Kelly Vandever - Communications for Everyone

5 Golden Rules of Speaking to Promote Your Business, Without Turning Off Your Audience – Rule #1 Provide Valuable Content

In Presentation Tips on May 16, 2011 at 9:18 am

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The 5 Golden Rules of Speaking to Promote Your Business - Without Turning Off Your Audience

I was raised in the Christian church and memorized the Golden Rule early:  Do unto others as you would have them do unto you.  It helped influence my behavior as a child and stayed with me into adulthood.  According to at least one website, people of other faith traditions also have a similar sentiments –

“And if thine eyes be turned towards justice, choose thou for thy neighbor that which thou choosest for thyself.”      —Baha’i Faith, from Epistle to the Son of the Wolf

“Hurt not others in ways that you yourself would find hurtful.”     —Buddhism, from the Udana-Varga 5:18

“Do not do to others what you do not want them to do to you.”     —Confucianism, from Analects 15:23

“Do not do to others what would cause pain if done to you.”     —Hinduism, from Mahabharata 5:1517

“None of you [truly] believes until he wishes for his brother what he wishes for himself.”     —Islam, from Number 13 of Imam Al-Nawawi’s Forty Hadiths

“Thou shalt love thy neighbor as thyself.”     —Judaism, Leviticus 19:18

“Regard your neighbor’s gain as your own gain, and your neighbor’s loss as your own loss.”     —Taoism, words of T’ai Shang Kan Ying P’ien

“An’ it harm no one, do what thou wilt.”     —Wiccan, the Wiccan Recede which governs all behavior

“Whatever is disagreeable to yourself do not do unto others.”     —Zoroastrianism, from Shayast-na-Shayast 13:29

So why is it then that when good people present in front of a group of prospects, they do not follow their version of the Golden Rule?

Because when we get in front of a group of prospects, we loose our minds.  All we think is “I need to them all about us and how wonderful we are and how they need to buy our stuff.”  But how do we feel when sales people bombard us?  Do we feel our defenses going up?  Are we skeptical of hollow claims?  You betcha.  So why would we inflict the same with our audiences?  Two reason.  (1) We believe in our product and how we can benefit our clients, and (2) It’s the way we’ve always done it.  But if instead, you follow the 5 Golden Rules of Speaking to Promote Your Business, you’ll better communicate how you benefit your clients and you’ll be a believer that there is a better way than the way we’ve always done it!

Whether you’re presenting at an industry conference or a chamber event, these 5 Golden Rules will make an immediate difference the next time you speak in front of an audience as a way to promote your business.

Starting today and over the next few posts, I’ll explain the 5 Golden Rules of Speaking to Promote Your Business, Without Turning Off Your Audience.  So here is Rule #1…

Rule #1 – Provide Valuable Content

“But Kelly!” you say.  “That’s my intellectual property!  That’s what my clients pay me for!  I can’t give away valuable content.”

Sorry but you need to get over that mindset.

Audiences today are used to getting free before fee.  They’re not going to buy from you if they don’t know what value you have to offer.

If you give them valuable content that they can immediately apply to their businesses, what do you think will be going through their heads?  “Gee, if I get this much valuable information when I’m not a client, imagine how much help I could get if I hired them?!”  Then watch them scrabble to make sure there’s money in their budget to work with you or buy your product.

You don’t have to give everything you know away – and chances are, in the time allotted, you couldn’t possibly give away all your valuable content anyway.  So invite them to connect to you in another way so that they can get more valuable content and you can keep in touch with them.  That way, when they do need you and your services, you’ll be top of mind and already have their trust.  Wait to invite them to connect until later in your program – after you’ve been sure to give them very valuable information!  They’ll then have a reason to want to keep in touch and will have had a chance to see that they can trust you.

Let’s hear from you!

Tell us about when you’ve taken this approach and it has worked for you!  Please add your comments!

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