Take your message to the millions
What does it take to grab the attention of your target market? Clarity, relevance, authenticity... and quite a lot of practice
AFTER speaking to more than half a million people across the planet, I’ve discovered a few secrets you ought to know about getting more people to know about what you do and what you have to offer.
SECRET 1: You can’t sit in your office or shop and think people will find you.
SECRET 2: You must step up and step into the spotlight and learn how to articulate your message in a way that people can embrace and say yes to.
Now just about everyone I have trained as a public speaker has grappled with stage fright. Even I did when I first started on this journey. Truth be told, I really sucked when I began speaking to groups.
I used to listen to other speaker experts and try to emulate them and model their behaviours, thinking it would come more easily if I followed someone, who in my estimation, really nailed it. It didn’t!
I had to go through the motions myself and after a handful of blogs, videos, speaking for networking groups and social media I started to get the hang of what it takes to grab the attention of my market. With this in mind, here are a few pointers to get you started if you feel like you’re a bit of a wall flower when it comes to ‘getting out there’.
Get clear on what you would say to your ideal client if they were right in front of you, right now.
Who is your ideal client? How old are they? What do they do? Where do they go? What do they watch? What do they read? (This is a great way to discover how to reach out to your ideal client. If they read articles, start writing. If they are on social media, build your following. If they are big on networking groups, get a gig as a speaker. Get the gist of where I’m going with this?)
Define your communication outcome. What do you hope to achieve with this message to your market? Do your research; know what you are talking about and who you’re talking to. Never wing it.
Talk about yourself a little, talk about them a lot. There is nothing more off-putting than someone who is spending the entire article, blog, interview or speaking engagement talking about themselves. I know most of us think we are pretty cool and have great information and stories to share but here is the rub – you’re only as interesting as you are able to make your experience relevant to the audience. So if you’re going to talk about yourself always include “what that means to you is…”
Be authentic. Don’t try to be like anyone else. Just take 10 deep breaths before you speak or write and then pretend you’re speaking to your best friend. Use language that is comfortable for the audience to hear, use the words they would use, don’t try to be too formal or polished and whatever you do, don’t drop the F-bomb! If your audience knows you like a best buddy and that is your style, sure, go for it.
But for the most part, we are connecting with new people when we are embarking on this journey and including swearing and crass language is, again, very off-putting.
Relax. You’ve got nothing to lose and everything to gain. I promise you won’t die (believe it or not, statistics suggest that most people would rather die than speak in public). Just keep in mind that the time will come when this will be just as easy as cleaning your car or putting on lipstick, so hang in there and build your mileage. It gets easier with every gig.
Now get out there and let’s see you make some serious magic!
Determine what you hope to achieve.