Preview of January 22 meeting

Dr. Maurice Ramirez describes his presentations for our January 22 meeting:

The morning session will have a brief section on how to select the best (social media) platform for your business model, then concentrate on Facebook for the remaining 100 minutes as your members requested.

The afternoon session will be very hands-on and interactive. All attendees will need to bring their elevator speech and speaker intro (100 word bio) with them (WRITTEN DOWN) as well as 5 specific targeted clients they are seeking in the first quarter of 2011 (also WRITTEN DOWN). Those participating in the afternoon session will need to bring laptops and be able to log on to the internet.

I plan to have this program professionally video taped so please let your members know that their enthusiastic participation is most appreciated.

Happy Holidays,

Maurice

To register, go to www.florida-speakers.org

Note: The afternoon session is an optional presentation.

Speaker Boot Camp Preview #2

This is the event that will change your speaking career. Two days of intense learning. Information you can use right away.



To find out more and to register, go to www.florida-speakers.org

Natalia's Notes: Bruce Turkel

FSA General Notes
Our next meeting will be January 22
- Take our online poll to vote on which social media platform we’ll focus on for the morning session
- Afternoon session: how to measure your return on investment as a speaker in terms of social media

Speaker Bootcamp (February 26 & 27)
- Platform excellence – have your audience in the palm of your hand
- Selling from the back of the room
- Many more topics

Bruce Turkell Presentation (Building Your Brand)
Five Years Ago
- I’d had my business for 22 years in the business when we almost went out of business
- We were $45,000 debted for a "fast pay, slow pay, no pay" routine
- I wrote an article about what happened to us: "If you want to go into the professional ad agency, you need to get professional help. Not just psychiatric help but professional help from people who can help in your business (accountants, graphic designers, whatever you need). People who are experts/helpers in your business."
- I was asked to come speak for a group and Gordon McKenzie, the Creative Director of Hallmark Cards also spoke
- I found out just how much he was making (way more than me!)
- Speaking is a business - do your research!

Best way to learn to speak
- Get in front of a bunch of kids and speak (I went to colleges and universities) - be okay with the fact that it doesn't matter if they like you or not
- Watch speakers to learn how they do what they do
- Speaking: it's not about content, it's about playing a particular role: the charisma, the personality, the character
- Most important part: "Messaging: roles, issues" – it’s not about content
Example: Political debate: marketing battle
- "Hope and Change" for one side = consistent the whole time
- Kept selling different messages = not consistent the whole time
- "Pulling the plug on grandma" - healthcare blunder
First question: "What is your message? What is your issue? Tell me in three/five words. If you can, can you tell me in a way that I find compelling? If I hire you, will you bring value to my group and make my job easier?"

Assignment
- Write down 3-5 speakers you know are really good
- Write what know about them:
"We know they're really, really good"  almost irrelevant at this point
The trick is the first part of the sentence: "We know" (awareness)
“It's not what you know, it's who you know”  not true; it's who knows you! (That's where the success is.)

Getting the Message Out
- How do you get this message out so people know who you are?
- Branding
NOT just a logo, tagline, or catchphrase.
It is a way of telling people who you are before they see you.
It is a promise of a relationship.
Logos are important when they reinforce the message.
Ex: Starbucks - getting the free, unlabeled Starbucks vs. buying the $12 cup downstairs for the labeled cup

Three Components
*Issue (you) - who are you and what are you going to talk about that people care about?
*Brand (how people see you) - manifestation of that issue; what do I know comes with the decision if I hire this person?
*Distribution of message (blogging, PR) - how do you get the word out? Note: don't advertise; it is not the way to make money. Be "media agnostic" - stop worrying about the "distribution vehicle" and focus on getting the message out.

Issue
- How do you determine your issue?
- Use the Brand Positioning Pyramid
Bottom layer: Features
Next layer: POD (Point of Difference)
Next layer: Functional Benefits
Next layer: Emotional Benefits
Top layer: The extra, unidentifiable something
- As a speaker, YOU are the product, it is you - you win and you lose all by yourself
- You must create a persona, a product to sell - you must adapt that persona on the podium when you speak
Ex: Nexium
Features: gel, proto pump inhibitor (these can be pages of stuff)
POD: absolutely nothing; the same as all the other products on the market; the ONLY difference is that it is purple: "The Purple Pill" - religious color, uplifting, regale, and royal purple: "Ask your doctor for the purple pill."
Functional Benefits: stops your stomach from producing excess stomach acid (Most marketing stops here): here's what our product is, this is why it's different, this is what it does.
Emotional Benefits: I will feel better; I can eat whatever I want and feel better; I will be a better parent because I won't be in pain; I can travel when I couldn’t before (this is where the real money is)
Nexium is the most successful of all its competition.
Another example: Viagra ads.
Before: "Rinse, lather, repeat” was a great line
BEST LINE: "If you get a four hour erection..." for erectile dysfunction. Think about it: if a man is suffering from erectile dysfunction, that is being unable to maintain an erection, being told that one of the dangerous side effects may be an erection that lasts for hours, even though it is a “warning,” it is also a benefit.
- Very few companies "own colors"
Breast Cancer awareness with pink
Tiffany with powder blue (the only product you cannot buy in the store is the powder blue signature box)

Notes for when you fill out the Brand Positioning Pyramid for yourself
Be honest; include the bad stuff
Ask a friend to honestly tell you your benefits and help you fill out the pyramid
You do not have to share this with anyone BUT DO IT
Companies pay hundreds of thousands of dollars to do this
- Functional benefits: are easy; you MUST say these no matter what
- Emotional benefits: this is the key; you must make your audience feel better about themselves (not taking yourself so seriously); you cannot figure this out by yourself, you need people who will tell you the truth
Issue – all that stuff that you talk about; ends at the “functional benefit”
Brand – how you jump into the emotional benefits and become your message and issue

Speaker Types
- Two kinds of speakers: experts who are speakers; speakers who are experts at speaking
- Experts: real experts who have an actual background; "pseudo" experts who can talk about any subject they decide
- Experts who speak and who have real credentials - they are better because people know about you and believe you when you speak
- Speakers who are experts have a cap on how much money they can make - they are a dime a dozen
- If you talk the talk, you'd better walk the walk

Brand
- It is not a difficult procedure but it will take time and effort
- You may need to discard certain things in order to align your message and your brand (find a common thread)
- You must think of yourself as a product, not a person - you must be able to sell yourself to consumers – as a speaker, know that they are hiring you
- The key to building the brand is differentiation - you MUST differentiate yourself from the competition
Your competition is NOT the other person who speaks on the same thing you speak on
If you have no competition, then probably nobody else wants whatever it is you’re talking about

The Three As
- Automation: everything that CAN be automated/produced by a computer WILL be automated/produced by a computer
- Asia: anything that CAN be produced in the developing world for cheaper will be sent there. In this case, if a company can hire a new speaker who will do it for less money than you, THEY will get the job
- Abundance: there is too much of everything. There are things that we WANT but nothing that we NEED (true for speaking too) - Daniel Pink
The only way to get around this is to be Madonna/Lady Gaga – so unique that they cannot be automated, cheapened, or overproduced.
- We must separate ourselves from everyone else
- We must concentrate on the PROMISE, not the logo (which is the flag you put up)
- You are going to lose some people when you first make this internal shift because what you stand for may not be what other people are looking for (narrowing your focus will narrow your audience to those who are searching just for you)

Way to Build Your Brand
1) All About Them. Stop thinking about yourself! It's not about you, it's about your audience. ("I want to talk about you. What do YOU think about my hair?") How does your brand tell THEM how you are going to help them?
2) Hearts, then minds. Make an emotional connection with your consumer before you make an intellectual connection. Once I want you, I need all your credentials SO THAT OTHER PEOPLE CAN SELL YOU. (RTB - Reasons to Believe.)
3) Make it simple. We are so busy talking about all this complicated stuff: make it simple! Example: Volvo stands for safety. Volvo is a HUGE company that does a hundred other things, but when you say “Volvo,” the word that pops into your head is “safety.”
4) Make it quick.
5) Make it YOURS. What are you going to own that no one else in the business can own? What do you stand for? It does not need to be something you talk on either. Even if it's something you think is stupid. What you want is after you speak, for people to come up to you and already recognize you.
6) All five senses. We think marketing is about sight and sound but we make decisions with all of our senses. We are always first and last a sight person. How do you make it sensual? How do you make it something people taste? Smell? Get your audience involved. Use the senses to tickle emotion.
7) Repeat. Repeat. Repeat. When you figure it out, you say it over and over again. When you get sick of your message, people are just starting to get it. BUT you cannot be repetitive! You must update your message but there must be something to tie it all together. "I make my client's brands more valuable. We do not change what you do, we change your clients' perspective of what you do to pay you more money."

Distribution of Message
- How do you get the message out to people who need to hear it?
- You don't need a book, you need a BESTSELLING BOOK ($20-40K) - Books vs. Bestsellers
- "If you want to speak more, speak more ANYWHERE." Speak even for free because you WILL get more bookings from your audience
- Speaking is distribution - "Speaking begets speaking"
- Price integrity: however much you get paid for what you do

Two ways to do Distribution of Message
- Online (theoretically free): pay in time and effort
- PR (Public Relations)
- If you decide you want PR, research the newspaper reporters you are interested in, call them up, tell them who you are and say, "I am not selling anything and you don't need to write about me. I just want to take you to lunch and get to know you." Create relationships.

Online
- Blog, social media
- As a speaker, you MUST write because you think and organize what you talk about when you write
- Writing is a way to think quietly and come up with things that you feel strongly about
- When I started, I wrote purely business marketing blogs and I thought that was what people cared about
- I now write personal stories with a marketing bent

Blogging
1) Must come out on a regular basis (if not, people won't know when to expect it and you won't write it!) – the best is once a week.
2) If you can tie business, your personal life, and how it applies to your readers - THAT will have the highest return.
3) Be media agnostic: it's not about being a blog, Google, or anything else. It's ALL of it - I don't sell anything on mine but Randy Gage is always selling something on his. Forget about the medium – use what works for you and what you will update consistently and often.
Should I video chat, podcast, or blog? YES.
Trademarks are essentially worthless - your information has to update regularly. Don’t get stuck on “owning” something.

Reporters
- Build a relationship and tell them what you do and how it is important to their readers and how you can help them by giving the reporter information.
- Become a source for them. Get into the "Golden Rolodex."
- Trick: NEVER EVER LIE TO A REPORTER. There is a difference between being factual and being truthful. Let them see you are an unblemished source.
- PR: Don't call reporters on deadline, don't yell at them, don't take it personally, don't demand corrections.
- You may have a hard time finding them so check out Facebook and LinkedIn.
- Speak in sound bytes. Do the Pyramid exercise to figure out how to speak in sound bytes.
- Remember that you have no right to demand a story from reporters.

Required Reading
"I Can See You Naked" by Ron Hoff
"Blink" by Malcolm Gladwell

January Meeting Survey

For our January 22 meeting we'll be learning about social media from Dr. Maurice Ramirez. For the morning session, he will discuss one social media tool. The goal is to really focus in on how to use the platform to help your speaking business. We want to go beyond the basics.

Please pick the platform that interests you the most. While there will be a winning entry for the meeting, all of the responses will help us shape future programming.

FYI: We will likely have an optional afternoon session about how to measure you social media return on investment.

Click here to take the one question survey.

What Is The Spirit of NSA Day?

To honor NSA Founder Cavett Robert, CSP, CPAE, and continue NSA's legacy of sharing and giving, November 14, 2010 will be our 4th Annual Spirit of NSA Day, a national day of advocacy encouraging NSA members to support one another. This year, and on every November 14 going forward, the day serves as a reminder to NSA members, encouraging them to:

· Focus on giving back

· Provide genuine support to speaking colleagues

· Take time to connect, help, mentor or refer business to other members without any expectation of reciprocation

Help the legacy continue and build a bigger NSA pie by participating in Spirit of NSA Day on November 14, 2010!

How you can participate in Spirit of NSA Day:

· Provide peer to peer encouragement

· Introduce a colleague to a potential client

· Refer business to a colleague

· Mentor an emerging speaker

Click here to read stories about those who helped their colleagues or emerging speakers. Click here to read the stories about how someone made a difference.

Upcoming NSA meeting and Offer

The NSA UNconference will take place on February 18-20 in Atlanta, GA.

The entire UNconference is focused on how to make you more money in your speaking practice - that's right - it is all about the enterprise of speaking. Attendees will walk away from this meeting with strategies to grow their business and ideas to innovate and create new business opportunities that will take them into the future. Attendees will learn to master the craft of speakership and make their speeches more actionable, listenable and spreadable during the opening session. www.NSAUNconference.org

NSA will give every chapter one $100 meeting certificate that they can raffle off to chapter members who are registered for the UNconference.

October Teleseminar Sneak Peak: Work Life Balance

Here's a sneak peak of our latest member teleseminar. Dr. Gaby Cora gave you lots of wonderful tips on how to balance your personal life with your speaking career. FSA members will soon receive the link to download the entire call.



Don't forget our next meeting coming up on November 13th.  For more info, go to www.florida-speakers.org

Natalia's Notes: Ed Rigsbee Part 2

(To see Part 1, click here.)

Ed Rigsbee - Afternoon Session

Writing Your Articles

- Wordsmith Your Articles

1) Title with benefit hook

- The title is the first thing your reader will see so you have to get their attention immediately. For the internet, use a keyword at the beginning for search engines to pick you up (Search Engine Optimization or SEO); if the article is in print, begin with the benefit instead.

Benefit vs. Feature

-Example: FSA. A feature of FSA is the networking and the benefit is how the networking makes your life better. The networking itself is not a benefit because it does not accomplish anything alone.

- When writing, think of the other side (your client). When people search the internet, they tend to search for the problem, not the solution. Instead of offering the feature (how to solve the problem), use the problem to help searchers find you.

- Certain subjects/phrases are tired; "Work/Life Balance," for example, has been so overused as to be overlooked. Use something fresh.

- "It's easy to be nasty, hard to be clever." Strive to be clever.

2) Grab interest in first sentence

- Take the title and use it to create something more

- Use it to relate to what you have offered the reader in the title - the whole reason you brought them to your article

3) Bullet points or numbered points 

- 3-7 points that relate to the title and first sentence; readers' eyes will automatically go to bulleted/numbered material (readers also prefer odd numbers)

4) Sloganize bullet points if possible

- Make the bullet points easy to remember

- Search idioms and phrases

- Rhyming dictionary (more in #5 about that)

- Favorite sayings from relatives

- This will make your advice more memorable to the reader and easier for them to read

"I can see clearly now..." <-- (great title for Ed, as he used to sell sunglasses)

5) Buy a copy of The Complete Rhyming Dictionary or search online for one

- This will help you to sloganize your ideas

6) Plan about 750 words per magazine page

7) Keep your language simple

- Many trade association readers are not highly educated

- Think fourth grade reading level

8) Close your article with an offer for them in which they must request it via email

- This will help you to build your future eZine list (group of contacts that will continue receiving your articles)

- Email request

- Website downloads

- KickStartCart: http://www.kickstartcart.com/app/?pr=31&id=88159

Notes on the article-writing itself

- Body of the article is for the reader; the Bio and Signature are for the author, as it is essentially free advertising space

- NEVER refer to your products/services in the body of the article

- "White paper" is a term used to describe a long article where you say "Go to my website for a white paper on ____." The article should be about 3,000 words, on PDF, with a link to the website at the end.

- Charge for a "special report" --> up to date information that should be updated at least once a year.

- Blogposts tend to be shorter than "white paper" articles (500-1500 words)

9) The end of your bio, at a minimum, should include your toll free telephone number and your URL

- Should include your toll free telephone number (cell phone now or some other verbal communication)

- And your email address

- And your URL (website)

- Some magazines will shorten your bio so put your website FIRST and then everything else

- Short positioning sentence

- Photo

Additional Resources on Ed's Website (www.rigsbee.com/downloadaccess.htm)

- Ed's articles

- Speaker feedback form

- Developing Strategic Alliances, Chapter 1

- Take the Alliance Partner Quiz

- Partnering Agreements

- Strategic alliance resource websites

- Relationship value update form

- Mastermind alliances

SucceedInSpeaking.com/DownloadResources.htm

- Presentation Slides for "Paid Association Bookings Through Article Publishing" (10.7 MB) - the presentation we just saw

- Program Handout for "Paid Association Bookings Through Article Publishing"

- M&C 2006 Meetings Market Report

- Generations and the Future of Association Participation Published by The William E. Smith Institute for Association Research

- FutureWatch 2005 Report from Meeting Professionals International & American Express

- Speaker Sales Presentation Feedback Form

Required Reading: Sam Horn, Tongue Fu


Psst:  Do you know about Speaker Boot Camp?

Natalia's Notes: Ed Rigsbee Part 1

FSA Notes for this year:
- Blue Chip Year - focus on education and community. Use the blue casino chip to remind yourself every day to implement at least one lesson you have learned at the FSA meetings.
- Speaker Boot Camp is in February for 2 days

Ed Rigsbee Presentation (www.SucceedInSpeaking.com)
Smart Speaker Alliances
Founder of the Cigar Peg

Paid Association bookings and trade association bookings
- leads to a lot of other bookings
- this presentation is about how to use article writing to get speaking bookings
- you must integrate implementation with going after associations by using writing articles

Challenge: if it doesn't work, you'll want to stop because you'll think it's a crummy idea. Sometimes, it's more a matter of having the proper tools in your toolbox to implement your idea. You may not yet have the tools necessary to implement this idea so don't give up hope if it doesn't work right away. Also, it may not be you who does this work; you can delegate it to someone else in your group.

Implementation - how to do it
- First, you've got to know who you are and what you're about. If you don't know this, the article writing will be more (or less) difficult depending on the message you want to send out.
- You've got to make the calls, or at least the clicks. Email works for this method, but calling is better.

Credibility Builders for Speakers
- TV, Movie, Music, Sports, Celebrity
- Other Media Attention
- Research & Survey Publishing
- Best Selling Author
- Published Author (most people don't know the difference between published and bestselling author in terms of credibility)
- Self-Published Author
- Other Things

Why do I suggest going after Associations?
- NTPA, a single resource for associations, presents detailed contact and background information on over 7,500 trade associations, professional societies, technical organizations, and labor unions in the United States.
- This group is limitless - you can't exhaust this group.
- There is unlimited room for all speakers to work here.


Why associations?
- They have publications
- They have meetings
- They have experienced meeting planners
- They do not have "sticker shock" at speaker fees (meaning they will pay you)
- Gathering of business owners
- It's a paid showcase
- I try to write articles and create relationships with the editors in order to meet the meeting planner (by getting to know the editor, who IS the meeting planner in some cases, I have created a warm contact)
- If you make relationship bank deposits before you make relationship bank withdrawals, you'll be much better off
- Make it easy for them to use your material
- Again, remember, the editor will almost always help you meet the meeting planner; in some cases, the editor IS the meeting planner.

Finding Associations at no charge:
- ASAE - The Center for Association Leadership (free site that is a database for associations)
--> Go to: Community - Directories & Guides (public page; if you want more info, sign up for an account - this is unnecessary since there is plenty of free information)
--> From there: Directories & Guides - Gateway to Associations (this is a search capability that allows you to comb through associations based on your criteria)
- When searching through any association's website, search for the "About" and "Contact" tabs since these tabs will show you the list of staff and leadership, and usually the contact information for those individuals
Things to look for: does the association have a publication?

Searching through individual Associations
- Find the allied associations as these will be easier to reach and will expand your market
- Remember that you yourself don't need to do all of this research or contact these people; there are plenty of online resources that can do this for you: eLance, eGuru, MyManInIndia.com, local intern (college student), secretary, whoever you want to work for you. It doesn't matter who makes the connection, just that the connection is made!
- Email or cold call first? YES --> most effective is to call the editor/director of communications and say: "Hi ____, my name is ____. I speak on _____ and ______. I have a number of books out and several articles have been adapted from my material that I think could be useful for your association. Do you use outside material? Yes/No. Yes, then do you go online? Now that you are looking on my website, go to this tab. What you see here is my material - here is my permission to use the article, and I give you permission to edit the material."
- Show the editor your release form to give them permission to reproduce your material and also give them permission to edit your work, since they're going to do it anyway!
- Make the editor's job easier; get over the ego!
- Have the editor lift the article off the website (so use the simplest writing program you can to make editing easier for them)
- A small amount of customizing goes a long way
- We all have our tribes! Tribes = people in our circle.
- Write "evergreen" articles: If you can write good, broad articles, you can get into a lot of tribes that will spread out like roots. "Evergreen" means to a topic that can be read in 1950 that may have the same relevance in 2000; an article that touches on a timeless theme; applicable to many times and situations.
- Have a half dozen articles when you approach people, 500-1500 word range.

AMC Institute
- Association of Management Companies
- Also have lists of other associations
- International
- Industries

You can also use Google!

How do you translate article-writing into speaking gigs?
- Use the article to connect with the editor to connect with the meeting planner to become a speaker for them
Article --> Editor --> Meeting Planner --> Speaking gig
- Sometimes, people who have read your article may call you to ask if you'll speak on something for their group
- Do basic text, NOT PDF - you want it as simple text so it is easier for the editor to copy/paste

Other paid programs you can use to gather this information
- National Trade and Professional Associations Directory
- State and Regional Associations Directory
- www.Gale.com
- ConceptMarketingGroup.com
- CharliJaneSpeakers.com
- Meetings industry
- IASB - International Association of Speakers' Bureau
- MPI - Meeting Professionals International
- PCMA - Professional Convention Management Association (they hire speakers)
- Affordable Meetings Exhibition Conference (they don't pay you but you make great connections; fun; they DO pay for your travel)

Meeting and understanding these Associations
- Understand the life of the association in order to better speak to their needs (you should do this with all of your clients anyway)
- Understand the lives of your customers; speak to their pain; know their language and what they value

Publications for the meeting industry (Print & Electronic)
- Association News, Successful Meetings, etc. (to hear about meeting industry people)
- Association Meetings Extra (for info)
- Successful Meetings University
- EliteMeetings.com
- Small Market Meetings
- Statistic: What part of the meeting are you likely to skip? (52% skip the gala/banquet but 11% skip educational seminar; 31% skip the general sessions). Be aware of when you want to speak and also use statistics like these to convince your future clients that you can greatly help them
- Informational speakers are 75% appealing and 43% of celebrity speakers are appealing (this means that the most appealing speakers are those who teach people something)

Article Logistics
Getting Articles to Editors
- Your articles should be available from your web site for free (besides the article, also include the word count to make the editor's job easier)
- Email an article each month (Email entire article, or email link to your website, do not email attachments (spam filters))
- Mail postcard telling about your article availability
- Reprint tear sheets mail to editors (and to meeting planners)
- Send articles on CD
- Hire a PR company if you are too lazy to make the calls
- Find a way to keep your articles circulating

Editor Section at Your Website (the 24-7 editor resource)
- Articles by topic category or by books (adapted from your various books)
- If you have an article for a book you haven't written yet (and may never write), put: "Adapted from the fourth upcoming book title"
- Include your photo at the top right and your desired bio at the end of each article at your website
- List of publications in which you are published
- Your print parameters (allowing them to reprint your article and any conditions you may place, such as asking them to send you a copy once it has been printed; do not be surprised if they disregard this completely)
- Downloadable high and low resolution photos of you and your books
- Call for action at the end of your article and a link to your website
- Become the easiest person for the editor to work with
- Need to have a Facebook page, or at least a profile!
- LinkedIn - absolute MUST for speakers
Advice: DON'T BE AFRAID! Keep writing, keep trying, try different angles, and see what works for you! The internet is a journey, not a destination - you always have to work at it.


Article Banks
- EzineArticles.com (Good article bank)
- Who is reading your article in an article bank? People who run blogs, ezines, internet newsletters, and those who are looking for content for their various publications

Transforming an article into a book
- Plan your book ahead
- Develop a general outline
- Make files for each chapter (Use for notes, clippings, and ideas)
- Each article can then be a chapter or section within a chapter
- Write one article a month, and you've got your book
- Mention the article is from your forthcoming book, titled...
- If you already have a book, pull articles from the book (in the Bio section of your article, state that "this article was adapted from ____ book"; or "forthcoming ____ book")
Note: NEVER say "Free" in an email because that is automatically considered spam.

End of morning session. Click here to see Part 2.


Psst:  Do you know about Speaker Boot Camp?

Speaker Boot Camp Preview #1

Let Rebecca Staton-Reinstein and Helen Turnbull tell you a bit about our upcoming Speaker Boot Camp.


For more and to register for this event, go to www.florida-speakers.org

Why Keep Learning...

Is it possible that a speaker can learn everything that he or she needs to know about the business and no longer need further professional development?  Recently, my housekeeper (okay, that would be me) came across the October 2006 issue of Speaker Magazine.  It’s the publication of the National Speakers Association.  These were the three main articles:

• Speaking with Substance
• Pitching to TV Shows
• Whole Brain Learning

In the entire issue, there is no mention of social media or use of video/virtual presentations.  There’s not a whole lot about client retention, although it could be argued that much of that focus has been produced by our current recession.  A short article about product creation mentions cassette tapes. 

The four year old issue is still a good resource.  And I laughed at seeing some old speaker hairstyles.

My point is that if four years ago, you said that you knew everything you needed to know and stopped learning, you would have missed a lot.  The speaking business is constantly changing.  It pays to invest in your career to stay current.

Ken Okel knows that the path to success is not a straight line.  To find out more about your organization can get around the obstacles that are blocking your success, visit www.kenokel.com

2 Servings of Ed Rigsbee + Lunch

By popular demand, we're bringing Ed Rigsbee back for a full day session.

How to Get Paid Association Bookings, Even in Difficult Times

Ed Rigsbee, CSP will teach you how to sell to trade associations and professional societies by going after their soft underbelly—publication editors. In building a relationship with any association, Ed will teach you how to first build a relationship bridge with the association’s editor by offering articles adapted from your books, keynotes or seminars. Then, you’ll learn how to use the editor relationship to bridge the divide into the meetings department. And, you’ll learn how to find these associations through free Internet directories and web sites.  

This full day session includes lunch where you'll have a chance to network with other speakers and pick up the latest tools of the trade.  Then we'll start the second presentation:

Writing Articles that Association Editors Will Publish 

Don’t have any articles? Rigsbee will cover how to craft your writing to make your material even more desirable to association editors. Learn hooks, sloganization, bullet point writing and calls for action. Don’t know where to start with associations? Ed will also cover how to find and determine the best associations. 

Through this system, Ed will teach you how to access the national trade and professional association market, 7,500 strong in the United States alone. Get in through the back door by becoming a resource rather than just another cold call.

When: October 9, 2010 registration & breakfast at 8:30am, Program starts at 9:00am

Where: Marriott Ft Lauderdale North 6650 N Andrews Ave Ft lauderdale, 33309

Cost: Before Oct 6, Members $79, Non-Members $99 Oct 6-9, Members $89 Non Members $119

To find out more and to register, go to: www.florida-speakers.org

Ed has asked our full day session be a no necktie event. "Let's create a casual learning environment so we can focus on the learning... and the doing.  My request is that attendees come casual -- let's call it Aloha Shirt/Casual Day because I for sure will not be wearing a tie."   

Who Is Ed Rigsbee?

Ed Rigsbee, CSP, has been a professional member of the National Speakers Association since 1988.  Ed is also the author of three books on business relationships, PartnerShift-How to Profit from the Partnering Trend, Developing Strategic Alliances and The Art of Partnering. 

Much of Ed's speaking business comes to him resulting from being a regular contributor to business, trade and professional publications throughout North America.  He has more than 1,500 published articles to his credit.

Ed is an internationally recognized authority on strategic alliances. On October 9th, he'll be talking about partnering with association editors to get paid speaking engagements.

In the meantime, enjoy Ed's story about learning something new.

Click here to learn more about Ed's October 9th presentation to the Florida Speakers Association.

Speaker Boot Camp Preview: Special Offer

This offer is available to purchase at our meeting on September 11th.  Click on the image to see it in larger detail.

5 Fast Facts About Our September Meeting

• Terri Langhans will change the way you think about marketing your speaking business. That’s a game changer in a competitive field. Remember to register before the early pricing deal ends.
• Come early to network. The official part of the meeting starts at 9 a.m. so why not take advantage of the chance to talk to other speakers beforehand. Find out what’s working in their businesses. Don’t miss out on the chance to get a powerful new idea.  So arrive by 8:30 a.m. and enjoy!
• We’ll start at 9 a.m. To get the most out of our presenter, we need to be a good audience and begin our session on time.
• Don’t forget lunch. Terri’s session will end right at lunch time. Why not join us for an informal lunch in the hotel restaurant. The hotel has a special plate aimed at meeting guests. This pay your own lunch represents another chance to chat, brainstorm, and get to know other speakers in our area. You've got to eat so why not also fill up on knowledge?
• FSA members get more. Besides a lower price for meetings, they also can enjoy our monthly teleseminar series. Ever want to find out about speaking internationally?  Attendees on our next call will learn just that.  Become a member at the meeting and you’ll save $25.

Reinvention & Your Speaking Business

Question: How have you changed your speaking business in response to changing economic times?

Here's what Mace Horoff has to say:

For years, when there was money to spend, prospective clients would call me from my website to find out what I could provide for a sales meeting or sales training session. They don’t call as often as they used to, and when they do, they have a very specific problem or set of problems that they want to know if I can solve.

I have learned to force myself to insist in having a conversation with the economic buyer-- the person who controls the budget for the meeting. This person will make the money appear if I can convince him that I can solve his problem. The feasibility buyer is more concerned about spending as little as possible on a program. Thank you Alan Weiss for that approach.

Because the phone isn’t ringing as much, I have had to implement a program to reach out to my marketplace which I do with Marc LeBlanc’s approach of postcards, the top 25, and calling prospects. The business requires more marketing effort, but it’s doable and effective if you’re solving people’s problems today...and they have plenty of them!

For more on Mace, go to: www.medicalsalestraining.com

Looking to Create Products?

I see it all the time, speakers who aren’t fully monetizing their relationships with clients and audiences. It’s not enough to get a fee to speak, we must create additional ways to deliver our information and create revenue streams for our company.

Ultimately clients hire you for the information you share. We are selling information and packaging it in a speech. Clients and audiences want more of that information and we need to find ways to deliver it to them. In doing so, we will be providing better value and at the same time generating revenue for our speaking business.

Audio is the quickest way to create products that your clients will want to invest in. Here are two quick ways to create an audio CD that you can sell.

1. Record your next speech. Use an inexpensive digital audio recorder and lapel microphone to record your next program. Download the audio file to your computer and then send it off to a production and duplication house to make your CD. You will need some label art designed and you are ready to go. Investment should be about $125.00 for the recorder and microphone, $250 to edit the audio and create a professional production (there are ways to save on that part of the process), $100.00 for label design and about $260.00 for 100 professionally duplicated CDs with full color on disc thermal lamination printing. The total is about $$735.00. On subsequent projects you’ll already own the recorder and microphone.

2. Arrange an interview. Contact experts in your field and interview them. You can interview them live with the recorder I mentioned above or you can use a free bridge line service to hold the interview and record the call. By the way, you could charge people to listen in on your interview and make it a teleseminar. If you use a service like freeconferencecall.com your cost here for the interview CD would be approximately $250 for editing and production, $100 for label design and $260.00 for disc duplication or a total of only $610.00 for 100 discs.
Decide what works best for you. As a speaker we speak. Audio products are the easiest, fastest way to create products and expand our ability to monetize our expertise. Either way, you can have product to sell in just a few weeks if you start today!

Sam Silverstein, CSP speaks internationally to organizations about accountability and organizational growth. He is the Past-President of the National Speakers Association and the President of PrimeTime Duplication a product creation and duplication company. He can be reached at 314-878-9252 or www.PrimeTimeDuplication.com . (Primetime is an FSA sponsor.)

Ken's Keepers from NSA 2010

What was FSA President Ken Okel's takeaway from this year's National Speakers Association convention?



For more about Ken, go to: http://www.kenokel.com

Don't forget to join us for our next meeting on September 11, which will feature marketing expert Terri Langhans. Get a taste for Terri in this clip, which was part of a competition involving speakers only having 6:40 to talk, while keeping up with a Powerpoint that changes every 20 seconds.

Natalia's News from NSA 2010

What was Natalia Locatelli's takeaway from this year's National Speakers Assoication convention?




For more on Natalia, go to: http://www.SkullJuggler.com/

Gary's Gifts from NSA 2010

FSA Outgoing President, Dr. Gary Roberts, shares some of his takeaways from this year's National Speakers Association Convention.



For more on Gary, go to: http://robertsgary.com

We'll be having a more in-depth discussion of NSA 2010 during our member teleseminar on August 10th.

Gaby's Gifts from the NSA Convention

Let's take a moment and hear from FSA Incoming President, Dr. Gaby Cora, about some of her takeaways from this year's National Speakers Association Convention.



For more on Gaby, go to: http://www.executivehealthandwealth.com

On August 10th at 7:30 p.m., our monthly, member teleseminar will be about takeaways from the NSA convention and what you've done to put that newfound knowledge into practice.

Additional Resources
How coming to our September meeting will change the way you market your business.
Clip of Terri Langhans presenting at NSA.
Pat's Pearls from the NSA Convention.

Pat's Pearls from the NSA Convention

The 2010 NSA convention was a delicious smorgasbord of content, fun and performance. Whether you were looking for information on platform presence, finding your marketing niche or hard core business operating information, it was all there. For me, the best takeaway came during the Monday general session with the Masters. The morning opener was our own Joachim de Posada - he was terrific as were his marshmallows and grandson. 





The opener following lunch was the fabulous and humorous Ruby Newell-Legner. When booked for that position she didn't realize she would be following a memorial tribute to the NSA members the industry lost this past year, not just lunch. She set the stage with a bit of humor by acknowledging her "emotional incontinence" to the tribute and those lost before beginning - brought the house down. She had further issues with her computer waking up - not realizing she had the wrong clicker. A stage hand brought her a new clicker - totally interrupting her train of thought again. Not to be shaken, in jest she said, take a step back, make a pirouette (which she did) and began again. The audience loved every minute of it. What a great example of professionalism and performance on how to handle anything that can go wrong.


To find out more about Pat, go to:  www.energy-by-design.com

FSA July Teleseminar Preview Clip

Teleseminar Announcement

We're proud to announce a new member benefit. Starting this July, you'll be able to enjoy our monthly teleseminar series.  The speaking business is constantly changing and this is your chance to keep up with the ever changing landscape.  Our sessions will feature high content along with action steps you can implement right away.

Our first call will be on July 6th at 7:30 p.m.  Dial-in information on the call will be sent out very soon by email. We plan to make the calls available for a future download on our website.

Join us in July as we discuss things you should know before attending this summer's NSA convention.  The meeting puts you at the center of the speaking world and we want to make sure that you'll make the most of your investment of time and money.

Come check out Terry Brock

Come check out our meeting with Social Media guru Terry Brock June 19, 2010. Click Here  for details!

Testing the new Blog!

Attention all speakers  Welcome to the Florida speakers Association Blog!