5 Costly Marketing Mistakes to Avoid
Patricia: Lois, clients pay you for well-developed feedback. What are the costly mistakes newer and even experienced speakers make?
Lois: All of us are mere mortals, and the way we learn a lot is by making mistakes. One of the ways we can make fewer mistakes is attending National Speakers Association meetings and talking to our fellow speakers.
Here are five costly mistakes to avoid when marketing your speaking services:
Costly Mistake 1: Not associating with others who do what you do professionally.
Join a Master Mind group. A good place to start is look within your own NSA Chapter.
Costly Mistake 2: Inflating your expertise.
Several years ago, I flew out to California to work with a client and the first question I asked her was, “What do you do?” The speaker tried to convince me that she was an expert in five fields, five very different fields. I suggested to her that no one would buy that she had expertise in five fields at age 24.
Costly Mistake 3: Stating a fee you never receive.
Then I asked “What do you charge?” She said, “I charge $5,000, but I never get it.” My reply, “I’ve got news for you. That’s not your fee, and you’re killing yourself every time you claim it is, and then have to back pedal to an amount that people are willing to pay.”
One of the biggest challenges is coming up with a number that we will use to put a value on our intellectual properties. For most of us, it’s the hardest thing in the world. That’s what business we’re in. Hopefully, we’re not just speakers. We’re purveyors of intellectual property. The people who make the most money or will make the most money in the speaking profession are those of us who can develop different avenues to drive their expertise to the marketplace through speaking, consulting, products, social marketing, articles, and any number of ways. You have to know who you are, and what the value is you bring to the market.
Costly Mistake 4: Not updating our marketing often enough.
It is a mistake to have a website and go years without make changes. Frequently update your website with current testimonials, clients, new photos and video links.
Costly Mistake 5: Not listening to your clients.
It’s a mistake not to know what is challenging your clients, and what is happening in their industry.
To develop the market you’re working in, say healthcare, pick two or three big players; let’s say Pfizer Pharmaceuticals, Baxter Healthcare and Kaiser Permanente. Go to their websites and look for the letter from the CEO. This used to be on the first page of the year-end annual reports. Companies put the CEO letter on their website. The CEO talks about every challenge they’re going to have in the coming year. The healthcare speaker can call a healthcare company and say, “I hear one of your challenges is becoming more productive with fewer people. Many clients in your industry engage my services to help you do that exact challenge. Would you be interested in discussing expected results? ”
Lois Creamer works with professional speakers who want to book more business, make more money and avoid costly mistakes.