| How
You Can Make Yourself
a More Successful
One-of-a-kind Public Speaker
by Burt Dubin
 A
touch of background first: A successful, journeyman
level public speaker, serving associations and corporations,
I routinely received fees of $3000 to $5000-6000 for 1
to 3 hours of programs. I got 1 or 2 bookings a week.
This was in the late 1980’s.
Active in my Chapter of the USA National Speakers Association,
I watched the revolving door of aspiring public speakers come
and go every month.
Also active at the national level, I was dismayed to see
that a full third of the NSA membership changed every year.
As a skilled researcher I had cracked the code.
The secrets of getting a gig or two every week were no secret
to me. I was doing it.
Now
to the action and the outcomes:
I said to myself, I can change this tragic loss of talent.
I can show my fellow speakers how to do what I do. And
as a marketer, I knew I had to stand out from all others.
Had to be unique and unduplicable.
Here’s what I did. Here’s what I do. You can do it
too:
Action 1:
I market the outcome of my services for public speakers and
trainers, not the services themselves. I market success in
the business of public speaking. Nobody else did that.
Today, 14 years after launch, nobody else does that.
Market
the outcomes of your
speaking/training services, and
not the speaking/training itself.
Action 2:
I give a money back Warranty of success. In writing.
With teeth. The first few years, I gave back some money. Since
1995 nobody has legitimately requested their money back.
Give
a real personal satisfaction
money-back warranty.
Action 3:
Do exhaustive research. Spare no expense. Make yourself
the very best on earth at public speaking and training. Do
more that is required. Do more than is expected.
Do more that anyone in their right mind would do.
Be
the best, the very best
at public speaking and training.
Action 4:
Stimulate referrals. Let your clients or customers
know they are rewarded for referring folks who invest in what
you offer. Give appropriate gifts, depending on the
size of the ticket. My Inner Circle Gold Membership
is $7000 to $10,000. I give a choice of gifts. $500
in cash. $600 to their favorite charity in their name.
$700 in products.
Reward
referrals generously.
Action 5:
Treat people right. Be there for them long after the
sale. Care about each client. You’ve heard this before:
“People don’t care about how much you know until they know
how much you care!”
Let
the Golden Rule govern your attitudes,
your thoughts, your words and your actions.
Action 6:
Don’t sell. Instead, market. What’s the difference?
This: Selling is persuading someone to buy your public speaking
services. Marketing is creating conditions under which the
buyer is attracted to your public speaking services and decides
on their own motion to engage you. How do you do that?
PR. Advertising. Word-of-mouth. In the words
of Walt Disney,
Do
what you do so well that people can’t resist
coming back for more and telling
their friends to do the same.
Action 7:
Have resolute integrity.
Be
impeccable in all you represent.
__________________________________________
These 7 stratagems are some of the methods I use to move
myself from unknown journeyman public speaker to respected,
successful, well known creator and marketer of the Speaking
Success System.
Adapt these principles. Adopt these principles. Own
these principles.
The success you
create will be your own.
You can have it if you
want it.
And you’ve got to want
it enough to have it.
___________________________________________
Burt Dubin may be reached at www.speakingsuccess.com or 928-753-5315.
Or you can E-mail Burt at <burt@BurtDubin.com> For a
free subscription to Burt’s Speaking Biz Strategies Letter,
send an e-mail to Burt with a one-word message, Subscribe.
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