July 24, 2014

How to NOT spend all day on Google (cool tools inside)

Famous in your field tip: use Talkwalker and Mention to keep track of your name on Google, competitors, clients and find opportunities.

Famous in your field tip: use Talkwalker and Mention to keep track of your name on Google, competitors, clients and find opportunities.

When you want to keep track of certain ideas, events or people, what do you do?

You could kill a couple of hours every week (heck, every day) cruising the web, checking out your competitors, following your clients, filtering the latest news on your topic.

Or, you could have those need-to-know gems delivered straight to you, automatically.

Google Alerts seems to be a goner. But not to worry – I’ve got you covered!

While there are lots of paid services that will monitor the interwebs for you, I want to tell you about two free services, Talkwalker and Mention.

1. Talkwalker.com.

Talkwalker sifts through Google, news, blogs and delivers alerts straight to your inbox or RSS.

It’s super easy to use. Just set up an alert for a name, a word or phrase, choose how often you want to be notified of results and you’re done! The alerts are already on their way to you. Snaps for simplicity.

2. Mention.net

Like Talkwalker, Mention searches Google results, news and blog listings and delivers the responses to your inbox. Mention’s alert service lets you connect your social media accounts like Facebook, Twitter and Buffer so you know – without logging in – when someone has talked about you. You can even respond, directly from the Mention alert.

Take note: the free plan is pretty lean – one user, one alert (keyword or phrase) and 100 mentions per month.

Want a few ideas for using alert services like Talkwalker and Mention? I’m serving them up for you!

Speakers/Trainers/Coaches

Create alerts for:

  • Calls for Proposals and your topic. Boom! Speaking opportunities, delivered right to you.
  • Colleagues and competitors who speak to similar audiences as you. When you see that another speaker is
  • Events where you’d like to be a speaker. You’ll get the inside scoop on early planning
  • Meeting planners and event organizers. Just pop their names as an alert and keep up with their business moves.

Business owners

Create alerts for:

  • Your best clients. You’ll know when their name appears in the news and you fire off a quick call or email. The result? You’re top of mind and they are glowing, ’cause everybody loves to be noticed.
  • Keywords and phrases related to your products or services.
  • Your company’s name.
  • Your own name.
  • Journalists who cover your industry.

Professionals within a company

Create alerts for:

  • Keywords and phrases related to your area of expertise. Knowing the latest discoveries and trends in your field can help you wow your clients.
  • Your own company. Did an analyst or magazine editor just publish something about your company? Or, ugh, a disgruntled customer? Resolve it, stat!
  • Your own name. Building your digital footprint is vital to a successful and satisfying career.
  • Your clients – both the organizations and the individuals you interact with.
  • Competing individuals and companies.

Your Fame Boosting Assignment:

Fire up Talkwalker.com or Mention.net right now, and set up alerts for your name, your company’s name, your top 3-5 clients and the topic you want to be known for (define it narrowly, please, to avoid being flooded with hundreds of responses.)

Let’s go superstar!

The one thing the most persuasive people all do

Famous in your field tip: Want to convince people? Tell a story.

Want to convince people? Tell a story.

When you really need to convince someone to buy what you’re selling (literally or figuratively), what’s your go-to strategy?

Hands down, the best way to persuade is through stories.

I hear what you’re thinking, “Hey, my topic or presentation isn’t a soft skill like networking or leadership, it is SERIOUS. I need to share a lot of data to be credible. My audience needs to hear every fact.”

Wrong.

You may itch to crush your prospect/audience/staff under a wall of facts, believing that you can force them into choosing your design, buying your product, voting for you, or following you, but when used alone, facts will fail.

Your brain craves stories

In Talk Like TED: The 9 Public Speaking Secrets of the World’s Top Minds, author Carmine Gallo analyzed more than 500 of the most popular TED (Technology, Education and Design) to determine what makes the most effective presentations so successful.

Here, he shares why telling stories is essential to persuading:

Bryan Stevenson, the speaker who earned the longest standing ovation in TED history spent 65 percent of his presentation telling stories. Brain scans reveal that stories stimulate and engage the human brain, helping the speaker connect with the audience and making it much more likely that the audience will agree with the speaker’s point of view.

(Bryan Stevenson, by the way, is a civil rights attorney who successfully argues cases in front of the U.S. Supreme Court. His topic – incarceration and capital punishment – is anything but “fluffy.”)

But the real question is, did Stevenson’s talk persuade someone to do something?

Yep. After his TED talk, viewers were so inspired, they donated a combined $1 million to his non-profit.

Bottom line: stories work.

Three kinds of stories

In Talk Like Ted, Gallo shares three kinds of stories that you can tell:

1. Personal stories 

Stories about you. Things you’ve done. Experiences you’ve had and their effects on you. Challenges you’ve faced. Discoveries you’ve made.

2. Stories about other people

These can be stories from people you know, historical figures or people who’ve been affected by your topic. Share their struggle, what they overcame and how they did it.

3. Stories about brand success

Marketing expert Seth Godin and New York Times bestselling author, Malcolm Gladwell both tell brand stories brilliantly.

Gladwell’s TED talk on the nature of choice and happiness could been packed with a bunch of dry research stats. But would 4.7 million (yeah, I said million) people have watched it? Not a chance.

Instead, he wrapped his argument inside a story about spaghetti sauce. And it was deliciously fascinating.

Yes, you CAN use stories in serious, “boring” or technical industries

I met an architect recently who was vying to win a project designing a high-end nursing home complex. During the project interview, after his competitors had trotted out stats about how many architects they had on staff and the number of square feet of buildings they’d designed, Jay started off with a quiet statement:

“My mother is 79 years old.”

He paused, while every member of the selection committee stared at him, riveted.

Jay then told a two-minute passionate story about his family’s personal and emotional struggle with the idea of putting his mother into a nursing home. Through his story, he conveyed how deeply invested he was in creating a nurturing, safe and healthy environment that would appeal to the future occupants and their families.

Hearts + minds, won.

Your Fame Boosting Assignment:

When you’re getting ready for your next sales pitch, stage talk or team meeting, spice it up with a story or two. There’s magic in your mind…you just have to let it out.

5 steps to score local media coverage

Welcome to Famous in Your Field! Here’s your free weekly tip to boost your fame factor. (Be sure to sign up in the box on the right to get on the VIP list for free tips and training, delivered straight to your inbox.) 

Get famous in your field: 5 steps to local media coverage

Get famous in your field: 5 steps to local media coverage

Local media is often your first and best place to go for publicity. Because your local newspaper is in the business of covering local events and people, reporters really do want to hear from you. Fact.

Before you dismiss because you’re holding out for “something bigger,” take note:  those freebie papers stacked all over town typically have more local readers than the national dailies. Becoming famous in your field often starts with being famous in your own ‘hood!

Today’s fame booster is to find local reporters.

1. First, look up your local newspaper’s website.

Once you’re there, look at the different sections of the paper. Where does your news belong? Here are some typical newspaper sections:

News

Business

Lifestyle or Home

Entertainment

Sports 

2. Next, find the staff listing or instructions on submitting your news.

Often you’ll find it through links at the top or bottom of the page. If you don’t see a link or button labeled “Submit News,” look for “Contact Us” or “Help.”

Once you’ve found the department or staff list, look for reporters assigned to the “beat” where your story belongs. Reporters who cover a specific beat are specialists reporting on a particular issue, sector organization or institution over time. Examples of beats include crime, City Hall, higher education, business, or real estate.

(Crain’s Detroit Business gives its readers a snappy tutorial on how to get your news in Crain’s. The guidelines apply to almost any media outlet.)

3. Research your reporter.

When you’ve found the reporter who covers your topic or metro area, go back to the newspaper’s home page, and search for the reporter’s name. Read the last five articles to get a feel for the types of stories the reporter writes.

Make note of the topic and how the article is structured. If the story features a business, does it also include quotes from customers? Competitors? Critics?

The more you can provide the reporter a full package, the more likely the reporter is to write about you. (Journalists are overworked and underpaid, so the easier you make their job, the more often they’ll turn to you for stories and commentary.)

4. Organize your “extras.”

Before you submit your news item, collect the contact information and permission of others who can “flesh out” the topic. It may be a few customers or a local college professor who can comment on a trend related to your business niche or expertise.

Do you have high quality pictures? Video? Or is there a photo opportunity in your story? Having good quality images ups your chances of being included by a big margin.

(Pro tip: be sure to get ‘em before you reach out to the media! Trying to stage photos or get them from another source will cost precious time. Before you know it, your story will be too old to print. Sad face.)

5. Increase your odds.   

Even after you have gathered as much information as you can from the web, you may need to call the paper for more info.

Here are some questions to ask:

  • What is the deadline for submitting news items and events?
  • How do they prefer to receive news releases: via online submission form? Email?
  • Is there a special web link or email address for submissions?
  • Should news releases be directed to the attention of a particular individual?
  • If they prefer email submissions, do they want the news release in the body of the email or as an attachment?
  • Do they accept photographs or only use those taken by their own photographers?
  • Is there a specific editor or reporter assigned to cover your field or topic? 

Your Fame Boosting Assignment:

Jump on Google and find the website of your favorite local publication. Follow these steps to zero in on the reporter who wants what you’ve got. It’s time for YOU to get found in the crowd.

You fascinate me (free gift inside)

Welcome to Famous in Your Field! Here’s your free weekly tip to boost your fame factor. (Be sure to sign up in the box on the right to get on the VIP list for free tips and training, delivered straight to your inbox.) 

How the World Sees You by Sally HogsheadDo you ever wonder what kind of impression you make on others?

What if you knew how others saw you, when you were at your very best?

I’ll bet that you’d be more confident. You’d have more clarity around what you do, how you do it and why it’s valuable. (Plus, you’d probably feel a bit happier.)

I’ve got the answers, right here!

Author and researcher Sally Hogshead studied more than 300,000 people to break down the hidden patterns behind communication and what types of messages are most likely to fascinate a customer or listener.

She created a quick online test, the Fascination Advantage, to determine the specific ways that an individual attracts and holds the interest of others. The Fascination Advantage is the first personality assessment developed based on the science of branding.

Now you might have taken a traditional test like Myers-Briggs, to understand your own psychology. What’s different about the Fascination Advantage is that while traditional “personality tests” focus on how you see the world, the Fascination Advantage tells you how the world sees you.

By knowing and using your Fascination Advantages, you’ll attract the right fans, followers and clients for your message or business.

Why do people need to discover their own value? Take it from Sally:

If you don’t feel confident about yourself, you play small. And when you play small, you lose. When you lose, you give up. We want people to play bigger, to play at their highest level, to become intensely valuable for the world around so they can make a bigger difference.

Here’s why I love the Fascination Advantage:

We spend too much time and energy trying to be different than we are. We try to “fix” what’s wrong with us and to fill in what we think is missing in our personalities. The Fascination Advantage highlights the factors that make your personality, your style stand out.

Once you know your Fascination Advantage, you’ll:

  • See yourself at your best
  • Boost your confidence
  • Hone your message
  • Know how to be your own best PR agent or just spice up your LinkedIn profile.

Best of all, you’ll be able to articulate to others why they should hire you (or book you as a speaker. Or promote you or buy your products. You get it.)

Sally Hogshead is publishing her new book How the World Sees You on July 1.

As a part of this project, she’s given me a special code (BL-LoriByron) to 
share with to you. The first 100 people who use it to take her Fascination Advantage® assessment will receive the assessment for free!

(The assessment is usually $37, but until July 25, 2014, it’s gratis.)

The best part is, you will trigger a chain reaction—a pay it forward situation. When you take the assessment using BL-LoriByron you will receive 100 assessments to share with your circle for free, too!

So how do you take the assessment? Simple.

1. Go to HowTheWorldSeesYou.com/YOU and use the code BL-LoriByron.

2. Once you’ve taken the assessment, Sally’s team will load 100 assessments into your new account. Rinse and repeat. (These would be great to share with your team, your colleagues or clients.)

When you take the Fascination Advantage online test, you’ll get a fun and visual report that details how your personality is uniquely hardwired to fascinate the people you encounter in business and life. There’s also a two-minute video, with Sally Hogshead describing your unique personality advantage.

Me? My Fascination Archetype is The Maestro – a combination of Power and Prestige advantages. Three adjectives that describe how the world sees me: ambitious, focused, compelling.

Your fame boosting assignment:

Log onto the website and take five minutes to get your own Fascination Advantage Report. You’ll be on your way standing out in the crowded marketplace.

More about you, please! What’s your Fascination Archetype? Take the quick test and tell me below.

Jennifer Lawrence, Matthew McConaughey and you

Welcome to Famous in Your Field! Here’s your free weekly tip to boost your fame factor. (Be sure to sign up in the box on the right to get on the VIP list for free tips and training, delivered straight to your inbox.) 

25835bcc-d5a3-4393-aee1-aa91e71d2ba3“And the Oscar goes to…”

Industry, professional and local awards are often compared to that gold bald guy. While being named one of “40 Under 40″ doesn’t guarantee your own Wikipedia page, winning a business award could pack a big punch for your reputation.

Let’s look at a few of the benefits:

1. Stand out status.

When you win an award, you automatically have cache. Cred that you can use for the next, well, forever.

“Award-winning owner…”

“Award-winning author”…

“Award winner speaker…”

Doesn’t one of those sound good with your name after it?

2. Exclusive membership.

Once you win, you become part of a special group: winners of that award. You now have something in common, a reason to network. And being mentioned on the same stage as big names in your industry can boost your own reputation.

3. Power up your PR.

Winning an award (or just being nominated) comes with PR and media opportunities. Local newspapers, television, magazines and websites all devote ink to award winners.

Beyond the publication’s readers, you’ll grow your Google footprint, making you that much easier to find online. Plus, print coverage will boost your name recognition offline.

Linking to the coverage from your own website ups your SEO, too.

Wondering where you can find some of these award opportunities?

Simple research will uncover a stream of award opportunities to pursue.

For any award, it’s a good idea to evaluate the effort to submit a entry against the value of winning – all awards are not created equal!

Here are a few ideas to get your research started:

Look locally

Check your hometown newspaper, Chamber of Commerce, community organizations and networking groups for local award competitions. Being voted “Best Tax Preparer in Ann Arbor” could net you more recognition (and business) than landing a prestigious national award that means nothing to your clients.

Google “Awards” + “your industry”; “awards + your city”; “Best of + your city.”

The practice of putting together a winning award submittal will help hone your process, making is easier to submit for additional awards.

Regional

Regional business publications sponsor awards for high achievers, business growth and best places to work.

Search the publications and their websites to find the awards and use a spreadsheet to keep track of important dates. (Most awards are announced three to six months in advance of the deadline.)

Special interest or trade publications

Review your industry magazines and their websites to find industry awards. Best of all, when you’ve got one of those under your belt, you’ve achieved national recognition. “Named one of the top 150 coaches in the world” has a pretty sweet sound, don’t you agree?

Your colleagues, partners and competitors

Don’t forget to look in your network for award opportunities! A great place to look for awards is on the LinkedIn profiles of your connections.

Your fame boosting assignment:

Use one or two of these tips to find an award that you’ll pursue. We know that you’re a rising star – let the world know it, too!

5 tips to rock your next interview

Welcome to Famous in Your Field! Here’s your free weekly tip to boost your fame factor. (Be sure to sign up in the box on the right to get on the VIP list for free tips and training, delivered straight to your inbox.) 

Famous in your field: 5 tips for fame boosting interviews

Famous in your field: 5 tips for fame boosting interviews

One of the best ways to get your name known and reach more people, all in one go, is to be interviewed.

When you’re interviewed, even for a small audience, you are the STAR of the show.

And now, with live radio shows, internet radio and the podcasts boom, you’ve got opportunities galore to share your message with the (mini) masses.

(Want to know how to get ‘em? Here are a few resources and the strategy to make it happen.) The best part is, once you’ve got a few under your belt, you’ll be able to score tons more.

Because I know you want to squeeze every drop of fame boosting juice from your interviews, here are five ways to make sure they rock on the reg:

1. Listen up.

Some people book the interview and then get on with the interviewer, ready to wing it. Reality check: those people often blow it.

But not you, A-Lister!

You’ll listen to three or four other interviews, by the same host, for the same show you’ll be on. Those will give you an idea of the tone of the interview – is it snappy and fun, or serious?

Another thing? You’ll pay attention to the length of the interview. Don’t prepare twenty minutes of material when you’ve only got a four-minute back and forth. Know thy format!

Live radio shows, especially during popular drive times tend to be entertainment and consumer focused. They are also typically short. For these, you’d prepare three or four quick tips, delivered in short sound bites to convey your ideas.

Podcast interviews or satellite radio shows can be longer, often 30 minutes to an hour, but you’ve gotta ask to know. You don’t want to ramble aimlessly, because you’ve got an extra 15 minutes of air time to fill.

2. Turn it into a popularity contest.

Ask the interviewee, booker or host about the show’s most popular episode. Who was the guest? What made it so popular?

Noah Kagan, founder of AppSumo and former Facebooker does this. Even though he has more than enough biz cred to skate through interviews, he wants to make the most of his air time.

Noah listens to the show’s most popular interview and analyzes what made it so popular, so that he can add those elements to his interview too. (Hint: the most popular are the ones that offer meaty content with specific strategies and tips, not vague advice.)

3. Prep & practice.

While writing out every syllable you want to say is a terrible, horrid, no good idea, giving yourself a little help along the way is essential to capturing hearts and minds in your interview.

Make notes on (short!) stories you want to tell to illustrate your message, along with your most important tips.

Put them on notecards that you can keep in front of you during the interview. It’s easier than you think to get caught in the moment and ramble or forget to give clear, valuable tips and resources.

4. Assume the position.

Listeners – whether live or tuning into a recording six months later – can feel your engagement through the ether.

How you impact others is directly related to your energy level. (And no, that doesn’t mean being boisterous if that’s not your natural style.) It’s about your presence.

The top two tips for upping your energy level?

  • Stand up
  • Smile

When stand and smile, you’ll project that energy and authority over the airwaves.

5. Give ‘em the good stuff.

You might be tempted to hold back your best techniques and tools for your paying customers.

DON’T!

Give any idea, tip or resource that can help someone.

You’ll impress listeners more when you wow them than if you keep the amazing under wraps.

Plus, it’s good juju for you – the listener hears your amazing tip, tries it and the success spurs him to seek you out to get those killer results on the reg.

Interviews are a power-packed method to get your message heard and elevate your profile. (And don’t forget to keep the magic flowing, once the interview is over by doing stuff like this.)

Your fame boosting assignment:

Practice giving good interview this week. Whether it’s a regular ol’ phone conversation with a lead or client, or it’s a bona fide interview for the air waves, put these five tips into action.

I can hear the applause already.

The quick and dirty cure for bad writing

Welcome to Famous in Your Field! Here’s your free weekly tip to boost your fame factor. (Be sure to sign up in the box on the right to get on the VIP list for free tips and training, delivered straight to your inbox.) 

Famous in your field tip: use the Hemingway App for clear, bold writing.

Famous in your field tip: use the Hemingway App for clear, bold writing.

A few months after I had started at my last corporate job, my boss asked me to write his “President’s Message” for the company newsletter. Someone else usually did it, but he was looking for fresh ideas.

I wove a long and clever message using allusion to make insightful points about the company’s mission and how it would revolutionize our industry.

He read the draft.

I eagerly anticipated his reaction, expecting glowing praise. I knew it wasn’t his usual style, but I still thought it was pretty good stuff.

He walked into my office and here’s the first thing he said to me, “I don’t know if you’ve had any formal writing training but this sucks.”

No exaggeration. He actually said, “this sucks.” (This guy wasn’t known as a tactful communicator.)

Was my ego crushed? Hell yes! I was incensed that a guy who’d never strung more than three sentences together in his life told me, someone who’s published articles galore, that my writing “sucked.”

But here’s the thing. He was right.

Not that it sucked. It didn’t.

But still, it was completely and utterly wrong.

The president’s message was supposed to be a bold, clear call to action for the company. Not clever, overblown prose, clearly impressed by its own literary wit.

Whether you’re writing articles for the company newsletter, website copy, blog posts or a sales page, your writing must be bold and clear.

Today, I’ve got a tool that will save you from writing that sucks. This absolutely free site will help you cut the fluff and communicate clearly with your reader.

It’s the Hemingway App.

The Hemingway App is a tool that rates the readability of your text. Readability refers to the grade level required to understand it. (Hint: lower is better!)

Here’s how it works:

It uses color-coding to highlight different issues that make your copy less clear or convincing to your readers. Hard-to-read sentences, adverbs, complex phrases and passive voice are all called out, with suggestions for fixing the problems.

I love that the Hemingway app nixes those $2 words people use in a mistaken attempt to seem smarter. Or more professional. (Buh-bye “utilize”…you gotta go.)

Your fame boosting assignment:

What are you waiting for? Get started! Grab a piece of your writing and paste the copy into the Hemingway App page. Then click the “Edit” button.

Boom! You’ve got suggestions galore to amp up your work and made it more powerful.

Your message is important – shine your best light on it to get your fans to take notice.

 

Photo credit: http://nothemingwaysspain.blogspot.com/2011/11/don-ernesto-hemingways-novels-in-spain.html

The five factors that get you more fans, followers and clients

Welcome to Famous in Your Field! Here’s your free weekly tip to boost your fame factor. (Be sure to sign up in the box on the right to get on the VIP list for free tips and training, delivered straight to your inbox.) 

Stand out in the market and earn trust with these five credibility factors

Who are you?

Why should I believe you?

Why should I hire you?

Why should I buy from you?

Why should I follow you?

Want to know what makes people scream “YES!” at the opportunity to be part of your world?

It’s all about credibility, my friends.

To break through people’s natural defense mechanisms, you’ve got to be credible. Credibility is about presenting yourself and what you have to offer in such a way that you come across as knowledgeable and trustworthy.

Now, here’s what some of you might be thinking right now:

“But I haven’t done anything yet to be considered credible! I’m not a Vice President, I don’t have a PhD, I didn’t make six figures in my business, I haven’t been on stage at TED…”

WHOA. STOP. Right there.

No matter where you are on your fame-making journey, you’ve accomplished and experienced things that make you knowledgeable and trustworthy.

I’m going to share five areas that you can use to claim your credibility. I call ‘em the 5 Rs of fame. 

1. Results.

Your results, your progress. Have you gained 5 new clients in a month, won your last ten cases, secured $10M in grants, grown your email subscriber list from 50 to 500? Those are all wins!

Are others in your field who’s lofty accomplishments have exceeded yours? So. What.

It doesn’t matter if you aren’t the only star to shine brightly. What matters is that you’ve gotten a result that your clients, fans or followers would like to have.

2. Role.

Your title or position in a company or your industry. Are you the founder of something? CEO of a company (even a company of one?) Use it.

Anyone who saw The Social Network remembers this iconic scene when Sean Parker fires up the Mark Zuckerberg character to claim his place as a industry-changing innovator.

Here’s the thing – the card was real. Zuck didn’t use it all the time – only when he wanted to show potential partners that he was someone they should take seriously.

3. Reviews (from clients.)

Are your clients and colleagues singing your praises? From the rooftops? Do they get great results from you on the reg?

The best thing about testimonials is that they SELL FOR YOU. 

So, sing it loud and proud in all your marketing materials like your website, your fliers, bio, etc.

4. Reviews from the media.

Got a little glitter from a mention in a newspaper, magazine or website? Include it in your marketing!

Did you share a stage with a big name? Does someone with name recognition and influence consider you brilliant, a visionary?

Big or little, reviews are the money combination of celebrity and implied endorsement.

5. Reference framework.

What’s  your particular approach, your style? What do you believe is right and wrong when it comes to your industry?

Do you regularly bust myths in your field? What’s your philosophy? How is it different, more advanced, or easier to use?

Maybe you’re the attorney who explains legal issues in plain English for your tribe of small business owners. Or the career coach for women who advocates asking for more – much, much more. Or the marketing consultant who doesn’t think clients should spend time on social media.

Your philosophy, your point of view and your communication style are all integrated to create your reference framework. Those are the ingredients to your own special sauce.

To help uncover your reference framework, so that you can share it clearly and frequently, start by asking yourself these questions:

What do I believe about the world?
What do you believe about people?
What do I believe about business?

Your fame boosting assignment:

This week, take 15 minutes and a sheet of paper or your favorite digital note app. Make a list of credibility factors from each of the five categories. Keep going until you have at least a dozen – I know you’ve got loads!

Then, weave these credibility factors into your bio, your website’s About page, and the stories that you tell during a networking conversation. Let your star shine bright, A Lister.

How to get people to buy from you: 26 motivators

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Famous in your field tip: focus on your clients' top motivators

Famous in your field tip: focus on your clients’ top motivators

“So, what do you do?”

How you answer that question might depend on where you are and who’s asking it. If you’re at a cocktail party, go ahead and tell your conversation partner that you’re a coach, a consultant, a chiropractor, a cobbler.

But don’t stop there. Especially when you’re in a conversation with a potential client or referrer.

After you tell them what you do (in easy-to-understand terms, please!), tell them the results people get from working with you.

Here’s a juicy tip: describe the results in terms of what motivates your customers to buy from you.

If you want to move people to action (and to spend money), you have to tap into the desires that motivate us as human beings.

You want motivation? Here are 26 reasons that people buy:

1) To make money
2) To save money
3) To save time
4) To avoid effort

5) To get more comfort
6) To achieve greater cleanliness
7) To attain fuller health
8) To escape physical pain
9) To gain praise
10) To be popular
11) To attract the opposite sex
12) To conserve possessions
13) To increase enjoyment
14) To gratify curiosity
15) To protect family
16) To be in style
17) To have or hold possessions
18) To satisfy appetite
19) To emulate others
20) To avoid trouble
21) To avoid criticism
22) To be individual
23) To protect reputation
24) To take advantage of opportunities
25) To have safety
26) To make work easier

The top four are typically the strongest motivators.

Those are the ones that you should tap into when you talk about the results you deliver with your services. (But only if they’re relevant to your business. Otherwise, pick the motivators that make sense – if you’re a dating coach, then number 11 is all you, baby!)

Let’s look at how you can position your services to fulfill one or more of these motivators:

  • If you’re a human resources consultant, you don’t just provide human resources services, you deliver cost savings through innovative benefit plans.
  • Your clients make more money because you create a happier, healthier workforce for them.
  • Your clients save time because you are an experienced expert in your field and can find and deliver the best programs and new recruits, while they focus on their money making activities.
  • Your clients avoid effort because you do it for them, better and in less time than they could.

Your fame boosting assignment:

Work those motivators!

This week, take 15 minutes to really think about the products and services you offer and the results that clients get from them.

Position the results in terms of motivators. Then, give your website, marketing materials and elevator speech a “motivation makeover.”

What to do when you’ve been booked to speak: a 7-step checklist

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Wahoo, you’ve landed the gig!

Now that you’ve done your victory dance, texted your mom and your BFF, what can you do to squeeze the most business building, career making, fame boosting juice from that sweet, sweet opportunity?

I’ve got you covered.

You should approach any speaking opportunity, whether it’s in your neighbor’s basement or on stage, as though you’re playing the Superbowl Halftime Show.

Of course, you’ll craft an inspiring and instructive talk! You‘ve got that part down.

But too many people ignore the business part of speaking. The result of this wing-it strategy? They don’t speak as often as they could.

EVERY audience deserves your very best effort. They’ve donated their valuable, non-renewable resource: time, so don’t waste the opportunity to wow. Audience members can hire you, buy your products and refer others to you.

Here’s your hit list:

1. Book it

Before you say, “yes”, check your calendar. Then, put the date and time in stone. No giddily accepting the opportunity and then realizing, oopsie, you’re facilitating your client’s retreat or heading to Jamaica that day.

2. Stalk your audience

  • Who’s invited? How many people?
  • How many typically attend the events?
  • What’s their demographic (male, female, occupation)?
  • Can you get the membership list or attendee list? Poke around on the organization’s website, too. Sometimes members are listed.
  • Research the group on LinkedIn, Facebook and Twitter to see if you can get to know more about the organization’s leadership and members. Having connections and common interests before you start speaking goes a long way in building rapport.

3. Logistics

  • What’s the venue? Get the address in advance, map it and check for any travel issues, like road construction.
  • Where will you be speaking? Conference room, board room, coffee house? Is it a breakfast or luncheon?
  • What’s the room configuration? Are attendees in rows of chairs (what’s known as “classroom style”? Or sitting at round tables?)
  • Are there speakers scheduled right before you or right after your session? When can you enter the room to set up your supplies and equipment?

4. Equipment

  • Do you need to bring your own laptop? Bring it, just in case.
  • Projector? Ask, don’t assume!
  • Cables and adaptors? Remote controls? (Even if the venue says they have them, bring your own, just in case!)
  • Bring batteries
  • Do you need speakers? If your talk depends on audio, then pack your own speakers, cables and power cord.
  • Microphone. Test thoroughly before using. (While I was presenting at a national conference, the microphone went out once every couple of minutes. It was distracting and annoying. Toward the end of the presentation, we found out that the problem was user error – I was unknowingly putting my hand over the on/off switch. Ouch!)
  • Flipchart, easel, markers? Can you stick flip chart paper to the walls of the room? If not, what’s your workaround?

If you’ll use slides

  • Have the presentation loaded on your laptop.
  • Bring a copy of the Powerpoint/Keynote/Prezi presentation on a jump drive.
  • Include a pdf copy of the presentation, as well. You never know.
  • Print and bring two copies for yourself, in case of technology disaster.

5. Your introduction

  • Do NOT leave this to your host organization to write. You must craft a great one and send it in advance. Everything in it should be compelling and build credibility. No time for modesty – brag on your accomplishments! (But don’t go on too long. Half a page is plenty, unless you’re keynoting a conference.)
  • Before you send the intro, practice reading it aloud a few times yourself. Do you stumble over any of the words or phrasing? Then rewrite, because the person introducing you is almost sure to butcher it.
  • Bring at least two printed copies of your introduction to the event, in large font, double spaced.

6. When you arrive at the event

  • Find the person or people in charge of the event. Connect with them, ask for a quick run through of the event. Are there any last minute changes?
  • Meet with the person who will be introducing you and go over the introduction.

7. Get to know your audience

  • Greet the people entering the room. Introduce yourself with your first and last name, look the person in the eye, say their name and give a firm handshake. Thank them for coming.
  • If you can, find out a little about some of the audience members. What’s their experience with your topic? What attracted them to your session? What do they hope to walk away with? Getting these insights lets you tailor your talk in the moment. Mentioning these people or situations during your talk makes your audience feel more connected to you and to the message that you’re delivering.

You’re ready to take the stage!

The equipment is set, your talk is locked and loaded and you’ve established rapport with the audience.

Step into the spotlight and deliver the wow, superstar.

Your fame boosting assignment

This week’s assignment is a no-brainer – just print out this checklist and use it the next time that you’re asked to give a presentation, talk or workshop. Stress-free, guaranteed!

Want to jump start your public speaking? Start here.