Speaking as a Marketing Strategy

September 16, 2022
by Charlie Whyman
Charlie Whyman Marketing Speaker

Do you know how long it takes you to build trust with your audience? 

How many messages go back and forth before you’ve truly built a relationship online? 

I’m guessing the answer is quite some time. 

But imagine if you could stand right in front of your ideal audience for just 1 hour, and build as much trust as you do in months of LinkedIn messages? 

What if you could position yourself as an expert and generate numerous leads all in the space of 1 presentation? 

Speaking with Brett from the Modern-Day Marketer, we unpicked how you can use speaking as a marketing strategy, and here’s the best bits. 

So...How does it work?

Every 12 weeks, you make a plan by following the OTTER framework, which is as follows: 

If you want to avoid being the best-kept secret in your industry then marketing and selling yourself effectively is the key to success.

A couple of months ago, I delivered a brand new keynote presentation all about Clearing the AIR to help consultants and business owners avoid marketing overwhelm and increase confidence. One topic that sparked numerous fascinating conversations is the concept of permission.

In my presentation I explored the main challenges a lot of people face when it comes to marketing themselves; managing fear and uncertainty and how a lack of self-belief can be a real spanner in the works when it comes to getting results from your marketing.

You do not need permission to believe or trust in yourself. More often than not, you already know what you need to do and if you don’t, you know that you will need to ask for help if you really want to move forwards.

As a business owner and consultant myself, I’ve experienced first-hand how crippling a lack of self-belief can be. I also know that if you want to build a thriving business, you need to find a way to channel your own self-belief and overcome the permission-seeking mindset.

So let’s explore 3 key things that happen with your marketing that might be showing up so you can break free and give yourself permission to move forwards.

Avoidance

Deep down, most of us already know what we need to do to market our businesses, yet we avoid doing these things - why?

It all comes down to appearances and how we think, or fear other people might see us.

Either we avoid putting ourselves out into the market to show how we add value and what we can offer. Or, we avoid asking for help, or in some cases, admitting we need help in the first place.

When you’re in business for yourself, you are your product and there’s an emotional attachment. The fear of being perceived as self-promotional or arrogant can hold a lot of people back from showing up as themselves.

I work with a lot of engineers and highly qualified professionals and the fear of making a mistake, being misunderstood or even getting it wrong can cause crippling consequences.

Appearances matter and this fear presents itself in the form of a long list of things you know you need to do but avoid doing them.

If you want to move forwards with your marketing, keep an ‘I’m avoiding this list’ and review it regularly. As you work through the items of your list, explore the reasons why you’re avoiding doing these things and discuss them with a friend, colleague or coach so that you can find a solution and make a plan to move forwards with each item. This simple exercise has been known to drive incredible results in a short period of time.

Ignorance - what are you ignoring?

There are a huge amount of emotions involved when our self belief is in question and we can sometimes rely on feelings and ignore the facts. This can affect our confidence which could repel clients instead of attract them.

One of the most common questions I ask my clients during coaching conversations is: ‘is this something you believe to be true, or know to be true?’

Always seek out the evidence for any emotion or feeling that you have that might be holding you back or stopping you from doing the marketing activity you know you need to work on.

Keep a ‘Feel Good Folder’ and make a note, screenshot or copy all of the positive evidence and feedback you see and hear from your clients that reminds you that you’re doing a good job. Refer back to this folder every time your self belief has a bit of a wobble.

I’ve also noticed that when people get stuck with their marketing they also fall into the trap of ignoring other things too such as:

  • ignoring advice from other people
  • ignoring your gut feelings when something doesn’t feel right
  • ignoring signs and signals from your market that tell you to do more, do less or keep going

Get REALLY good at asking yourself questions and exploring the REAL reasons you’re ignoring these things. Don’t be afraid to follow your intuition and more often than not you will actually know more than most marketing experts you could work with.

Respond don’t React

How often do you find yourself reacting to things in the heat of the moment instead of proactively responding to things when the time is right?

When you start reacting more than responding this is usually a sign that you do not have a plan that will help you achieve your goals or your belief in your plan is in question.

Think of a marketing plan like a map with directions up a mountain towards your goals. The further you go off plan, the longer it will take you to get back and sometimes you might need to find a guide to help you find your way again. There are many routes up the mountain but the plan you’ve developed is the one you’ve chosen that will get you there using the tools and resources you have access to and are comfortable with.

If you don’t have a marketing plan then the first step would be to create one - specifically focussed around your goals and business model.

If you do have a marketing plan and someone or something is tempting you away from your route then try to understand what’s causing that temptation.

Be clear on what you’re expecting of yourself when it comes to how much time, energy and money you’re going to invest in your marketing activity and set boundaries. Schedule time instead of try to fit it in whenever you get a free moment and avoid doing your marketing in the evenings and weekends when you’d rather be doing other things.

Confidence and self belief can be infectious and it’s really easy to get distracted by other people’s energy when they are giving you marketing advice.

Instead, channel your own confidence and self belief into your own marketing. No one knows your business better than you do and the only way you’re going to attract more clients is by showing your market who you are and what you can do for them.

If you ever get stuck or feel overwhelmed, take a step back and Clear the AIR™, look at what you’re Avoiding, Ignoring and Reacting to so that you can move forwards with confidence and focus on the activities that will accelerate your business forwards.

If you need help Clearing the AIR™ please get in touch by emailing charlie@curiousb2bmarketing.com for a confidential and no obligation call. Life is too short for you to be the best kept secret in your industry.

    So, How does it work for speaking?

    When trying out any new marketing strategy, it’s essential that you focus in on why it Is you’re doing it, and what you’re hoping to achieve. 

    Don’t say to yourself: 

    "Okay, cool, I’m going to go from nothing to speaking on a massive stage in front of my perfect audience."

    Instead, think: 

    "Okay, cool, I’m going to go from nothing to speaking on a massive stage in front of my perfect audience."

    Your oTTER may look something like this:

    Objectives Reach out to 10 speaking opportunities each month, Schedule 1 speaking gig a month, present your talk at a networking event to gain feedback

    toolsCanva, PowerPoint, current marketing collateral, sales scripts yourself!

    TrainingTake a look at an introduction to speaking course and go back to the marketing foundations of: Who do you want to speak to? What do you want to say?

    expectationsOf myself: to prepare and deliver a talk on a topic relating to my business. Of others: to give me valuable feedback to work on for next time. To help identify at least 10 speaking opportunities a month.

    ReviewScheduled for the end of each month, and formally at the end of the 12-week sprint.

    But why can’t I just get started? Why bother with the OTTER?

    When you’re trying out something new, you want it to achieve results. 

    In the marketing world we’re overwhelmed with training and things we want to learn – you could end up 12 weeks into training and yet to take even a step closer to where you want to be. 

    When you have clear objectives for what you want to achieve, your training and the time you’re dedicating to learning and development is much more intentional. 

    You can dedicate one 12-week period to working towards a few objectives, rather than trying to tackle it all at once. 

    When I used to train for rowing races, I had to train my strength, fitness, flexibility, mindset and nutrition, but I never did it all at once! 

    It’s the same with your marketing, you can’t tackle all the skillsets at once – mastering TikTok, Facebook, SEO, blogs and speaking is not possible if you’re doing it all on your own. 

    Using the OTTER, you can focus on the right things at the right time, and not be overwhelmed and left exactly where you started. 

    Remember, the best marketing comes from the mouths of your customers.

    As with anything, getting started is the hardest part. With speaking, the first step is to listen. 

    If you don’t listen to your customers, you don’t understand what language they use, the tone of voice that they use, how they’re describing their problems, how they’re talking about the goals and their vision. 

    You’re marketing from a place of assumption, and that’s just too risky. 

    So, start listening, start connecting the dots, and use that as your starting point to say what you want to say, by paying attention to the people you want to speak to.  

    If you’re like me, you can start by finding personal links with people – whether that’s rowing, cycling, the grand prix, or the fact that we wear the same Garmin watch! 

    It’s about focussing on progress, not perfection, and you have to start somewhere. 

    If you want to hear the full story on how I leverage speaking as a marketing superpower – catch the full podcast here. 

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