“BAD” Marketing for Wellness Speeches and Presentations

You’re presenting to four large industry associations in the next four months. Or your local Rotary wants a speech on healthy lifestyles for busy execs. conference room/speechDid you think twice about doing it? Even well-known wellness leaders are often conflicted about speaking engagements. They love the opportunity to spread the word, and the visibility’s great – yet the business payoff is often uncertain. And local speaking opportunities often don’t pay well. Use our “BAD” techniques to make sure your speaking engagements deliver a business payoff:

1) Do the right things BEFORE the speech 

  • Establish evaluation criteria for speaking opportunities. The audience, topic and the group’s overall focus should be compatible with your business.
  • Set realistic expectations for the results of your speech. Unpaid speeches usually produce the following results in the following order: publicity that reinforces your reputation as an authority; increased awareness that your business exists; and lead generation.  It’s rare that a public presentation results in immediate sales. It’s reasonable to expect, say, 5 leads and 30 new newsletter sign-ups.  It’s not usually realistic to expect 5 actual sales.
  • Announce the speech in your newsletter and via social media.
  • Post signs and other promotional material in your business. Consider a postcard marketing campaign if justified by the scope of the event.
  • Personally invite selected prospects or existing customers who’d be interested in your topic or the organization.
  • Provide your preferred introduction to the person who will introduce you.
  • Wander through the crowd and introduce yourself to attendees.
  • Put your contact info on all of the materials you’ll use or hand out.

2) Do the right things AFTER the speech

  • Follow up with everyone – on a prioritized basis. For example, you can send a general follow-up to everyone, and place a phone call to the contacts that seemed most promising.
  • Email attendees a link to the recorded session on your website. Circulate the link via social, too.
  • Important: Incorporate attendees into your ongoing marketing processes. Don’t just throw business cards in a drawer.
  • If you don’t have an ongoing marketing process through which you can continue building your relationship with attendees, you’re wasting most of the business potential created by the speech or presentation.
  • Add them to your mailing list if they’ve agreed.
  • Keep your promises. Promptly send anything you promised to send – the name of a book, an article, an email introduction to someone else.
  • Convert your presentation into a short article. Include it in your sales kit, post it on your website, hand it to prospective clients – whatever’s suitable.
  • Schedule a future presentation with the same group. Repeated exposure will increase your perceived authority.

3) Do the right things DURING the speech

  • Circulate a sign-up sheet for your newsletter.
  • Invite people to leave business cards if they’d like to receive a complimentary item (say, a pedometer or tip sheet) or a copy of your presentation.
  • Make it interesting. For example, work with a colleague and demonstrate what you’re recommending. Or use props – for example, a giant box of cereal or the “fake fat” teaching products that illustrate what a pound of fat really looks like.
  • Consider embedding prerecorded video snippets of existing customers in your presentation.
  • Incorporate anecdotes or references to the brief conversations you had with attendees before the speech.
  • Keep it interactive.  For example, pose questions that can be answered by raising hands: “How many people ate breakfast this morning?”.
  • Record the presentation. Post it on your website. Post it on YouTube. Promote the link in your newsletter or print ads.
  • Have someone take pictures of you and the audience. Post them on the website and in your business to promote your expertise and availability as a speaker.

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