Going public with your work - 5 simple tips to successfully
promote your product and services
Whether you're launching a product, building a practice or
gaining recognition as a presenter, it's vital that you build a
public presence. To maximize your impact, I suggest you begin by
asking:
* Who do I want to connect with? * What can I offer to improve
their business or enrich their life? * How do others like to
learn? * How can I use my style to engage them?
By taking the time to answer these questions you'll have greater
success engaging your clientele.
1) Design an event that highlights your strengths in a style
others will enjoy. If you enjoy lecturing, great! If not, create
a cyber slideshow. Co-host an event with a complementary
business and invite key clients and referral partners.
Facilitate interactive, community building events that highlight
your work. Offer a class through a community education program.
Lead a teleclass. Create a blog. Write articles.
David White, a renowned speaker reads his poetry. Another has
corporate leaders dance. The options are endless. What's key is
to use your unique approach AND meet the needs of your
clientele. And remember, it's not a one-hit deal, but an ongoing
approach to exposing others to the power of your work.
2) Design the content to suit your intended outcome. How do you
want the event to change people's lives? What do you want them
to know about you and your work?
I often design my content or experience with one or two specific
people in mind. Why? It focuses my attention on their life
concerns and pushes me to provide tangible, applicable outcomes.
3) Set the stage. This is one of the most overlooked aspects of
public outreach. An inviting, stimulating environment creates a
context for your work before you even begin.
* Choose visuals, audio or sensory experiences that are inviting
and, well, intriguing.
* Bring people in. You need to leave any timidity at the door!
If you are using chairs, arrange them to minimize distance and
maximize connection. If you are communicating via phone or
e-mail, set a welcoming tone by engaging your audience quickly
in the purpose of the conversation.
* Have informative materials available on site or via the
Internet. Articles by and about you increase your credibility
and let people know more about your expertise.
4) Create materials that support the event. For interactive
seminars or workshops, I create a workbook or journal. For
collaborative events, a program with bios of each participant is
extremely helpful. If you don't have materials, take a moment to
provide an overview. The more unusual your presentation, the
more important it is to clarify the parameters.
Give people the assurance that there is a structure so they can
relax, enjoy and connect. The added benefit with print
materials: people leave with a memorable take-away that they can
refer back to or share with others.
5) Finally - and most importantly - connect! Be curious and find
out about your audience. What are their interests? Why are they
listening to you? Tailor your presentation to their life. Share
stories that show how you've used these concepts in your own
life. Let people see your vulnerabilities, then match it with
your expertise. That's how people begin to trust that you are
like them and that you have something to enhance their life.
It all comes down to daring to share yourself, your work, your
expertise and your desire to pass on something valuable to
others. Choosing a format that puts you at ease will allow you
to relax and connect in ways that are dynamic and engaging.
Make it fun and meaningful. In the end, you'll increase your
public visibility, credibility and, ultimately, the value of
your work.