The Absolute, Number One, Single Most Important Element of a Successful Speaking Opportunity

This week, we’ve focused on utilizing public speaking as a marketing tool.

We’ve covered why you should be doing public speaking, how to become a better public speaker, and tips on where you can find speaking opportunities that will naturally translate into tax resolution lead generation opportunities.

But today I want to give you the absolute most important tip that I could possibly give you.

No, seriously, it is.

If you skip this one, single component of your public speaking opportunities, you shouldn’t have bothered speaking in the first place.

As a matter of fact, this doesn’t just apply to public speaking marketing. Rather, it applies to ALL of your marketing, no matter what it is. But when you’re deploying a presentation marketing system as part of your lead generation mix, it becomes much more “in your face” that you need to do this one thing if you want to see results.

What is it? What am I stretching out this sentence for in an effort to add further drama and suspense? What amazing revelation could possibly exist beyond the end of this paragraph?

With just a bit more ado, it is…. Making an ask.

Also known as making an offer.

If you fail to make offers in your marketing, you’re simply wasting time and money in doing the marketing at all.

Without an offer, marketing is just… Writing, speaking, and hanging out.

Without an offer…without making an ask of your attendees…You’re not going to generate the lead.

Now, if your purpose is NOT to generate leads — such as my presentation last week to James’ real estate investor club — then it’s OK. I had no personal economic reason for being there, I taught the class simply because I like to teach and I wanted to give something back to somebody that has done so much for me.

But if you’re delivering a presentation for the purpose of generating leads into your accounting or tax practice, then you have to make an offer. You have to ask people for their business.

And as much as I despise the “free consultation” (it’s a basic public expectation these days, not a super-effective lead magnet like it was in 1962), inviting people to book an appointment — and doing nothing else — is vastly superior to making no offer at all.

That’s important, so I’m going to repeat myself.

It’s better to make a basic offer to schedule an appointment, than to ask for nothing at all.

Sure, I’d much prefer you to write a book and offer a copy of that book in exchange for a business card. I’d much rather see you do what Dan does, and hand out a physical, paper order form that the audience uses to “order” an appointment. I’d rather see you include a few slides in your PowerPoint presentation that asks people to send a text message to some number in exchange for a copy of your free report on “21 Tax Breaks Your CPA Keeps Forgetting to Mention to You” or “The Complete Realtors® Guide to Fleecing Uncle Sam” or some such.

Whatever you do, at the end of a presentation, make an offer.

Do this, and you’ll generate leads. Don’t do this, and you won’t generate leads. It’s really that simple.

I hope that you’ve enjoyed this short series on speaking for profit. You can revisit all articles from this series over yonder on the blog.

Of course, I wouldn’t be much of a management consultant if I didn’t follow my own advice and make an offer. If you’re ready to start doing some presentation marketing for your tax resolution practice, snag my Tax Resolution Public Speaking Marketing Toolkit today.