Public speaking has so many purposes. Building your reputation, promoting your business, selling products as well as self-expression are just a few.
If you're speaking in public to promote your business and sell products, then you have to learn some techniques for selling from the stage. There are special tactics and strategies you must employ in your presentation to entice your audience to buy from you. Lisa Sasevich is a master at this. Many business leaders today receive coaching from her on selling from the stage. If you need training on selling to groups, then I highly recommend her. I've attended a couple of her workshops myself.
But what happens when you've reached a point in your business development when you want to start giving full workshops on your area of expertise, like live multi-day events? Selling some products is part of the package, that's understood by all. But you can't spend the entire time speaking only to sell. If you do so, your audience will resent you.
When it comes to delivering content in your presentation, the marketing gurus often say to give the "what" and the "why" that sounds like a "how." In other words, you state the problem listeners are experiencing, you explain why that problem occurs, but you don't actually tell them how to solve it. Not really. You don't give away the store for free.
This makes complete sense if people haven't paid to hear you speak.
Then again, if they have paid, where does the upsell end and the teaching truly begin?
The truth is, both have to exist for real success.
My background is in education. Developing and delivering content effectively to groups is my specialty.
I've spent plenty of money over the years on marketing and sales seminars, books on copywriting, courses on information marketing, branding, and so on. Some of the folks I've bought from are great teachers. Their books and workshops are very thorough and tell you everything you need to know. These people truly care that everyone who buys their products and attends their events come away with a comprehensive step-by-step education.
Others only do so partially. Therefore, their workshops and products aren't really very helpful. You're going through their program, and suddenly you hit a dead end with nowhere to turn for help.
Maybe the latter group just doesn't know how to teach. Maybe they're not aware of the gaps in their courses and infoproducts. Maybe they don't care. Whatever the reason, the end result is still the same. Their solution doesn't work.
Here's my suggestion for content development:
For every area of expertise, there are a number of basic concepts that students must understand and know exactly how to apply. Make sure that they learn those basics thoroughly. Gifted students always pick them up easily and run with them. They're not the ones that actually require teaching.
Develop a program that will also teach the basics to the non-gifted students. Even the least talented student should be able to understand and apply your program successfully. For example, a person can't play outfield if they don't know how to throw a baseball correctly. I always wish my gym teacher had taken the time to teach me that!
Do you know what I mean?!
Second, develop a thorough program for each progressive segment of the solution. If you don't have the time to go into depth during a live workshop or seminar, stick to the basics, practice them, and offer multi-part courses that go further in depth. Give students the opportunity to get feedback from you.
There's a difference between teaching and selling. Sell you must, but don't forget the importance of being a good teacher! That's where you'll build your long-term relationships with your customers.
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