7 sizzling signature talk elements that attract clients like wildfire

photo by kris krug

photo by kris krug

If you’d met me two years ago and mentioned the words “signature talk”, I would’ve cocked my head to the side and said “what’s that?”

That’s because in my corporate and agency days, my world was filled with proposals, pitches and presentations. We’d gather up the team in a conference room or on a conference call to discuss an opportunity and put a game plan together.

  • What would our theme be?
  • What approach would we take?
  • Who would produce what?
  • What deadlines did we need to hit?
  • How would we present the total package?

This is how we were marketing and selling our services. It’s fine to go about it this way, but I can tell you that it took lots of hours, lots of human resources and we were producing something different every time.

Sure, we recycled certain things, but as a marketing and sales tactic, it’s wasn’t the most efficient or cost-effective.

So when I discovered the concept of creating a signature talk, I was pretty excited.

What is a signature talk?

A signature talk is NOT a speech or sales presentation. It’s a business tool to attract clients. Your signature talk is your key business presentation that incorporates your core brand message, brand themes, point of view and story. It’s what you want to be known for, it’s a way to position yourself as an expert and it’s a method for selling your products and services. This a go-to tool in my own marketing toolbox that I use for building my list, launching programs and enrolling new clients.

You may tweak your talk slightly for a specific audience or occasion, but the idea is to create an on-brand talk that you can use over and over so you don’t have to create new content every time you speak. That’s what makes it “signature”.

How does a signature talk set you up for success?

When you have a signature talk, you’re positioned as the expert on that topic. You literally stand out in the room. People remember you. Having a signature talk:

  • Gives you more visibility
  • Grows your list
  • Gets your message out to more people
  • Provides an opportunity to introduce people to your products and services

And all these things will allow you to make more money in your business.

Having a talk will open up other opportunities for you too. I’ve had clients who were asked to be interviewed and invited to speak at other events after they gave their talks. A signature talk streamlines your marketing. You can use it in many different ways – from live events, teleclasses and telesummits to interviews and more.

What are the basic elements of a magnetic signature talk?

When it comes to crafting your talk, it’s not enough to just throw a bunch of words on a page. A successful signature talk, one that gets people lining up to speak with you and jumping out of their seats to get on your list or buy your products and programs, must include these key elements [Tweet This!]:

Your core beliefs – Why are you in business? Why do you care about sharing your message and your work?

Your expertise – Who are you? Who do you help? What results do you get? What makes you different from others in your field?

Your audience – Why should they care about your talk? What’s in it for them?

Your story – What was your journey? What personal transformation have you experienced and how can they get the same transformation without the same risk?

Valuable content – What 3-5 solutions can you give them that they can use right away to help them along their own journey?

ONE offer – What’s one thing they can do to get bigger and better results by working with you? Is it a free consultation? A product? A program? Pick one and use an incentive or limiter so people will be more likely to act in the moment.

Gratitude – Always thank and reward your audience for the time they’ve invested in listening to you! Bonuses, gifts and simply sticking around for questions after your talk goes a long way when it comes to building deeper rapport with your audience.

What about you? Do you have a signature talk bringing in clients and opportunities? And if you don’t have a talk yet, what’s stopping you?

 

 

How to Create a Magnetic Email Marketing Strategy Even if You Have a Lifeless Email List

magnets

photo by brendan-c

We’re bombarded every day with marketing messages.

Think about it.

How many email lists are you signed up for right now?

And how many of those do you actually open and read regularly?

That’s exactly what your audience is doing too.

So how do you become the person who sends the emails that people can’t wait to open and read?

The Secret to Creating Sizzling Emails

Just getting someone’s email is tricky (here’s one way to go about getting it).

If someone decides to invite you into their email inbox because you’ve convinced them you’re honest, competent and human, then your email content must reflect those qualities.

Crack copywriter and marketing consultant Michel Fortin says:

“Email is the most personal marketing medium on the planet. You trade emails with your friends and family . . . You read those emails. You trust those emails”

The whole point of email marketing is to nurture a relationship with your audience and establish trust.

The worst thing you can do is blitz your audience with sales pitches or cold, hard facts.

If you don’t want to see your open and click-through rates drop, or worse, your unsubscribe rates go up, your emails need to sing.

Your audience wants you to get real, get personal and spark a connection.

So what’s the secret to creating sizzling emails that people will open, read and click through to whatever action you want them to take?

You got it.

You tell stories.

If your current email marketing efforts lean theoretical or tactical, take heart. I was in the same place as you not long ago.

Twenty years of marketing experience didn’t prepare me for the dismal results of my own email marketing efforts when I first started out.

I’d spend hours crafting what I thought was quality email content.

Then I’d anxiously hit that send button.

I’d wait. And wait. And wait.

Silence.

Why wasn’t anyone responding?

Every time I sent out my newsletter, it was like the scene from the apolocolyptic 80s TV movie The Day After, you know, when that eerie voice crackles over the airwaves and asks “Is anyone out there? Anyone at all?”

Then one day, I banged out this email to friends and family, and decided share it with my subscribers too.

Subject: Down & Dirty

Hi there,

I wanted to drop a quick fun line to let you know about something a little crazy I’m doing in just over a week.

I’ll be getting down and dirty.

No, really. I’m talking mud, sweat and, possibly a few tears.

Why?

Well, earlier this year a friend lured me into signing up for the Tough Mountain Challenge at Sunday River in Maine.

What’s the big deal about this Tough Mountain Challenge anyway?

For one there’s lots of dirt. And water. And mud. Oh, and 95% of the 5K (that’s 3.1 miles) is up mountain; not uphill.

We’re talking up a 1,000-foot-vertical peak.

And let’s not forget about a dozen obstacles along the race course.

With names like Tsunami, Suicide Sprint, Trench of Terror, Hole of Horror and Slip Slide & Die, these obstacles make basic training courses look wimpy.

So when do I strut my tough?

Saturday July 21. Pray that I make it back in one piece, OK?

Within minutes, half my (albeit tiny) list replied back.

WOAH, I thought, what the heck just happened here?

The answer struck me hard when I read this response:

Your story is so contagious. I feel like running, climbing and jumping – YES! It’s wonderful to get out of the comfort zone.

I had stumbled quite accidentally into the power of story.

I didn’t send this email with the intent of providing instruction or information or even a call to action.

I just thought, here’s a crazy thing I’m doing  . . . maybe I’ll share it.

And yet, there was a lesson in that email. There was an emotional and aspirational appeal.

Even better, I had actually inspired a different person to start running road races, which inspired her husband and kids to run with her too.

I’m still blown away that this email could actually change the lives of four people – three of whom never even read it.

That was more than a year ago and I’m getting choked up right now just thinking about it.

You have the same storytelling power at your fingertips. You can have these kinds of results too.

Because stories are all about engaging people on an emotional level. They are personal, they are aspirational and they are remarkably disarming. [Click to Tweet]

That’s why stories are incredibly effective when it comes to transforming subscribers into loyal fans and customers, even if you think your email list has gone dormant.

So how do you use stories to nurture the relationship with your subscribers, or revive a lifeless email list?

How to Use the Power of Story to Nurture Email Subscribers or Revive a Lifeless Email List

Start with a clear goal in mind.

What action do you want people to take?

Do you want them to read a blog post?

Fill out a survey?

Buy a product or service?

Once you know what action you want people to take, think about how taking that action will fulfill an emotional need of your audience.

Do they yearn for confidence? Love? Belonging? Creativity?

Think about their aspirations, as well as the related self-limiting beliefs your audience wants to change.

Now, tell a story that connects to the lesson, tactic or message you’re delivering to help them actually make that change.

Why?

Because doing so will transfer the aspirational emotion from your story to what you’re offering.

It allows someone to connect with an idea that might otherwise seem impersonal or boring.

And it makes your call to action feel like the next natural step for your audience.

Are you an independent coach, consultant or service-based entrepreneur who wants to engage with your audience on an emotional level, but you’re struggling to market yourself in a personal and compelling way? Schedule a complimentary 30-minute discovery session with me today and learn how you can stand out instantly, get the clients and opportunities you deserve, and supercharge your marketing from this point on.  

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