The Best Time-Management Skill? Learning How to Leverage What You Already Have

In this series, professionals describe the skills they’re building this year. Read the stories here, then write your own (use #SkillsGap in the body of your post).

In 2015, I met my goal of delivering keynote presentations to accounting and technology audiences in the U.S. I have been speaking to this crowd since 2000 on various topics related to my specialty of "Nerd Communication" but keynotes are different. I had a blast! But I want to go further. 

In 2016, I want to expand my reach in two ways:

1. Geographical — I want to go outside the U.S. 
2. Audience — I want to reach not just producers, but also consumers of nerdy information. I plan to speak to more business people about applying accounting and technology in pursuit of their goals. 

As a small business owner and part-time speaker, my success in 2016 will depend heavily on my ability to leverage my resources.  

From talks to ???? 

I need to get better at leveraging my talks for future opportunities. I have written a book which I should be marketing at each keynote presentation. I should also have services/tools/ebooks/videos something that helps people in their own quests. So far, I have failed miserably at selling beyond the talk. 

I think it goes back to a deeply ingrained anti-selling philosophy that I developed during my career as a CPA. If you are speaking to a CPA (Certified Public Accounting) crowd, the worst feedback you can ever receive (what Catholics and CPAs would consider a Mortal Sin)  is to be accused of being "salesy."  The second worst thing you can do as a speaker is finish early. Accountants expect to get  their full 50 minutes of CPE (Continuing Professional Education) for their money. Thankfully I don't generally have a problem with that. But selling is another story. Rather than turning myself into a master salesperson, I will focus on finding out what my audience needs and offering solutions. 

How can you generate more revenues with less effort in 2016?  How can you deepen the impact of your product or services?  How might you add more value? 

Content

In 2016, I plan to make better use of all of the content I have generated over the years. I want to find a way to re-use pieces rather than basically starting from scratch for every presentation, writing assignment, and blog post. I have come a long way in honing my message but I am still inefficient in the way I package it. I will seek out new ways to apply technology to the task. I will devote more time to creating podcasts and videos this year. And I will also look for more support from graphic artists like Rick Menard, who captured my inner basset hound.

How can you re-use, repackage, or rearrange prior works or projects in 2016? 
Are there new media forms you can use or new channels you might reach? 

Time

I need to get focused on using my energies where they have the most impact on my goals. That means I need to spend more time building my stories and less time on administrative activities. And I need help marketing my services to new audiences. An assistant is probably in order. Technology can also help me get a better handle on my scheduling and calendar coordination challenges. I have joined the National Speakers Association (NSA) and plan to learn everything I can from this talented group — thanks to the NSA, I will be checking out espeakers.com.

What is the highest and best use of  your time in 2016? What can you outsource? What can you automate? What groups can you to turn to for support and new ideas? 

Geni Whitehouse, CPA.CITP is the Countess of Communication at Brotemarkle, Davis & Co. LLP, at EvenANerd.com, and At SolveServices.com. She has devoted her career to making boring subjects interesting and is the author of How to Make a Boring Subject Interesting: 52 ways even a nerd can be heard.