Archive for the ‘Speaker One-Sheets’ Category
A client emailed a question regarding a new speaker one-sheet we will create together. Her simple question spurred a surprisingly strategic discussion!
“Would it be appropriate to have just one talk on my speaker one-sheet, instead of both my topics? I ask because I prefer to get hired to do one talk more than the other. Here is my concern: If we list both topics, people may not choose the topic I really enjoy talking about.”
“Presenting just one talk or topic on a speaker one-sheet is perfectly appropriate. In fact, many professional speakers, especially keynoters, have ONLY one talk, and customize as needed for the group.
“Another option is dedicating most of the content to the one topic: title + paragraph + list of take-aways. Then you could also list a few related topics you can incorporate into your main talk. This gives meeting planners something of a buffet option – it invites them to think about what best meets their group’s needs.”
“These content-related questions and decisions are all driven by your business strategy. As long as you are clear about what you want – and the benefits your audience members receive – then the content for your speaker one-sheet will follow suit.”
“Thank you, this helps immensely! It’s good to know this approach is ok because, from a strategic perspective, I want to be known for this one talk.”
The bottom line: Content is always driven by strategy
The content on your one-sheet, website, and other marketing tools must align with your business goals. That’s why it’s critical to get clear about your business goals and your brand. This will ensure your on-target content – which should be consistent throughout your marketing toolkit – will help to grow your business in the exact direction you want it to grow.
If you own a business, you have to think like a marketing person. Thankfully, this doesn’t mean acting (or dressing) like the stereotypical used-car salesman!
Throughout your marketing toolkit – your website, speaker one-sheet/brochure, blog posts, and articles – it’s vital to speak directly to “you” (your client) and emphasize the benefits and results “you” get.
Your prospective clients (and audience members) are not focused on you and your company – they are focused on finding the right solution to their problem. Your job is to ensure “what you get” is crystal clear.
How can you do this? Simply restructure sentences in your marketing materials.
Instead of emphasizing “I” or “we” and the value you deliver, use the word “YOU” and clearly state the benefit (“what you get”).
- VALUE STATEMENT:
“First, we work with our clients to clarify their challenges, then we create unique programs for them.” [To what end? What is the end goal?]
- RESTRUCTURED AS A BENEFIT STATEMENT:
“Prior to your event, we consult with you to understand your specific challenges. This ensures your unique program meets the mark and your desired outcomes.”
- VALUE STATEMENT:
“We train sales teams on our trademarked process, so they can hit their quota, month after month.” [To what end? What is the end goal?]
- RESTRUCTURED AS A BENEFIT STATEMENT:
“Sales director: Your team will learn a proven process to hit their quota, month after month. You can increase your company’s revenue while driving consistency from quarter to quarter, so you can end the revenue roller-coaster ride.”
Get your red pen – it’s your turn!
“We offer a wide variety of workshops where our expert facilitators lead teams through interactive activities to improve communication.” [To what end? What is the end goal?]
Now, restructure it into a BENEFIT STATEMENT:
Keep your red pen handy! Take a whack at your Home page copy.
Is your website’s Home page copy chock-full of “I” or “we”? If so, invest a few minutes to restructure value statements into benefit statements. Get in the habit of writing “YOU” to clearly state “what you get”!
BTW, here’s one possible solution to the above exercise:
“In your customized workshop, our expert facilitator will lead your team through interactive – and strategic – activities to improve your team’s communication skills. The goal is to forge a highly productive team built on trust, open communication, and true teamwork.”
- Your designer gave you 12 logos – you need to pick ONE.
- Your photographer gave you 50 photos – you need to choose ONE.
- Your book designer gave you 3 different cover designs – you need to select ONE.
How do you choose the best one – the right one?
The solution: Start by clarifying the communication goals
When selecting a graphic of any kind, don’t simply judge it by “like” or “dislike.” If you do, everyone you ask could choose a different image – it’s human nature. Instead, start by clarifying the communication goals. Then select the image that best supports the goals.
Let’s look at a case study
My good friend Barbara McNichol needed a photo for marketing materials for her “How to Strengthen Everything You Write” Wordshops™. She and the photographer narrowed the shots to 8 finalists. Barbara asked friends to vote on their favorite – nearly everyone chose a different photo!
Barbara and I decided we needed an objective (not subjective) approach. We followed 3 simple steps:
Step 1. Clarify the communication goals
We agreed the selected photo must present Barbara as:
- A savvy business expert
- A confident guide and mentor
- Approachable, warm, friendly, and personable
Step 2. Identify the images that don’t fully support the goals
For example, this photo of Barbara says quiet, introverted, and distant. (She is looking away, into the distance.) In addition, the cool, concrete wall doesn’t convey warmth. Finally, I believe the book implies librarian or college professor, not savvy business expert. While this is a very nice picture, it doesn’t fully support the communication goals.
Step 3. Select the image that best meets the goals
In this photo, Barbara’s pose is strong, her gaze is direct, and her facial expression is warm, friendly, and sparkling with personality. Plus, the background is colorful, inviting, and contemporary. This photo says dynamic, confident business expert.
It’s not about “like” or “dislike” – it’s about supporting the goals
Keep in mind, we liked both photos. After spelling out the communication goals, the best photo – the right photo – was easy to choose.