3 Marketing Tips Adapted For Public Speakers

Marketing is about branding and products, right? Not according to David Meerman Scott. He writes in his book The New Rules of Marketing and PR that marketing is about telling stories to your buyers' personas. David's "new rules" have tons of uses in presentations too.

1) My take on the first New Rule is this: Forget the Four P's of marketing: product, place, price, promotion. These just invite the listener to sift through their own data bank and find other products, prices, places or promotion that are better than yours.

Focus on the outcomes of what you're offering. And the outcomes aren't the obvious benefits of various features. If Starbucks only marketed its product you could easily find other coffees that compete. Starbucks has marketed its outcomes: high quality; coffee education; reliability; a place to work or gather; coffee house ambiance that appeals to many tastes.

When prospects invite you to "show us what you can do" be sure you go right to the outcomes and make those outcomes appealing to senses other than the bottom line or customer service. Maybe your outcome enhances the person's status; your service smooths the way over difficult roads; you banish pain forever.

2) Another new rule for marketing and PR is to forgo jargon. I have always advocated the same for presentations. A marketing director I consulted with often urged the sales team to get "price improvement" from customers. In non-jargon, this meant "raise prices." Yet she avoided saying that in clear language. I had to tell her that if she couldn't use plain language with her internal team, how could those sales people ask for higher prices from customers?

Use imaginative language from other disciplines such as art, music, theater, sports, space flight, nature and the like. A client recently created an 'economic ecosystem' and a colorful, attractive pyramid that she is using to enrich her technology-heavy, research oriented presentations.

3) Creating buyer personas is a new rule for marketing and PR. It is a concept like my own number one principle "Put the Audience First." A persona is a character sketch, with details about preferences, activities and other qualities of the listener. When you visualize a person through this sketch you know how to talk to that person. This is in contrast to talking to the generic prospect who may or may not really be as you picture.

Speak directly to individuals about ideas they want to hear and in language that will elevate and enrich them. They'll respond your call-to-action.

Get more audience- attracting tips from Susan Trivers at http://www.susantrivers.com Learn how to write and deliver springboard stories that inspire action from Susan's audio CD "The Great Speakers Guide to Business Storytelling" at http://www.susantrivers.com/publicspeaking Susan's Keynote " Speakonomics (TM): Four Little Words You Must know to Make More Money" shows you how to be the presenter or public speaker your audiences want you to be.

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