SPEAKER SERVICES http://speakerservices.com Newsletter, November 2000 #25 Get Listed in the Directory: http://speakerservices.com/adv_pkt.html Content: 1. A Word from the Publisher 2. New & Renewing Speakers 3. Articles: eBooks vs pbooks, Dan Poynter Be Unique in Your Target Market, Vickie Sullivan 4. Survey: Audio Tapes vs. CD's ****************** OUR SPONSORS: Inspire others to excellence! AvidLearn is seeking experts to present live, online seminars. Enjoy tremendous exposure and unparalleled convenience. To find out more, register for our free "How To" course at www.avidlearn.com. For further information, contact an Account Executive at (888) 493-2100 or experts@avidlearn.com. ****************** Five Star Publications, Inc. Full Book-Publishing Services Since 1985 >From production to publicity, have it all with just one call! www.BookProducer.com and www.eBookery.com Your partner in electronic publishing. e-mail: radke@fivestarsupport.com ****************** Do you have the personality for TV and radio? Is your message/book/tape innovative, cutting-edge, a 'must-have'? Promotion expert seeks new clients to create exciting new windows of media opportunities. Contact: Publicist - Dawna Shuman - email at angelport@aol.com or fax: 818-988-9083 ****************** New & Renewing Speakers for Free & FEE 1. Ardis Bazyn: Image and communication expert draws on personal as well as professional experience to inspire audiences 2. Margaret Develey: Expert in corporate etiquette and international protocol gives businesspeople the competitive edge 3. Ira Heffler & Jerry Schneider: Preserve family history through "video biographies made simple" 4. Roseanne Jantzi: National expert offers easy keys to conflict resolution 5. John King: Technology consultant demystifies new world of computer and Internet challenges 6. Sam Longoria: Award-winning producer/director offers movie-making for everyone. 7. Erika Olvera: Change management specialist reveals strategies for business survival and success 8. Dr. Hal Wexler: Chiropractor specializes in alternative healthcare approaches to aging and longevity 9. Milt Wolpin: Psychotherapist teaches people how to handle life's difficult situations capably--and improve their relationships 10. Rey Ybarra: Clinical hypnotherapist teaches skills of motivation for maximum achievement _________________________ A WORD FROM THE PUBLISHER...Susan Levin October was packed full of activities for Speaker Services. We exhibited at the Govenor's Conference in Long Beach, CA and the NAWBO University. We enjoyed meeting many of you and look forward to supporting you in growing your business through speaking. Our Speakers' Video Demo Showcase was a giant success and thanks to the audience members for showing up to support our video demo folks. Cid Hunter our videographer and editor did a smashing job. Our next showcase is scheduled for February 25th in Los Angeles. If you need a demo or want to add to a current demo please contact me for further details. By the way this will be the last time we offer the video demo for $695. Below is the schedule of teleclasses for November. I feel very fortunate to have a great team of guest experts offering the teleclass series. I encourage you to partake in the classes-they are dynamite! We will be on hiatus for December and resume in January 2001. Full description and to register: speakerservices.com/teleclasses/index.html. Wed 11/1 Design Before You Deliver, Len Lipton Wed 11/8 Increase Your Profits with an E-Mail Newsletter, Joan Sotkin Tues 11/14 eBooks, pBooks: Wringing Maximum Value out of your Work, Dan Poynter Tues 11/28 Marketing Magic: Creating One Sheets that Really Work, Sheryl Roush January teleclasses include: Guerilla Publicity, Jill Lublin, Leveraging Your Speaking Engagements, Vickie Sullivan, Video Demo's, Ed Primeau and Storytelling, Barry Segal. Enjoy the holidays. Regards, Susan Levin _______________________________________ eBooks vs pbooks Dan Poynter (dpoynter@impulse.net) Dan Poynter is criss-crossing North America to spread the word on eBooks, pBooks and The New Book Publishing Model. Authors and publishers are discovering an innovative way to write, produce and promote their books and the new way is faster, easier and cheaper. New software accelerates typesetting, new machines automate printing and the Internet streamlines promotion. These technological improvements have spawned a fresh way to look at book publishing. The New Book Model covers all the bases and is a refreshingly innovative route for anyone with a manuscript. Today, books are written in page-layout format instead of double-spaced courier typeface. Then the pages are converted into Adobe Acrobat (PDF) format for printing and conversion. Just 500 books are printed using computer-driven high-speed laser printers. The softcover and hardcover books are indistinguishable from traditional ink-printed books. Prices are just slightly higher, per unit, but the quantity (and invoice) is much lower. PDF and LIT files are generated for reading on eBook readers such as the Pocket PC. Then finished books are sent to two or three selected agents, a few more are sent to publishers with a track records for that type of book, 3-400 are sent for review to genre-specific magazines, four or five are sent to specialized book clubs, about ten are sent to foreign publishers suggesting translation and a handful are sent to opinion molders in the author's field. If an agent or publisher comes in with a good offer, the author sells out. If not, all the bases are covered: the book is out for review and the orders are starting to come in. Most of the book promotion is done via email; the author's web site replaces brochures. The media kit is replaced by a Press Room on the web site. For an example, see http://parapublishing.com/getpage.cfm?file=pressroom/pressroom.html. Avoiding printing and postage reduces promotion costs tremendously. So, the New Book Model is a way to conserve time, inventory space and money while testing the market. More books are not printed until after they are sold. It is no longer necessary to tie up a lot of money and inventory in printed books. More specifically: 1. The New Book Model: Writing. How to set up and build your book rather than just write it. Discover how to qualify the project, research on the Net, organize the project, draft the content and convert it into a PDF file for printing. 2. The New Book Model: Producing print and electronic editions. Typesetting, layout, book design, PDF files and POD/PQN (pBooks) printing. eBooks: Downloads, CDs and handheld readers. 3. The New Book Model: Promoting. Getting your books into bookstores, book clubs and making nontraditional sales (catalogs, premiums, fundraisers, specialty stores). Using broadcast email. Radio/TV interviews, autographings, review copies and other promotion. See http://parapublishing.com/getpage.cfm?file=newbook.html Sign up for Dan's teleclass on November 14th with Speaker Services speakerservices.com/teleclasses/index.html. _____________________________ Be Unique in Your Target Market Vickie Sullivan: vickie@sullivanspeaker.com Sullivan Speaker Services, Inc. One of the biggest speaker selection factors is also the most elusive: uniqueness. How does the marketplace define uniqueness? How do buyers decide which speakers are unique? Specifics differ by market segment and fee ranges but have three elements in common: credentials, visibility and perspective. Credentials What gives you the right to speak? To many buyers, credentials open the door to interest. Credentials are made up of two things: background and track record. Who you are and your results proves that your ideas work. And it1s not enough to have experience Ü thanks to "net time," it doesn1t even matter how long you have been in your field. To be unique, buyers are looking for specific results, such as awards, growth, etc. The more specific, the better. Example: "Professional coach for 20 years." More effective: "Since 1986, 75% of my clients have doubled their income within one year." Example: "Business owner for 20 years." More effective: "Owned a _____ that went from no revenue to $500,000 in the first year." Visibility It1s a joke among buyers: "Speakers will say anything to get booked." But if someone else features your work, like OprahSwell, that1s different. Buyers assume that if the media likes you, you1ll create excitement with their audience. We all like to be around high-profile success. It1s that "brush with greatness." As the speaking fee goes up, so does the stature of the media involved. National trade journals are a given with high-fee buyers. What1s unique is when you are on the network news or national mainstream media. Don1t be afraid to drop these names in your bio, introduction and website. Example: "featured in national media." More effective: "Work has been highlighted in media such as Fast Company, Fortune and NBC News." Perspective Given your credentials, what is your unique take on a given situation? Buyers want a logical leap from credentials and visibility to specific benefits for their audience. They want to make sure you will "fit" the tone of the event, to create the experience they want. Use what is unique about you to determine message. But don1t make the topic obscure Ü many buyers aren1t interested in new concepts in basket weaving. They are looking for fresh perspectives on broad appeal "hot" topics, such as getting and keeping top talent. Packaging your perspective with a theme can immediately identify your work with buyers. Example: Scott McCain leverages his background in the media with a "All business is show business" concept. Remember, you can1t tell buyers "I am unique." You have to prove it using their criteria, with facts they understand and respect. A New Kind of Elevator Speech It1s not enough to know how buyers define uniqueness. We must use that data and change the way we describe our work. Here1s a new take on elevator speeches. What gets Attention Cutesy word games are out. Hard facts about our impact are in. Buyers want to know you are effective before they will give you the attention you deserve. So let1s start out with a track record. Then, follow up with the who and the how. Then, grab their attention by proving you are an original voice. Get the Data Many folks have an idea of their impact in general terms but don1t have statistics. Many satisfied clients will tell you "yea, your great." But you need more. Get those stats by asking clients questions about specific results. Questions you can ask include: What changes did you make after our work? (or speech?) What results did those changes create? If you had to guess, what would be the value of those results? Can we put something like that on my website (or letter file)? Find the Patterns Then look at all the responses for patterns that you can use. Remember, we1re not doing a scientific study Ü in a majority of your clients, what has your work created? Be specific Ü the more numbers the better. If you can1t quote numbers, quote percentages. Examples: reduced sales cycles by 200%, increased sales quotas in 75% of clients, increased bottom line by $150k in one year, etc. The Formula Here1s how it looks when you put it all together: Since ______, I have ______ for ______ by ________. Example (using my work): Since 1987, I have generated six-figure revenue streams for hundreds of industry experts who use public speaking as a marketing tool. Then I follow up with a critical belief (see past issues of Splash about creating critical beliefs.) In 15 seconds, I have told prospects that I1ve done this for a long time, I am effective, who I work with and my specialty. The facts: I have worked with hundreds of experts since 1987. The pattern: After polling my clients, a majority of them have used my ideas to generate six-figure revenue streams. When you prove your competence, a real discussion can begin. Good luck! Any Questions I am considered unique in my marketplace and want to move to the next fee level. I pitched my current positioning to higher fee markets and they aren1t biting. Why not? Because you are assuming that both markets define uniqueness in the same way. Not true. What is considered unique between fee ranges depends on two factors: the competition1s credentials and the audience expectations. An example: writing a book. In lower fee markets, this is a great credential. In higher fee markets, it1s no big deal. Why? Because the competition is already doing it and the audience is used to it. The bar is now raised † your book has to get national media attention, or be a best-seller, etc. to be a differentiating credential. So use some market intelligence when determining these factors. Then craft your pitch to those factors. You may find that you have to reposition your expertise in order to get the attention of the higher fee markets. _______________________________________ Survey from Speakernetnews Patti Hathaway asked: I'd like to hear from speakers who have both spoken word audio cassettes and CDs -- what is selling best? What is your profit margin and price points on both? Since NSA is switching the VOE tape to a CD format, I'm curious what others are doing. ______________ -- Kristin J. Arnold I have been offering the choice of audio and CD for five years...initially, I was kicking myself, thinking "why did I waste all this money on CDS when everyone wants audiocassette?" Over time, however, I think more and more people are requesting CDS. So...we're in the transition phase (and as a change agent, you know how difficult it can be to give up what you know for what you don't know...). Even automakers don't provide cassette players in cars any more... SO, be prepared for the future. I still have both, but the CD sales are increasing. Any NEW products will be on CD. It's easier and now just as economical as cassettes (last longer too). ______________ -- Sheryl L. Roush I recently released both spoken word audio cassettes and CDS on "Solid Gold Marketing Tactics." I did 100 quantity each to start with -- to test selling power and preference. What is selling best? The CD, 2-to-1 right now! In spite of being $5 more than the audiocassette. ______________ -- Toni Boyle I am happy to pass on what I've heard from the audio industry. Every publisher will tell you that CDs are cheaper to produce -- but for the spoken word they still only make up about 15% of the market. Even though there is the ability to bookmark, the convenience of carrying them, and the increasing availability of players, CDs just aren't as accepted by the consumer as audio tapes are for spoken work. I just heard from one of the country's largest spoken word publishers that they can't get their customer list converted and consider CDs to be less than 20% of their business. They'd like to change that but people won't buy them. The major book publishers with audio divisions have found the same thing. The CDs that are most successful are those that are aimed at a specific interest group -- e.g. Star Wars or Trekkies or highly produced children's classics. My advice: Watch your audience. NSA speakers are pretty apt to adapt to CD quickly. You can't be certain your clients will be as flexible. ______________ -- Wayne McKinnon In response to your question, rather than just record a whole session or program on a CD, break it down into segments and record these on the same CD as separate "tracks". The benefit to the listener is that they do not have to "fast-forward" through the whole CD to get to the place they left off, or to that key tip that they wanted to replay. Just like a music CD, they can pick their favorite track (bit, segment, tip). You could also use this to show value much like a multi-tape album. Instead of just having one program, the perception is that multiple tracks = multiple programs and are therefore worth more. ______________ -- Al McCree Our record company sells 5-1 CDs-Cassettes. These are music CDs, not spoken word. ______________ -- Larry Mersereau Add NSA to the list of those trying to drag us kicking and screaming into the 21st Century! If you don't have a CD player, you'll have to buy one if you "want your VOE." I think your decision on which format to use depends entirely on your target market. If you're selling to sophisticated, upscale clients who all have CD players, the format is cleaner, more convenient, and lasts longer. If your typical buyer is less likely to own all the latest gadgets, you should stick with tape. IF STILL IN DOUBT, why not sell an inexpensive portable (Walkman style) player to go with whichever format you choose? Problem solved...new profit center created! ______________ -- Judith Briles I have audio and books. We sell over $100,000 a year in product. The great majority are books; I would say one out of 300 have asked about CDs. So, we are sticking with the audio format for the present. ______________ -- Rob Sommer I produce audio programs and recommend both formats for now. Most new cars will be coming out with CD players but there are still a lot of old cars on the road. The mastering is still the same with the exception that you do not put in words like "turn this tape over" etc. Your cost will be about the same depending on the length of the program. Four cassettes usually will fit on two CDs. People are used to spending more on CDs than cassettes so you might price them a bit higher. If your budget can stand it, I would recommend for this next year to make your programs available on both formats. ______________ -- Tina Dupree I rarely use CD's and have had only a few people ask me for them. Perhaps the CD trend is picking up, but for now, audio works great. ________________________________ SPONSOR THIS NEWSLETTER! Get your message out to speakers 2,000 plus and meeting planners in this fast growing newsletter. $50 a month, limit to 6 lines of text, 60 characters per line issues or 6 months for $275 paid in advance. Previous issues are available at http://www.speakerservices.com/nl/index.html To contribute information to this newsletter send via e-mail to: susan@speakerservices.com. Letters and comments are happily accepted. To remove yourself from this newsletter send an e-mail message to susan@speakerservices.com with remove in subject. ************************ Meeting planners looking for speakers for free and fee or entertainers for your programs check out Speaker Services: http://speakerservices.com. Get Listed in the Directory: http://speakerservices.com/adv_pkt.html Presentation skills and marketing workshops offered in the Los Angeles area. http://speakerservices.com/services/la.html Speaker Audio Tapes/Books http://speakerservices.com/products/index.html ************************ Speaker Services Susan Levin 4023 Meier Street LA, CA 90066 310-822-4922 FAX: 310-822-9025 Toll free- 877-773-2800 e-mail: susan@speakerservices.com website: http://speakerservices.com