Home  |   Blog  |  eNewsletter  |  Tools   Marketing Jobs / Marketing Careers   Bookstore  Search  |  Get Published  |  Feedback  |  Press  |  About MT   

  Marketing Today - The Online Guide to Marketing in the Information Age. Web Marketing, Internet Marketing, E-marketing, emarketing, I-marketing, Imarketing, Marketing Magazines, Marketing Ezines, Marketing Webzines, Marketing Magazines, Marketing Newsletters                
       Click here to find out more about Peter De Legge Consulting - Internet Marketing & Strategy Consulting Services - Visit: www.businessmarketing.net


 
Recommended by Harvard Business School's Working Knowledge, Northwestern University's Journal of Integrated Marketing Communications, Fast Company...    

Click here  to recommend Marketing Today to your colleagues. 

 
  The Online Guide to Marketing in the Information Age

      

Sections

Marketing Today - marketing, marketing communications, marcom, marcomm, integrated marketing communications Marketing
Marketing and marketing communications (offline and integrated)
Marketing Today - online marketing, internet marketing, e-marketing, emarketing, imarketing, i-marketing, cyber marketing Internet Marketing
Internet marketing and integrating offline and online marketing. Special section on Search Engine Marketing.
Marketing Today - online marketing, internet marketing, e-marketing, emarketing, imarketing, i-marketing, cyber marketing Trade Show Marketing / Event Marketing
Marketing at and managing trade shows and events.
Marketing Today - marketing research, marketing trends, marketing trend analysis, marketing studies, marketing research Research, Analysis and Trends
The latest data and analysis relevant to marketers
Marketing Today - marketing law, us marketing laws, european marketing laws, california marketing laws, email marketing laws, can-spam Marketing Law Resources
Marketing, advertising and email marketing related legal resources 
Marketing Today - public speaking and presentations Public Speaking & Presentations
Public speaking/ presentations
MarketingHire.com
Marketing Jobs / Marketing Careers 
Our marketing jobs / marketing career website, MarketingHire.com.
Marketing Today - the online guide to marketing in the information age News
Marketing news from more than 30 sources.
search engine marketing Search Engine Marketing
Search engine marketing and search engine optimization tools and advice.
Marketing Today - marketing tools, markeitng roi calculator (mroi), ad cpm calculator, marketing resources Marketing Tools
Direct Marketing ROI Calculator, Ad CPM Calculator and more
marketing book recommendations on marketing, marketing communications, business to business marketing / b2b marketing / btob marketing, marcom Marketing Bookstore  
Our Amazon.com bookstore contains or picks for the best marketing books. See our Marketing Book Recommendations
Marketing Today - search marketing articles, marketing tools, marketing book reviews and recommendations Marketing Events
Selected marketing events
Marketing Today - search marketing articles, marketing tools, marketing book reviews and recommendations Search
Search Marketing Today or the Web Using Google
Marketing Today - the online guide to marketing in the information age Home

Contribute/ Contact
Get published, send books for review, contact Peter DeLegge for media interviews or to speak at your event
About Marketing Today and Peter DeLegge
Add to My Yahoo!

Add Marketing Today Headlines and Article Summaries to Your My Yahoo! Page
Want to add Marketing Today headlines and summaries to your website, newsletter or blog? Click here

Get Marketing Today as an XML Feed! Feature  Marketing Today Headlines and Summaries on your website!
Add our RSS Newsfeed to your website for at no cost (approval required) click here for more information. 
Linking Policy
All content at this site is the property of Marketing Today. However, we permit linking to MarketingToday.com or directly to articles. We also allow approved* sites, blogs and email newsletters to use our article summaries AS-IS, without revision.
Click here for more information. 

Welcome to the Marketing Evolution...Marketing Today (tm)

 

Home > Presentations

Why a Speech is Not a Speech (continued)

Watch the Yawn-o-Meter

Audiences have heard it all, so you must stretch to keep them from scurrying for the exits. You’re not putting on a Broadway musical, but the audience members won’t find out what you can do for them if you don’t command their attention.

 

  • Avoid fact-intensive presentations. Business people tend to give audiences more statistics than they can absorb. Limit statistics to a few high-impact facts and figures that breathe life into your message.

  • Best practices are passé. Audiences want to hear about innovative approaches, cutting-edge ideas and techniques they haven’t tried, not the warmed over “best practices” of yesteryear. When explaining a new solution or idea, point out potential benefits and risks but encourage your audiences to think creatively.

  • Your speech is not a commercial. Sell your ideas and know-how, not your company. You can present one slide of your qualifications, but that’s it. Let the person who introduces you blow your horn. Audiences turn off as soon as you start advertising, so avoid it until the end of your speech.

  • It’s about value. Audiences appreciate hearing about tools, processes or systems that will help them solve their problems. Give them solutions that they can apply right away. Usable solutions should be a prominent feature of your presentations. Translate your knowledge and experience into understandable and actionable steps for your audience.

  • Once upon a Time So much has been written about including stories and humor in speeches that you’d think we’d all be master storytellers by now. Sadly, we are not. Yet stories are critical to connecting with your audience. Grady Jim Robinson, premier storyteller and author of Did I Ever Tell You about the Time, advises speakers to use personal stories that “contain just enough self-revelation that your audience will begin to feel comfortable with you, understand a bit of your past history, and sense where you are coming from.” If you can effectively weave a story and a little humor around your core message, it will resonate with audiences and stick with them.

 

Spread the Word

As the date for your speech gets close, publicize your appearance by alerting your clients, inviting peers, potential clients and the media. Request passes for your guests from the event sponsors. Highlight your speech on your Web site and in other publications.

 

Plan your schedule so you can spend time at the event itself, not just to deliver your speech but to take part in the event.

Attend as much of the event as you can, including receptions, dinners, exhibits and other presentations. Find out what issues concern attendees, your peers and the other speakers. Ask their opinions and discuss possible solutions. Listen and learn.

Plan to give your audience extras: survey results, white papers, recommended reading lists, how-to articles, and Web site addresses that are relevant to your topic. Don’t give attendees souvenirs or trinkets—give them something useful. Include your contact information, but don’t hold the materials hostage by requiring recipients to give you their business cards or other information to obtain them.

 

Stick Around

Many speakers leave events as soon as they’ve given their speeches. But in doing so, they lose valuable marketing opportunities. And, occasionally, a scheduled speaker cancels unexpectedly. If you’re still around, the sponsors might ask you to step in, which will win their gratitude and gain you more visibility.

After your presentation, answer any questions and swap contact information with attendees. Be generous with your time. If you don’t have the time or the information to answer a question, make arrangements to do so later.

 

Within two or three days after your speech, send handwritten notes to event planners and key members of the host organization thanking them for their hospitality and the opportunity to speak. Try to personalize each note.

 

Call the people who asked you to contact them regarding their business or to answer deferred questions. Strike quickly, while memories of the event are still fresh. Plan how to regularly keep in touch with both the attendees and those who hired you to speak.

Viewed as a marketing process instead of a one-hour session, public speaking can become a workhorse of your marketing program. And given that 75% of speakers hired today are industry experts, now is the time to add speaking to your marketing program. So, take advantage of the opportunity, but heed the speechmaking advice given by Franklin D. Roosevelt: “Be sincere; be brief; be seated.”

 

Jay Conrad Levinson and Michael W. McLaughlin are the authors of Guerrilla Marketing for Consultants. Jay is the chairman of Guerrilla Marketing International, a consulting firm serving large and small businesses worldwide and is the creator of the Guerrilla series, which is the best-selling marketing series ever published. Michael is a principal with Deloitte Consulting LLP, and has over twenty years of consulting experience with clients in businesses of every size, from small start-ups to some of the world’s highest-profile companies. He is also the editor of Management Consulting News. For more information, visit http://www.guerrillaconsulting.com.

MarketingHire.com

Marketing jobs and career advice especially for marketers.

Quick Links to Marketing Job Searches:
- Marketing Director Jobs
- Marketing Manager Jobs
- VP Marketing Jobs
- Online Marketing Jobs
- Marketing Analyst Jobs
- Marketing Research Jobs
- Public Relations Jobs / PR Jobs
 

Subscribe to Marketing Today Newsletter FREE! 
Be alerted when new content is published, get exclusive newsletter-only articles and job listings. Join a virtual who's who of marketers from leading companies.

Subscribe

We do not rent or share our email list.

Marketing Today Blog
Frito-Lay and GM Get Integrated Marketing and Leverage the Power of Consumers in a Big Way
GM and Frito-Lay and their agencies have recently figured out a great way of getting consumers more engaged with their brands, leveraging the new found power of the consumer. It's a great lesson in integrated marketing communications and engagement for all marketers.Both brands are running contests for consumers to create homemade commercials (also referred to as consumer generated content) for
Marketing: The Art vs. Science Debate
I am amazed at how often we marketers debate over whether marketing is art or science. I was recently at a marketing association fund raising event where a speaker proclaimed that marketers are true artists, as if being artists validates our work. I thought, hmmm...Maybe that's part of the reason why CEOs and other departments think of marketers as lacking process and accountability, because we
Marketing Accountability on Another Level; Seth Godin's Profoundly Important Post
Seth Godin recently wrote a post on marketing ethics at his blog that has marketers talking. I applaud Seth's passion and his clever way of addressing marketing ethics in his book "All Marketers are Liars." It's a topic our profession needs to dialogue on and care about. I realize that business ethics books don't sell very well, so I'll keep this short and hope you'll look at Seth's post.
Can a Blog, Long Neglected, Be Resuscitated? My Re-Entry Into the Blogosphere
It's common blogosphere wisdom that to keep a blog alive, you need to keep to a rigorous publishing schedule. Well, if you've kept up with my blog, or even if you haven't and you notice the dates of previous posts, we're about to put that assumption to a test, as I make my re-entry into the blogosphere.But first, a little disclosure. For those cynics out there, you may see this (perhaps,
Speaking at BtoB's NetMarketing Breakfast Thursday in Chicago - Oct 6 - Here's $10 Off
Forgive the self-promotion, but I'll be speaking and participating in a roundtable at Crain's BtoB's NetMarketing Breakfast in Chicago this Thursday, October 6th. I've been strugling between two presentations, one regarding a significant study that breaks apart and measures each vehicle of marketing campaigns -- television, print, Internet, search engine marketing, radio spots, etc.; the other
Google Launches Google Blog Search
It was only a matter of time. Google has been promising blog search for a couple of years. Finally, this morning they rolled out a blog search engine capability. Not surprisingly, it’s labeled “beta.”According to a Google, “The goal of Blog Search is to include every blog that publishes a site feed (either RSS or Atom).” It looks for sites that update pinging services and crawls in real-time.
Disintegrated Marketing...
After more than a decade experience with the commercial web, you’d think major marketers would consider the web more than an afterthought. However, evidence reveals many consumer marketers still can’t distinguish between a website, an ad or a brochure. While retailers like Wal-Mart, Lowes, Nordstrom and Circuit City get it, there are others that still seem confused. When clothing retailer Gap
Burger King Goes Tasteless
Shock value is the refuge of the talentless when it comes to advertising and viral marketing. Burger King has decided to one-up Carl Jr.'s Paris Hilton raunch, by creating a series of over-the-top raunchy commercials and a website to promote a fictitious band called Coq Roq -- filled with bad double entendres. And while Carl Jr. is a small brand that can thrive by staying in the niches, Burger
Search Engine Marketing Secrets Revealed, Email Marketing Secrets, Direct Marketing Secrets...Apparently Marketers are Lousy at Keeping Secrets
A quick perusal through my email inbox reveals dozens of messages from companies touting for pay articles, books, seminars and papers on every topic known to marketing all claiming to possess "secrets."I checked a few out recently and was amazed to learn that things I've considered fairly common knowledge among those experienced with online marketing are actually secrets! Things like Google
"Those Who Ignore History are Destined to Repeat It" Applies to Marketing Too
One of the great lessons of the dot com era was that you can’t buy your way into a successful brand with mere dollars and awareness. After all, awareness doesn’t equal preference or sales. Those who attempted to “build their brand at breakneck speed” only ended up breaking their brand’s neck. Great brands are not built from ad dollars, although there are always marketing and advertising
RSS integration by RSSinclude

Marketing Today
Recommendations

Academia
"Recommended
."
- Harvard Business School (Working Knowledge)
- Northwestern University, Medill School

Noted Marketing Pros

"I love the site!"
Seth Godin, author, Permission Marketing

Chosen
As one of the "best business links on the web."
-
Business 2.0 Magazine's Web Guide

"Websites worth watching."
- Folio Magazine

Most importantly, our readers


Marketing Today (tm) - The Online Guide to Marketing in the Information Age
© Copyright 1997 - 2007, Peter DeLegge Consulting/Marketing Today. All rights reserved. Marketing Today and MarketingToday.com are trademarks owned by Peter DeLegge. "Welcome to the Marketing Evolution," copyright 1998, Peter DeLegge.