Why You Should Say Yes to That Speaking Engagment

Welcome to the Do It My Way podcast. Today I want to talk to you about speaking engagements, why you should say yes to that speaking engagement. I’ll be the first to tell you, the first couple of times I spoke, I had people ask me if I would speak in front of a group. I’d done presentations, I’d been in sales. I’ve always felt like a speaker per se because I would talk in front of my staff or even when I worked in television it would be in front of the whole TV station. We would have a department head meeting and I’d have to give an update on marketing. You’re talking about what you do every day, it’s not something that has to be so compelling or anything like that.

Sales, you’re always on, right? You’re always on and selling. It’s different than speaking. I remember people saying, “Hey, would you come speak to our marketing association? I would love for you to come and get in front of the group.” I’ve done it several times now to where it gets a little bit easier every time, but it’s definitely one of those things that you’ve got to practice. You can’t just go out there. Then as much as I even practice, I will have days or times where things have gone awry with technology or my laptop didn’t have the plug-in that I could hook up to the projector or the screen.

Just all these things can go wrong and they’re last minute. You get there and you’re like, “Okay, what do I do? I have to improvise.” I’m used to looking at my slides. I want to see them and it prompts me on what to say next. I don’t have to read it word for word, but it’s definitely like, “Hey, what’s next? Click, go to the next slide.” Now I know where I’m going. If it’s a speech that I haven’t done over and over, it’s a newer one, that can throw you for a loop. It’s thrown me for a loop.

I had a speaking engagement the other day. It was a great crowd. It was about 100 women. All my target audience, they were– Well, I should say probably 75% of the room were women CEOs, entrepreneurs, executives high up in their job. I’m the very first speaker. I walk out there and I’m thinking, “Oh, great.” I actually like to be first because I don’t sit there all day and think about it. Everybody’s excited to go, they’re not tired, the day hasn’t gone long, whatever, they’re ready to be there.

They came, they opted in. They actually paid to come to this lunch. It was marketing professionals. I get up there– Well, first of all, I was supposed to start I want to say 9:00 AM, and at 8:40 they called me to the stage and they were introducing me. I was in the middle of conversation. I was networking. I was talking to people that I knew in the crowd and meeting people. I wasn’t ready right that second. In my mind, I was sitting there thinking, “Okay, I’m getting ready to walk over to the AV guy because I’m going to make sure he’s got my slides, my PowerPoint is there, the clicker works,” all the things that you need to double-check, but I had 20 minutes.

I literally was thinking right then I’m getting ready to do it and they call me to the stage. I’m like, “Okay, got to go,” right? I go up there and I start talking. As soon as I go to click the slide, they handed me the clicker and everything, it didn’t work. I’m clicking, clicking, clicking. There was columns in this room, so I had to lean around

the column to try to get to the place where it would resonate with the clicker and it wasn’t working. Either the battery hadn’t been checked, it wasn’t working. Long story short, it doesn’t really matter. No one’s looking at the AV guy, they’re looking at me, right?

I didn’t know my speech well enough to go through the whole thing. Now, I could have ad-libbed stuff and it would have been fine, but I’m thinking, I need these slides. It was probably 25 slides. It wasn’t just a quick presentation. It was an hour long. I had to awkwardly stop and ask the guy to manually click down. I was like, “You’re going to have to click.” It makes it more awkward when you’re speaking because I don’t know how long I’m going to talk on a subject. If something comes to me, I can ad-lib, I can tell a story, whatever.

I don’t know if it’s going to be how long until I need the next slide. It breaks up your speech. If you just have it in your hand, you can click when you want. It flows much better, or even if I had someone from my staff sitting there that knew my speech inside and out. Anyway. The guy ends up saying that he’s going to manually do it on the computer. I’m not even remotely close to him, so I couldn’t go over there and do it myself because it’s just awkward. Breaks up the whole deal.

It threw me. It took me just a second and I was like, “Okay.” Then I have my team in the crowd. My team, they’re doing video because we’re just getting behind-the- scenes stuff. I was like, “Hey, this is a great opportunity.” It’s a beautiful place. I was at Spain Ranch. It was all white and really pretty in there. I knew it would make for some beautiful video. My video guy also thinks we’re starting at 9:00. He walks in right about the time that we’re setting up, he starts to set up, but I get called up there. He’s still getting his stuff ready, which, lesson learned, get there way earlier than you think, but he wasn’t able to do a mic check on me.

He comes over, puts the mic on. I hit the stage. He’s motioning to me to tell me that the mic is not working correctly. I’m like, I’ve got the clicker not going. He’s looking at me saying that I have 100 women eagerly looking at me ready for a great message. I’m like, “Please let me dig a hole right now and bury myself and not come back.” It just was just that awkward. It’s funny because Bri from my staff was there. She was like, “It was only like maybe 30 seconds,” but it felt like 10 years as I stood up there and all this was happening.

Long story short, you want to prepare, you want to get there early, that is just one example, because things are going to go awry. Another time I went to speak and I didn’t have my notes in front of me. I didn’t print them. I had my computer. They bring me a computer table. I said, “I just need a small podium table, something.” The table was this really short, so I had to awkwardly bend down to look at it. It just was not ideal because you just don’t know what you’re going to get thrown. A lesson there was to print out the slide. I could have had a printed copy and gone through them just fine. Old school, no PowerPoint. It would have been great. It was just something that threw me.

You have to be able to just go on the fly. The more you do it– There’s professional speakers out there that they probably have had every scenario happen, but I don’t do it enough, I maybe speak every two months. Gosh, maybe not even that much. Maybe once a quarter. It’ll throw you. It throws you for a loop. I made a joke that I’m not an IT girl. I told a story about how I got voted most likely to call tech support when I worked at the TV station. This was true. This was a Christmas party and they were doing funny awards. That was my award because I just did not.

I like sales, I like marketing, when it came to the technology side, I was like, “No, I don’t understand it.” You have to remember I didn’t have a phone until I was in my 20s. It’s not like I grew up with technology in that era. I made a joke, everybody laughed, and then I threw out the speech. I referenced it like another time, just making light of it and making people laugh. I was talking about being the expert to set yourself up as the expert to be in your industry and all that. I was like, “Obviously, I’m not an expert at the technology side,” whatever.

It’s good to do that. You might as well address it because if not, it’s awkward. People are whispering, whatever, just bring it out yourself. No one seemed to care. Once I got going, it was totally fine, but it was definitely probably the rockiest start that I ever had in a speaking engagement. It was probably the best crowd I’ve had as far as the location, the people in the audience. All the things were perfect except for that part, which is tough. I had to go first. All the speakers after me were great because they ended up fixing it. By the time the next person went, they took care of the problem.

That’s just one of those things, right? It’s also hard to go last. I talked about that. I actually interviewed on my podcast last week LaTonya Pratt. She is just hilarious and amazing. She went last on that same speaking event. It was a women in business conference. That’s a tough gig because people had just had lunch, they were tired, they’re about to fall asleep, the day had been long already, and then here she is trying to get up there and get their attention. She did a fabulous job, fabulous job at it. That’s a tough spot to be as well.

Some things that you need to think about, number one, why you should say yes is speaking engagements, it’s great for you to get in front of a crowd, especially if it’s your ideal and likely buyer. If this is the audience that would purchase from you, by all means, yes. Either I say yes if it’s an audience that makes sense that is my ideal and likely buyer or if I’m giving back. I love to go to OSU. I love to speak to the marketing students at the Spears Business School. They’re not going to buy anything from me, but they may someday, you never know. They can definitely start businesses, own businesses, but I’m not doing it for that. I’m doing it because I love that age and they’re eager to learn.

I’m just mentoring to them. I love when people came to my classes that were actually in the workforce doing the real thing and it made you go, “Oh, wow. Okay. That sounds textbook all day, this is actually somebody in the field and what they’re doing, to relate to that. Mentoring, giving back is another huge, great way to do it as well.

Saying yes, it sets you up as that expert. That’s what we’re all trying to do. Developing a personal brand is all about you being the expert in your industry and showing up, whether it’s on a podcast, whether it’s a speaking event, whether you’re writing a book, whether you’re just showing up on social media, but you are that expert in that industry. That’s what you want people to see you as.

Saying yes, even when you’re not comfortable, even if it’s out of your zone, because people will say to me– Being in sales, I can talk to whoever. I’m never scared to meet someone new or get in front of a group or anything like that thinking I’m going to run out of something to say. I have the gift of gab, I guess my mom would say. I can talk to people. That is a superpower that I have, but in a group where it’s one- way communication, I’m standing up at the front is a different thing.

I wanted you just to think about for a minute those important steps that you need to do to prepare because you don’t want to go out of there cold. I have done some cold speaking events. I wouldn’t recommend it. If it’s something that you talk about every day, all day, this may be one thing, but the audience can tell if you’re not prepared. Number one, think about the audience. Who is the audience? Maybe even before you say yes to the speaking event, make sure it’s an audience that’s going to resonate with you and that also is someone that you would do business with that’s going to make sense or someone that you could mentor in your industry.

Know that audience and figure out what their biggest problem is that you can solve. Is there something that you could do to help them that’s going to help you look as that expert? Really so into their lives. Are they potential clients? Are they maybe potential referrals? Because I will get referrals from people that say, “Oh gosh, I’m not a business owner, but my dad owns this business. I think he needs to talk to you,” or my friend or my cousin or my spouse or someone needs to hear what you have to say. That works a lot with referrals. Think about what value can you offer them because you’re not up there selling. It’s not a sales pitch.

If you are offering so much value, you can get sales out of it, but that’s not the point of it. You want them to actually learn something. You want to define your goal and your message. What do you want the audience to get out of it? I always say this to people, what are the three to five things that you’re going to be teaching or coaching on today that they could leave with and implement right away?

Because we’ve all been to speaking events where people tell stories and it’s the story of how they got successful and they’re great and all this, but then you leave and go, “Why did that pertain to my life? That was an hour of my time. It was entertaining, but I want to know action steps, but I want the personal story with it. I want to know what I can do in my life right now to do what you did,” whatever you’re speaking on. It could be something you did or something maybe you helped a client do. What are those three to five things? That’s what your message should be around.

Then you want to structure your content. I always start with a personal brand story. I start with my story, who I am, how I came to be where I am today. That’s what I do in sales pitches. That’s what I do on podcasts. Anytime I’m interviewed by someone, I start with my story. What is my story? You want to develop your credibility that way. You want to share your story, who you are, your career path. Why should they listen to you? What makes you a credible source in this speaking event? Because I’m standing up talking about personal branding, if I didn’t have a personal brand and developed one myself and have success then it makes no sense.

I’ve had clients do it and I’ve taught other people to do it. Establish that credibility. Instead of me reading a résumé off or my LinkedIn profile, that’s boring, right? People don’t relate to that. You’ve got to tell it in story form. Then you want to design your visuals. Is there going to be a visual there available for them to look at? Will there be a screen with a PowerPoint or can you have props to get their attention? Is there something that’s right away going to get their attention and have them to look at?

I always like PowerPoint, but I don’t put everything on there. I just put a few words with a visual so they can see. When I’m telling my story, I show my kids, I’ll show OSU where I graduated. I show different things that relate to it, it just makes it more interesting. Then you want to rehearse your delivery. Practice makes perfect. Stand up when you do it, use your slides, act like you’re actually doing it like you’d be doing it in the room.

People say, “Oh, no, no, no, I’ll just sit here and read through it.” I’m like, “No, stand up. You’re going to be standing. You’re going to act like a crowd is there and you’re going to walk because you don’t want to stand in one spot. You want to get everyone’s attention. You want to make eye contact with as many people in the crowd as you can.” It’s funny because I glaze over. I don’t look at faces necessarily. I make my vision blurred because if I know people in the crowd, it throws me. You see someone sitting there that’s waving that’s your friend from whatever. I don’t do well with that. I definitely want to talk to him after, but I don’t like doing that.

I just look at people without necessarily staring right in their eyes, but scanning the room so they think– Okay, I’m not just going into the middle right in front of me. I’m looking at people at the right and the left. Make sure everybody feels involved. Walking around is a great way to do that. Practice the way you would actually do it. Then you want to dress the part. You want to wear something that’s not too distracting but it looks great on you. You know what you feel great in.

I did my colors years ago. I do think it’s a great idea to wear your colors. If you haven’t done that, it’s really popular now. There’s a lot of people that do it. I did it 20 years ago. I know my power colors and what looks best on me. I will normally wear those colors. I’m like jewel tones, hot pink and bright blue and bright green. Any jewel tone, it really looks great.

You want to stand out. You don’t want to just be in another black suit with everybody else, but something that stands out that looks great on you. Then think about the things that you’re comfortable in. Are the shoes comfortable if you’re walking back and forth where you’re not going to trip, or you’re having to walk up on a stage? Do you want to wear a skirt? If you’re walking on a stage maybe not. Depending on where the crowd’s sitting, it might be a little uncomfortable that way.

You don’t want to wear something that’s distracting and busy to where I’m not looking at you because I’m looking at the crazy pattern in your dress or in your shirt or your jacket that I’m missing what you’re saying because I’m checking that out. You don’t want it to be that. Finally, personal stories. It’s way more memorable than the facts. We talked about that a second ago, but give examples on exactly how you did X, Y, and Z that you’re talking about. You’re giving people three or five things they need to walk away with right then to learn to implement in their life.

How did you do that? Number one, what did you do? I’m telling you right now the things you need to do and I’m sharing a story about how I was messed up because I got there and the IT was not working properly. I wasn’t there early enough checking all of that in the beginning. Those are the things that you want to do. Then having a call to action at the end. Nothing is more wasteful than being in front of a crowd of ideal and likely buyers, your target prospect, and you don’t have a call to action. People just go, “Thank you,” and they walk off.

The conference I went to, I was the only one that had a call to action along with it. I thought that’s an opportunity with 100 women in this room that you could have taken action. One was a nonprofit that was speaking. I’m like, “Even the nonprofit, she had such a heartfelt story.” She should have solicited people if they want to donate, this is where you find us. You just never know what’s going to happen in the crowd, or they see you again, they start following you on social media and then they are compelled to donate six months down the road.

Maybe you want to get people on your email list, which is a great thing to do, have an opt-in when you’re speaking, so they get to know you, like you, and trust you. Eventually, they will buy from you. Maybe you want to do a free consultation. In that room, there was 100 women. I did a free consultation to anyone that was really serious about starting a personal brand, so it’s not everyone. You’re also weeding people out. I don’t expect everyone. If you get 5 to 10% of the people, that’s great. I had about 10 people. Nine people reached out. They were interested and I did a free personal branding consultation.

“If you are interested in starting a personal brand, I would love to do a free consultation. We can Zoom, you can come to my office,” because these were local people. I had about five show up at my office and we talked through personal branding. I think one or two will possibly become a client out of it. Also, I just have gotten to know them and now they’re indoctrinated into my list. They’re following me on social media. They’re going to start seeing stuff. That’s really important.

Think about, where can you offer value? A consultation is great because it’s value. I’m not selling them right there. I’m offering them a free consult. I’m giving them a game plan of what you can do. Now, yes, I talk about how our firm can help with that or how I can personally coach them through it, but I’m also empowering them to go do it if they want. It doesn’t feel like high-pressure sales. It’s value. They leave feeling better about it, and they might hire us to boot.

You never know how those things turn out, but the next time you get asked, whether it’s going back to your college or alma mater to speak in front of a class, or it’s one of your industry organizations in town, or even out of town, asking you to speak, I encourage you to say yes, because it’s a great opportunity to show up as a personal brand, look like the expert in your industry, and add people to your marketing list.

Thank you for joining me today. If this was helpful, I would love for you to share it with your friends. Until next time, I’ll see you on the next Do It My Way podcast.