:06.946
them gets the deal.
736
00:37:09.146 –> 00:37:12.706
The first one who gets back to them. So if they reach them by phone, great.
737
00:37:12.786 –> 00:37:16.726
If they leave a voicemail, and it doesn’t get returned for 24 hours, they’ve
738
00:37:16.786 –> 00:37:18.136
probably lost the deal.
739
00:37:18.136 –> 00:37:18.506
You’re done.
740
00:37:20.326 –> 00:37:20.506
So,
741
00:37:21.806 –> 00:37:23.166
how responsive you are
742
00:37:24.126 –> 00:37:25.666
to your market counts
743
00:37:27.386 –> 00:37:30.386
when you’re selling. Yeah, we had a question. I’m sorry I kept talking.
744
00:37:30.466 –> 00:37:31.706
That was me, Julia.
745
00:37:31.806 –> 00:37:31.816
Yes.
746
00:37:31.866 –> 00:37:32.166
So,
747
00:37:33.026 –> 00:37:36.746
just wanted to ask, so would you say to swap out the contact
748
00:37:36.826 –> 00:37:40.746
form entirely and just have the info there,
749
00:37:40.886 –> 00:37:44.826
phone number, email? Because I do have a contact section, but my email
750
00:37:44.846 –> 00:37:48.646
and so forth is in the footer, but I still have a contact
751
00:37:48.726 –> 00:37:51.606
page. So do you think we should just nix that and just have easy-
752
00:37:51.726 –> 00:37:55.346
No, you don’t need to nix that because somebody might have a specific question they
753
00:37:55.666 –> 00:37:56.626
want to ask you, Julia-
754
00:37:57.166 –> 00:37:57.186
Okay
755
00:37:57.196 –> 00:37:59.486
… about one of the programs that they’re looking at.
756
00:37:59.886 –> 00:38:00.086
Okay.
757
00:38:00.466 –> 00:38:01.346
They might
758
00:38:02.966 –> 00:38:05.526
prefer to use the contact sheet. However,
759
00:38:06.446 –> 00:38:10.346
I want you to have both, and I tell my clients,
760
00:38:11.466 –> 00:38:14.146
“I want your phone number in the header.”
761
00:38:15.386 –> 00:38:16.546
Yes. Okay.
762
00:38:17.206 –> 00:38:18.366
This
763
00:38:19.446 –> 00:38:23.206
is so incredibly important, and I had somebody who said, “Oh,
764
00:38:23.366 –> 00:38:26.206
my graphic designer is going to kill me.” And I thought, well,
765
00:38:27.446 –> 00:38:31.166
if she’s going to pay for a speech, then I would consider what she has to
766
00:38:31.206 –> 00:38:31.526
say.
767
00:38:34.006 –> 00:38:37.526
When I was doing sales,
768
00:38:38.526 –> 00:38:42.466
I always wanted decision-makers to consider me the easiest person they’ve ever
769
00:38:42.506 –> 00:38:42.866
worked with.
770
00:38:44.166 –> 00:38:44.485
Yes.
771
00:38:45.705 –> 00:38:48.305
They could always get ahold of me. I was reachable.
772
00:38:50.086 –> 00:38:50.346
And
773
00:38:51.326 –> 00:38:54.296
this is a highly competitive, challenging market we’re in right now.
774
00:38:54.935 –> 00:38:56.326
We have no choice
775
00:38:58.186 –> 00:39:01.266
other than to be easy to work with and reachable.
776
00:39:01.326 –> 00:39:03.366
So don’t hesitate to share this. All right?
777
00:39:04.106 –> 00:39:07.206
And so I have that at the contact page.
778
00:39:07.266 –> 00:39:08.886
So I want you to look at the flow of this.
779
00:39:09.746 –> 00:39:11.626
Upper left-hand corner, this is what I do.
780
00:39:11.786 –> 00:39:14.106
Eyes right, this is how I do what I just said I did.
781
00:39:14.546 –> 00:39:17.106
Eyes left, this is what people I’ve worked for
782
00:39:17.186 –> 00:39:21.066
had to say about working with me, and then this is why you
783
00:39:21.106 –> 00:39:24.026
should choose me, the blurb, and this is how to get ahold of me,
784
00:39:24.886 –> 00:39:28.326
which is typically the way people want to get our information.
785
00:39:28.986 –> 00:39:32.946
And then for those of you who have a website or are looking to do
786
00:39:32.986 –> 00:39:36.486
a website, each one of these sections is a page on your website.
787
00:39:38.686 –> 00:39:41.206
And here’s what I want to say about this, too.
788
00:39:43.026 –> 00:39:46.706
It’s incredibly important that there is total continuity between
789
00:39:46.766 –> 00:39:48.646
this and what I’m seeing on your website.
790
00:39:52.006 –> 00:39:53.806
The mere repetition of it
791
00:39:55.946 –> 00:39:58.626
creates trust with the buyer,
792
00:39:59.446 –> 00:40:01.936
confidence with the buyer, and
793
00:40:02.926 –> 00:40:06.726
it’s branding. People can make branding so complicated to me, but you know what
794
00:40:06.766 –> 00:40:10.686
branding is? To me, it’s I’m creating the vision I want
795
00:40:10.766 –> 00:40:12.846
you to see. I’m creating the lens, again.
796
00:40:13.386 –> 00:40:16.486
So everything I see here is going to be totally congruent.
797
00:40:16.946 –> 00:40:20.896
In fact, I tell my clients, your speaking page should look just like
798
00:40:20.926 –> 00:40:23.726
this section, too, with bullets. Speech title and bullets.
799
00:40:25.146 –> 00:40:28.466
Total continuity. Your positioning statement, front and center on your
800
00:40:28.486 –> 00:40:32.316
website. If you go to any social media platform, and
801
00:40:32.426 –> 00:40:36.026
I’m on almost all of them, not active on all of them, but on
802
00:40:36.226 –> 00:40:39.206
almost all of them, my positioning statement is on my profile.
803
00:40:40.026 –> 00:40:43.586
You see the same thing every time, and it
804
00:40:43.666 –> 00:40:44.906
creates confidence.
805
00:40:47.146 –> 00:40:48.186
The mere repetition.
806
00:40:48.546 –> 00:40:49.726
You know what I like about this?
807
00:40:51.006 –> 00:40:53.706
There’s no keynote, name of a keynote even on here.
808
00:40:53.866 –> 00:40:55.676
I like it because this
809
00:40:56.606 –> 00:41:00.286
is what you do, and it also causes
810
00:41:00.326 –> 00:41:01.096
curiosity.
811
00:41:01.546 –> 00:41:01.665
It does.
812
00:41:01.676 –> 00:41:05.406
So tell me, this will get a call. So tell me,
813
00:41:05.486 –> 00:41:07.586
what keynote would you recommend for me?
814
00:41:07.706 –> 00:41:11.526
I like it rather than listing the keynote with the little blurb and the
815
00:41:11.566 –> 00:41:14.256
bullet points. Takes up a lot of room on a one page.
816
00:41:14.516 –> 00:41:15.826
I think this is brilliant.
817
00:41:16.446 –> 00:41:16.786
And
818
00:41:17.746 –> 00:41:20.206
what we know from studies,
819
00:41:22.166 –> 00:41:26.116
that if I see a title and I see a blurb and bullets, my eyes are going to go right
820
00:41:26.146 –> 00:41:27.016
away to the bullets anyway.
821
00:41:27.026 –> 00:41:30.636
The bullets. Yeah, and they may not like the title, but I think
822
00:41:30.706 –> 00:41:33.286
this really opens the door for conversation.
823
00:41:33.306 –> 00:41:34.696
Well, and that’s what it’s all about, Karen.
824
00:41:34.806 –> 00:41:35.206
Yes.
825
00:41:36.146 –> 00:41:37.316
That’s what it’s all about. And I-
826
00:41:37.316 –> 00:41:38.356
I like this. This is-
827
00:41:38.386 –> 00:41:38.596
Thank you
828
00:41:38.596 –> 00:41:40.866
… okay, this is our homework, everybody.
829
00:41:40.966 –> 00:41:43.156
Thank you. Good. I want you to use this.
830
00:41:43.176 –> 00:41:43.806
This has been-
831
00:41:44.166 –> 00:41:45.246
Yeah, we will.
832
00:41:45.546 –> 00:41:49.366
And listen, whenever you meet someone, this
833
00:41:49.446 –> 00:41:52.886
is exactly what I would send in a follow-up email.
834
00:41:53.026 –> 00:41:53.136
Yeah.
835
00:41:53.136 –> 00:41:56.886
“It was great meeting you today. As a reminder, I’ve attached a
836
00:41:56.986 –> 00:42:00.426
snapshot of my business for your convenience, and I’ll touch base with you in the
837
00:42:00.466 –> 00:42:03.246
next few days to see if you think I could ever fit into future
838
00:42:03.346 –> 00:42:07.226
plans.” Let this do the talking. Don’t
839
00:42:07.266 –> 00:42:09.386
make emails long. People don’t read them.
840
00:42:11.346 –> 00:42:15.146
But a PDF of a great core offering sheet, they will open before
841
00:42:15.186 –> 00:42:17.106
they’ll click on a website and a signature line.
842
00:42:18.686 –> 00:42:20.996
Are we calling this core offering sheet then?
843
00:42:21.026 –> 00:42:22.016
I call it a core offering sheet.
844
00:42:22.116 –> 00:42:24.086
I’m changing the name. Okay.
845
00:42:24.566 –> 00:42:27.526
But, a one sheet is fine, too.
846
00:42:27.586 –> 00:42:27.696
I like it.
847
00:42:27.766 –> 00:42:30.306
And then on the back of it, I put my book.
848
00:42:30.346 –> 00:42:34.166
This is my flagship book. I pulled out a couple of nice things people have said
849
00:42:34.226 –> 00:42:38.086
about it. And then these are my qualifying questions to book more
850
00:42:38.126 –> 00:42:41.586
business. So you’ll have them when I send this to Karen.
851
00:42:43.618 –> 00:42:43.838
But,
852
00:42:46.278 –> 00:42:48.738
and listen, you can have a one-sided one sheet.
853
00:42:48.778 –> 00:42:50.798
That’s how this whole one sheet thing started.
854
00:42:51.018 –> 00:42:52.008
Remember, Karen, we used to have-
855
00:42:52.048 –> 00:42:52.048
Yeah
856
00:42:52.048 –> 00:42:52.928
… just one-sided.
857
00:42:52.998 –> 00:42:53.418
One side.
858
00:42:53.618 –> 00:42:54.938
Because we had to print them.
859
00:42:55.558 –> 00:42:55.918
Yes.
860
00:42:56.318 –> 00:42:57.138
And mail them.
861
00:42:57.358 –> 00:42:58.018
And mail them.
862
00:42:58.138 –> 00:42:59.218
Oh my God.
863
00:43:00.818 –> 00:43:01.058
So,
864
00:43:02.358 –> 00:43:03.178
I started with
865
00:43:05.238 –> 00:43:07.558
doing a two-sided when everything went digital.
866
00:43:08.818 –> 00:43:12.678
And on the back, if you don’t have a book, put your list,
867
00:43:12.778 –> 00:43:14.118
put another picture. Put
868
00:43:15.838 –> 00:43:17.378
some more testimonials on the back.
869
00:43:18.818 –> 00:43:22.718
Put whatever you want. I’m less concerned with the
870
00:43:22.778 –> 00:43:25.218
back, quite frankly, because
871
00:43:29.118 –> 00:43:32.818
I want them concentrating on the outcomes, on investing in the
872
00:43:32.958 –> 00:43:36.738
outcomes. And the outcomes should show them
873
00:43:36.918 –> 00:43:38.578
clearly the ROI of me.
874
00:43:40.298 –> 00:43:42.178
That’s what it’s all about. Yeah, Mark?
875
00:43:42.458 –> 00:43:42.698
Mark?
876
00:43:43.958 –> 00:43:47.758
So this is a core offering sheet. I’ve seen a lot of speakers
877
00:43:47.837 –> 00:43:51.738
also have a one-page flyer about their
878
00:43:51.778 –> 00:43:54.098
keynote. Would you recommend doing both?
879
00:43:54.638 –> 00:43:58.538
You can. Here’s what I suggest. If you want to
880
00:43:58.598 –> 00:44:02.208
have one per keynote, you can, with the testimonials just
881
00:44:02.298 –> 00:44:03.158
speaking to that.
882
00:44:04.058 –> 00:44:05.598
If you have too many keynotes, though,
883
00:44:07.718 –> 00:44:10.138
I suggest that you have one
884
00:44:11.738 –> 00:44:12.038
that
885
00:44:12.878 –> 00:44:15.338
tells me everything, and then you can
886
00:44:16.258 –> 00:44:19.298
have one per each speech if you want to.
887
00:44:19.718 –> 00:44:20.898
Do you understand what I’m saying?
888
00:44:20.978 –> 00:44:20.988
Mm-hmm.
889
00:44:20.998 –> 00:44:21.828
I’m not saying that well.
890
00:44:22.478 –> 00:44:23.738
No, I follow that.
891
00:44:23.798 –> 00:44:27.218
Crystal did one, this was a couple of years ago, but I remember it
892
00:44:27.258 –> 00:44:29.778
because she hit specific industries.
893
00:44:30.178 –> 00:44:30.278
Yeah.
894
00:44:30.318 –> 00:44:32.778
So she would create just a one sheet
895
00:44:33.718 –> 00:44:37.648
with that industry and have quotes and testimonials from other people in
896
00:44:37.698 –> 00:44:41.298
that industry. So financial services, so she’d have one for financial
897
00:44:41.398 –> 00:44:43.398
services, she had one for real estate.
898
00:44:43.748 –> 00:44:43.748
Yeah.
899
00:44:43.758 –> 00:44:46.118
She said it worked really well because it showed them-
900
00:44:46.158 –> 00:44:46.168
Yeah
901
00:44:46.398 –> 00:44:50.058
… that she had a foot in their industry, and I thought that was a great
902
00:44:50.138 –> 00:44:50.518
idea.
903
00:44:51.318 –> 00:44:54.598
It is, and I’ll tell you, when I was doing sales, which I don’t do anymore, the
904
00:44:54.658 –> 00:44:57.458
only speaking I now do are to groups of speakers.
905
00:44:59.158 –> 00:45:00.858
Financial services was my
906
00:45:02.118 –> 00:45:04.298
target, and have a target, by the way-
907
00:45:04.638 –> 00:45:04.648
Mm-hmm
908
00:45:04.648 –> 00:45:05.558
… or a couple of targets.
909
00:45:08.238 –> 00:45:12.158
So I had two versions of my one sheet, one that said I work
910
00:45:12.178 –> 00:45:14.738
with organizations that want to fast forward, blah, blah, blah.
911
00:45:15.278 –> 00:45:18.318
I work with organizations in financial services who want to.
912
00:45:19.318 –> 00:45:22.938
And then every testimonial was a bank, credit union, mortgage house, or insurance
913
00:45:22.998 –> 00:45:23.358
company.
914
00:45:23.447 –> 00:45:26.718
And that’s how I started with banks, credit unions, and mortgages, and a lot of
915
00:45:26.758 –> 00:45:28.958
speakers because they book a lot of speakers.
916
00:45:29.058 –> 00:45:29.638
They do.
917
00:45:29.778 –> 00:45:33.558
And it really shows you understand their business, that you call them
918
00:45:33.578 –> 00:45:36.007
members, not clients. I mean, they’re just-
919
00:45:36.058 –> 00:45:36.158
Yes
920
00:45:36.898 –> 00:45:40.668
… if you do financial services, I recommend you do a one sheet on that,
921
00:45:40.698 –> 00:45:41.178
yes.
922
00:45:41.598 –> 00:45:45.348
I think so. And I’ll tell you, every time I
923
00:45:45.438 –> 00:45:48.818
spoke for the next bank, credit union, or insurance company, the next bank, credit
924
00:45:48.898 –> 00:45:51.278
union, or insurance company was much more interested in me.
925
00:45:51.318 –> 00:45:51.918
Yes.
926
00:45:51.978 –> 00:45:53.838
And here’s something I would tell you, too.
927
00:45:54.778 –> 00:45:58.578
Right now, I think the sweet spot, I think it’s been this way,
928
00:45:58.698 –> 00:45:59.868
not right now, but
929
00:46:00.798 –> 00:46:02.067
I think the sweet spot is this:
930
00:46:04.278 –> 00:46:05.507
being very specific
931
00:46:06.538 –> 00:46:10.458
with your expertise, having a specific expertise that you plop
932
00:46:10.498 –> 00:46:11.878
in a specific marketplace.
933
00:46:12.358 –> 00:46:12.838
Yes.
934
00:46:15.038 –> 00:46:17.478
Those are the keys to the kingdom.
935
00:46:19.298 –> 00:46:19.738
And,
936
00:46:20.598 –> 00:46:21.998
I often talk about
937
00:46:23.878 –> 00:46:27.238
when I go to national meetings for NSA, somebody will always come up to me and say,
938
00:46:27.248 –> 00:46:30.418
“I’ve got a great new program on service,” and I’ll go, “I’m excited for you.
939
00:46:30.698 –> 00:46:33.787
Great. Where will it make sense?” And they’ll say, “Anybody who wants-”
940
00:46:33.878 –> 00:46:33.948
Everywhere.
941
00:46:34.007 –> 00:46:37.718
“… a culture of service will love this program.” And I always say, “Well, let’s
942
00:46:37.738 –> 00:46:39.408
go call everybody and see if they’re interested.”
943
00:46:42.218 –> 00:46:44.268
And it’s why
944
00:46:45.318 –> 00:46:49.198
if I were selling to my friend Julia and financial
945
00:46:49.218 –> 00:46:52.658
services, if you’re a bank, Julia, I can say, “I’ve worked with
946
00:46:52.678 –> 00:46:56.098
organizations like yours, like Citicorp, Bank of America,
947
00:46:58.038 –> 00:47:01.998
a couple of associations.” Then what you would think is, oh,
948
00:47:02.798 –> 00:47:06.358
this is someone who has sales expertise in our market.
949
00:47:06.398 –> 00:47:07.258
She knows us.
950
00:47:08.918 –> 00:47:12.098
So it’s not like we have to spend a lot of time getting up to speed.
951
00:47:12.138 –> 00:47:16.068
She already knows the challenges, concerns that we face in the marketplace.
952
00:47:16.598 –> 00:47:17.788
And let me tell you something,
953
00:47:19.318 –> 00:47:22.798
having a target market allows you to do deep market
954
00:47:22.858 –> 00:47:26.427
research. On AI, I just said to a client, we did
955
00:47:26.478 –> 00:47:26.858
some…
956
00:47:27.938 –> 00:47:30.398
She works in financial service. She has a training company.
957
00:47:30.408 –> 00:47:33.518
She does training, but she has a few people who work for her in this training.
958
00:47:33.578 –> 00:47:37.488
And she said, “You know what I really need to know in financial services is I want
959
00:47:37.498 –> 00:47:40.118
to know what are their biggest challenges.” So I said, “Okay.”
960
00:47:40.998 –> 00:47:44.518
So we went on Claude. Claude is my favorite right now.
961
00:47:46.518 –> 00:47:50.478
And I went live in my membership group, and I went
962
00:47:50.518 –> 00:47:53.138
on Claude and I said, “What keeps CEOs
963
00:47:54.258 –> 00:47:56.618
in financial service firms up at night?
964
00:47:56.838 –> 00:47:59.427
Give me 10 things.” 10 things were
965
00:48:02.118 –> 00:48:06.098
pulled up. I said, “Okay, that’s 15 seconds of our life we’ll never get back.”
966
00:48:07.878 –> 00:48:08.118
Right.
967
00:48:08.478 –> 00:48:12.018
Go write a blog on each one of these 10 things and start sending them to your
968
00:48:12.038 –> 00:48:12.518
listserv.
969
00:48:14.238 –> 00:48:17.338
I want to tell you how that worked for her. Really well.
970
00:48:17.478 –> 00:48:17.618
Yeah.
971
00:48:19.078 –> 00:48:21.378
It allows you to keep your finger on the pulse.
972
00:48:21.998 –> 00:48:24.238
It allows you to allude to one of those
973
00:48:25.078 –> 00:48:28.718
challenges and say, “In this program that I do,
974
00:48:29.518 –> 00:48:32.178
I address this specifically.”
975
00:48:36.438 –> 00:48:40.238
And how relevant do you think they’re going to be thinking you are if you can
976
00:48:40.298 –> 00:48:40.778
say that?
977
00:48:42.658 –> 00:48:43.058
So,
978
00:48:43.918 –> 00:48:43.927
I
979
00:48:45.778 –> 00:48:48.638
was talking to somebody. Who just said that they did a program on wellness?
980
00:48:49.558 –> 00:48:49.998
Who was it?
981
00:48:52.182 –> 00:48:52.682
On health?
982
00:48:54.102 –> 00:48:55.322
I think Jasmine.
983
00:48:55.382 –> 00:48:55.782
Jasmine.
984
00:48:58.362 –> 00:48:59.282
Market research
985
00:49:00.282 –> 00:49:01.602
thing that I just wrote
986
00:49:03.002 –> 00:49:06.502
shows that wellness is still a highly requested topic.
987
00:49:06.662 –> 00:49:10.602
It has been since COVID. It was considered a soft thing
988
00:49:10.642 –> 00:49:11.462
before COVID.
989
00:49:13.062 –> 00:49:16.242
It is now considered not soft at all
990
00:49:17.622 –> 00:49:21.542
because companies realize that a healthy workforce, they need to invest
991
00:49:21.582 –> 00:49:25.282
in it. It’s in their own best interest to do that.
992
00:49:27.162 –> 00:49:30.422
And of course, you have to make the case with the outcomes that you bring.
993
00:49:31.362 –> 00:49:31.562
But-
994
00:49:31.622 –> 00:49:31.962
Well-
995
00:49:32.472 –> 00:49:36.272
… that’s the whole thing. It’s so interesting to me how COVID changed
996
00:49:36.322 –> 00:49:37.742
some of the priorities in corporate.
997
00:49:38.262 –> 00:49:39.861
It changed everything.
998
00:49:39.962 –> 00:49:43.192
I think it changed everything. Karen and I was talking
999
00:49:43.882 –> 00:49:47.702
with a mutual friend of ours, and I said, “I think it
1000
00:49:47.762 –> 00:49:49.222
changed the culture of work.”
1001
00:49:49.942 –> 00:49:50.222
Yes.
1002
00:49:50.922 –> 00:49:54.682
Because right now, people who speak on leadership, sales, whatever you
1003
00:49:54.702 –> 00:49:57.622
speak on, they’re dealing with– I was just talking to a client who
1004
00:49:58.722 –> 00:49:59.442
does leadership.
1005
00:50:00.462 –> 00:50:04.222
She’s brilliant. And she said, “Our leaders now are facing
1006
00:50:04.302 –> 00:50:07.522
things they never did before COVID.” They’re leading a diverse workforce.
1007
00:50:07.582 –> 00:50:11.162
Some come in two days a week, one day a week, some never come in,
1008
00:50:11.842 –> 00:50:15.162
and they’re charged with knowing what’s going on and leading these people.
1009
00:50:16.302 –> 00:50:18.462
So, it’s challenging.
1010
00:50:18.822 –> 00:50:21.562
Healthcare is now, it’s a must-have.
1011
00:50:22.082 –> 00:50:22.422
I think-
1012
00:50:22.542 –> 00:50:26.262
It is non-negotiable because Gen Z has now trickled into the
1013
00:50:26.302 –> 00:50:29.562
mindset of millennials, and they’ve trickled to the minds of even Gen X.
1014
00:50:30.062 –> 00:50:34.042
So healthcare is a given. And it’s just very interesting
1015
00:50:34.082 –> 00:50:37.922
because I think as speakers, we have to begin to look at how our topic is
1016
00:50:37.982 –> 00:50:41.802
affecting, not just that topic, but how it’s really affecting the culture of
1017
00:50:41.882 –> 00:50:42.222
work.
1018
00:50:42.642 –> 00:50:43.172
Absolutely.
1019
00:50:43.172 –> 00:50:45.882
So that’s really where we are today, that work is changing.
1020
00:50:46.502 –> 00:50:50.222
Meetings are now a new topic that, Kim,
1021
00:50:50.302 –> 00:50:54.122
you’re so in alignment because people are talking about, “Oh my
1022
00:50:54.182 –> 00:50:58.122
god, these meetings.” So there’s just so many pieces of work right now
1023
00:50:58.162 –> 00:51:01.961
that you could really fit into your topic of wellness, if that
1024
00:51:01.982 –> 00:51:02.762
makes any sense.
1025
00:51:03.862 –> 00:51:04.182
Yeah. I
1026
00:51:05.222 –> 00:51:05.662
think that
1027
00:51:06.502 –> 00:51:07.322
our challenge
1028
00:51:08.342 –> 00:51:10.782
is to take our expertise, which-
1029
00:51:10.802 –> 00:51:11.112
Mm-hmm
1030
00:51:11.142 –> 00:51:14.402
… hopefully will evolve over time, but not totally change over
1031
00:51:14.442 –> 00:51:18.322
time, and make sure that it is meaningful to
1032
00:51:18.362 –> 00:51:21.402
the current environment that we’re working in.
1033
00:51:21.882 –> 00:51:23.662
That’s where you got to go right now, guys. It’s…
1034
00:51:25.402 –> 00:51:25.482
Yep.
1035
00:51:25.531 –> 00:51:26.822
And Karen,
1036
00:51:28.422 –> 00:51:31.402
also in this market update,
1037
00:51:33.622 –> 00:51:37.462
what we know is that lead times are shorter than ever.
1038
00:51:37.502 –> 00:51:41.352
And one of the reasons they’re shorter is because companies
1039
00:51:41.402 –> 00:51:43.402
are waiting to choose a speaker-
1040
00:51:43.512 –> 00:51:43.552
Why are they-
1041
00:51:43.552 –> 00:51:47.462
… to make sure it’s something that their people in the audience want to know at
1042
00:51:47.522 –> 00:51:48.162
this moment.
1043
00:51:48.782 –> 00:51:49.002
It’s so-
1044
00:51:49.062 –> 00:51:52.822
If they hire us eight months in advance, that might not be a germane thought.
1045
00:51:52.832 –> 00:51:54.122
That’s exactly right.
1046
00:51:55.442 –> 00:51:58.622
You are so on target. It’s so different, guys.
1047
00:51:58.842 –> 00:51:58.932
It is.
1048
00:51:58.932 –> 00:52:00.222
It’s changing so quickly.
1049
00:52:01.562 –> 00:52:03.902
They want to make sure you know what you’re talking about, too-
1050
00:52:03.922 –> 00:52:03.932
Yeah
1051
00:52:03.932 –> 00:52:06.822
… because their problems are changing.
1052
00:52:07.922 –> 00:52:08.012
Yeah.
1053
00:52:08.342 –> 00:52:10.582
If that makes any sense. Their challenges are changing.
1054
00:52:10.642 –> 00:52:14.542
Anyway, I need to talk to you privately about my positioning statement
1055
00:52:14.882 –> 00:52:16.482
because it’s changing all the time.
1056
00:52:17.202 –> 00:52:17.322
Be-
1057
00:52:19.002 –> 00:52:19.182
You know-
1058
00:52:19.942 –> 00:52:21.262
I don’t know. We’ll talk about it later.
1059
00:52:21.322 –> 00:52:25.262
I’m laughing because what used to be a nice topic on harmony,
1060
00:52:25.382 –> 00:52:29.272
I’m getting all the problems now. We have this and this and this,
1061
00:52:29.322 –> 00:52:33.302
and because there’s so many different ways of doing our work.
1062
00:52:33.342 –> 00:52:37.202
It’s very personal how we work now, and everybody’s bringing their style
1063
00:52:37.242 –> 00:52:41.042
of work into work. And there’s challenges.
1064
00:52:41.142 –> 00:52:43.852
I don’t want to say chaos, but there’s challenges.
1065
00:52:44.202 –> 00:52:47.832
Yeah. But what Karen just said is important, everybody,
1066
00:52:47.942 –> 00:52:51.622
because the feedback that you hear or the questions that you
1067
00:52:51.662 –> 00:52:55.622
get in the sales conversations that you have highlight what
1068
00:52:55.762 –> 00:52:59.622
you should be addressing in your positioning and your outcome statements
1069
00:53:00.562 –> 00:53:02.502
that will help them see
1070
00:53:03.382 –> 00:53:06.762
you will plug into ROI. There will be a return on investment working with
1071
00:53:06.842 –> 00:53:10.182
you. I think that there
1072
00:53:10.282 –> 00:53:13.982
are, first of all, let me just say, I think speaking is a very tough
1073
00:53:14.022 –> 00:53:14.402
business.
1074
00:53:15.322 –> 00:53:18.322
Very tough business. We work like hell for every opportunity we
1075
00:53:18.342 –> 00:53:19.781
get.
1076
00:53:21.182 –> 00:53:24.002
I think that there are ways to make it easier on yourself.
1077
00:53:24.282 –> 00:53:28.002
I think if you have a great positioning statement, if you have a great core
1078
00:53:28.082 –> 00:53:31.782
offering sheet, and you translate that well onto a website, and it
1079
00:53:31.842 –> 00:53:35.242
doesn’t have to be the most expensive website in the world.
1080
00:53:37.422 –> 00:53:41.342
But if you can translate that, and people see that you have the same
1081
00:53:41.382 –> 00:53:43.982
positioning cross-platforms anywhere they see you-
1082
00:53:44.982 –> 00:53:45.282
Yes
1083
00:53:45.302 –> 00:53:47.722
… it creates confidence and interest in you.
1084
00:53:49.402 –> 00:53:53.182
But my positioning statement has morphed a few times
1085
00:53:53.262 –> 00:53:56.032
over the years based on current market conditioning.
1086
00:53:56.542 –> 00:53:57.272
Mm-hmm.
1087
00:53:57.272 –> 00:54:01.212
My first positioning statement when I started Book More Business was, “I
1088
00:54:01.222 –> 00:54:04.302
work with speakers who want to book more business and make more money.” And that
1089
00:54:04.342 –> 00:54:05.282
worked pretty well for me.
1090
00:54:06.302 –> 00:54:10.092
When in 2007 and 2008, those of you who were
1091
00:54:10.162 –> 00:54:11.312
working then,
1092
00:54:12.542 –> 00:54:14.982
the bottom fell out of the economy.
1093
00:54:15.122 –> 00:54:16.382
And so I added,
1094
00:54:17.262 –> 00:54:20.951
“I work with speakers who want to book more business, make more money, and not make
1095
00:54:20.982 –> 00:54:21.732
costly mistakes.”
1096
00:54:23.142 –> 00:54:27.062
Because everything was about, “Oh my gosh, I don’t have a lot of
1097
00:54:27.102 –> 00:54:27.302
money.”
1098
00:54:28.342 –> 00:54:28.792
And
1099
00:54:29.882 –> 00:54:31.382
then with COVID,
1100
00:54:33.062 –> 00:54:37.022
it’s when I added on the end, “Monetize your message.” So are there other ways I
1101
00:54:37.082 –> 00:54:38.842
can make money besides the speech?
1102
00:54:38.942 –> 00:54:42.822
Because the speech needs to be the point at which
1103
00:54:43.622 –> 00:54:46.462
you need to be thinking about, “What’s my next point of engagement after the
1104
00:54:46.542 –> 00:54:46.842
speech?”
1105
00:54:48.202 –> 00:54:50.642
And the last chapter in my book is called Aftercare.
1106
00:54:51.862 –> 00:54:54.242
How can you take a next step with your client
1107
00:54:55.698 –> 00:54:59.258
After they know, like, and trust you because you’ve given a great speech that Karen
1108
00:54:59.278 –> 00:55:00.158
has helped you create,
1109
00:55:01.298 –> 00:55:03.218
how can I take a next step with them
1110
00:55:04.798 –> 00:55:07.878
to move on? And here’s what I want to share about aftercare.
1111
00:55:08.378 –> 00:55:08.718
Mark.
1112
00:55:09.058 –> 00:55:11.377
This came to me totally by accident.
1113
00:55:11.598 –> 00:55:13.378
I should say I strategically planned it.
1114
00:55:13.478 –> 00:55:13.488
I
1115
00:55:14.358 –> 00:55:17.758
was talking to a client when I was doing sales, who had
1116
00:55:17.798 –> 00:55:21.718
was on my newsletter list for years, and I would touch base every
1117
00:55:21.758 –> 00:55:24.888
once in a while. He would say: “No, we don’t have any meetings coming up, but
1118
00:55:24.898 –> 00:55:28.328
thanks for checking in. Everybody loves your stuff.” So I called him
1119
00:55:29.078 –> 00:55:32.398
and heard the same thing. “No, we don’t have any meetings coming up.” And then I
1120
00:55:32.438 –> 00:55:34.628
said something that changed everything. You know what I said?
1121
00:55:35.018 –> 00:55:37.578
I said, “Do you think you should be doing something for your salespeople?”
1122
00:55:40.938 –> 00:55:44.878
There was a pause, and he said, “Yes.” Three weeks later, I was in LA
1123
00:55:45.638 –> 00:55:46.908
presenting to this
1124
00:55:48.398 –> 00:55:52.288
guy. After I did a 90-minute sales program, not that this isn’t etched
1125
00:55:52.318 –> 00:55:53.168
forever in my memory,
1126
00:55:54.338 –> 00:55:57.218
four of his sales managers came up to me all together after the event
1127
00:55:58.578 –> 00:56:01.798
to talk to me. And I thought how interesting all four of them came together, wanted
1128
00:56:01.818 –> 00:56:03.738
to hear what each other had to say, what I had to say.
1129
00:56:04.318 –> 00:56:07.518
So when I did my follow-up thank you call, which I always did
1130
00:56:08.018 –> 00:56:08.998
after an event,
1131
00:56:11.058 –> 00:56:14.138
I told the guy who hired me, I said, “I thought it was fascinating four of your
1132
00:56:14.178 –> 00:56:16.398
salespeople wanted to all talk to me.”
1133
00:56:17.278 –> 00:56:20.868
And then I said this sentence: “Do you think it would make sense,” which is one of
1134
00:56:20.878 –> 00:56:24.038
my phrase that pays, “Do you think it would make sense for me to work with your
1135
00:56:24.078 –> 00:56:24.938
sales managers
1136
00:56:25.878 –> 00:56:29.238
to actually implement the ideas, strategies, and things I talked about in the
1137
00:56:29.278 –> 00:56:30.868
platform? Because if you do,
1138
00:56:31.978 –> 00:56:33.018
we can do that virtually.”
1139
00:56:34.698 –> 00:56:36.258
And he said, “What would that look like?”
1140
00:56:37.858 –> 00:56:41.558
What I didn’t say was, “I don’t know, because I’ve never said that sentence
1141
00:56:41.658 –> 00:56:44.748
before.” People hate it when you say, “I have no idea.
1142
00:56:44.798 –> 00:56:48.768
I’ve never done it.” So what I did was I
1143
00:56:48.818 –> 00:56:50.598
said, “I’ll get back to you with some options.
1144
00:56:50.638 –> 00:56:54.478
I’ll have an email in your in basket in a few hours.” He said, “Great.” Went to my
1145
00:56:54.518 –> 00:56:56.538
bookcase, got Alan Weiss’s book on consulting.
1146
00:56:56.598 –> 00:56:57.578
Right. How to do.
1147
00:56:58.778 –> 00:56:59.798
Why reinvent the wheel?
1148
00:57:00.378 –> 00:57:00.508
Right.
1149
00:57:00.638 –> 00:57:02.198
Now we can do it all in AI.
1150
00:57:02.718 –> 00:57:02.908
Right.
1151
00:57:03.498 –> 00:57:07.278
Gave them three options. Ten minutes after I sent the email, he said, “I’ll go
1152
00:57:07.358 –> 00:57:08.058
with plan B.”
1153
00:57:09.978 –> 00:57:13.538
And I want to tell you all, I had a permanent indentation in my head from doing
1154
00:57:13.578 –> 00:57:16.838
this. Why haven’t I been doing this every time I work for a private client?
1155
00:57:17.858 –> 00:57:20.478
Offering to do something virtually after the event.
1156
00:57:21.498 –> 00:57:25.338
And then every time I did this for a private client, I was more than a
1157
00:57:25.438 –> 00:57:27.338
speaker. You know what I was? I was a resource,
1158
00:57:28.538 –> 00:57:29.798
which I think is a higher calling.
1159
00:57:32.358 –> 00:57:35.278
Is this resonating with you, Mark? Vivian? A couple of you.
1160
00:57:35.338 –> 00:57:39.288
I’m thinking, guys, this is really where we need to take this, and I’m taking
1161
00:57:39.338 –> 00:57:39.738
notes.
1162
00:57:41.838 –> 00:57:43.818
Lois, you always get me going.
1163
00:57:44.818 –> 00:57:46.198
It’s so exciting.
1164
00:57:46.898 –> 00:57:50.698
Well, I’m excited to hear that, and I do hope this
1165
00:57:50.718 –> 00:57:51.668
resonates, and I hope you all can use this.
1166
00:57:51.668 –> 00:57:54.098
Look, we’re going to work on it all. These are things we can be doing.
1167
00:57:54.118 –> 00:57:54.187
Right.
1168
00:57:54.187 –> 00:57:57.518
We can be talking about our positioning statements and getting together
1169
00:57:57.578 –> 00:57:59.918
because I think hearing it is great,
1170
00:58:00.918 –> 00:58:03.108
but then we can get together. That’s the good news.
1171
00:58:03.108 –> 00:58:03.458
And doing it.
1172
00:58:03.578 –> 00:58:04.638
We can work on it.
1173
00:58:05.238 –> 00:58:05.718
Absolutely.
1174
00:58:05.747 –> 00:58:07.798
Because everybody is pretty much into this.
1175
00:58:07.878 –> 00:58:11.078
We all want to be successful, and we want it to work.
1176
00:58:12.058 –> 00:58:15.768
But it’s the right kind of work. It’s putting your energy into things that
1177
00:58:15.898 –> 00:58:17.898
matter. I just love that core offerings.
1178
00:58:18.338 –> 00:58:22.298
I think it’s a great way for you to get your head clear on what
1179
00:58:22.378 –> 00:58:25.098
you offer. I think that some of us don’t even know.
1180
00:58:25.778 –> 00:58:29.278
It really is. It’s a great way for you get to get down to the
1181
00:58:29.338 –> 00:58:31.498
nitty-gritty about what are the benefits.
1182
00:58:32.318 –> 00:58:34.368
Someone just asked in the chat. It just popped up. I saw that.
1183
00:58:34.458 –> 00:58:36.268
Do you bring up aftercare before or after?
1184
00:58:37.538 –> 00:58:40.378
You can bring up aftercare either time.
1185
00:58:40.438 –> 00:58:41.858
You can bring it up after the speech.
1186
00:58:43.178 –> 00:58:43.638
And now,
1187
00:58:44.558 –> 00:58:45.758
everything’s a negotiation.
1188
00:58:47.458 –> 00:58:51.428
Everything. Listen, if you say, “My fee is eight gazillion dollars,” and
1189
00:58:51.438 –> 00:58:55.278
they go, “Great, that’s a perfect fit,” I say go buy a lottery
1190
00:58:55.358 –> 00:58:57.038
ticket. Don’t waste your time talking to them.
1191
00:58:57.718 –> 00:58:58.218
We have a fee.
1192
00:58:58.878 –> 00:58:58.898
But-
1193
00:58:58.918 –> 00:58:59.398
Yeah, go on.
1194
00:58:59.978 –> 00:59:03.878
Well, I was just going to say, you can use elements of aftercare to throw
1195
00:59:03.938 –> 00:59:07.918
in to shore up your fee. Before you discount anything, I would rather have you
1196
00:59:07.998 –> 00:59:09.027
throw in something-
1197
00:59:09.518 –> 00:59:09.998
Okay
1198
00:59:10.018 –> 00:59:11.138
… to shore up that fee.
1199
00:59:12.018 –> 00:59:13.997
Because they’re going to negotiate.
1200
00:59:14.038 –> 00:59:17.758
The fees are not, and I’m telling you this, except for Crystal, but
1201
00:59:17.818 –> 00:59:19.708
most of my friends are telling me right now.
1202
00:59:20.738 –> 00:59:24.278
So when a lot of my speakers will say, “Well, my fee is 15,”
1203
00:59:24.748 –> 00:59:28.618
I’m just saying, guys, right now, it’s a time of
1204
00:59:28.658 –> 00:59:29.918
negotiation.
1205
00:59:29.998 –> 00:59:33.868
It is. And the way you get good at negotiating is
1206
00:59:33.878 –> 00:59:35.018
by jumping in and doing it.
1207
00:59:35.478 –> 00:59:35.678
Yeah.
1208
00:59:35.898 –> 00:59:38.798
But have a plan before. Have some things. What would I throw in?
1209
00:59:38.858 –> 00:59:41.778
If somebody says, “We couldn’t do that,” do you have a book?
1210
00:59:41.878 –> 00:59:44.878
Well, what if everybody were able to walk away with a copy of the companion book
1211
00:59:44.938 –> 00:59:46.938
for this program, if I could throw those in?
1212
00:59:48.578 –> 00:59:52.298
What if I was able to have a meeting with your leadership
1213
00:59:52.358 –> 00:59:56.238
team within a week after the speech to answer any questions that
1214
00:59:56.278 –> 00:59:56.918
they might have?
1215
00:59:58.198 –> 01:00:00.358
These are things that your colleagues are throwing in
1216
01:00:01.598 –> 01:00:02.618
and getting their fee.
1217
01:00:03.458 –> 01:00:04.418
I think that’s great.
1218
01:00:06.738 –> 01:00:07.058
Yep.
1219
01:00:08.258 –> 01:00:08.998
All right, friends.
1220
01:00:11.018 –> 01:00:12.598
Love it. Guys, our time is up.
1221
01:00:13.618 –> 01:00:14.658
Lois, giving
1222
01:00:15.538 –> 01:00:18.018
us this, thank you so much.
1223
01:00:18.238 –> 01:00:18.848
Oh, listen.
1224
01:00:18.848 –> 01:00:19.658
Everybody’s so excited.
1225
01:00:20.178 –> 01:00:22.098
I would do anything for my friend Karen.
1226
01:00:22.558 –> 01:00:25.918
And I’ll tell you, you all are so smart to be here because it all begins with a
1227
01:00:25.998 –> 01:00:29.918
speech. If you don’t have a great speech, nothing I said is
1228
01:00:29.958 –> 01:00:33.928
going to make any difference. But after you have that great speech, I
1229
01:00:33.958 –> 01:00:36.198
want you to make money with it. I want you to make money with it.
1230
01:00:37.598 –> 01:00:39.678
Well, we’re going to do this, everybody.
1231
01:00:39.718 –> 01:00:43.648
So I may throw in another meeting where we get together and just do a
1232
01:00:43.658 –> 01:00:47.378
workshop and just start off with our positioning statement
1233
01:00:47.898 –> 01:00:50.618
and kind of where we can go from there, and our offerings.
1234
01:00:50.738 –> 01:00:54.468
I think that we might just get together and
1235
01:00:54.518 –> 01:00:57.918
talk. One person stimulates another. So look it, they’re all nodding.
1236
01:00:58.678 –> 01:01:00.138
I love you, Lois. I’ll see you in
1237
01:01:01.178 –> 01:01:01.598
Austin.
1238
01:01:01.898 –> 01:01:04.158
I’ll see you soon. Great to be with you all.
1239
01:01:04.238 –> 01:01:06.078
Thanks for spending time with me today, everybody.
1240
01:01:06.878 –> 01:01:07.278
Take care.
1241
01:01:07.338 –> 01:01:08.598
Thank you. Bye-bye.
1242
01:01:08.608 –> 01:01:08.608
Bye-bye.
1243
01:01:09.178 –> 01:01:12.518
Bye, everybody. Well, I don’t know when we’ll get it up.
1244
01:01:12.578 –> 01:01:16.038
I’ll try to get this up as quickly as I can. Oh, Lois left.
1245
01:01:16.218 –> 01:01:19.858
Wasn’t she great? I just keep getting more and more ideas.
1246
01:01:20.418 –> 01:01:24.358
What she said to you, Michelle, was so good because, yes, too many
1247
01:01:24.478 –> 01:01:27.978
words. Mm-hmm. Okay. Yeah, it was really good.
1248
01:01:28.818 –> 01:01:30.618
Mm-hmm. Anyway. This is great.
1249
01:01:31.438 –> 01:01:33.938
Yeah. I missed you, Vivian. Glad to see you back.
1250
01:01:34.018 –> 01:01:36.158
I can’t wait to talk to you Monday. Yeah.
1251
01:01:36.298 –> 01:01:39.518
Good to talk to you, and good to be here, and look forward to our conversation.
1252
01:01:39.578 –> 01:01:42.318
Thank you. We’re still listening. We’re still here.
1253
01:01:43.008 –> 01:01:43.558
Thanks, Karen.
1254
01:01:43.678 –> 01:01:46.858
We’re still doing it. Awesome. All right, everybody.
1255
01:01:46.958 –> 01:01:48.838
I’ll see you later. Bye.
1256
01:01:48.918 –> 01:01:49.448
Thanks so much.
1257
01:01:49.478 –> 01:01:52.398
Have a happy Friday. Bye. Bye-bye.
