Marketing by not Marketing
 
Marketing by not Marketing

Many times local civic organizations look for experts from various businesses to come and give a presentation about your area of skill. The Elks, Rotary and Kiwanis are just a few who are always on the look for good public speakers to address their groups. So if you get a chance to speak to these groups, its easy to see these as tremendous business opportunities for marketing.

The problem is that these groups restrict you to only address your field of expertise and do not allow marketing of any kind when you come to speak to their membership. This could be a pretty frustrating situation. Many times these men's groups are fraternities of the most successful business people in your area. And because these groups meet monthly they are always on the look out for good public speakers like you. If you are confident in your public speaking ability, you can easily see yourself getting return invitations to address these groups.

But maybe by looking at these speaking opportunities differently, you can leave that frustration behind and find a way to market to these people by not marketing. You can use the natural functions of the public speaking forum to advertise your business in a way that never has a marketing feel to it at all. And these methods are not forbidden and your sponsors will applaud your presentation as you quietly milk these speaking engagements for all the marketing value you can get.

First of all, you are allowed to introduce yourself and talk about your specialized training and experience. Let's face it, while that is a section of your presentation to help your audience understand your area of expertise, it is also nothing short of a job interview. By discussing your training and talents in the context of background, you cement in the mind of that audience why you would be a good person to think about when they need your kind of talent as part of what they do.

But the introduction is not the only way you can market by not marketing. By speaking with energy and passion about your work, that excitement sends a message about who you are to those potential customers out there. The one thing a client wants to see is that are always on a quest to increase your knowledge of your field. This is especially true if you are in an industry that goes through a lot of changes every year. Your clients want a partner who can keep up on those changes so they don't have to. By demonstrating that this is a big part of who you are as a subject matter expert in your area, you will become a very attractive prospect as a business partner for those future.

You will want to make sure your presentation is packed with very useful information to your clients. But don't tell them so much that they can live without you. A good approach is to discuss the problem area in business that your specialization is very good at addressing. By using your time to detail the problem, you create need in your audience. The solution section of your talk simply describes the perfect solution in enough detail so your future clients know you know what you are doing but not enough so they can take on the problem themselves. Once again, this creates the desire in the members of that fraternal organization to come to you when that very well described need comes up in their businesses.

Be sure to use the time before and after your presentation for networking. You may be invited to join the group for a meal and if you have already had a chance to speak, this is an ideal time to make some personal connections, answer questions about your talk and even make appointments to come and speak to individual business owners about how you can be of help to them. You are usually allowed to have your business card with you and for members of the club to take them after your talk. So if you done a good job of marketing by not marketing, those business cards will fly into the hands of those interested audience members and you will see a nice return on your investment of time just using public speaking to harvest contacts that can turn into more business for you.

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Articles
Becoming Larger Than Life

Create a Problem and Then Solve It

Deer in the Headlights

Don't Fear the Pause

Effectively Using PowerPoint

Give Them a Bit of You

How to Write a Speech

If you Like Them, They Will Like You

Illustrate, Illustrate Illustrate

It's all in the Voice

Maintaining Focus in Public Speaking

Make Them Laugh

Making a Living as a Public Speaker

Marketing by not Marketing

Public Speaking Means Never Saying "I'm Sorry"

Public Speaking Quirks

Put Some Snap Into It

Reading to an Audience

Shooting From the Hip

Speak With More Than Your Voice

Tell Them Something They Don't Know

The Greatest Public Speaking Secret of them All

What's Your Problem?

When Things Don't Go as Planned

Where to Look When You Speak

 

Disclaimer: The Publisher has strived to be as accurate and complete as possible in the creation of this website, notwithstanding the fact that he does not warrant or represent at any time that the contents within are accurate due to the rapidly changing nature of the Internet.

This site is a common sense guide to Marketing by not Marketing. In practical advice websites, like anything else in life, there are no guarantees of income made. Readers are cautioned to reply on their own judgment about their individual circumstances to act accordingly.

This site is not intended for use as a source of legal, business, accounting or financial advice. All readers are advised to seek services of competent professionals in legal, business, accounting, and finance field.

Any perceived slights of specific people or organizations are unintentional.

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