Carol Cox: If you want to attract more leads and clients
from your speaking engagements,
we're going to tell you how to approach your
talks as a marketer so you increase your
conversions. On this episode of the Speaking
Your Brand podcast.
More and more women are making an impact by
starting businesses, running for office and
speaking up for what matters.
With my background as a TV political analyst,
entrepreneur, and speaker,
I interview and coach purpose driven women to
shape their brands, grow their companies,
and become recognized as influencers in their
field. This is speaking your brand,
your place to learn how to persuasively
communicate your message to your audience.
Welcome to the Speaking Your Brand podcast.
I'm your host, Carol Cox,
joined again today by our lead speaking
coach, Diane Diaz. Hi,
Diane.
Diane Diaz: Hello, Carol.
Carol Cox: This is part two of our new two part series
to help you see how you can integrate
speaking into your marketing strategy and how
to approach creating your talks as a
marketer. So if you haven't listened to part
one, you can go back and listen to that after
this one. They don't have to go necessarily
in any particular order,
but they do go really well together.
So in this episode today,
we're going to help you improve the
likelihood that you're going to get leads and
clients from your presentations.
So if you're out there delivering
presentations at conferences,
maybe at local groups or at events that
you're speaking at, most likely you want to
get leads and clients from them.
And we know that most event organizers and
most conferences nowadays say something like
no selling from the stage.
And we understand why,
because no audience wants to sit through a
sales pitch. And we can say this,
Diane and I, because we are marketers,
but marketers ruin everything.
Diane Diaz: So what.
Carol Cox: Like ten plus years ago,
is that marketers decided,
well, public speaking is a great channel for
marketing. And yes, it is.
It certainly is.
But then they decided to go give a talk,
which was like an I have all the secrets that
I'm going to teach you for all the things
that you need to know,
but the only way you can get my secrets is if
you buy my program for $5 or whatever,
right? Yeah, that kind of icky stuff.
Diane Diaz: Yeah.
Carol Cox: And conference organizers,
rightfully so, were like,
no, we don't want sessions like that.
That is not serving our audience. And we
completely agree.
But then what ends up happening is that you
go out and deliver your presentation,
and there's nothing in there,
or there's so little in there that the
audience has no clue that you even provide
the service that you do.
Now, I know you're thinking,
well, come on, like the audience knows,
I'm there as a speaker.
They see my business name on my title slide.
They see the logo on my slide.
Certainly. No, they know that they could hire
me, and they don't know that the audience
does not put two and two together.
They think you're they're just doing a public
service for that group or that conference,
just out of the goodness of your heart. And
you are for sure you want to provide them
with valuable content,
but they you have to put two and two together
for them, and you have to do it in a
strategic way.
So that, number one, you're not selling from
the stage because we don't want to, you know,
make anyone upset about that.
But actually that doesn't really work.
But so that you're doing it in service of you
and your business, but also in service of the
audience. So, Diane, I know that you've been
to a lot of groups, you've been to a lot of
conferences, you've seen a lot of speakers
over the years.
What are some of the things that you see them
doing that ends up harming or lessening their
opportunity to get leads and clients from
their presentations?
Diane Diaz: Yeah. Um, I have been to many a presentation.
Um, I think one thing and this comes up with
our clients a lot, is that they'll be they
are experts in their field at what they do.
They know a lot of information.
And I think we all have this tendency that we
want to teach as much as we can,
share as much as we can,
give them as much information as we can. And
that is a very noble endeavor.
But we sort of get stuck there,
as you say, stuck in the expert trap where we
are just teaching, teaching,
teaching. But we're not we're not telling
them what we do. We're not telling them that
we do this work. We're not telling them why
they even need our help.
Right. So we're just teaching instead of
inspiring, instead of helping them look at
the topic in a different way that might cause
them to need our help.
Right? So we sort of teach and instruct and
we because we feel comfortable there.
And I think we're all we're all guilty of
that at some time in our speaking journey.
Um, and then a whole bunch of information
like an information download.
Right. So we just unleash all of this because
we have to give them value.
We have to give them the goods We and
sometimes we give them the thing that could
be the call to action.
We give them that too.
And so now we've missed an opportunity.
And they are they necessarily going to do all
the work themselves? Probably not.
But we've given them everything and they
don't know that we do that work. Right.
And we haven't connected them to the message
that we're sharing.
There's no sort of emotional connection or
reason why they would trust us to help them
with this. We've not built rapport with them.
There's no storytelling,
right? There's no we need emotional
connection. Even when you're making posts on
LinkedIn or you're writing a blog,
you've got to have some sort of emotional
connection that is part of good branding.
So building emotion into your talk is
important. But we forget to do that because
we're busy teaching, right? We're just given
all the facts and then we are not showing
them how, like connecting the dots between
they have this issue, they're struggling with
that we We know that they have.
We have a solution to offer and we're part of
that solution. We don't make that clear to
them because again, we're busy teaching them.
Step one, step two, step three of this,
this way that we know it could be better,
but we never tell them, like, well,
how is that related to the problem that
you're struggling with and how I can help you
with that? That's not clear to them.
We I think we we often think that people are
going to get the connection,
but they, they might be in a conference where
they've heard multiple people speak. They're
forgetting like what they already heard. They
can't remember what this person do.
What does that person do? Or they're they've
got other things that they're thinking about.
And because we haven't made that emotional
connection now, they're not they're not at
all, uh, bought into our message or to who we
are. So those are the things that I think
keep a good speaker from taking a they might
be a phenomenal speaker,
but it isn't converting.
It isn't getting any clients because they
haven't walked the audience down this path
and gotten the buy in and given them some
sort of reason why they should care.
Carol Cox: And Diane, I'm going to have you share the
success that we had with one of your speaking
engagements not too long ago that we that we
mentioned in part one.
So I'm going to have you go through that and
mention some of the things that you that you
did in that presentation where we ended up
getting three clients right off the bat right
there at the event.
So we're so we're going to come back to that
in just a moment. But before we do that,
I want to think about this idea of giving the
audience a lot of information.
And here's what happens with event organizers
and event organizers tell their speakers,
we really want to have you to give actionable
takeaways to deliver.
Diane Diaz: Value.
Carol Cox: Deliver value, give them actionable
takeaways, tips and tactics and strategies
that they can use right away.
And certainly we want to give our audience
value. We've been doing this long enough our
own presentations, clients presentations.
We've sat in enough of them.
We are all overloaded with information.
I mean, literally, I was telling Diane before
we started this that there are some days I
can't even listen to podcasts when I'm
cooking, even though I usually do that
because my brain is so full.
Yeah, I can't do that.
Our brains are full and we have any
information that we want literally at a press
of a button. I mean, we've always had we've
had Google search for 20 plus years.
We have YouTube, we have social media now.
We have.
Diane Diaz: We.
Carol Cox: Have AI. So like there's information your
audience has plenty of here's what audiences
want. They want to understand themselves
better. They they want to understand the
world around them and where they fit in.
Now, I don't necessarily mean the global
world or even the United States.
What's going on politically or culturally or
with. I'm not even including that.
But they want to know within your topic,
within the industry that you're in,
within the niche that you talk to,
the types of audiences that you talk to,
how can they understand what's working for
them and what's not, and why is it not
working? What are they not seeing because
they're too close to it or they're not the
expert. They haven't been in your in your
shoes or in your space for that long.
That's what they want.
They want your lessons,
what you see as possible for them.
They don't need a whole nother workbook of
actionable takeaways that now they're like,
oh my gosh, more work that I have to go do.
Because then guess what? They're not making
that emotional connection that Diane just
mentioned between you as someone you can
help, who can help them in the content that
you shared, you want them to know that they
can trust you and rely on you,
that you've got their back,
that you can help them.
And that's what a great talk does for the
audience.
Diane Diaz: Yes, yes.
Carol Cox: All right. So if we so hopefully you
understand now about this idea that you're
not providing them with a whole bunch of
information or a whole bunch of tactics and
strategies, just like,
okay, here's ten things that you can do to do
x, y, z. You need to curate it,
and you need to bucket it into things that
they can understand and that they can take
with them. That is easy for them,
again, to kind of reflect and then move
forward. And so once you start thinking about
that, that's how you're starting to think
about your presentations as a marketer,
not as an information provider,
because it's not just it's not about the
information. It's about why you are the
person who is delivering this,
why they can trust you,
and why you are the person to help you
because you're creating.
You want to create demand for what you do.
You don't want to want to just give them the
whole bunch of information.
Now, the caveat to this is that if you are
being hired to do a paid workshop,
so maybe a company hires you,
or some type of group or association hires
you to do a paid workshop.
And you know, you have 2 hours or 4 hours or
a full day. Certainly that's a whole
different thing and a whole different way to
approach what you're doing versus a
definitely a keynote, but even a free talk
that you're giving at a conference or a
group, you're not there to provide a whole
bunch of training that you would do in a paid
setting. You have to differentiate what you
do for pay versus what you do for lead
generation.
Diane Diaz: Yeah, I would say like a workshop is very
information driven, right?
Whereas a keynote talk,
but also a lead generation talk, those are
more inspiration and aspiration.
Right? Is like helping them understand how to
get to what they aspire to be,
to do, to have happen.
Right. So that's what we want to do.
Not the instruction, not the information.
Carol Cox: Exactly. Because then your call to action at
the end of your lead generation talk is if
you want, if you need help,
if you want to go further,
if you want to go deeper,
I offer either the services or these programs
or these trainings or whatever it happens to
be, so that they can then pay you for those
things. Yes.
So we have if you've been listening to this
podcast for a while, we have our signature
Talk Canvas framework,
which is a framework that we developed years
ago, and we use it with all of our clients in
the VIP days that we hold with them.
We also use it at our speaking workshops,
our in-person speaking workshops where we
provide all the materials, and then we guide
and prompt the attendees to fill out the
signature talk canvas on their own board.
It's so, so much fun and they do a great job
with it. And how we develop that is that it's
based on classic three act story structure,
because as humans, that's how we understand
and consume and remember information is
through classic story arc,
narrative arc. That's the stories we've heard
growing up for basically our entire lives.
So it's based on that.
But with marketing, sales and consumer
psychology interwoven into the framework,
this is what makes it so effective for
whether you're doing a keynote or a lead
generation presentation.
And so there's act one is what we call that.
You're setting up the issue. So what is the
issue for the audience.
Act two is what is your idea.
So what is your approach to solving the
problem the audience has.
So that's your framework or your key lessons
or your stages or what have you.
And then act three is your inspiration.
So you're leaving the audience with the next
steps and inspiring them.
And then your call to action.
Here's what happens.
At almost every talk that Diane and I go and
see where there's a speaker there,
they completely skip act one.
Now, to be fair, they don't know about our
framework, so they don't even know that an
act one exists. Right?
Like, I would love for the whole world to
know to know about our framework,
because I think it would make us all as as
audience members. Be much happier sitting in
those seats. But they don't.
They skip act one.
They don't even know that it exists.
So they just dive straight into their
content, straight into like solving their
problem, which is the teaching.
Like, here's all the stuff that I'm going to
teach you. So, Diane, let's back up.
Tell us why act one is so essential and what
are the elements of act one?
What are we building towards?
Diane Diaz: Yes, I love act one because it is,
you know, think about a presentation you've
been to where the very first thing and slide
is. Hi, I'm so and so and I work for this
company and I do this and this and this and
this and I have this many years and I'm like,
whoa, whoa, whoa I don't even know what like
why are you telling me all that?
Right? Like, why do I care about this?
So act one is important for I it's like a
warm up for the audience in a way.
Right. You're warming them up to you,
and you are letting them know that you
understand the goals that they have with
regard to whatever the topic is. Right. You
understand their goals,
or you're asking them even their goals.
So now you've got that,
okay, we understand each other. You've got
these goals. Then you're saying,
but listen, I get that it's not easy to reach
those goals. What are some of the challenges
that you're facing now.
They're either you're laying out those
challenges or they're self-identifying. Oh my
gosh time I can there's never enough time.
Oh my gosh I don't know where to find good
employees. Like where do I even look.
Right. So everybody's getting out on the
table and then people in the audience are.
Yes. Yes, they're they're sort of like
agreeing with that. Everybody's in agreement
now. Like, okay, we have these goals,
then these are the challenges to reaching
them. Those are the challenges they see.
They're on the surface.
But you know, as the expert in this arena,
whatever your field is,
whatever the topic is that there is another
issue, a deeper issue that they can't see.
Because again, you're the expert up there
talking about this and you're going to
uncover that to them so that you say,
listen, I know you're struggling with those
things, but guess what?
There's something you're missing. And they're
like, what could that be?
Right. So now they're like,
and then when you reveal that, they're like,
oh my God, she's right.
I am missing that.
And then of course, your storytelling along
the way. Right. And this is where you start
to build in your story.
Why are you up there?
Why do you even care about this topic?
And you share that with them as well as your
credibility to let them know.
Like, here's why I'm talking about this,
but it lets them warm up to who you are.
You've already built rapport with them before
you hit them with like,
I'm this person, I've done this.
I've worked with this many clients on this
same issue. That's how I've developed this
blah, blah, blah framework,
right? So now they've already before you
unleash the framework on them and the three
steps for whatever they already bought into
who you are. They're already.
They already like you. You warmed up with
story. You warmed up with audience
engagement. You walked them down the path to
build a relationship because they didn't know
who you. I mean, some of them might come into
the room knowing you, but most of the people
don't know who you are or why you're there.
So you build that relationship.
Now you're going to give them some of the
goods, right?
Not all the goods, but you're going to give
them some of the goods. You're still not
going to be informational.
You're still going to inspire them. But act
one sets the stage for them even caring about
your framework.
Carol Cox: Yes. Yeah, exactly.
And, you know, thinking about what setting
all of this up in act one is that by the time
the audience hears that they're excited for
your solution, now, they want it like they
are on the edge of their seat.
They want to know how to solve this real
problem that you've shown them.
Because back to what I said earlier,
they want to understand themselves better
where they're getting stuck that they didn't
recognize. And now you are providing that
validation for where they're at,
where they want to go. You're empathizing
with what is challenging to them,
and then you're showing them what's possible.
So now they're eager and excited to continue
to hear the rest of your presentation.
All right. So I mentioned that we're going to
come back to the presentation that Diane
delivered at a women's local women's business
group. And she did such an amazing job.
And I got to be there in the audience and and
see her. So I did a little bit of behind the
scenes filming while I was there, but it was
it was a full, full crowd for that.
And because of the way that we used our
framework with the act one,
act two, act three, and planting the sale
seeds and, and also had a very,
very clear, a very clear offer with a sense
of urgency behind it is why we got the three
clients on the spot who paid and signed up
for an upcoming workshop that we were
holding. So, Diane.
Let's go. Think about back to that
presentation. How did you plant sales seeds
in there so that it felt natural for you,
but also just felt like the audience didn't
even think about it. They didn't think about
them as them being sales seeds.
Diane Diaz: Well, one great way to do that is with client
examples, right?
And so we happen to have actual clients.
So what I did was as I laid out my so the
topic that I it was on personal branding.
But I worked in storytelling because these
things all build your personal brand. Right.
So it was about um, it was making your
personal brand raw instead of whisper.
Right? So in the three things,
I was sharing the three key points,
which I can't remember off the top of my
head, but I talked about storytelling.
I talked about, um, I think your I think it
might have been your brand voice canvas. I
can't remember now, but I had the three
things. And for each one of those three
things, I tried to think of a client example
where I knew like that was sort of the main
thing that that particular client got out of
it when we worked together,
or when they came to our workshop or whatever
the, the, the way that we worked with them.
And so I told that client's story and how
applying this thing that I just shared with
the audience about, let's say,
storytelling, how a client in my example,
how she had to change her whole story of what
she was talking about, about herself because
she was shifting her personal brand,
I connected it back to personal branding. So
actually illustrating with a real live client
that they used the storytelling to shift
their personal brand, to go from being a
physician to being a healthcare advocate.
Right. So it's a whole different type of
story she's telling about herself, but it's
based on her story. So I used actual client
examples. Now I could have used my own
examples, but in this case I'm trying to get
clients right.
So I wanted to show like that is showing that
we do this work with people just like you in
the audience. And here's the outcome they had
from it. And it was not icky.
I mean, I mentioned and let me tell you about
a great example of this,
our client, so-and-so,
who came to our workshop.
When she came to the workshop, she had this
issue that she was dealing with, shifting her
personal brand from being a physician to
being a healthcare advocate.
We worked together with her on XYZ,
and then she was able to position her
personal brand as this expert in health
healthcare advocacy, because she went through
it herself with her own personal situation.
So now the audience knows,
oh, what she's telling me this actual client
worked on. Diane worked with this client on
that. And there was the outcome.
Never once did I mention,
you know, during that time,
like anything salesy or.
And because she joined in this time.
No, I just shared an example.
That's all right.
Then I went on to the next point.
I talked about the point.
Of course, I had audience engagement all
along the way, raising their hands,
answering questions shared another example of
a different client that sort of met the
whatever the particular topic was.
So by sharing the examples,
I'm mentioning the client that had the
outcome and I'm saying like when I worked
with so and so or when so and so came to our
workshop, or when so and so was part of the
Thought Leader Academy.
So now the audience knows.
Oh okay. Got it, got it,
got it. Yes. She does this work.
She worked with that client.
So then when I get to the end and I'm making
the call to action, they are already bought
in to that I do this, I,
they want to be part of this now.
Carol Cox: Yes. And in this case,
the the group that you were speaking at was
okay for you to actually share with the
audience that we had this workshop coming up
a few weeks later.
And so for people who wanted to register that
they could and we I think we gave a discount
code for them.
If they registered that same day.
Diane Diaz: That same day.
Carol Cox: They got $100 off or whatever it happened to
be. So that was a sense of urgency because we
know people procrastinate or they delay,
or they get busy doing something else when
they get out of the event.
So we wanted to give them that sense of
urgency. The other thing that we did is that
we used paper feedback forms.
I know in this digital age we use that.
So tell us a little bit about the feedback
forms.
Diane Diaz: Yes, I love the feedback form,
especially now you.
I wouldn't recommend using those if you speak
to a large conference that you know,
100 people, a thousand people,
that's not going to work. But if you're
talking to a group that's maybe 50,
60, 70, 40, 20, right?
It works great.
So I make it part of a workbook.
The workbook is super simple. Don't think
anything complicated. It could be three
pages, right? It could be your cover page,
the one worksheet and then the feedback form.
And so I put that on their chairs or at their
place setting before the thing starts.
And then I refer to this workbook and it's
super simple stuff like whatever topic I'm
talking about at that moment. The particular
point now in your workbook,
I want you to jot down the last time you
heard a compelling story.
Something simple. It doesn't have to be
complicated. Then when I get to the end of my
talk, I make the call to action offer before
I take questions, before I say thank you and
I'm done, I say.
Now on the last page you'll notice a feedback
form. I would love to get your feedback about
my talk so I can improve upon it.
You'll also notice at the bottom of the
feedback form there are checkboxes.
You can check that off if you want to be
added to our email list.
Or maybe you would like to refer me to speak
somewhere else. Or maybe you'd like to set up
a console call. So whatever your.
Whatever you want your checkboxes to be.
And then I tell them, now go ahead and fill
that out. Hopefully if you have someone
lovely assistant like Carol who is actually
in attendance, Carol will come around and
pick those up for you while I'm answering
questions. So go ahead and fill those out.
And then I show them like just tear off this
page, right.
And Carol will come around and collect those
now. I'd be happy to answer any questions
now. They are filling that out while I am
taking questions. So my time is still going
here, but they're doing their part.
And if I tell if I say fill it out,
they feel like they have to,
right? Because I've told them to.
So they most of them will do.
Now, you're not going to get 100% of them
back if you do. That's great.
I don't know, we usually get what maybe like
60%.
Carol Cox: Yeah almost. Yeah.
Almost two thirds. Yeah.
Diane Diaz: That's fine. Um, and most people will at a
minimum check off to be added to your email
list. Great, great way to build your email
list. A lot of them will say,
uh, I'd like to set up a console call to just
chat with you because maybe they don't want
to come to the workshop that I just offered,
but they maybe they have another thing that
they'd like to work on. Great.
And then that gives me the opportunity to
follow up with them. It also,
I love it because it gives me little.
One of the spaces on there is,
you know, well, one of them is like, what?
What was the biggest thing you learned from
today's workshop? Right?
And they write down something. And then the
other thing is like, what's some way that I
can make it better? Usually most people will
say, oh, actually, it was great.
There's nothing to improve but that little.
What did they learn?
That's a little nugget you could put on your
website, on your speaking page.
Like, you know, Diane's talk was fabulous.
I learned more about personal branding in one
hour than I've learned in my whole life.
Whatever. Put that on your speaker page.
That's great.
That's gold.
Carol Cox: Yes, I love the paper feedback form.
And I know that there are online services
like talk a Dot that our clients have used,
and they find a lot of success with those as
well. So definitely try,
try, you know, both the digital and the
paper. I like the paper because they they
feel kind of compelled to do it because they
see the people around them filling it out.
So they're more likely to fill it out.
So you may get a higher response rate.
Now as far as getting people to actually
purchase something right then and there, if
that is something either the event is going
is okay with you doing and it's aligned with
you do have something coming up that is a
little bit more time sensitive.
So what you can do is that.
What I'll often do in the worksheet is have a
QR code that goes to the sales page of,
say, the workshop, so they can enter their
credit card information right then and there.
There's also a QR code on the slide.
So whatever slide is up like the thank you
slide that will go there.
The other thing you can do is on your phone,
you can have a payment app.
So you can actually take the person's payment
right then and there.
I think I'm using square.
So square is super easy to use.
It's just an app that you download on your
phone. You connect your business checking
account and all of that through square and
then you don't.
And I we use stripe for most of our payment
processing on the website. It doesn't matter.
You just use square for the app on your
phone. And we've actually used that and it
has worked great. So there's a number of ways
you can do it. Uh, so to encourage people to
go ahead and take care of it then versus
later. The other tip I have for you is that
if, say, after you're done with your
presentation and someone you know.
You have some people who are online and they
want to chat with you,
and you have someone who comes up to you and
says something like, oh, you know,
I really enjoy your presentation. I've been
needing help with whatever it is that you do,
you know, I'll reach out to you, or can I get
your business card or whatever you can say,
oh, that would be great. Let's go ahead and
get something on our calendar now,
because I know we're going to get busy and
that way we don't forget.
So then pull out your phone like have your
phone handy somewhere.
Not your phone during your talk,
but know that you can grab afterwards and say
let's go ahead and fill out. Okay. Oh, how
about next Tuesday at 2 p.m.?
Okay. That works for you. Great. I'm going to
go ahead and just like pencil this in. And
then when I get back to my computer later on
today I'll send you a formal invite with the
zoom link or what have you.
Get it on the calendar right then and there.
That's going to make a huge difference to
actually getting those,
those, those things scheduled versus just
hoping that, you know,
they respond to your email later.
Diane Diaz: Yes, 100% agree with that.
Carol Cox: And so we mentioned Diane has done this
successfully. A lot of the speaking
engagements that I do,
as long as the audience is aligned.
So we know that the audience has people in
there who are the types of clients that we
work with. Then I also get clients from the
speaking engagements that I do because again,
we use this this three act structure and
especially that act one to make sure that we
are getting buy in from the audience and then
leading them along the way so that they
understand themselves better,
and then understand why working with us would
help them to achieve their goals.
I want to mention one of our clients,
Danielle Hayden, and I talk about her a lot.
It's such an excellent case study,
and I'll include a link in the show notes to
the podcast interview that I did with
Danielle. So we were together in a VIP day,
and she had been doing a lot of speaking for
lead generation for her business.
She does. She has a bookkeeping agency,
so she's the founder and she has bookkeepers
and they work with entrepreneurs on their
Bookkeeping and CFO services,
and she's been doing this business, I think,
for probably about ten years now. So she does
she gets a lot of leads from podcasts and
from her speaking.
But then she noticed, like maybe it wasn't
working as well as it used to be.
And so she felt like she felt like she needed
a refresh talk.
So we did the VIP day,
and she's looking at me kind of like side eye
because I'm asking her questions about her
childhood. Like, how did she feel about money
and talking about money,
right? And she's like,
Carol, why are you asking me these questions?
I don't share personal stories in my talks
and I'm like, haha, well,
you will now the reason for that,
you're going to see why. Yeah.
And then she explained to me when I looked at
one of her existing presentations.
And she is not alone in this. This is what
almost everyone does.
The presentation she had been delivering were
teaching her audience how to do bookkeeping.
But guess what? Like as a business owner,
I don't want to do bookkeeping. I don't want
to learn bookkeeping.
I want to know how to read my reports and how
to know how my business is doing.
But I don't need to learn all the intricacies
of bookkeeping. That's why I'm not a
bookkeeper, and that's why I need to hire a
bookkeeper. So you can see how Danielle was
stuck in the expert trap.
She was giving her audience those valuable
information, but it wasn't the right
information for them.
So we took a step back,
and I'm like, okay, let's think about your
audience. What do they need?
What is tripping them up?
So then we identified her thought leadership
message, mapped out her talk,
completely changed.
It added in some of those childhood stories.
She went and she delivered it a few weeks
later because she had a conference on the
calendar. And she comes back and she says to
me, I got the most clients from that
presentation than anyone I have ever done
before. And she said there were women in the
audience crying when I shared my personal
story, and that's what connected them to me.
And I had no idea that that was gonna happen.
Diane Diaz: Yes. Listen, there is a reason why big brands
use emotional stories.
Think Nike and the Serena Williams ad about
crazy. Think the Publix ads.
If you're familiar with Publix at the
holidays, the hallmark card ads.
There's a reason why they pull on your
heartstrings and use emotion,
because it hooks us in and makes us feel
connected, and then we want to do business.
Carol Cox: Yes, exactly.
Yes. And those were her authentic stories.
Yes. But it also was because.
Because she's talking about money and
finances. A lot of people have a lot of shame
around it. Or embarrassment.
Diane Diaz: It's a very emotional.
Carol Cox: Topic, very emotional topic,
even though we don't want to think. So by her
showing that vulnerability,
that little bit of vulnerability, all of a
sudden her audience realized Danielle's not
going to judge me, right?
She's not going to think that I don't know
what I'm doing. She's not going to think that
I'm weird for having these,
you know, these things that that I think
about money or whatever because she was
willing to go first?
Diane Diaz: Yes.
Carol Cox: With the vulnerability, that's what your
storytelling does.
Diane Diaz: You create a safe space for your audience.
Carol Cox: Yes, exactly. So that's how to think of your
talks as a marketer.
Think about like the traditional funnel.
You're drawing attention.
You're generating interest by understanding
what they what the audience wants,
what their goals are. You're generating that
desire, solving that real problem for them,
and then you're giving them that very clear
and specific call to action at.
Diane Diaz: One call to action, one.
Carol Cox: Call to action for how they can work with
you, whatever is the best fit for that
audience. So now here's our call to action.
Diane Diaz: Yeah, you.
Carol Cox: Want to work with us on creating your
signature talk, especially for lead
generation, but also for keynotes.
You can also drop sale seeds in your keynotes
and you should. This is the work that we do
in our online program,
the Thought Leader Academy. We can also do
standalone VIP days or more extensive
coaching as well, if that's something that's
a better fit for you And if you like,
in person. We do our one day speaking
workshops in Orlando a couple of times a
year. The best thing to do is go to speaking
your brand.com.
Schedule a consultation call with us.
Just go to the contact page.
You can pick a date and time right there,
and then we'll talk about your goals and how
we can best work together based on what is
the best fit for you.
So again, go to speaking your Brand.com.
You can see all of the different ways that
you can work with us under the work with Us
tab, and then schedule that consultation call
with us. All right.
And if you haven't yet listened to part one,
go back and listen to that now.
And Diane, thank you so much,
as always, for coming on the podcast and for
doing such a great job working with our
clients.
Diane Diaz: Oh, thank you so much. It's so fun,
I enjoy it.
Carol Cox: Until next time. Thanks for listening.