Many business people today see the importance of speaking as a way to market their services. Others have taken to speaking as a career in an of itself.
Speaking for groups of targeted prospects helps you gain exposure to speak in front of more groups of targeted prospects (if you are decent at speaking), which helps you grow your business. For many, then, the question becomes. “How do I get in front of more groups?”
You become a NICHE SPEAKER!
Of course you don’t have to go around calling yourself a niche speaker (or you can), but you hone in on a very specific topic of interest and focus there. You stay clear of trying to speak on “everything” business related, or “everything” interior design related, or “everything” surrounding your industry. It is MUCH BETTER and way more effective for sales and for additional speaking contracts to hone in on a unique topic, and know everything you can about that topic. Be the MASTER of a small arena, and people WILL take notice. Be the know-it-all of everything and people will walk right by you, without a second glance or an invite to speak!
Make Word of Mouth Marketing Easy
Being an expert in a very specific area makes it much easier to get speaking engagements through word of mouth. We all know 300 or more speakers who speak on “marketing” or “organization,” don’t we, but how many of us know someone who is laser focused in a very crystal clear niche, such as “marketing through Pinterest,” or “organization strategies for mothers of multiples, “ or “the color connection for health and wellness ”?
Find an area in which you know people struggle, and where they need very specific help, and where you have experience helping solve issues and improving lives, and niche there (Speak and Grow Niche©).
What Do You Speak About?
For some, this is a dreaded question. You know how it feels to be asked, “what do you speak about, ” only to give a long winded answer that disempowers you and makes the listener want to run away fast. How much better it will be when you are asked, “what do you speak about,” and you answer something like, “I speak on how to market and grow your small business through speaking,” or “I speak on stress reduction and relaxation techniques for the professional athlete.”
Give your niche some thought. Here are some questions to ask to find your speaking niche:
1. In which areas do I have experience?
2. What are some looming needs that people struggle with; what problems here can I help solve?
3. Which topics am I passionate about sharing and teaching?
4. What is a specific topic that I understand well?
5. Where is the common denominator: what is the area I have experience in, in which I see people struggle, in which there is a need for understanding, in which I can offer solutions, in which I am passionate, where I can focus as an expert and leader?
Answer the questions. Then, take a bit of time and find a key area within your industry where you can narrow in and niche. Then, create a few really good speech titles around that niche area. These titles should each identify a key issue within your narrow niche, and offer the promise of a solution. For example, your key topic area may be high-end travel on a budget (rather than simply “travel”), and a couple of your speech titles could be, “Medical Tourism: Travel & Get Healthy, Without Being Wealthy” and “Europe for a Great Time! Travel Like a King on a Pauper’s Purse.”
When you are focused, others take notice. You get remembered. Being remembered makes it easy for people to recommend you. Most speaking opportunities come from referrals or word of mouth. Make it easy for people to share what you do when they hear of a need for a specific type of speaker. If your expertise is in “communication strategies for leaders who work with teens,” for example, it’s much easier for YOU to come to mind when someone is looking for such an expert, than the guy or gal (or the hundreds of guys or gals) who speaks on “communication” or “leadership.”
Are you not sure if being a niche speaker will help you expand your reach and grow your business? Are you concerned that focusing as a niche speaker will limit you? I want you to know it won’t, but you may need to find out for yourself, so here is a challenge for you.
ONE YEAR CHALLENGE:
Find your niche, create a few speech titles, create your speaker sheet, then FOCUS in that area for one full year! Once that year is up, see if you don’t have more speaking slots filled than ever before. You will be amazed at what focusing in a niche can do for your business!
WANT TO LEARN MORE about becoming a Successful Niche Speaker?
Join me for a career-shifting teleclass on Tuesday, January 7th, at 1:00 central (till 2:15).
Q &A time at the end of the session,
so seating is limited to 25.
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