Greetings,

As of this writing I am busy preparing for the 3rd annual MediaSpeak Symposium, www.speakerservices.com/mediaspeak07, October 11, 12 & 13.  I am excited to be offering this stellar event again.  This event is for Speakers-Authors-Coaches-Consultants- Entrepreneurs- Business Executives-Spokesperson who are interested in supercharging their book, screenplay, product, business, service or cause when they talk to the media.  If that is you or if you know someone who can take advantage of this once a year event please join us.  You will have an opportunity to pitch live to the media at the Pitch Fest. 

For authors and authors in progress we have added Authors’ SpeakEasy, a 3 day intensive, November 9-11.  Authors often engage in public speaking to promote their books however not all authors are prepared and trained for this activity. If speaking is one of your planned book-promotion activities, please take advantage of the the training http://www.speakerservices.com/authorsspeakeasy .

Are you going to be at the ICF Conference in Long Beach, CA?  If so stop by my exhibit space 114 and say hello.

For this months article Vickie Sullivan weighs in on When Applause Just Isn’t Enough: How To Get More Clients From Giving Speeches.  Please check out the blog where you can read tons of posts that I compiled  and you can see a list below of the most current posts.

To your success


Susan Levin
Speaker Services
310-822-4922 PST
susan@speakerservices.com
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Meet our New & Renewing Speakers/Authors, October '07

See all speakers/authors: www.speakerservices.com

Lisa Brisse
Exercise Physiologist/Fitness Coach inspire and empower you to make healthy lifestyle choices and reach your health and fitness goals – once and for all!
Fitness, Health, Wellness, Work/Life Balance
http://www.speakerservices.com/speakers/detail/279

Chellie Campbell Chellie Campbell, Author 
Author of Zero to Zillionaire, The Wealthy Spirit and creator of nationwide workshops that ease financial stress shows how to make more money – and have more time off for fun!
Finance, Motivational, Prosperity, Success
http://www.speakerservices.com/speakers/detail/204

Scott Hunter, BEE, JD, CSP Scott Hunter, Author 
Organizational coach-trainer has proven track record of creating extraordinary organizations.
Leadership, Relationships, Success, Team Building
http://www.speakerservices.com/speakers/detail/40

Keri Newell
Certified Matchmaker reveals secret strategies for dating, mating and relating that replace mystery and confusion with mastery and fulfillment.
Personal Development, Relationships, Self Improvement, Women's Issues Keri Newell
Relationships, Women’s Issues, Personal Development, Self Improvement
http://www.speakerservices.com/speakers/detail/298

Get listed in Speaker Services-  E-mail us and request the speakers' guidelines.

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TIPS AND ADVICE

Listen to the replay of the teleclass with Daniel Hall
Speak on Cruise Ships http://www.speakerservices.com/teleclasses/detail/81
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The Video Demo Showcase is 11/4 in Los Angeles.  We are shooting 18 speakers that day. 
Would you like to witness the shooting?  Just drop me an e-mail speakerservices@ca.rr.com and request directions for the Video Demo Showcase.
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See what others are saying about our trainings
View Video Testimonials
Click here to view : http://www.audioacrobat.com/playv/WHL0WfCx
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Take a look at http://www.speakerservices.com/bizspeak.html to see a handful of short videos we created at the BizSpeak & Video Workshop.  It is a perfect opportunity for you to have streaming video on your website and video does inspire trust!

Thank you for another incredible workshop, Susan and Jack!   Biz Speak was an amazing chance to help me get clear and work out the details of my program, so that when I went in front of the camera, I was absolutely prepared.  I got what I wanted:  a professional piece that represents me well.  As an actress, I’ve worked with thebarbaraniven video crew (Cid Hunter and Cool Breeze) before on professional gigs like movies for Hallmark.  When I found out they were going to be taping us, I was impressed that Jack and Susan had hired the best for us, to make us look as great as possible!

I am coming back for your three-camera Video Demo shoot in November as well.  Thanks to Speaker Services for being the one-stop shopping center for all our needs as professional Speakers!
- Barbara Niven – Actress, Motivational Speaker, Radio Show Host, www.BarbaranNiven.com

Next workshop February 2 & 3, 2008
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A Better Way Counseling is hosting a 6-hour workshop, titled Laugh Your Way To Success: Improv for Professional Development.  Using the masterful techniques of NLP, Doreen Van Leeuwen, LMFT will prepare you for a day of fun and growth by visualizing your inherent "genius".  You will then engage in a day of interactive exercises designed to boost your personal confidence and sense of professional presence, led by Marabeth McSeveney.  Marabeth is an accomplished comedienne, having studied under Kevin Hoggard, and performing at The Comedy Store.  This event will be held twice, on Saturday October 27, or Sunday November 4 in Corona, CA from 9:30 a.m. to 4:00 p.m. with a half-hour break for lunch.  Cost is $115 per person per day, with a fabulous lunch from Crown Deli included.  To register and obtain information, contact Marabeth McSeveney at 951-642-4312 or marabeth@prodigy.net."
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James Malinchak, an expert on how to get onto the college speaking circuit and generate tons of publicity doing it, will be my guest  during a complimentary teleseminar at 10am PST on Wednesday, Oct. 24. This is a high-content call chock full of tips that will whet your appetite for his
Bootcamp Nov. 29-Dec. 2 in Los Angeles.  You can add hundreds of thousands of “EXTRA Money” to your speaking, writing, training, coaching and consulting income.  Did you know that the college market is one of the most lucrative, yet overlooked markets that you could make BIG money from?

There’s no cost for listening to the call so register now at http://www.collegespeakingsuccess.com/levin . I hope you’ll join me as we discover these and other marketing secrets. I’ll be looking for you on the call.
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Two Tips from www.parapublishing.com newsletter

THE YACK & SHELFARI
--Clint Greenleaf, Greenleaf Book Group LLC,
http://www.greenleafenterprises.com

In the past, we've told you about The Yack (www.theyack.com) and Shelfari (www.shelfari.com), sites for social networkers who feel the tiny "books" sections of MySpace and Facebook don't adequately reflect their love of the printed page. Here's a new one we found: www.goodreads.com. It has a simple, attractive design and, like the above sites, connects you with a community of bibliophiles looking for something good to read¬¬and talk
about. Go here (http://www.goodreads.com/author/program) to learn how to designate yourself as a published author on Goodreads, at which point you'll be able to post information on your work and your tour schedule, or even whet some appetites with a sample chapter.

MY MANUSCRIPT WAS EDITED, SO I DON’T NEED PROOFREADING
-- Michele DeFilippo, www.1106design.com

A commonly heard statement, but it just isn’t so. When preparing your book for press, proofreading the final page layout is an essential quality-control step that should not be skipped, even though your manuscript has been carefully edited. There’s no such thing as too much proofreading. For some reason, typos and punctuation errors are just more visible in typeset text than they are in a manuscript. Formatting inconsistencies and composition issues, such as tight and loose lines and kerning are also easier to see on paper, as the book will be printed, than on a computer screen. All of these things should be corrected before your book goes to press. Some typesetters include proofreading in their per-page fee, and others don’t. Since proofreading adds between 10 and 20 hours to the job, depending on the book, their per-page fee will be higher, but the extra cost and effort assures you of a quality product that you’ll be proud to market and sell.
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Recommended  Resource
Benefits to Businesses Accepting Credit Cards, Evelyn Siegel
 
Each day in the USA, more than 52 million purchase transactions on credit and debit cards pass through the VISA and MasterCard networks. Accepting credit cards can increase sales by as much as 40% and improve your “bottom line”.  Credit cards allow customers who do not have the money on hand to make purchases despite their shortage of cash, and also open the door to customers who simply make all of their purchases by credit card or debit card, as there are many people who prefer to make a single payment for all their monthly expenditures. 

Online businesses greatly benefit from accepting credit cards, as payment can be made immediately over the Internet and the purchase can be shipped without waiting for a check to arrive by mail, or for the check to clear the bank before sending orders out to customers.
 
Don’t lose those customers that want to shop with “plastic”!
 
·     More Sales: Studies show that credit card customers spend 2-1/2 times more than customers who only carry cash.
·     Impulse Buying: Credit cards give customers the freedom to buy previously unplanned purchases.
·     More Expensive Merchandise: Credit cards allow customers to purchase more expensive merchandise than they had originally planned to buy.
·     Competitive Weapon: Credit card customers are often less conscious of slight price differences and will seek out businesses that offer credit card payment options.
·     Enchased Advertising: Since customers are more likely to shop at businesses where credit cards are accepted, they tend to look for and read those ads first.
·     Customer Loyalty: Research shows customers who purchase with credit cards tend to return to the same business again.

Evelyn Siegel started Cash Flow Services in 1997.  Cash Flow Services provides businesses with customized credit card equipment and innovative business solutions that improve cash flow.  We offer free consultations and detailed explanations of the benefits of products and services that allow you to make an educated decision.  We also continue to provide updates of the state-of-the art technology. 310~826~4847, evelyn@cashflowservice.com



ARTICLE

When Applause Just Isn’t Enough: How To Get More Clients From Giving Speeches
By Vickie K. Sullivan excepted from www.raintoday.com

By now, it's old news. Experts know that speaking at conferences and conventions builds a platform of credibility, visibility and “brandability.

The Assumption: That giving a great speech to the right audience will automatically ensure a steady stream of clients.

The Reality: Getting applause and getting clients are very different things.

Getting applause doesn't mean that you'll get clients. There's a difference between an attendee thinking "Oh, what a nice speech" and "We have to GOT to bring them into our organization!"

The above distinction begs a few key questions: Why do so many great speeches not generate more clients? Is speaking just for “brand-building? Is it impossible to get clients without “pitching from the podium”?

Many experts have given up on speaking as a lead-generating tool. They either resign themselves to speak only to develop credibility or use the “speaking can't generate clients” argument to demand speaking fees (which they can't get for the reasons listed below). The issue isn't about realistic expectations – speaking will give you whatever you want. It's very possible (and lucrative) to get clients without pitching.

The problem is focus. We pay so much attention to giving a great speech that we don't see the speech for what it really is: a focal point for other outcomes. Below are three of the most common ways experts shoot themselves in the foot every time they open their mouths.

MISTAKE #1: OVERSTATED CONTENT

Why is speaking such an effective lead-generating tool? Because it allows experts the opportunity to differentiate their work from their colleagues and competitors.

Even better: This differentiation occurs in a high trust environment. The audience assumes the expert is a credible source of information even before a word is ever spoken. That assumption makes audiences more receptive to the idea that this credible person can help them individually. (Unlike the typical sales situation, where credibility is not assumed and the "audience" can be more skeptical.)

So what do many experts do? They blow this great opportunity by providing content that is a mile wide and an inch deep. They provide a large laundry list of ideas that don't question current thinking, that don't give the audience a fresh perspective…complete with quotes from other authors of best-selling books. Result: the audience is not attracted to “think” with you. There is no reason to remember you after the applause dies down. It's off to the next concurrent session…or lunch.

Key Strategy: Narrow Your Focus, Broaden Your Appeal.

Experts who try to be everything to everybody will attract no one. Instead of cramming three days of content into one hour, create immediate attraction with an overall “manifesto” that sets up a specific point of view. Then follow up with specific insights that can be applied in many situations.

Example: Instead of listing 25 solutions on stress management, create a “grace under pressure” manifesto with specific insights on reframing situations.

MISTAKE #2: LACKLUSTER PERFORMANCE

Especially in the conference and convention market, good speaking skills are expected. Even “free” speakers are expected to be entertaining (or at least not boring)! What separates experts now: the signature style™, a way of communicating that sets you apart from other speakers. Again, potential clients are looking for the “fit.” Speaking allows attendees to not only check out your point of view, it also helps potential clients make decisions about the experience of working with you. Your style conveys what kind of experience they could have.

How you illustrate your points is the best venue to show your style. Do you use stories? Metaphors? Examples? Does your humor let the audience know that you take your work, but not yourself, seriously? A pro uses all of the tools in the toolbox. Tell-tale signs of an amateur communicator: your stories ramble and are “slow.” Your explanations go from explaining to “preaching and teaching.” Your choice of stories focuses on you, crossing the line between confidence and arrogance. And humor is no where to be found.

Key Strategy: Stories Are Strategic.

Avoid the “how great I am” angle; make the client or other party the “star.” Better yet, make yourself the butt of the joke. Cut the details down to only what's relevant; this will make room for your natural humor to shine through. Use a metaphor instead of a story if you have to explain the point after making it. Metaphors create instant word pictures and don't take up as much time as stories.

MISTAKE #3: NOT ENOUGH LEVERAGE

Speaking is like any other tool — its effectiveness depends on how you use it. Many experts use speaking in a vacuum, thinking that every speech will create clients.

The Reality: Not all audiences are created equal. Program planners are depending more and more on experts who are willing to waive any speaking fees. Therefore, the case for “good exposure” is being bandied about in every conversation. It is up to the expert to decide when to accept and when to decline a speaking opportunity.

Another reality check: a qualified audience doesn't guarantee sales. Experts who have a systematic approach to interact with that audience before and after the speech have a better chance of getting clients. Why?

Because attendees are not focused on “shopping” for additional help during the speech. They are focused on getting take-away value. Give the insights and show your credibility during the speech, and the attendee will give you permission to continue the conversation. Or better yet, permission to take a “baby step,” a low risk service or product that will show direct application of your work to the client's problem.

Key Strategy: Don't Assume That Every Speaking Opportunity Is A Good One.

Make sure that the demographics are in your favor and that you have access to the group before and after the speech. Springboard beyond this one-time exposure by offering something customized to the audience in exchange for business cards/email addresses. For the more serious “but not yet ready” folks: create a low-risk “trial” that will allow the prospect to see a direct application of your work. Make sure you don't pitch your services during this session!

Example: A low fee, one-time only coaching or consulting session.

A CLIENT-GENERATING TOOLBOX

Given the above obstacles, is there light at the end of the tunnel? Good news: there are many tools at our disposal that will attract and convert clients from every speech. Below are three outcomes you need to attract clients and the tools you have to overcome the odds.

The first outcome is to generate initial interest. You want to attract by curiosity. Your intelligent distinctions and rhetorical questions alert the audience to the value of thinking with you. The tools at your disposal: an introduction that lists specific outcomes from your work; an opening story or statement that reflects your manifesto; and the nuggets of wisdom in the body of your speech.

The second outcome is to answer the internal questions. There are two questions every audience member has about the speaker. First, the audience wants to know if you work with people like them. Examples and stories about your clients will show attendees that you can work with them, too. Second, participants want to know if you are as good as you appear. Focused content with great distinctions will prove your competence.

The third outcome is the direct application of your expertise. This outcome is the “closer” to many sales. Potential clients must know that your expertise will provide specific solutions to fit their specific need. They may like your stories; they may think you are smart; but without knowing how to use your expertise, many attendees will put off buying from you. Best tools to avoid this pitfall: any interactive exercise or rhetorical questions. And of course, your baby steps provide individual attention to those who are serious.

Public speaking is a very powerful tool. Too many experts sell it short. They blame the “audience” for not buying, or blame the tool itself.

The Bottom Line: The podium is a platform. What happens on that platform drives the outcomes. What happens before and after appearing on that platform drives the outcomes. The outcome is up to the expert, not the audience.

Vickie K. Sullivan, President of Sullivan Speaker Services, Inc. is nationally recognized as the top market strategist for experts on the professional speaking circuit. Since 1987, she has worked with thousands of experts in a wide variety of industries to launch their big-fee speaking, professional service and book/product empires in highly lucrative markets. Contact Vickie by e-mailing info@sullivanspeaker.com
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