Bruce Turkel 9-21-13 Notes on his presentation to NSA-NT
A great speech is your product. It is required to compete. It is not your brand
Your Brand is not your logo, your catch phrase, your one-sheet, your video.
Your brand is what people say about you when you are not around.
Beware of technology: GMOOT (get me one of those). Once I have ________ then I will make it.
Strategy comes first. There are three winning strategies for a speaking career:
1. Do something no one else has ever done or ever will do (Land a plane in the Hudson, Win 10 Olympic medals in one Olympiad, be president of the US.)
2. Get on Oprah, that is, become a celebrity.
3. Build your brand
Your brand is found at the convergence of who you are and what your customers want to buy. Your customers are the ones who actually give you money. There are lots of people who can say no. Few who can write the check. Be nice to everyone. Focus on pleasing the real buyer.
Content is king: you have to have it as a price of admission
Context is what makes content important. What do you do for your customer that they are willing to pay for? Violin Concerto played in Carneigie Hall vs. the same music played on the same instrument by the same performer incognito in a subway station… Context is the difference.
Your context is a product of people talking positively about you and what you do. Positives about the problems you solve for people. Positives about you as an expert.
A great brand makes the customer feel great. It is about the customer experience, not about you and your credentials. (How does having your stands full of your fans make the customer feel about himself? Can I sell that?) (Am I teaching people how to create their own brand?
Your Brand
***
Emotional Benefits
***
Functional Benefits to your customer
***
Points of Differentiation/Points of Excellence
***
Features
Talents, skills, experiences, degrees, products, the things you do
Your Brand
***
You as a specialist or Expert
***
The niche in which you operate
***
Your specialty (The thing that your content teaches)
***
Your basic competences, ability to fill 55 minutes, ability to speak, humor, etc
***
(The celebrity pyramid)
He suggested that your business card not say “speaker” but rather be an expert in something. I can help you with that if you click on the Minuteman Logo above and then click on Request an Estimate on the top left menu.
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