A Note from Your President
Welcome to February NSA North Texas family and spring is right around the corner! This month I’d like to give you some more insight from a sales perspective on value.
Customers buy when they perceive that the value outweighs the cost of the investment. There are three components of value; economic, business and personal that all have an impact on the customer’s view of the investment.
Economic value is the financial impact of the investment. What will be your return on investment? What will your keynote or training do for the company financially? Will it cut operational costs, increase productivity, increase revenues or cash flow? Economic value is makes the investment in you the speaker feasible.
Business value is the primary consideration to your audience. What can the investment do for the organization and how can it increase market share or sales by the acquired new techniques or knowledge you delivered.
Personal value is the third type to be considered. This is more of an intangible value, which answers the question, what will the decision do for me personally? If I hire this speaker will my president be pleased with the result? How will I look by bringing in the speaker to talk on productivity? Sometimes the personal value can trump the economic and business reasons.
We need to understand that in the brain, emotions always trump logic. We make decisions based on emotion and then back them up logically. Personal value can only be uncovered when there is trust and a strong relationship with the decision maker. We also need to realize that personal value will be different for each person involved in the decision-making process since they might have different needs and objectives.
The more you can research and understand your potential customer, the greater the chance for connecting and winning the business!
NSA North Texas (@NSANorthTexas)
February 2017 Program – John Molidor, PhD – “Credibility Is King and Queen: Is Your Content Google-Proof?”
Have you ever wondered about some of the ‘stuff’ you say in your presentations? Such as, “Do I know where that information came from or am I just putting my spin on something I heard before? Is there any factual basis for what I share? Did I imagine this material or do I just say things because it sounds right (and sometimes, even sexy)? What will I do if someone challenges me on my material?”
Nowadays, it is pretty easy to fact-check your ‘stuff’ and your ‘material’ so it behooves you to make sure that what you say is ‘Google-Proof.’ But, as you also know, Google is not the definitive authority on what is true and what isn’t! So what can you do?
As the field of speaking continues to mature as a profession, it is necessary that we, as professional speakers, ensure that what we are sharing and telling our audiences is grounded in truth. It can be your truth (based on your experiences) and/or it can be supported by research (based on actual experiments). Both ways work, but we need to be careful when we cross the line from experiential to experimental.
So come join us as we explore some of the speaking content myths that are out there (which you might be telling your audiences) and examine some methods to ‘Google-Proof’ your content.
About the Speaker
Dr. John B. Molidor comes to us from the Great Lakes State of Michigan, where he is the President for the National Speakers Association-US. When he’s not trying to figure out the universe, he can be found at Michigan State University’s College of Human Medicine where he is a Professor of Psychiatry and a Regional Community Campus Dean. John loves presenting about how the brain works and influences our audiences. He is excited to be presenting to his speaking colleagues and looks forward to having some fun with us!
Come see John on February 11th!
you, the speaker: Linda Thomas has three careers in one
by Dave Lieber, CSP
Dallas Morning News columnist
You never know where you’re going to end up in this business.
Take the case of chapter member Linda Marsden Thomas.
She became known as an image expert. Her book Color Nation: The Power of Color in Business and Leadership established her as a strong thought leader in her field. Nobody knows color and clothing and what they represent better than Linda. (PowerfulAppearance.com).
But she didn’t stop there. She’s added two more lines to her resume, and they’re quite unusual – and impressive.
Linda now hosts a regular story slam event. And, in recent months, she’s become a popular speaker in Texas prisons.
A couple of years ago, Linda began participating in Dallas story slam events. Much like a poetry slam, stories are told fast and sharp and fit a theme.
Linda now hosts “Truth & Daring Storytelling Open Mic” on the first Tuesday of every month.
“Take a bold step by sharing a true story or just enjoy listening as you take in local wines and eats from Checkered Past Wine Pub,” a promo piece states.
You’re invited. Learn the monthly theme at meetup.com/truth-daring or on the TruthOrDaring Facebook page.
Her speaking career in prisons is more recent. “I donated a Power of Color book to the prison library. Five men read it and asked the in-prison education coordinator if I could come teach them a class on color and how to dress for interviews to their class before graduation and their release dates,” she says.
She spoke at the Sandy Estes Unit in Venus.
“I usually have men in the audience be my clothing examples, but of course, they had to stay in their prison whites. They were a great audience. It was very nice to speak to a group with no cell phones.”
Her 3-hour program was so well received that she was invited to share again to 100 prisoners in Houston. There, she got a standing ovation.
“If you would have told me two years ago that I would be going to a men’s prison to do anything I would not have believed you. But when I am there, I always feel I am amazingly peaceful and in my right place at the right time.”
Linda’s lesson is don’t worry about traveling one narrow road as a speaker. Be open to new ideas, new paths and new challenges.
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Speaker.org Blog Authored by YOU!
by Sandi Leyva
Here’s another great chance to improve your online visibility through NSA-NT.
Contribute an article to our blog and get a byline and a link to your website. Article topics must be relevant to speakers and meeting planners. See the full submission guidelines here and submit your articles and pitches to firstname.lastname@example.org.
January Meeting Recap
by Bill Lynch
Branding Extravaganza 2.0: How to Be Heard Above the Noise with Dick Bruso
Branding is more about who you are than what you do. It begins with the power of your stories. Dick quoted Brian Walter who said “Story is the hammer of speaking.” He also suggested that we look back to the July-August 2013 issue of Speaker Magazine and read the cover story about Robert McKee whom Dick says is a world renowned expert on story.
The search for your brand starts with who you are. What is your history? What are your life experiences? What are your talents, gifts and abilities? What is your ultimate message, the reason why you speak? Your ultimate message is the core element of a powerful brand.
You must love what you do. He quotes (now) St. Theresa of Calcutta who said “to work without love is slavery.” You must be clearly focused. Have a clearly defined call to action for a clearly defined market.
There is one thing that sets you apart in everything you do, say and communicate. You must find and identify that one thing. It is the essence of your brand. Get help. It is hard if not impossible to discern it on your own. I was the lucky male who could tell his story to Dick during the meeting. I now have a completely different sense of what my brand is than I had before based on the input of our members and Dick.
Dick challenges us to decide who we want to hang out with for the rest of our life. This should be our target audience. (For me, it is my fellow speakers. Can’t imagine them as my audience…but maybe?)
Dick recommends the book Blue Ocean Strategy which encourages the reader to focus, not on your competition, but on what sets you apart. Create your own blue ocean. (Personal aside: this approach coupled with understanding the needs of customers helped me build a million-dollar printing company in an age of digital products.)
Your brand must be congruent. That is, it must align with who you are and what you have done in your life. It must be comprehensive in that it addresses the total needs of your market. It must be consistent in that it fits with who you are and what you do every day.
Your brand must be giving in that others must benefit from what you have to share. What you share must make a lasting difference. (I have heard speakers say I am not responsible for my audience. That is wrong. If we are successful, our audiences must act on what we say and make a difference in their own lives. Otherwise we are entertainers.)
Dick, also, encouraged us to determine our core expertise, whom it benefits and how to get attention in the marketplace?
If you have not taken advantage of Dick’s complimentary 15 minute branding phone session, please email him at email@example.com. He will get back to you by email to set up a time to visit and obtain related information he will need from you.
Good News from our January Meeting
- Melinda Marcus, CSP (Professional Member) signed an annual contract with an award winning national architecture firm for her consulting program “Science of Influence.”
- Linda Thomas (Professional Member) will be hosting Truth & Daring Open mic story slam Tuesday, February 7th at 7:00 pm. Practice telling a 3-10-minute story before a live audience. Contact Linda for details.
- Sherrie Wilson (Professional Member) has completed writing her first keynote and has booked two keynote opportunities.
- Celia Pope (Student) (all of 17 years old) is a finalist for the Association of Future Educators speaking competition and will be in the national competition in February. Go Celia!
- Bill Wallace (Professional Member) will be hosting the Entrepreneur Summit March 30th in Frisco. Bill will also be bringing Jeff Hayzlett back to Dallas May 22nd and 23rd.
- Joy Macci (Professional Member) is commentating a Tennis Tournament, speaking at the Kellogg Leadership Summit, and has published “Inner Winner Leadership” and “The Ageless Boomer” book and menu cards all in January!
- Susan Gunn (Professional Member) published her 36th book “Advanced QuickBooks in your Practice 2017” this month.
- Kevin Green (Member Candidate) became a CoreClarity certified facilitator.
- Peggy Edge (Member Candidate) spoke at the Korean-American Professional Network and the Women of Visionary Influence, Flower Mound Chapter.
- R Shawn McBride (Professional Member) delivered his first corporate keynote taking his first step outside the association market, and he has a new video.
- Dave Cary (Member Candidate) wrote a history book to be published in February about an American ship that took part in D-Day.
- Sandi Leyva (Professional Member) is teaching a webinar series in February called ‘Digital Marketing Mastery”. It is open to the public.
Chris Fuller (Professional Member) completed a marketing video. He also competed his CSP Application.
Congratulations to everyone on these great accomplishments.
Chapter Meeting Location – NOTE CHANGE
For the February meeting only, the meeting location will be at Canyon Creek Country Club::
Canyon Creek Country Club
625 West Lookout Drive
Richardson, TX 75080
Click here for a map to our meeting location.