What does public speaking have in common with air travel and dental appointments? The mere thought is dreadful to countless people. In fact, speaking before an audience ranks among the top fears of most Americans.
The advantages of overcoming a case of nerves about visiting the dentist or boarding a plane are obvious, but why force yourself to stand in front of a crowd and talk? First of all, doing so will increase your self-confidence, which naturally will enhance your performance in other areas of your life. But if that isn’t convincing enough consider this: public speaking is one of the most cost-effective ways to gain visibility for yourself and your business.
When you consistently put yourself in a position of leadership by seeking out public speaking opportunities, people begin to recognize you in a positive way. Your status is lifted to that of an authority, which gives way to increased consumer confidence and a healthier bottom line.
There are many organizations that can help you improve your speaking style. Call the National Speakers Association for information on becoming a member. Toastmasters International is another place to turn to for both practice and solid information on developing your oratory skills.
If you are already comfortable before an audience but feel you need to hone your presentation, offer to speak at your local high school or university. Teachers and professors are usually delighted to share the lectern with a guest expert. Next, you can move on to local business groups, such as the Rotary Club, Chamber of Commerce or Kiwanis Club, as well as your clients’ industry organizations. Conventions are also a good place to reach a large number of people. Look for gatherings of professionals whose field is outside of, but complementary to yours. For instance, an attorney may want to address a convention of corrections officers to inform them about a new law relevant to their rights. Not only is the attorney offering valuable information, he’s expanding his client base by presenting himself as the authority on the legal rights of corrections officers.
Exhibitions and trade shows also provide excellent opportunities to spread the word about your product or service. Be sure to contact the trade show company six to 12 months in advance to arrange your speaking engagement.
Uncover more speaking opportunities at adult education centers, professional organizations, corporate monthly meetings, government agencies and non-profit organizations, or host your own public seminar.
Speaking in itself does wonders for a reputation, but you can hardly consider it free publicity. After all, you’re investing your time, words and wit every time you take the stage. That’s why it’s important to approach each occasion as a marketing opportunity. Prior to an engagement, for instance, request that your photograph and a brief description of your topic be printed on a flyer. By doing this, you’re generating name recognition and ensuring maximum turnout. The picture is especially important since it increases the likelihood the flyer will be read by 80 percent. Other things you can do include sending a press release about an upcoming appearance to local media and trade publications; asking the host organization to publish your speech in its newsletter; and requesting a list of attendees to add to your mailing list. Finally, make handouts available before the speech, including one containing your biography and photo.
The more often you gather the strength to stand in front of an audience and share your expertise, the stronger your business will grow. So, if the thought of public speaking still strikes fear into your heart, remember the words of Ralph Waldo Emerson: “All the great speakers were bad speakers at first,” then start talking.
