A Note from Your President
Happy New Year NSA North Texas!
This month I would like to share with you some key points about another one of our assets as speakers. That is our competence, which is our expertise.
There are three components of competence that will earn the respect of our clients. They are knowledge, experience and discernment. Let’s dig a little deeper into each of these.
Knowledge is developed over time; in fact, it should be never ending. Your knowledge is the in-depth understanding of your topic. It’s the research you’ve done over time and how you see the impact of your expertise on your client’s business. Your knowledge is a valued asset in the eyes of your client.
Experience is what we have learned through the ups and downs. Experience is learning from trial and error and sometimes our best experience we can share with our clients is from the mistakes we have made in the past. It’s letting our clients know where we have seen great results and where we have seen disappointment with others.
Experience is the accumulation of successes and failures and learning from them. An example of experience would be learning to downhill ski. Reading a book on skiing might give you knowledge on the sport. But it’s the experience of skiing that makes you a better skier. You improve your techniques when you fall, get up and try again. It’s the same with sharing our competence with our clients. It’s applying our knowledge to the business.
Lastly, discernment is the culmination of knowledge and experience. The result of our discernment is repeatable business with our clients. It’s building up trust over time knowing that we always make the right recommendations for their business and their needs. It’s being their trusted advisor for the long term. They know that your recommendations will save them time or money, decrease costs or increase productivity based on your track record. Discernment also has the characteristics of patience, objectivity and selflessness. Great speakers always discern what’s best for their clients. When your clients recognize your competence, they know you have their best interest at heart and they value your advice for their business. Join us this month as we continue to take this journey together. Remember, it’s still about you!
NSA North Texas (@NSANorthTexas)
January 2017 Program – Dick Bruso – “Branding Extravaganza 2.0”
Two Incredible Sessions in One Power-Packed Program Presented by Internationally Acclaimed Branding Expert, Dick Bruso.
Come join us for the latest and greatest version of the Branding Extravaganza. Regardless of where you’re at in your speaking career, learn how you can bring focus, clarity and life to your brand. This jam-packed and interactive two-part program features Dick Bruso’s highly acclaimed story-based Brandstorming process for creating powerful, unique, and enduring brands in a very noisy marketplace.
In addition, if you currently have a viable brand you will be shown some very creative and dynamic ways to expand it. Dick has worked one-on-one with hundreds of professional speakers, authors, and business leaders in the creation and expansion of powerful and profitable brands.
Session One: “How To Be Heard Above The Noise: Branding Your Uniqueness”
This jam-packed and highly practical session is designed to help professional speakers develop their distinctive brand, focus on their uniqueness to successfully reach their target markets, and position themselves to be “heard above the noise” in the marketplace.
Highlights include how to:
- Create a compelling, memorable, and distinctive brand centered on “your story” that truly sets you apart in everything you say and do.
- Maximize your ability to reach your target market(s) via creative branding, the incredible power of media, and strategic networking.
- Produce powerful tools and products to significantly enhance your brand’s visibility.
Examples of dynamic branding, unique positioning, and creative marketing approaches successfully utilized by fellow speakers and other professionals will be shared throughout this session.
Session Two: “Brandstorming”
During this highly interactive session, Dick will demonstrate (with the assistance of several audience members) how you and your colleagues can develop brands based on your unique and powerful stories designed to truly set you apart in the marketplace. You’ll learn the secret of how to apply the “umbrella branding” approach to encompass all aspects of your speaking practice.
About the Speaker
An international speaker and founder of Heard Above The NoiseÂ®, Dick Bruso is a highly regarded branding and marketing expert. Dick teaches his audiences and clients how to develop and expand their brands to powerfully penetrate the marketplace. His clients include best selling authors and in-demand speakers, as well as successful entrepreneurs and business leaders.
He is a contributing author, on the topic of branding, to NSA’s popular books, Paid To Speak and Speak More! Dick is an active member of NSA and NSA/Colorado. He served as president of NSA/CO for 2005-2006, as the Chair of the NSA Academy for Professional Speaking for 2011-2012 and as the Co-Chair of the Cavett Institute in 2012.
Here’s what others say about Dick Bruso’s approach to branding:
Dick Bruso is simply brilliant when it comes to branding. He has a talent/knack for combining creativity and practicality. ~ Greg Godek, Past President of NSA/San Diego
People get powerful results from your program. I’m getting emails from my colleagues saying they’ve had breakthroughs on their brand, who they are, and what they are really about.
~ Carla Rieger, Past Program Chair, CAPS/Vancouver
Dick helped focus and define my brand, which positioned me for even greater success. ~ Karyn Buxman, CSP, CPAE, Speaker Hall of Fame
I can’t thank Dick enough for helping me get the clarity I needed, for helping create my brand and tagline, and for enabling me to experience in the speaking business what I had only dreamed of accomplishing prior to that point.
~ Sandy Geroux, Past President, NSA/Central Florida
We just collected a member survey about the past year. Our member’s number one choice for the most memorable NSA Michigan event was: Dick Bruso’s Branding Session.
~ Marilyn Suttle, Past President, NSA/Michigan
Dick Bruso’s website: http://www.heardabove.com/
Come see Dick on January 14th!
you, the speaker: Don’t miss the best part of NSA!
by Dave Lieber, CSP
Dallas Morning News columnist
Do you use the NSA’s “Voices of Experience” app on your phone?
VOE is the absolute best learning source on public speaking available in the English language.
It’s free, and you can listen to the audio magazine shows all the way back to 2011 on a phone app because they’re archived.
Best part? Two of our magnificent chapter experts serve as host in the past two years.
You can go back and listen to almost 12 hours of recordings hosted by our own Michael Hoffman, CSP from the years 2014-2015.
Now you can listen to the 2016-2017 shows hosted by Kate Delaney. Kate will be our chapter president this summer.
You don’t have to be an NSA member to get the free phone app. Just download “NSA VOE” from your app store.
Each monthly show contains almost a dozen segments led by the host interviewing speakers from across the world about how they conduct their business.
You really shouldn’t miss it.
This month, for example, our chapter former president Linda Swindling, CSP talks about “The Art of Negotiating.”
Patrick Donadio, CSP who will visit our chapter as keynoter on April 8, and our own Melinda Marcus, CSP talk about their “oops moments.” I share a power minute on tools to be a great writer.
Also appearing: Jill Schiefelbein, who was our December speaker, and former chapter president Russ Riddle.
Kate Delaney is a professional radio star. She currently works for NBC’s national network hosting a syndicated show. She has fans across the nation.
Kate won an Emmy and is also a talented author. Her newest book is a woman’s guide to sports called Invade the Man Cave: Sports Secrets Guys Don’t Share. So it’s a real coup for NSA to get her to host VOE this year.
My advice, listen to Kate’s broadcasts on VOE that begin in September 2016. Then go back and listen to Mike Hoffman’s from September 2014 onward. Mike, of course, is hosting the 2017 NSA national conference with Christine Cashen, CSP.
Get the app now: NSA VOE
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December Meeting Recap
by Bill Lynch
“20 Ways to Re-Purpose Your Content for Publicity and Profit” with Jill Schiefelbein
Jill’s presentation focused on the use of technology for publicity and profitability. Midway through her first hour, she observed that there are a “crapton of ideas” that you will hear about. It is critical to pick the one or two platforms that you will focus on and stick with them. She also observed that when she started she used several platforms and got followers on each. She now wishes she had focused on getting them all on one platform so they would be more easily marketable.
If you have ambition to be published by a major publisher, you must demonstrate that you have the potential to sell 10,000 books. The main element of this will be leads to whom you can market.
Social media is valuable only if you are active. A Google search of your name is more likely to bring up your Facebook page on which you last posted six months ago, than your website. It hurts you rather than helps you.
Build a community of your competition and share their material with your audience. For every one of your ideas, post 4-5 of theirs. When your audience tells you they want more of your content, then you can adjust the ratio. Each of you is unique. Build business for each other.
Start to collect creative shareables. Have a transcript made of your speech. (Rev.com for $1 per minute) Highlight a dozen quotes and put them with a picture and post them once a month. Use images that relate to your audience. Post them with a link to a lead generation tool where you give away something to get permission to email the lead.
Create a blog strategy. Take a 30-minute presentation transcript and organize it into 6 or 7 key points. Blog about each one. Blog the first week, then drop a quote in the second week linked back to the blog. Offer items of value called articles, white papers, case studies…whatever your audience calls them in exchange for leads. If there is a current event that ties to your content, get a blog post out immediately linking the two.
Do interviews of other people. Interview them using zoom.us. She interviewed 12 people and put them out once a month as a pod cast. Zoom lets you record up to 50 people at a time. In the interview, get three or four distinct and separate points and make several YouTube videos.
People are not likely searching for you. They are asking Google questions. Searches start with How to… Learn the questions people are asking in your area of expertise. You need to know the 10-20 commonly asked questions in your area and create answers to them that Google can index. On Google or YouTube, start typing the question in and see what the prompts are. Put these terms in your page title, headlines, meta title, web url, etc.
Get input from others on what makes you unique. Often it is not something we realize that really makes us special.
During the second half of her presentation, Jill focused on giving us examples of how she has used various media to generate income.
Membership sites are password protected sites where you charge a monthly or annual fee for access. To be successful, they must be frequently updated with new material and they must have a live element preferably weekly.
Audio and Video Books
If you have a book consider renting a studio and performing your book as though you were on stage. Use a teleprompter and record every word, but do it as though you were on stage. You can separate out the video and have three options for delivery, audio, video or print.
Jill invested $5,000 in creating 72 micro videos which she posted once a week on YouTube. She also set up a site to sell them and it was a bust. When a potential client asks if you cover x topic, it is helpful to say sure and I have a video on YouTube on the subject you can look at.
As an upsell after a training program, sell a “Drip Training” continuation where you provide the client with a short video each week with a follow up question to continue the training and reinforce the concepts over time. Use the micro videos taking out the lead in and lead out and customizing them with the client’s logo.
Teleseminars, Webinars and On-Line Classes are similar in structure. Teleseminars are necessarily audio only. Webinars combine a video presentation with audio and interaction. If you are using a webinar as a lead generation device, limit your up sell during the webinar to one or two brief messages. Warn the audience in the beginning that you will be upselling and tell them before you do it. If you are charging for a webinar or an on-line class, do not upsell.
Chapter Meeting Location
For the 2016-17 meeting schedule, we’ll again be meeting a the Hilton Garden Inn located at:
1001 W President George Bush Hwy.
Richardson, TX 75080
Phone: (972) 792-9393.
Click here for a map to our meeting location.