As a professional speaker or executive coach, there are things to keep in mind as you develop your promotional material.
Don’t use it to give tons of information or lists of all your credentials. You first have to catch your prospect’s attention with a catchy title.
Your speech or course title and positioning statement need to appeal to the emotional part of your prospect’s brain. That’s the beginning, that’s the attraction process.
Ideally your title should activate the limbic part of your prospect’s brain and evoke a positive emotional response.
Your promo material is a kind of invitation that needs to have great copy and great graphics and a very compelling promise.
All you want at this point is for your buyer to be inclined to buy, to lean toward. Now it’s yours to lose and hopefully you have enough strong content not to lose it.
Use words that make the person reading feel more attractive, stronger, more powerful rather than using words that rob energy or that are patronizing in any way.
And if you try to get too serious, you’ll simply put your reader to sleep.
Don’t you yourself get a immediate physical reaction to certain words and images? Pay more attention to this response in the next week and see what book or movie titles make you want to know more.
There are some words that energize while others rob your energy.
Great words give you goosebumps!
How does your material stand up to scrutiny? Does it evoke a physical and emotional response in you? If not, you’d better rethink it.
Once you’re sure that your material appeals to your buyer’s emotional centre, much of your work is done. This simple action means thousands of dollars in returns to you over the years and puts you way ahead of many of your competitors. Most people simply don’t bother.
Now that you’ve touched the emotional centre of your buyer’s brain, remember that this is the most vulnerable part of the brain and where the fight and flight centre resides. The initial attraction part of the brain (much like love at first sight) is totally irrational and your client will be prepared to run in case this turns out to be a scam.
Another name for this is buyer’s remorse.
That’s where you need to provide solid evidence (testimonials, detailed descriptions, desired outcomes, credentials) to back up your invitation. That’s when you need to make that follow up phone call and perhaps a reference from someone the buyer trusts. That’s where you may need to provide solid value to the buyer before you’re hired.
You yourself go through this same process. It’s really worthwhile to take the time to closely analyze your material before getting it out there.
In a tricky economy, the weak have already dropped out of the picture. That leaves it wide open to you!
If you’d like to find out more about professional speakers #1, then read about Cathleen’s consulting services.