The four most important questions you need to be able to answer to get booked

The four most important questions you need to be able to answer to get booked

These are the four most important questions you need to be able to answer about yourself and your speaking business.

And do you know what? Most speakers can't do it succinctly. They can't make it relevant to the person that they're speaking to. And as a speaker, it's really important that you can do it, to a prospect, to a bureau. I can't tell you the number of speakers that come to me, and they will waffle on for 20 minutes, and I cannot pull the answers to these questions out that I need to hear.

Right, let me stop waffling, and let me tell you what those four questions are. They are: Who are you? What do you do? Who do you do it for? So what? Okay, did you get that? I'll repeat those further in, so stay with me. Those questions are really important and need to be answered because that's what I need to know if I want to book you as a speaker, or the client needs to know if they want to book you as a speaker, what bureaus need to know. And I think the reason it's hard for people to answer those four questions is that in order to answer them, you have to be really clear on who you are and what you do, and what you want to be known for. Because you've probably got a huge history, you've done loads and loads and loads of things, so you could be lots of things to lots of people. But actually, you need to be known for one thing, maybe two things, but not too much.

You also need to know who you are actually working with, who is your target audience? And that's difficult because you can help everybody, right? No, you need to help a target audience, the audience that gets the most benefit out of your outcomes. The audience that needs you most. But also that audience needs to be one that's going to pay you if this is about creating a speaking business. Not so much of a problem if it's not about being a business, and it's a hobby, maybe, or you're using speaking in a different way.

So, let's remember those questions:

? Who are you?

? What do you do?

? Who do you do it for?

? So what?

That So What is absolutely vital, and it's the bit that I could look at speakers' websites, and it's the bit that's missing! I have to say, what's the outcome? What's the result? Clients want to know what they're going to get. They want you to move their audiences from A to B if you're delivering a speech or session. If you're working with them as a consultant or working with them mentoring, maybe doing longer projects, maybe doing consultancy, they want to know where are we now, and where are we going to be at the end of it? You have to talk about results. You have to talk about outcomes.

So, if you are struggling in answering any of those questions, or all four of those questions, you need to sort it out. You need to be able to answer those questions in less than two minutes, less than a minute ideally.

If you need help, join us on our next course of Speaking in a Different World. By the end of that programme, you will have answered those, but not only will you have answered those questions, but you'll also be clear that there is a relevant paying market that will buy what you're actually selling and what you're talking about. And we can also open some doors maybe to some new leads that you can talk to about who you are, what you do, who you do it for, and what they're going to get out of it, so join me.

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