1 00:00:00,040 --> 00:00:02,200 Carol Cox: All of us could use a marketing boost right 2 00:00:02,200 --> 00:00:03,480 about now. Here. 3 00:00:03,480 --> 00:00:06,360 Why your signature talk is the missing piece 4 00:00:06,360 --> 00:00:07,920 of your marketing strategy. 5 00:00:07,960 --> 00:00:09,960 On this episode of the Speaking Your Brand 6 00:00:09,960 --> 00:00:18,520 podcast. More and more women are making an 7 00:00:18,520 --> 00:00:20,640 impact by starting businesses, 8 00:00:20,640 --> 00:00:23,360 running for office, and speaking up for what 9 00:00:23,360 --> 00:00:26,320 matters. With my background as a TV political 10 00:00:26,320 --> 00:00:27,920 analyst, entrepreneur, 11 00:00:27,920 --> 00:00:30,560 and speaker, I interview and coach purpose 12 00:00:30,560 --> 00:00:33,000 driven women to shape their brands, 13 00:00:33,000 --> 00:00:35,360 grow their companies, and become recognized 14 00:00:35,360 --> 00:00:37,680 as influencers in their field. 15 00:00:38,320 --> 00:00:40,240 This is speaking your brand, 16 00:00:40,240 --> 00:00:42,680 your place to learn how to persuasively 17 00:00:42,680 --> 00:00:45,920 communicate your message to your audience. 18 00:00:46,480 --> 00:00:47,880 Hi there and welcome to the Speaking Your 19 00:00:47,880 --> 00:00:49,280 Brand podcast. I'm your host, 20 00:00:49,280 --> 00:00:52,320 Carol Cox, joined today by our lead speaking 21 00:00:52,320 --> 00:00:53,440 coach, Diane Diaz. Hi, 22 00:00:53,480 --> 00:00:54,120 Diane. 23 00:00:54,240 --> 00:00:55,000 Diane Diaz: Hi, Carol. 24 00:00:55,400 --> 00:00:58,560 Carol Cox: This is a new two part series that we're 25 00:00:58,560 --> 00:01:01,630 doing to kick off the New Year part one. 26 00:01:01,670 --> 00:01:04,870 This episode is on the missing piece of your 27 00:01:04,870 --> 00:01:08,390 marketing strategy, which is your signature 28 00:01:08,390 --> 00:01:10,950 talk. And we're going to tell you exactly why 29 00:01:10,950 --> 00:01:13,630 your signature talk is the foundation for 30 00:01:13,630 --> 00:01:15,310 your marketing, especially if you've been 31 00:01:15,310 --> 00:01:16,950 feeling like your marketing has not been 32 00:01:16,950 --> 00:01:19,270 hitting as well as it used to. 33 00:01:19,310 --> 00:01:22,150 There's a lot of changes that are going on in 34 00:01:22,150 --> 00:01:24,270 the marketplace. And so your signature talk 35 00:01:24,310 --> 00:01:26,150 is that missing piece. 36 00:01:26,150 --> 00:01:27,710 And then the next episode, 37 00:01:27,750 --> 00:01:30,790 part two, we're going to talk about when you 38 00:01:30,790 --> 00:01:32,790 are delivering your presentations, 39 00:01:32,790 --> 00:01:35,070 whether in person or virtual. 40 00:01:35,190 --> 00:01:38,270 Why they may not be converting for lead 41 00:01:38,270 --> 00:01:40,110 generation. So we know that a bunch of you 42 00:01:40,150 --> 00:01:43,110 like us, we do a lot of speaking to attract 43 00:01:43,150 --> 00:01:45,550 leads and clients to our business. 44 00:01:45,590 --> 00:01:46,990 You you are too. 45 00:01:47,150 --> 00:01:49,270 There are certain things to do to make it 46 00:01:49,270 --> 00:01:52,030 more likely that people are going to want to 47 00:01:52,070 --> 00:01:53,510 work with you, and so we're going to cover 48 00:01:53,510 --> 00:01:55,270 that in part two. 49 00:01:55,630 --> 00:01:57,150 Now, Diane, you and I, 50 00:01:57,190 --> 00:02:00,470 we have been obviously speakers and coaches 51 00:02:00,470 --> 00:02:01,710 for a long time. 52 00:02:01,750 --> 00:02:04,790 We've also been marketers and worked in 53 00:02:04,790 --> 00:02:07,750 branding for pretty much our entire careers. 54 00:02:07,750 --> 00:02:10,830 And so I know for a lot of entrepreneurs and 55 00:02:10,830 --> 00:02:11,990 small business owners, 56 00:02:11,990 --> 00:02:14,150 they are the experts in the work that they do 57 00:02:14,150 --> 00:02:15,710 with their clients. And unless there are 58 00:02:15,710 --> 00:02:17,670 marketers themselves as far as their 59 00:02:17,670 --> 00:02:18,990 background, they probably don't like 60 00:02:18,990 --> 00:02:21,390 marketing that much. Or I know, 61 00:02:21,390 --> 00:02:22,710 like a lot of people are like, 62 00:02:22,710 --> 00:02:24,430 oh, more marketing that I have to do. 63 00:02:24,430 --> 00:02:27,950 But here is why speaking is so effective, 64 00:02:28,110 --> 00:02:30,670 because you probably have heard of that know 65 00:02:30,790 --> 00:02:33,550 like trust factor that is essential for 66 00:02:33,550 --> 00:02:36,630 someone to want to consider working with you 67 00:02:36,790 --> 00:02:38,550 and being a public speaker. 68 00:02:38,830 --> 00:02:43,030 100 X's the speed that know like trust 69 00:02:43,030 --> 00:02:45,630 factor. So Diane, let's kick off this episode 70 00:02:45,630 --> 00:02:47,830 by talking about a speaking engagement that 71 00:02:47,830 --> 00:02:51,630 you did in the first part of the year to a 72 00:02:51,670 --> 00:02:53,670 local women's business group. 73 00:02:53,670 --> 00:02:57,180 And we were really pleasantly surprised by 74 00:02:57,460 --> 00:02:59,580 the results that we got and the number of 75 00:02:59,580 --> 00:03:01,940 clients who signed up to work with us that 76 00:03:01,940 --> 00:03:02,900 very same day. 77 00:03:03,580 --> 00:03:06,940 Diane Diaz: Yes, yes. When we're thinking about that, 78 00:03:06,940 --> 00:03:08,740 your signature talk is your marketing. 79 00:03:08,740 --> 00:03:10,420 That's exactly what that was. Now, 80 00:03:10,460 --> 00:03:12,060 that was a lead generation talk. 81 00:03:12,060 --> 00:03:14,940 Specifically, it was an unpaid talk. 82 00:03:14,980 --> 00:03:16,780 They asked me to come speak on personal 83 00:03:16,820 --> 00:03:20,220 branding and unpaid, which that's I'm happy 84 00:03:20,220 --> 00:03:23,500 to do that. But I approached it as a lead 85 00:03:23,500 --> 00:03:25,660 generation talk because I knew our ideal 86 00:03:25,660 --> 00:03:26,980 client was in the audience. 87 00:03:27,020 --> 00:03:29,180 Right? Lots of them. About 60 women, 88 00:03:29,500 --> 00:03:30,980 many of our ideal clients. 89 00:03:31,500 --> 00:03:34,340 And so I designed the talk to plant those 90 00:03:34,340 --> 00:03:37,340 sales seeds, walk them down the path to want 91 00:03:37,340 --> 00:03:40,180 to work with us. And we ended up getting 92 00:03:40,180 --> 00:03:42,140 three clients right off the bat from the 93 00:03:42,140 --> 00:03:45,420 offer that I made in a very non salesy way. 94 00:03:45,620 --> 00:03:47,460 Right. I think you mentioned, 95 00:03:47,460 --> 00:03:49,220 Carol, that a lot of people may not like 96 00:03:49,220 --> 00:03:50,940 marketing because it's just like, 97 00:03:50,980 --> 00:03:52,180 oh, I got to market myself. 98 00:03:52,540 --> 00:03:54,980 I think that might be because we look at it 99 00:03:54,980 --> 00:03:56,260 as sales and we feel like, 100 00:03:56,300 --> 00:03:58,180 oh, it's kind of icky and we don't like to do 101 00:03:58,180 --> 00:04:03,740 that. Imagine if your talk sells you for you, 102 00:04:03,780 --> 00:04:06,460 right? It sells your services for you without 103 00:04:06,460 --> 00:04:07,740 you having to, quote unquote, 104 00:04:07,780 --> 00:04:10,740 sell. And that's what marketing is, 105 00:04:10,740 --> 00:04:12,660 right? It's you're making that you're 106 00:04:12,660 --> 00:04:14,380 building that know like trust factor because 107 00:04:14,420 --> 00:04:16,900 now you're standing in front of them or 108 00:04:16,940 --> 00:04:18,380 virtual. But in this case, 109 00:04:18,380 --> 00:04:20,580 I was standing in front of them. They see me, 110 00:04:20,620 --> 00:04:22,100 they hear the stories. 111 00:04:22,100 --> 00:04:23,420 They hear my message. 112 00:04:23,700 --> 00:04:24,860 They have activities. 113 00:04:24,860 --> 00:04:27,380 They participate in the talk they're 114 00:04:27,380 --> 00:04:29,500 building. I'm building a rapport with them, 115 00:04:29,500 --> 00:04:30,940 and I'm building trust. 116 00:04:31,140 --> 00:04:33,100 And what I'm sharing with them is resonating. 117 00:04:33,100 --> 00:04:35,140 So they're like, yes, yes, that's that seems 118 00:04:35,180 --> 00:04:36,620 accurate. That seems accurate. 119 00:04:37,020 --> 00:04:40,420 And then when I have the offer now, 120 00:04:40,420 --> 00:04:42,860 they want to be part of it because I have not 121 00:04:42,860 --> 00:04:46,100 only sold my message, but I've built trust 122 00:04:46,100 --> 00:04:49,220 that I, I am talking about something in a 123 00:04:49,220 --> 00:04:51,620 credible way. So they want to be part of 124 00:04:51,660 --> 00:04:52,100 that. 125 00:04:52,730 --> 00:04:54,570 Carol Cox: Diane, what you just said there about that, 126 00:04:54,570 --> 00:04:56,890 they participate. I think this is so key. 127 00:04:56,890 --> 00:04:59,210 So we think about marketing strategy as a 128 00:04:59,210 --> 00:05:01,010 whole. And here speaking your brand, we have 129 00:05:01,010 --> 00:05:03,250 a number of different marketing channels that 130 00:05:03,250 --> 00:05:05,930 we use. So obviously this podcast is one of 131 00:05:05,930 --> 00:05:07,850 our top marketing channels as far as 132 00:05:07,850 --> 00:05:10,770 visibility and exposure and getting listeners 133 00:05:10,770 --> 00:05:13,210 to learn more about what we do and, 134 00:05:13,210 --> 00:05:15,130 and how they can work with us and building 135 00:05:15,130 --> 00:05:16,410 that know like trust factor. 136 00:05:16,410 --> 00:05:18,090 So we have the podcast, 137 00:05:18,130 --> 00:05:19,850 we have the Speaking Your Brand YouTube 138 00:05:19,850 --> 00:05:21,570 channel. If you haven't yet subscribed, you 139 00:05:21,570 --> 00:05:23,410 can go over to the link in the show notes and 140 00:05:23,410 --> 00:05:24,890 subscribe. That's one of the goals for this 141 00:05:24,890 --> 00:05:26,970 year where we're building more of the YouTube 142 00:05:26,970 --> 00:05:28,730 channel. We use LinkedIn. 143 00:05:28,770 --> 00:05:30,330 We have the email newsletter. 144 00:05:30,370 --> 00:05:31,770 Obviously we have the website, 145 00:05:31,770 --> 00:05:34,410 we have referral partners that we work with 146 00:05:34,450 --> 00:05:37,090 and other people that we know in either our 147 00:05:37,090 --> 00:05:39,370 local community or online community that we 148 00:05:39,410 --> 00:05:41,010 collaborate with. So all of those are 149 00:05:41,010 --> 00:05:42,850 different marketing channels, 150 00:05:42,850 --> 00:05:46,250 but we very actively use public speaking as 151 00:05:46,290 --> 00:05:48,530 that as well. And here's the reason why we 152 00:05:48,570 --> 00:05:49,930 find it to be so effective. 153 00:05:49,930 --> 00:05:52,090 And don't forget, in part two of this series, 154 00:05:52,090 --> 00:05:54,530 we're going to come back to how to drop those 155 00:05:54,530 --> 00:05:57,170 sales seeds into your presentations so it 156 00:05:57,170 --> 00:05:59,090 doesn't feel salesy so that it feels 157 00:05:59,090 --> 00:06:01,410 authentic and comfortable for you and for the 158 00:06:01,410 --> 00:06:02,770 audience. So those tips are going to be 159 00:06:02,770 --> 00:06:04,890 coming in part two. But if we think about 160 00:06:04,890 --> 00:06:06,210 this idea of marketing, 161 00:06:06,810 --> 00:06:09,850 I know that I have seen and I'm sure you have 162 00:06:09,850 --> 00:06:11,570 seen, that it's harder and harder to get 163 00:06:11,570 --> 00:06:13,370 visibility online. 164 00:06:13,370 --> 00:06:15,570 There's more content, there's more content 165 00:06:15,570 --> 00:06:18,450 creators. There's more content on social 166 00:06:18,450 --> 00:06:20,730 media, on podcasts, on YouTube. 167 00:06:20,730 --> 00:06:22,690 So the reach you may have had a few years 168 00:06:22,690 --> 00:06:25,050 ago, you probably don't have now. 169 00:06:25,210 --> 00:06:27,370 The algorithms change all the time. 170 00:06:27,410 --> 00:06:30,170 It's hard to keep up with and figure out what 171 00:06:30,170 --> 00:06:32,010 are these different channels want. 172 00:06:32,050 --> 00:06:33,730 What types of posts do they want? 173 00:06:34,210 --> 00:06:36,810 But here is why public speaking is so 174 00:06:36,810 --> 00:06:40,610 critical. You have a captive audience, 175 00:06:40,850 --> 00:06:42,410 especially in person. 176 00:06:42,570 --> 00:06:43,690 They are sitting there. 177 00:06:43,730 --> 00:06:45,250 They're paying attention to you. 178 00:06:45,290 --> 00:06:46,930 They're probably not on their phones. It 179 00:06:46,930 --> 00:06:49,160 would be kind of rude if they were in person 180 00:06:49,200 --> 00:06:50,640 on their phones. Virtual was a whole 181 00:06:50,640 --> 00:06:51,800 different thing. Right, 182 00:06:51,800 --> 00:06:53,400 right. But still, you have a relatively 183 00:06:53,440 --> 00:06:55,000 captive audience, even virtual, 184 00:06:55,040 --> 00:06:56,920 because they're even if they're only half 185 00:06:56,920 --> 00:06:58,400 listening to you, at least they're listening 186 00:06:58,440 --> 00:07:01,000 to you. But you have this captive audience 187 00:07:01,000 --> 00:07:03,320 and they're actively participating. 188 00:07:03,360 --> 00:07:05,920 Now, contrast that with online activities, 189 00:07:05,920 --> 00:07:08,680 which are passive, where people are passively 190 00:07:08,680 --> 00:07:11,280 scrolling, they're passively consuming. 191 00:07:11,280 --> 00:07:13,400 You're just one of literally tens, 192 00:07:13,440 --> 00:07:16,080 dozens, maybe hundreds of things that they've 193 00:07:16,080 --> 00:07:18,720 seen in a very short period of time during 194 00:07:18,720 --> 00:07:20,880 the day. As a public speaker, 195 00:07:20,920 --> 00:07:23,560 you are there for 15, 20, 196 00:07:23,600 --> 00:07:27,040 30 minutes, even an hour building like Diane, 197 00:07:27,120 --> 00:07:29,320 like you said, that rapport and that trust 198 00:07:29,320 --> 00:07:32,080 with them. And so that's where you go beyond 199 00:07:32,080 --> 00:07:33,960 that surface level visibility, 200 00:07:33,960 --> 00:07:35,800 which is what you get from the algorithms. 201 00:07:35,800 --> 00:07:37,560 You should still do those things because you 202 00:07:37,560 --> 00:07:41,240 need to have that online visibility as well. 203 00:07:41,400 --> 00:07:43,440 But think about how you're going to fit 204 00:07:43,440 --> 00:07:46,480 speaking into your marketing strategy for 205 00:07:46,480 --> 00:07:48,390 this year, because I think you'll find that 206 00:07:48,390 --> 00:07:50,830 you're going to get a lot more results and a 207 00:07:50,830 --> 00:07:53,190 lot more results more quickly than you even 208 00:07:53,230 --> 00:07:54,070 do online. 209 00:07:54,590 --> 00:07:55,990 Diane Diaz: Yes. And I think to add to that, 210 00:07:55,990 --> 00:07:57,830 I think another thing that is happening when 211 00:07:57,830 --> 00:08:01,270 you are speaking in person that you can't 212 00:08:01,270 --> 00:08:03,950 replicate virtually or even, 213 00:08:03,990 --> 00:08:06,190 you know, in social media and things, is that 214 00:08:06,870 --> 00:08:09,550 the people in the room listening to you see 215 00:08:09,550 --> 00:08:11,550 the other people in the room listening to 216 00:08:11,550 --> 00:08:13,750 you, they see them nodding. 217 00:08:14,350 --> 00:08:16,150 So like, oh yeah, she's buying in, 218 00:08:16,190 --> 00:08:17,350 he's buying in. 219 00:08:17,910 --> 00:08:19,350 Then they're like, oh we're all. 220 00:08:19,390 --> 00:08:21,590 Yeah. Mhm. Right. And it's like confirmation 221 00:08:21,590 --> 00:08:25,190 that you are on the right track. 222 00:08:25,230 --> 00:08:27,030 Right. And so we see that other people in the 223 00:08:27,030 --> 00:08:29,110 room raising their hands or participating or 224 00:08:29,550 --> 00:08:31,750 it's like we're all buying into the same 225 00:08:31,750 --> 00:08:34,510 message. So it reinforces our decision our 226 00:08:34,510 --> 00:08:36,470 good decision to sit there and listen to your 227 00:08:36,470 --> 00:08:37,230 message. 228 00:08:37,470 --> 00:08:39,390 Carol Cox: Oh, it's like the mirror neurons. 229 00:08:39,430 --> 00:08:40,990 Diane Diaz: Yes yes yes, yes. 230 00:08:40,990 --> 00:08:42,950 It's the reason why if I see someone cry, 231 00:08:43,030 --> 00:08:44,670 bam, I will cry. I don't even have to know 232 00:08:44,670 --> 00:08:45,790 why you're crying, right? 233 00:08:45,830 --> 00:08:48,310 Carol Cox: Yes. Or laugh. Or people start laughing and 234 00:08:48,310 --> 00:08:50,350 then you start laughing. All of that? Yes. 235 00:08:50,590 --> 00:08:52,270 And so right there. 236 00:08:52,270 --> 00:08:54,830 See? So you're getting you as the speaker. 237 00:08:55,030 --> 00:08:57,030 The audience is seeing that other people are 238 00:08:57,030 --> 00:08:59,790 resonating so that that then they're more 239 00:08:59,790 --> 00:09:02,150 likely to see you as someone that they can 240 00:09:02,150 --> 00:09:05,110 trust. But then also as the speaker in the 241 00:09:05,110 --> 00:09:06,550 front of the room or on the stage, 242 00:09:06,550 --> 00:09:10,110 you have built in authority and credibility 243 00:09:10,230 --> 00:09:11,750 just by virtue of being there, 244 00:09:11,750 --> 00:09:14,110 which, again, is a lot harder to establish 245 00:09:14,270 --> 00:09:16,150 online when you're just one of many, 246 00:09:16,150 --> 00:09:18,230 many things that people are looking at. 247 00:09:18,670 --> 00:09:21,630 Yes. Okay. So hopefully we have convinced you 248 00:09:21,830 --> 00:09:25,390 that speaking is an essential ingredient for 249 00:09:25,390 --> 00:09:27,350 your marketing strategy so that you get 250 00:09:27,350 --> 00:09:29,950 results more quickly for what you're doing. 251 00:09:30,270 --> 00:09:32,830 Here's though, what what happens a lot of 252 00:09:32,830 --> 00:09:35,390 times when you get a speaking invitation. 253 00:09:35,390 --> 00:09:37,510 So hopefully you're going out there and to 254 00:09:37,510 --> 00:09:39,470 your local community, local groups, 255 00:09:39,470 --> 00:09:40,910 and maybe you're pitching yourself for 256 00:09:40,910 --> 00:09:43,390 conferences and events and then you get 257 00:09:43,500 --> 00:09:46,140 selected or someone invites you to speak. 258 00:09:46,180 --> 00:09:48,860 Maybe you have a presentation that you use in 259 00:09:48,860 --> 00:09:51,460 the past so you kind of dust it off. 260 00:09:51,500 --> 00:09:53,580 Maybe it's been a little while and you're 261 00:09:53,580 --> 00:09:56,300 like, okay, I'll change the title slide to 262 00:09:56,300 --> 00:09:59,100 the current date, and maybe I'll change my 263 00:09:59,100 --> 00:10:02,340 headshot photos, a little old photo in and 264 00:10:02,340 --> 00:10:04,420 I'll and I'll change a couple of things and 265 00:10:04,420 --> 00:10:06,540 that's it. And maybe the slide deck is from a 266 00:10:06,580 --> 00:10:07,740 while ago. And you know, 267 00:10:07,780 --> 00:10:09,020 design trends change. 268 00:10:09,060 --> 00:10:10,780 Like what audiences want change. 269 00:10:10,780 --> 00:10:13,140 So you definitely want that to be up to date. 270 00:10:13,300 --> 00:10:15,980 Or maybe you don't really have a current 271 00:10:15,980 --> 00:10:18,540 presentation or a current slide deck. 272 00:10:18,540 --> 00:10:21,140 So you kind of just put something together at 273 00:10:21,140 --> 00:10:24,220 the last minute, or maybe you wing it or and 274 00:10:24,220 --> 00:10:26,660 that's also contributes to a lot of nerves 275 00:10:26,660 --> 00:10:28,460 that people get because they're not feeling 276 00:10:28,460 --> 00:10:30,580 comfortable in their message and they don't 277 00:10:30,580 --> 00:10:32,820 feel as prepared for it. 278 00:10:32,980 --> 00:10:35,980 And they really I think a lot of times that 279 00:10:36,020 --> 00:10:38,020 is that they'll treat their presentation as 280 00:10:38,020 --> 00:10:41,220 an afterthought instead of a core essential 281 00:10:41,220 --> 00:10:43,140 element, not only of their marketing 282 00:10:43,140 --> 00:10:45,180 strategy, but of their business strategy and 283 00:10:45,180 --> 00:10:47,900 really getting people to understand who you 284 00:10:47,900 --> 00:10:51,340 are as a person, but as a business owner, 285 00:10:51,380 --> 00:10:53,340 what matters to you, but then by extension, 286 00:10:53,340 --> 00:10:55,180 what matters to the audience and how you have 287 00:10:55,180 --> 00:10:56,580 that connection together? 288 00:10:57,500 --> 00:10:58,140 Diane Diaz: Yes. 289 00:10:59,220 --> 00:11:01,020 Carol Cox: So we think about a signature talk. 290 00:11:01,020 --> 00:11:04,580 Now you can have more than one topic that you 291 00:11:04,580 --> 00:11:06,940 speak about, so don't hear signature talk and 292 00:11:06,940 --> 00:11:09,340 feel like we're trying to box you in into 293 00:11:09,380 --> 00:11:11,540 only one thing that you're allowed to talk 294 00:11:11,540 --> 00:11:13,500 about, and that's it for the next year or 295 00:11:13,500 --> 00:11:15,380 two. You cannot talk about anything else. 296 00:11:15,740 --> 00:11:17,460 That's not what a signature talk is. 297 00:11:17,500 --> 00:11:19,180 A signature talk, instead, 298 00:11:19,220 --> 00:11:22,940 is how we map out what your thought 299 00:11:22,980 --> 00:11:24,180 leadership message is, 300 00:11:24,180 --> 00:11:25,900 what your core message is, 301 00:11:26,660 --> 00:11:28,340 how that relates to the audience, 302 00:11:28,340 --> 00:11:29,380 why it matters to them. 303 00:11:29,380 --> 00:11:30,820 Because you need to get buy in from the 304 00:11:30,820 --> 00:11:33,860 audience. We integrate your stories, 305 00:11:33,860 --> 00:11:36,860 your client examples into that as well as 306 00:11:36,860 --> 00:11:38,660 your framework. Anything else that's 307 00:11:38,660 --> 00:11:41,330 important to you and the work that you do, 308 00:11:41,370 --> 00:11:43,290 and that's important to the audience. So that 309 00:11:43,290 --> 00:11:45,130 is what happens when we create, 310 00:11:45,170 --> 00:11:47,250 when we map out your signature talk. 311 00:11:47,690 --> 00:11:50,450 And then you can repurpose that for different 312 00:11:50,450 --> 00:11:52,210 events, different audiences, 313 00:11:52,210 --> 00:11:53,730 different lengths of time. 314 00:11:53,730 --> 00:11:57,130 But your core message is central to what you 315 00:11:57,130 --> 00:11:58,850 do. And that's why it becomes part of your 316 00:11:58,850 --> 00:12:00,130 marketing strategy. 317 00:12:00,290 --> 00:12:02,050 And I think, Diane, this is what surprised me 318 00:12:02,050 --> 00:12:04,330 the most when we first started working with 319 00:12:04,330 --> 00:12:07,010 our clients. And we have our signature Talk 320 00:12:07,010 --> 00:12:08,690 Canvas framework with the three acts, 321 00:12:08,690 --> 00:12:11,130 and we map out everything using the post-it 322 00:12:11,130 --> 00:12:14,330 notes. And then I would I remember this was 323 00:12:14,330 --> 00:12:16,210 probably back in maybe 2018, 324 00:12:16,250 --> 00:12:17,890 and I would do this process, and I had a 325 00:12:17,890 --> 00:12:21,530 client come back to me after that initial VIP 326 00:12:21,570 --> 00:12:23,330 day where we did that, and she said to me, 327 00:12:23,330 --> 00:12:26,530 oh, I took what we worked on for the talk and 328 00:12:26,530 --> 00:12:27,690 all the post-it notes, 329 00:12:27,690 --> 00:12:30,050 and I wrote a five part email nurture 330 00:12:30,050 --> 00:12:31,810 sequence, and I took part of it, 331 00:12:31,810 --> 00:12:34,770 and I added it to the different parts of my 332 00:12:34,770 --> 00:12:37,090 website, and I created some social media 333 00:12:37,090 --> 00:12:38,450 posts from it, and I was like, 334 00:12:38,530 --> 00:12:41,330 oh, well, of course I was like a doll moment. 335 00:12:41,330 --> 00:12:43,570 Like, of course that that is who you are. 336 00:12:43,570 --> 00:12:45,250 And that's your marketing message. 337 00:12:45,490 --> 00:12:47,850 Even though it's presented as a signature 338 00:12:47,850 --> 00:12:49,810 talk, it really is the foundation for 339 00:12:49,810 --> 00:12:51,090 everything that you're doing. 340 00:12:51,370 --> 00:12:53,410 Diane Diaz: Yeah, it's really like a signature message, 341 00:12:53,410 --> 00:12:54,690 right? It's like you're creating the 342 00:12:54,690 --> 00:12:56,410 signature message that is a talk, 343 00:12:56,410 --> 00:12:58,250 but then it becomes all these other things. 344 00:12:58,250 --> 00:13:00,490 And I know, you know, when when I work with 345 00:13:00,490 --> 00:13:02,050 clients, often they'll say, 346 00:13:02,050 --> 00:13:04,490 well, now how do I what do I do with this? 347 00:13:04,490 --> 00:13:05,730 Beyond this, I'm like, well, 348 00:13:06,010 --> 00:13:07,890 you can expand on this and make a workshop 349 00:13:07,890 --> 00:13:10,530 that you sell for pay, 350 00:13:10,570 --> 00:13:13,410 right? You can condense it down to three 351 00:13:13,410 --> 00:13:15,250 points, and you could be on a panel where you 352 00:13:15,250 --> 00:13:17,370 could share that, you could be interviewed on 353 00:13:17,370 --> 00:13:18,770 a podcast and pull from that. 354 00:13:18,770 --> 00:13:20,690 You can create social media posts, 355 00:13:20,690 --> 00:13:22,930 you could create an online course. 356 00:13:22,930 --> 00:13:24,610 There's so many things that you can do. 357 00:13:24,730 --> 00:13:26,890 And like you said, repurpose it for different 358 00:13:26,890 --> 00:13:29,170 audiences. Find what the angle is that that 359 00:13:29,170 --> 00:13:30,850 audience is going to care about, 360 00:13:30,850 --> 00:13:32,730 and then swap out stories that are meaningful 361 00:13:32,730 --> 00:13:35,050 for them. Swap out examples, 362 00:13:35,050 --> 00:13:36,690 swap out audience engagement, 363 00:13:37,360 --> 00:13:40,200 techniques. So you make it a different talk, 364 00:13:40,200 --> 00:13:42,360 but it's not a whole completely different 365 00:13:42,360 --> 00:13:43,840 talk. You're just repurposing what you've 366 00:13:43,840 --> 00:13:45,680 already created. So you become known as the 367 00:13:45,680 --> 00:13:48,160 person who talks about XYZ topic, 368 00:13:48,520 --> 00:13:50,840 but then it's tailored to each audience. 369 00:13:51,200 --> 00:13:53,440 Carol Cox: Yes. Now, and if you're listening to us talk 370 00:13:53,480 --> 00:13:55,600 about this and it's and we make it sound 371 00:13:55,600 --> 00:13:57,400 really easy. Now remember, 372 00:13:57,400 --> 00:13:59,360 we've been doing this with speaking your 373 00:13:59,360 --> 00:14:01,360 brand for ten years, working with clients. 374 00:14:01,360 --> 00:14:03,200 And obviously we've been presenting for much 375 00:14:03,200 --> 00:14:04,360 longer than that. 376 00:14:04,360 --> 00:14:06,400 So we are like the Simone Biles. 377 00:14:06,880 --> 00:14:09,920 Yeah. Speaking coaches because we make it 378 00:14:09,920 --> 00:14:12,360 look easy. And we know that just like she 379 00:14:12,360 --> 00:14:14,160 makes it look easy when she does all of her 380 00:14:14,160 --> 00:14:16,760 twists and turns. And we know that it is not 381 00:14:16,760 --> 00:14:18,040 easy at all. 382 00:14:18,040 --> 00:14:19,240 So if you're listening to this and you're 383 00:14:19,240 --> 00:14:20,920 like, okay, yeah, sure sounds easy, just 384 00:14:20,920 --> 00:14:22,480 switch out audience activities and just 385 00:14:22,480 --> 00:14:24,360 switch out stories and repurpose it and 386 00:14:24,360 --> 00:14:26,640 change the length. We understand that. 387 00:14:26,640 --> 00:14:29,640 So this is why when you work with us in our 388 00:14:29,640 --> 00:14:30,760 Thought Leader Academy, 389 00:14:30,760 --> 00:14:32,680 which is our online program, 390 00:14:32,800 --> 00:14:35,630 not only do you get that VIP day where we 391 00:14:35,910 --> 00:14:38,230 take all everything that's in your brain, 392 00:14:38,230 --> 00:14:40,590 all your ideas and stories and all everything 393 00:14:40,590 --> 00:14:42,350 that feels clear to you, 394 00:14:42,390 --> 00:14:44,390 yet confusing at the same time. 395 00:14:44,390 --> 00:14:46,630 We take all that, we map it out to your 396 00:14:46,630 --> 00:14:47,950 entire signature message. 397 00:14:47,990 --> 00:14:50,190 Again, that's the foundation for your talk, 398 00:14:50,230 --> 00:14:52,510 as well as the other marketing assets that 399 00:14:52,510 --> 00:14:53,790 you can use it for. 400 00:14:53,830 --> 00:14:56,990 But then we teach you throughout the program 401 00:14:57,190 --> 00:14:59,750 how to repurpose it, how to change it out for 402 00:14:59,750 --> 00:15:02,030 different audiences, how to how to change the 403 00:15:02,070 --> 00:15:04,670 emphasis on stories or different parts of 404 00:15:04,670 --> 00:15:06,310 your framework depending on who you're 405 00:15:06,310 --> 00:15:08,870 talking to. So not only are you getting the 406 00:15:08,870 --> 00:15:11,270 deliverable of your signature message and the 407 00:15:11,270 --> 00:15:13,230 different assets that you're creating, 408 00:15:13,230 --> 00:15:15,310 but you're learning the framework so that you 409 00:15:15,310 --> 00:15:17,350 can use it going forward for anything else 410 00:15:17,350 --> 00:15:18,470 that you're working on? 411 00:15:18,630 --> 00:15:20,710 Diane Diaz: Yes. Yeah, I think that's the beauty of it. 412 00:15:20,990 --> 00:15:24,630 And then once, once a client actually then 413 00:15:24,630 --> 00:15:25,790 takes it and repurposes it, 414 00:15:25,790 --> 00:15:27,070 they're like, ah, yes. 415 00:15:27,070 --> 00:15:28,990 And we've had numerous clients say to us 416 00:15:29,190 --> 00:15:30,830 later on like, oh, you know, 417 00:15:30,870 --> 00:15:32,630 they worked with us, you know, a year ago. 418 00:15:32,630 --> 00:15:34,150 And they're like, oh, I actually use that 419 00:15:34,150 --> 00:15:37,030 outline. And I used that to take the content 420 00:15:37,030 --> 00:15:40,150 and turn it into talk for this or to create a 421 00:15:40,830 --> 00:15:42,470 download that I was working on. 422 00:15:43,510 --> 00:15:44,550 Carol Cox: Yes, exactly. 423 00:15:44,550 --> 00:15:47,310 And so then because you'll get the entire 424 00:15:47,310 --> 00:15:50,150 talk, so we give you photos of the board with 425 00:15:50,150 --> 00:15:51,750 all the post-it notes mapped out on it, and 426 00:15:51,750 --> 00:15:53,270 then you have an outline document that you 427 00:15:53,270 --> 00:15:55,630 fill in. And then we teach you the framework 428 00:15:55,630 --> 00:15:58,270 through the the zoom, the group zoom calls 429 00:15:58,270 --> 00:16:00,150 that we have in our online learning hub. 430 00:16:00,150 --> 00:16:03,390 So you are very well positioned to be able to 431 00:16:03,430 --> 00:16:06,310 learn how we do this, so that you can do it 432 00:16:06,310 --> 00:16:08,710 for yourself so that you're continuing to get 433 00:16:08,710 --> 00:16:12,150 the ROI from the experience that you have by 434 00:16:12,150 --> 00:16:14,390 working with us. All right. 435 00:16:14,390 --> 00:16:15,790 So let's do a quick recap, 436 00:16:15,790 --> 00:16:17,710 Diane. And then we're going to set up, uh, 437 00:16:17,710 --> 00:16:19,390 part two. Yes. 438 00:16:26,910 --> 00:16:29,990 Okay. So marketing strategy your your 439 00:16:29,990 --> 00:16:31,860 signature talk and thinking about public 440 00:16:31,860 --> 00:16:34,580 speaking is an essential aspect of your 441 00:16:34,580 --> 00:16:36,980 marketing strategy going forward. 442 00:16:37,580 --> 00:16:39,420 Like we said in the beginning, it is really 443 00:16:39,420 --> 00:16:41,540 how you're going to build that rapport and 444 00:16:41,540 --> 00:16:44,300 that trust with your audiences so that you 445 00:16:44,300 --> 00:16:46,820 can get more leads and clients and more 446 00:16:46,820 --> 00:16:49,380 opportunities, more speaking opportunities, 447 00:16:49,580 --> 00:16:52,060 board opportunities, opportunities with 448 00:16:52,060 --> 00:16:54,220 associations that you may want to get 449 00:16:54,220 --> 00:16:56,820 involved in. Being a public speaker really 450 00:16:56,820 --> 00:16:58,220 gives you that credibility and that 451 00:16:58,220 --> 00:17:01,580 authority, so that you can apply for these 452 00:17:01,580 --> 00:17:03,180 other opportunities as well. 453 00:17:03,620 --> 00:17:05,860 And so when you think about sitting down to 454 00:17:05,900 --> 00:17:08,140 work on your signature message, 455 00:17:08,180 --> 00:17:11,220 think about not only what it is that you do 456 00:17:11,220 --> 00:17:13,980 within your business, so the services that 457 00:17:13,980 --> 00:17:16,260 you offer, but what is the problem that 458 00:17:16,260 --> 00:17:18,300 you're solving for your clients? 459 00:17:18,340 --> 00:17:20,100 So by extension, what is the problem that 460 00:17:20,100 --> 00:17:21,900 you're solving for your audience? 461 00:17:21,900 --> 00:17:23,340 What does your audience want? 462 00:17:23,380 --> 00:17:24,820 So like what is it that they want? 463 00:17:24,860 --> 00:17:26,860 What are their goals related to what it is 464 00:17:26,860 --> 00:17:28,780 that you do in your business. 465 00:17:28,780 --> 00:17:31,140 So for example here was speaking your brand. 466 00:17:31,740 --> 00:17:33,060 If you're listening to this, 467 00:17:33,100 --> 00:17:35,940 your goal is probably that you want to have a 468 00:17:35,940 --> 00:17:37,900 bigger impact. Maybe you enjoy public 469 00:17:37,900 --> 00:17:40,380 speaking. You want to be on bigger stages. 470 00:17:40,380 --> 00:17:42,140 Maybe you're just getting started with public 471 00:17:42,140 --> 00:17:43,780 speaking. So you're trying to figure out how 472 00:17:43,780 --> 00:17:46,220 to navigate the speaking world, 473 00:17:46,220 --> 00:17:47,620 how to pitch yourself, 474 00:17:47,620 --> 00:17:49,420 how to create a talk that's compelling. 475 00:17:49,420 --> 00:17:51,100 So those are the goals that you have. 476 00:17:51,420 --> 00:17:53,620 Maybe some of the challenges that you're 477 00:17:53,620 --> 00:17:55,780 trying to figure out is where to pitch, 478 00:17:55,780 --> 00:17:58,300 how to pitch, how to create that talk. 479 00:17:58,340 --> 00:18:01,140 Should you focus on a keynote talk or a lead 480 00:18:01,140 --> 00:18:03,220 generation talk? How can you do both? 481 00:18:03,220 --> 00:18:05,980 So you have all these different questions in 482 00:18:05,980 --> 00:18:07,940 your mind. And then so those are the 483 00:18:07,940 --> 00:18:09,300 challenges that you see. 484 00:18:09,500 --> 00:18:12,300 And then the challenges that we see that you 485 00:18:12,340 --> 00:18:14,900 may not see because this is not your space, 486 00:18:15,060 --> 00:18:18,620 is that so often our clients and it gets 487 00:18:18,620 --> 00:18:20,580 stuck in what we call the expert trap. 488 00:18:20,740 --> 00:18:24,780 So you train to your audiences instead of 489 00:18:24,780 --> 00:18:26,260 providing them with thought, 490 00:18:26,260 --> 00:18:29,610 leadership, motivation and inspiration 491 00:18:29,610 --> 00:18:31,170 because that's what's going to get them to 492 00:18:31,210 --> 00:18:33,130 act. Either act on your overall message, 493 00:18:33,130 --> 00:18:35,930 but then also act to hire you for whatever it 494 00:18:35,930 --> 00:18:37,730 is that you're going to help them with. 495 00:18:37,930 --> 00:18:40,490 So think about the problem that you solve, 496 00:18:40,490 --> 00:18:42,050 what your audience wants, 497 00:18:42,090 --> 00:18:44,370 what it is that's that they think is getting 498 00:18:44,370 --> 00:18:46,050 in their way, what challenges they have. But 499 00:18:46,050 --> 00:18:48,730 what do you see as the real problem that they 500 00:18:48,730 --> 00:18:49,930 may not recognize yet? 501 00:18:49,930 --> 00:18:52,170 But you see it because you're the expert in 502 00:18:52,170 --> 00:18:55,090 this space, and you can help them to get past 503 00:18:55,090 --> 00:18:57,330 that real problem, to get to the goals that 504 00:18:57,330 --> 00:19:00,330 they have. So that's your your marketing 505 00:19:00,370 --> 00:19:03,770 message. And again, if that sounded a little 506 00:19:03,810 --> 00:19:06,330 bit confusing, that's why you need us. 507 00:19:06,850 --> 00:19:09,690 We help to clarify that for you because again 508 00:19:09,690 --> 00:19:11,450 it's hard to do it for yourself. 509 00:19:11,450 --> 00:19:14,090 It's even hard for us to do it for ourselves. 510 00:19:14,090 --> 00:19:15,970 That's why I've had business coaches over the 511 00:19:15,970 --> 00:19:18,330 years and people I've hired to help with 512 00:19:18,330 --> 00:19:20,370 marketing, because you need that outside 513 00:19:20,370 --> 00:19:22,370 perspective on there. 514 00:19:22,610 --> 00:19:24,730 So that's your that's your homework. 515 00:19:24,730 --> 00:19:27,290 Those are your to do's for this episode. 516 00:19:27,330 --> 00:19:29,090 And of course, if you would like to work with 517 00:19:29,090 --> 00:19:32,090 us, we would be more than happy to do so. 518 00:19:32,130 --> 00:19:34,050 The best thing to do is go to speaking your 519 00:19:34,050 --> 00:19:36,730 brand. You can schedule a consultation call 520 00:19:36,730 --> 00:19:39,130 with us. We can talk about what your goals 521 00:19:39,130 --> 00:19:42,290 are, and then we can talk about how we can 522 00:19:42,290 --> 00:19:44,170 work together, the different programs that we 523 00:19:44,170 --> 00:19:46,010 have, whether it's our online program, 524 00:19:46,010 --> 00:19:47,250 the Thought Leader Academy, 525 00:19:47,450 --> 00:19:49,530 doing a standalone VIP day, 526 00:19:49,530 --> 00:19:52,130 or even attending one of our one day 527 00:19:52,130 --> 00:19:54,650 in-person speaking workshops that we hold in 528 00:19:54,650 --> 00:19:57,250 Orlando, Florida, a couple of times a year. 529 00:19:57,850 --> 00:20:00,810 So now don't forget we have part two coming 530 00:20:00,810 --> 00:20:02,490 up in this series where we're going to dive 531 00:20:02,490 --> 00:20:05,090 more into how to make sure that your 532 00:20:05,090 --> 00:20:07,650 presentations are landing for lead generation 533 00:20:07,650 --> 00:20:10,570 so that you are getting clients from the 534 00:20:10,570 --> 00:20:12,010 speaking that you're doing. 535 00:20:12,250 --> 00:20:13,850 Diane, thank you so much for joining me 536 00:20:13,850 --> 00:20:14,290 today. 537 00:20:14,570 --> 00:20:15,410 Diane Diaz: Thanks, Carol. 538 00:20:15,850 --> 00:20:16,890 Carol Cox: Until next time. 539 00:20:16,890 --> 00:20:17,890 Thanks for listening.