Time To Saddle Up!

During a recent NSA teleseminar, a speaker was asked about the success of his book.  The author talked about how he had trouble making his material stand out from the crowd.  Publisher after publisher rejected his work.

Unsolicited, he then talked about how he got help to better define his brand and his book.  Suddenly, he had publishers in a bidding war for his book.  Who helped him make this transformation?  Vickie Sullivan, our June 11th presenter.

We all have great material but is it what the marketplace is buying?  Find out what you need to do to beef up your bookings and command your full fee and beyond. 

To wet your appetite, back by popular demand, is a preview call we did with Vickie.  To download this preview call, click here.  Vickie does not hold back on "telling it like it is" on several common speaker mistakes.

To join us for this special meeting, go to http://www.florida-speakers.org

Clients pay Vickie a lot of money for her advice.  Did I mention she'll be holding some "hot seats" for the audience.  Don't miss your chance to get some priceless one-on-one advice for your speaking business.

Special reminder:  This meeting will be held at the Westin Hotel, which is on the NE corner of I-95 and Cypress Creek.

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: 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?

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."