Know features of your program. Know benefits these features deliver. Reflect on benefits of benefits. Let that sink in for a minute. Hmm...The benefits of benefits. These are outcomes you deliver. Don't sell your programs. Instead, market outcomes. These outcomes are arrows in your quiver.

Confirm that what you can deliver is appropriate for this conference: "What is purpose of your meeting? What is theme of your meeting? How do you want your people to feel after I speak? What actions do you want your people to take? What outcomes will make you look great?"

Romance benefits of these outcomes. "Just picture yourself , hero who made difference... Imagine how you'll feel when... "

Show them how this decision affects their position. Let them see how good they'll look because they book you now.

Touch their heart. You gotta touch hearts to detach prospects from their cognitive functions. Lead them into a state of enchantment with your words. Allure them with vivid images. There they are surrounded by dazzling outcomes now available-but only if they book you before someone else gets you for date they want what only you can deliver.

When you're on phone with a decision maker, speak with passion. Speak with emotion. Speak from your core. Speak from your essence. Speak from marrow of your bones. Speak from your soul.

The energy in your phrases can inflame desire. Use image-laden words that generate feelings. Create pictures on canvas of your prospect's imagination. "Touch them in their tenders, in those soft, unprotected places where decisions are always made. Make them see it. Make them feel it. Make them understand. Make them care! Let your prospects feel your feelings. Let them feel your passion for values and outcomes you deliver." (Gerry Spence.)

If you'd like a free copy of a longer article I wrote including more principles of powerful persuasion-for paid experts who speak-send me a #10 SASE with 2 ounces of postage. Ask for #330 from my Professional Speakers Profit Letter. I'll gladly send it to you with my compliments. Write me at 1 Speaking Success Road, Kingman Arizona 86402-6543.

Involve every possible sense. Let them see it, taste it, smell it, touch it, hug it, hear it, live it, make love to it, be a part of it and have it be a part of them. Paint a rosy picture-make your prospect, (the decision-maker who can hire you to speak) hero-and watch your sales soar!

Burt Dubin, a 20 year veteran of the business of speaking, coaches and mentors speakers and wanna-be's world-wide.For samples of his wisdom, simply go to his web-site, or e-mail Burt at burt@SpeakingBizSuccess.com. Down-load some of the 20 FREE articles and 26 FREE newsletters. 1 Speaking Success Road, Kingman, Arizona 86402-6543, USA. Phone 1-800-321-1225. Fax 928-753-7554. E-mail Burt at:

See world through their eyes. Guide them to make more of themselves, to do more for their customers, their peers and their employees. Make yourself invaluable by depth and scope of your insights. Touch their hearts and minds and lives.

4. Reinvent yourself continually:

Leverage your assets and your skills. Keep pushing envelope. Whatever you do, do it better tomorrow. Practice everlasting enhancement of your attitudes and actions. Here's a role model for you:

I met Bob in 1984. Then he was a one-man business. He was already undisputed authority, #1 person at doing what he does. He offered his services in USA only.

Every year since then I've watched Bob persistently leverage his assets and skills. He continues to reinvent himself. Today he has a staff of juniors, a newsletter,and an array of different services offered world-wide.

How about you? Start reinventing yourself now. One day soon I may write about you!

5. Rapp & Collins 3 Commandments:

I. Do more than enough. II. Make a passionate commitment to your clients. III. Find unique solutions.

* Here's their theme, repeated throughout their book:

"Have a passion for caring and daring."

Here's a set of 7 actions. Take these actions starting now. Make your career -- and your profits -- soar!

1. Love your clients. 2. Deliver extra value. 3. Build long-term relationships. 4. Reinvent yourself continually. 5. Do more, far more, than enough. 6. Make an all-out, full-bore commitment to your clients. 7. Have a passion for caring and daring.

Beyond Maximarketing by Rapp and Collins is published by McGraw Hill, NY. ISBN 0-070051343-0.