Defining Story

Speaking Tip: Throw me a bone

As I sat and listened to the speaker at lunch today, I kept looking at my watch wondering when the sales pitch would end. “When are you going to throw me a bone?” I thought. He had us do an exercise that showed us how dumb we were. Then we did another exercise that showed us how much better we could do when we had a clue. Of course, this clue had nothing to do with real life. For a real life clue, we would have to hire him.

When you are the luncheon speaker, when people have paid to hear you, it’s not OK to deliver a sales presentation. You have to either tell an interesting story, or you need to give some valuable information that your audience can take home and use without hiring you. Preferably both a story and a good tip.

Today’s speaker probably thinks he did a great job because several people were interested in hiring him. That sounds like a success. But what of the people who walked away turned off because there was nothing in it for them? They will not recommend him for other speaking engagements.

The key to getting business through speaking is to be invited to speak – a lot. Then you need to be an interesting speaker who only subtly promotes the business. It’s a fine line. Don’t cross into blatant promotion. You may get business a few times, but you won’t last long on the speaking circuit. The word gets around.

How to get people to read your newsletter

I don’t read most of the email newsletters in my inbox because they are boring. Mostly, I just unsubscribe, but sometimes I don’t, because I want to maintain a cordial relationship with the sender.

Look at the newsletters you read. Look at the ones you think look amazing and you file them to read later. What’s the difference between the ones you read and the ones you don’t? I only read 2 long newsletters. I sometimes file these 2 really good long newsletters for later and later never comes. Other long ones I receive just don’t get read. I don’t have time.

The key to getting your subscribers to read your newsletter is to make it engaging and short.

1. Pick one topic
2. Tell a short story related to the topic
3. Make your point
4. Call to action

Train your subscribers to want to open your email. Give a lot of value with a little bit of promotion. Don’t confuse them with too many choices. Promote only one thing at a time with a clear call to action.

Out of Work Job Seekers

Had a conversation with an out of work man at the NRG Summit on  Friday. I came away with the determination to help. So I am hosting a 3 hour workshop on Monday 11/23 in Reston, Virginia, for free for out of work job hunters. I’ve worked with job hunters before on how to talk about their accomplishments in interviews and resumes.

See my event on Facebook or http://bit.ly/1a9Nl3

Here is the invitation. Feel free to copy and email this:

Are you struggling to find a job? Do you know someone who is?

How you talk about yourself and your accomplishments can make the difference between going unnoticed and getting the interview.

Strategic Bragging can make the difference between going home discouraged and getting another chance.

In this workshop you will learn how to:

=> Choose exactly the right thing to talk about
=> Be confident when you brag
=> Map out your success strategy

This workshop is free for out of work job seekers. Please extend this invitation to any you know. Have them email me at Sally@DefiningStory.com so I have enough workbooks available.

Is bragging OK?

Telling success stories is more than OK, it’s mandatory for anyone in business.

I gave a presentation on Strategic Bragging this morning. Several of the attendees were worried about what my friend, Steve Dorfman, calls “Me Monsters.” Me Monsters are people who are only interested in themselves. You want to turn invisible and run away when you get trapped by one of these bores.

Bragging tastefully is simply telling the story about how you helped your client. It’s mostly about the results they got.

Bragging helps people really get what you do. Bragging helps people know what kind of clients you serve and it helps them recognize your value.  One more thing. Bragging helps them see where they or someone they know can get their needs met.

It’s all about serving others while you make a profit.

Truth or fiction?

I had an unsettling conversation this morning. A man I’ve had several conversations with said that he had heard, “Don’t let the truth stand in the way of a good story.”  Yes, a tall tale can be fun in a social setting, but you can’t get away with taking liberties with the truth in business. There is no hiding anymore. That’s a good thing. When you are authentic and tell your true stories, you automatically attract business that’s right for you.

The best marketing tool is a true, well crafted story.