How Your Small Business Prepares You To Speak
I'm writing a marketing plan. Yes, I know – I've been running a business for about a year now with absolutely no marketing plan. Just like speaking, it was time that I decided to STOP winging it with my marketing. As I go through the exercise of becoming more laser focused on those clients who I love doing business with (and the realization that I have the MOST amazing clients ever), developing a unique selling proposition and refining my marketing strategies, I concluded that running the business is the BEST preparation for speaking.
The similarities to writing a business plan and giving a jaw-dropping, full of awesome presentation are striking. Your business does a GREAT job preparing you to speak.
You understand your audience
You've got a target market in mind. You know what pains them, challenges them and flabbergasts them. You understand the language they speak and how they talk about their challenges. You intimately know how they feel. In fact, you've gotten to know them so well you probably know what their favorite movie is and who they want to see in concert this summer.
Now, you can use all of that intel to speak up for your business. Audience analysis should always be the first step in any successful presentation, but the good news is that you've done all of that research already.
Use what you know about their problems, emotions and language and put it into your presentation. You'll make them feel like you are talking directly to them and shouting, “I want what you've got!” by the end.
Focused on creating value
You've already gotten the BIG idea statement down. It's a 10 word declarative sentence that guides your entire presentation. It answers the question, “As a result of hearing my presentation, what should my audience know/feel/do?”
As a business owner, you solve a problem and add value to you prospective client's lives when they hear you speak. When you are focused on a goal and serving the audience, you'll be creating value. This ups your KLT factor – (Know, Like, Trust) and gets audiences to buy.
The passion factor
If you own your own business, you love what you do. (If you don't love what you do, sell your business and start again). You've got the passion factor. Audiences get fired up when you unbridle your enthusiasm about your topic. Passion is about knowledge and belief in your topic. Who knows your business better than you? No one!
Passion, excitement and enthusiasm are the 3 most important characteristics that an audience wants in a presentation. As a small business owner, you have the opportunity to talk about the business you gave birth to! Let your enthusiasm shine through.
Understanding your audience, creating value through your big idea statement and overflowing passion for your topic puts you leaps and bounds ahead of other speakers out there.
Public speaking is one of the best ways to market your business. Guess what! You are nearly prepared to speak out from your small business. If you need help developing content or refining your delivery skills, click to learn about how you can work with me to grow your business through speaking.
