Speaking in public increases your visibility, boosts your credibility, and establishes you as an expert in your field. It puts you in direct contact with potential clients in such a powerful way that you may find yourself closing a sale before you leave.

Think of speaking in front of a group as a very powerful form of networking. People are much more likely to remember you if you are standing in the front of the room instead of seated in the back. With all the benefits public speaking offers, it's unfortunate that surveys show most people are more afraid of speaking in public than of dying!

If you are new to speaking, try starting out small. Volunteer to be the person who introduces the speakers, or offer your services on a panel in your area of expertise. You can gradually work your way up to solo presentations or full-length workshops.

Seek out organized groups to present to rather than trying to round up your own guests. You may be surprised to find how many civic, business, and professional groups are eagerly seeking free speakers for their meetings. Here are some suggestions: 

• Chamber of Commerce networking events and workshops 
• Service clubs such as Rotary and Kiwanis 
• Trade and professional association meetings and conferences 
• Brown bag lunches sponsored by corporations and office complexes 
• Lectures, workshops, conferences, and fairs hosted by educational institutions, community organizations, and affinity groups 
• Classes offered by community colleges, resource centers, and private learning centers such as The Learning Annex 
• Live chats hosted by online services and web sites 

To approach these groups about being a speaker, develop one to three topics you would like to present to them. Your topics should be interesting, distinctive, and show off your specialized expertise.

They should also allow you to tell stories about your work, and include examples of what you have done for past clients. In this way, you can deliver value to your audience and promote yourself effectively at the same time.

Be sure to give your topics enticing titles that will attract plenty of prospects when printed in a group's newsletter or program flyer. Write brief descriptions of each topic that will give group organizers enough information to decide if they like it, and can also be used to promote your talk on their calendar.

Once you have a talk scheduled, look for ways to get the most out of the opportunity. Post the details on your web site, list the talk in your newsletter, or send a special bulletin to your contact list.

People who attend the talk will get a chance to see you in action, which may be all they need to hire or refer you. With those who don't attend, your credibility will be increased anyway, because the sponsoring group has now endorsed you.

Ask the sponsoring group if you might also write an article for their newsletter. Printed before your talk, an article will increase attendance. If it runs afterward, you may get inquiries from those who missed you and want to know where you will be speaking next.

To make the maximum impact on people who hear you speak, give them both valuable information and a chance to connect with you on a human level. Make sure the audience knows exactly what services you offer by giving the host a prepared introduction to read.

Collect contact information from the people who attend by holding a drawing for a book or tape, or offering them a free report or newsletter. Finally, if the host permits, circulate your own evaluation form, collecting feedback on your presentation, asking if your services might be of interest, and gathering names of other organizations where you might speak.

Copyright © 2000, C.J. Hayden

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