In the speaking business we know that “speakers don’t get paid to speak,
experts in their field get paid to speak.”
As such, they usually have something of value to offer the audience, as a next step.
This is called their intellectual property. This is your knowledge, expertise, creation of
your mind, inventions, ideas, designs, names, images etc.
So let me ask you, what do you have to offer an audience after you have spoken?
Are these products that can be selling online when you are sleeping or at the beach?
Is your intellectual property, a physical product like a book or is it an online
product like a video training series? Perhaps you have coaching packages or workshops
or perhaps you have a consultancy and offer clients a bespoke package.
Whether it is one I have mentioned above or something else, as a speaker you really
do your audience a dis-service by not offering them a “what’s next step.”
All of the big brands have a “what’s next step” whether it is upscaling to a large meal
at McDonalds instead of the standard meal, to a “buy 3 and get the 2nd free” or perhaps
sign up for a product and get 20% discount on your next order.
Many brands do it so subtly and you may be so use to it, you don’t realise that we are
being presented with these options all the time.
Take Virgin Airways. With the same aeroplane, all passengers start and end at the same
location. They offer 3 or 4 different levels of service to choose from within that
aircraft. Be it Economy, to Premium, to Business to First Class/Upper Class.
During my Unleash Your Speaking Greatness 3 Day Workshops, I look with the attendees
at The Ultimate M.A.S.T.E.R.Y. Process and how to harness and package all your intellectual
property into products.
Here they get to churn out all their ideas, information, knowledge, business experience and
turn them into a signature system that makes it easy:
– to deliver any presentation
– for your customers to know what yout offer
– create books, workshops, seminars, coaching programmes that can sell online at any time
You want to make sure your signature system has M.A.S.T.E.R.Y. which means it is:
So start emptying your mind full of intellectual property into a signature system ora filing system that makes it easy to access for you and others.Remember to continually be unleashing your speaking greatness in the world.
Until the next time.