Speakership - Speaking & Thought Leadership Marketing Presenation

Speakership! The MarketingSavant Group
www.marketingsavant.com
888.989.7771
dana@marketingsavant.com

Current
Young Professionals
Feb 22, 2012
The MarketingSavant Group 888.989.7771

What Are You So Afraid Of?


Speakership

=
Speaking + Thought Leadership

Why Are You Here?
1. Want to learn something
2. Wish to be inspired
3. Hope to be entertained
4. Have a need that you hope I will satisfy
5. Desire to meet other people interested in the
subject
6. Seek a positive experience you can share with
others
7. Forced to be here by your boss
8. Handcuffed to your chair and can’t leave the room

Your Charge as a Speaker
1. Teach them something (answers their questions)
2. Inspire, motivate and agitate
3. Entertain your audience (without jokes)
4. Satisfy a need they brought to your presentation
5. Connect the room through shared experience
6. Create ‘social objects’ that your audience can share
after the speech
7. Be so compelling that their boss mandates their
attendance
8. Handcuff them to their chairs (if all else fails)

Why Speakership?


Public speaking is the perfect
marketing method, because it
showcases your knowledge in
polished form to people who are
interested in hearing it.
Steven Van Yoder
Author, Get Slightly Famous

Speakership Builds Business
How would you rate the effectiveness of the following marketing vehicles in getting your attention?
Mean Rating (N~344)

Speech or presentation at a conference or trade show 3.7
Case studies describing successful customer solution implementations 3.7
Article in the business or trade press 3.4
Invitation to a Webinar, seminar, or workshop 3.4
Analyst firm recommendation (such as Gartner/IDC/Forrester) 3.3
Search engine hits when doing research or surfing the Web 3.2
White paper offered on the Internet 3.1
Electronic newsletter from the service firm 2.9
Conference sponsorship 2.8
Direct mail brochure 2.5
Email from a sales representative from the service firm 2.3
Phone call from a sales representative from the service firm 2.3
TV or print advertisement 2.3
Vendor's blog 2.3
Online advertisement 2.2
Sporting or cultural event sponsorship 2.0

9 of the top 11 effective ways of getting a business buyer’s
attention of involve Thought Leadership Marketing
Source: ITSMA, How Customers Choose Study, North America, 2007


Speakership Delivers

• Coherency out of marketplace chaos
• Diminished price resistance
• Valid and credible value proposition
• Self-qualified leads & opportunities
• Shortened sales cycles
• Value-forward marketing & selling platform
• Ongoing market dialogue
• Prospects experience your value before buying
• Buyers invested in your ideas before purchasing
• Growth in media placements & requests

Become a Thought
Leader


What is Thought Leadership?

“Thought leadership centers on earning trust and
credibility. Thought leaders get noticed by offering
something different—information, insights, and
ideas, for instance. Thought leadership positions
you and your company as an industry authority and
resource and trusted advisor by establishing your
reputation as a generous contributor to your
industry.”
RainToday.com


Why Become a Thought Leader?

• Professionally rewarding
• Personally rewarding
• Opportunity to serve others
• Right thing to do
• Communicates excellence


The Thought Leadership Equation

Competence, purpose and Strategic use of TLM tools Thought leaders and
core market and channels with media trusted advisors occupy
understanding inform the collaboration garner your the greatest share of mind
point of view & thought share voice in the industry among business buyers.
leadership platform. and spark the industry Share of mind predicts
Thought leaders outshine dialogue around your share of market. Thought
their competitors who ideas. Leadership Marketing
compete on price and As buyers seek out more steadily increases your
advertising. real market dialogue, SOV SOM with buyers,
is an increasingly important growing your share of
factor contributing to market.
marketplace success.


The Thought Leadership Mindset
1) They love what they do – energy & motivation
2) They have the drive to teach – no strings attached
3) They reach out and communicate – to everyone
4) They take risks with messaging – on the edge
5) They balance confidence with curiosity & learning – learn
from everyone
6) They put in the time today (TL activities) for tomorrow’s
benefit
7) They never stop working, connecting and communicating
– not drip marketing, but constant education
8) Everyone is now in marketing – they’re ALL tied to the
business – thought leadership is fully integrated


Thought Leaders Develop the 4 C’s
Competence
We work with you to define your core competence and
translate it into marketable intellectual capital with a
differentiated point of view

Content Creation
By creating problem solving, useful and influential content across a variety of
media, thought leaders can move along the customer awareness continuum
from “I don’t know you” to “I trust you to solve my problem”.

Channels
Referring to the thought leadership marketing toolkit, channels are simply those
marketing channel that thought leaders use to dialogue with and learn from their
audience while sharing their thought leadership message within an industry.

Connection
Thought leaders often market through networks or in highly networked
situations and industries. In order to be a successful thought leader, an
organization should have a well-developed and active online and offline
social networking strategy in place.

Summary
Five Keys to Successful Thought Leadership
• Be Generous With Your Knowledge
– Share beyond the marketing speak
• Be Consistent
– Calendar your activities – daily, weekly, monthly routine
• Always Deliver Value
– Listen, think, revise, teach, repeat
• Take A Stand
– Take your strong positions to market
• Focus On The Long-term Benefits
– Track your results in months & years

Getting Started in
Speakership


The Art
of Speakership


Teaching is the highest form
of understanding.
Aristotle

Get a Message!

• Yes, you actually need
to have something to
say…
• Your message
differentiates you
• TED speakers ALL have a
message
• Fix nervousness with
service


Deepen Your Knowledge

• Confidence in expertise
overcomes the
nervousness of
speaking
• Thought Leaders learn
before they teach
• Your preparation will
make you resilient in
adversity and proactive
in opportunity


Connect the Dots
• Join the dots to paint a
picture of the future
• Write down everything you
know about a topic
• Understand the questions
about the topic
• Connect what you know
with the questions
• The future is already here —
it's just not very evenly
distributed. (William
Gibson, Author
Neuromancer)


Build Your Platform

• Write and refine your
major idea, view, or
perspective
• Uniquely YOUR point of
view
• Create clarity from
confusion
• Pursue your “higher holy
calling” (big picture idea)
• Write before you speak!


Articles, Research & Whitepapers

• Weekly articles (trade,
paper, web)
• Blogs
• Whitepapers (answer
customer questions by
vertical)
• Research reports &
surveys


Tell a Story

• What moves you:
– FACTS?
– A GREAT STORY?


Balance Why and How

• Your audience wants to
know WHY before they
BUY and HOW when
they’re ready to buy
• 60% of all sales leads
slip into a bucket called
“indecision” (not
because people don’t
know HOW to buy…)


Great Speakership is About Emotion

• Anyone can deliver a
presentation
• Speakership connects
your why and how with
your audience


Your Next (First?) Speaking Gig

• Speak for free
• Speak internally first
• The “Events Section” of
trade journals
• Local chapters of
industry groups
• Regular networking
meetings
• Customer trade events


On Your Way to Speakership

• Get your message straight
• Deepen your knowledge
• Connect the dots
• Build your platform
• Tell a great story
• Balance why and how
• Great speakership is about emotion
• Secure your speaking gig


Tips for Better Speaking
Here are four ways to break down that invisible wall that separates
you from your audience

• Share something unrelated yet personal (not too long and if
you can be self depreciating, awesome). No therapy on stage.

• Vary your timing. Don't get into a "power point rhythm",
where each idea is delivered in a consistent cadence. Mix it
up. Pause. Speak fast and speak slow.

• Gesture like you would when chatting.

• Make is a conversation, not a presentation


Tips for Better Speaking

• Use service to fix nervous
• Be prepared (spontaneity actually comes from
preparation)
• MOVE!
• Read books…not your speech
• Mathematics of retention (don’t make too many
points
• Don’t ever say you’re [something negative before
you speak]


Speakership is NOT

Death by PowerPoint Therapy on Stage


Study TED Speakers http://www.ted.com/talks


After-Event Slides & Resources

• The slides and resource links are available
electronically after the event:

www.marketingsavant.com/speakership


Speakership - Speaking & Thought Leadership Marketing Presenation

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Speakership - Speaking & Thought Leadership Marketing Presenation