Written by: Vickie Sullivan | March 25, 2021
Event Speakers: Show Your Value, Don’t Just Say It
Virtual events and speaking engagements are probably here to stay. Now that many of us speakers are used to the technology and style, the next big question is: How does that impact your marketing tools? This Forbes article confirms that much of your current speaker footage is not going to translate.
In the article, Mr. Kruse writes about the best virtual keynote speaker he’s ever seen: Shawn Kanungo.
The video Mr. Kruse writes about is a great example of a bigger lesson: Demonstrate what you advertise.
How Speakers Can Prove their Value
Kanungo’s video goes beyond the standard for demonstrating his value as a speaker in two important ways:
• It proves his platform. Kanungo speaks about disruptions, so guess what? His video disrupts the status quo. (And, yes, buyers notice.) Many of us expect the content to do the heavy lifting. Instead, look at your format, your structure, the production and ask yourself: Does this align with my platform? Does it demonstrate or negate my content?
• It backs up his claims. A lot of virtual speakers say they can engage a remote audience. Kanungo shows you how he does it. A lot of speakers say they have high energy, Kanungo demonstrates that he does. Showing versus telling is critical because decision makers decide for themselves. You can influence that impression by what you do and how you do it, not just by telling stories and throwing in a quiz. Ask yourself: What do I claim and how am I demonstrating that?
Listen: Why Buyers Don’t Believe What You Say
Great sales conversations and marketing tools are not enough in a marketplace where everyone makes similar claims. You have to prove what you’re worth. If you do that consistently and systematically, you will have the inside edge.
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