Copyright 2005 Larry TracyInternet marketing and public speaking? Not quite ham and eggs, is it?
Those two phrases are rarely found in
same sentence. After all, many people decide to do their marketing in cyberspace so they’ll never be required to deliver a sales presentation or a speech.
If you are one of these people, you are making big mistake by not developing your speaking skills, because you are cutting yourself off from
vast off-line market.
Why should internet marketers seek to improve their public speaking? For
simple reason that by so doing, they and their products can become known to people who are are uncomfortable buying on-line. They prefer to know their is a human being at
other end.
In this brief article, I’ll give you a "shortcut system" that will enable you to package your substantive knowledge so it can be delivered in an interesting, engaging manner. It is a distilled version of what I provide business people in my workshops who are almost universally in
off-line world.
To whom can your presentations be delivered ? How about Rotary Clubs and other civic organizations who are always looking for speakers?; What about fellow internet marketers at seminars?; And remember high schools and colleges, where your audience is likely to be more computer literate than
general population, experienced in buying on-line but eager to go eyeball-to-eyeball with
internet marketer who has a great product.
Keep in mind that an effective speaker is one who concentrates on satisfying
needs of
audience members, so that these people conclude that what you are proposing (selling) is in their best interest—for your purposes, buying your product, Ebook or service.
The Ten Tips outlined below are not classroom theory, but instead evolve from
real world lessons I have learned in almost 3000 presentations, and in my workshops for off-line marketers. They have worked for me, they have worked for my clients, and they’ll work for you. 1. Have a specific objective
If you don't know what you wish to accomplish with your presentation, your audience certainly won't know either. Your objective may be as limited as making sure your audience will remember your URL, or a full understanding of
benefits they will gain by buying your product.
Remember that giving a great speech or presentation should never be your goal; it is merely a means to an end, and that end is what you want your audience to do with
information presented.
Be specific, and in preparing your presentation, spell out your objective in no more than a sentence or two. Print it out and tape it to your computer monitor. This will keep your preparation focused and on target as you progress throughthe drafting of your presentation.
2. Know your audience's problems, needs and concerns
To be a successful marketer, your presentation must be audience-centered. You must know
problems of
people to whom you are speaking, because your objective is to offer them a solution. This requires in-depth-research about your audience.
Keep in mind that
prime motivation for people to listen to you is their perception that your presentation will benefit them. "What's in it for me?" is
classic question of all audiences, on-line or off-line
3. Structure backwards
We have learned to write and speak in a 1-2-3 structure: (1) Introduction- (2) Body - (3) Conclusion. For oral presentations, this is highly counterproductive: In contrast to reading a memo, people do not have
luxury of going back and reading again what was missed
first time.You want your audience to hear and understand
bottom line message- "This product iwill solve your problem."
Initiate your draft with your conclusion, focusing on merging your objective with your audience's problems, interests and concerns.
Place your conclusion on a card marked (3), then develop an introduction that signals
audience that you know its problems and will be offering a solution. Place this on a card marked (1).
Finally, place your supporting arguments on a series of cards marked (2A), (2B), etc. This 3-1-2 System provides focus, structure, and thematic unity, and is
heart of my training workshops.
4. Practice solo with tape-recorder or video-camera
After completing
presentation draft, practice by yourself with a tape-recorder or video-camera. You will be at your weakest in this initial practice, hence
advice to have nobody present whose comments could seriously hurt your confidence.