How to Use Speaking to Build Your Reach and Revenue – in Just 7 Minutes with David Newman

Resources/Links:

• www.davidnewman.com/action-guide
• Join Tom Poland and David Newman in: Cracking the Speaker Code-The Skills, Tools, and Tactics That Will Get You Booked More Easily, More Often, and at Premium Fees, February 26, 2019, 4pm PST / 7pm EST

Summary

David Newman is the author of the business bestseller “Do It! Marketing: 77 Instant-action Ideas to Boost Sales, Maximize Profits, and Crush Your Competition.” He’s the founder of the Speaker Profit Formula mentoring program and has helped over 500 speakers, consultants, and experts boost their reach and revenue through the power of speaking.

In this episode of Marketing the Invisible, David dive on how he helps experts speak more profitably and to position themselves as thought-leaders and generate MORE leads, BETTER prospects and BIGGER sales.

Check out these episode highlights:

• 00:33 – David’s professional background as a High-content marketing Speaker and Best-Selling Author
• 01:43 – His ideal client: speaker, consultant, thought-leading entrepreneur or thought leading executive who wants to get their ideas out there in the marketplace and monetize their expertise and market their smarts.
• 01:58 – Marketing problem he helps solve for his client to avoid either being underbooked, underpaid, and being overwhelmed by all the marketing monkey work that they feel they need to do
• 02:38 – Symptoms his clients experience when trying to market themselves as a speaker, the uncertainty of how to even begin
• 03:33 – Common mistakes that business owners do before they consult David
• 04:43 – David’s Valuable Free Action (VFA): Decide what problems you solve. Define your best buyers.
• 05:25 – David’s Valuable Free Action (VFR): www.davidnewman.com/action-guide and www.doitmarketing.com/webinar
• 06:16 – Q: What does it take to be a great speaker? A: Expertise, enthusiasm, and empathy.

Tweetable Takeaways from this Episode:
“Generalists die on price and experts win on a value.” -@dnewman Click To Tweet
“ Focus on one thing shouldn't be the hardest. It should be the simplest really nail it and then move on to the next.” -@dnewman Click To Tweet

Transcript
(Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast)

Tom Poland: Hello everyone. Another very warm welcome to Marketing the Invisible. My name is Tom Poland joined today by David Newman. Good day, David where are you hanging out sir?

David Newman: ] I’m in suburban Philadelphia. USA.

Tom Poland: Philly. You’re in Philly. I didn’t know that for some reason I thought you were in Canada. Mind you my geography being a what it was probably would make any difference.

Tom Poland: David welcome back because you’re one of the few guests that I’ve had back on the show and the reason I’m having you back is that between the first interview and the second interview I joined your program and saw what extraordinary value you offer in your particular specialty which is using speaking to generate you know get gain more clients and reach and revenue etc. So thanks for accepting my invitation to come back.

Tom Poland: For those of you who don’t know the extraordinary David Newman. Quick bio. He’s the author of the business bestseller as Do it Marketing–77 instant action ideas to boost sales, maximize profits, and crush your competition. Now he’s also the founder of a program which I’ve been involved with and found great value from deriving great benefit from I regard it as “the source for speaking training”. And it’s called Speaker Profit Formula Mentoring Program. He has helped over 500 consultants and experts from around the world boost their reach and revenue through the power of speaking.

Tom Poland: So David our subject today is how do you use speaking to build your reach and revenue we are going to do that and tell me how to do that i just 7 minutes. Our time starts now.

David Newman: Question 1, who is your ideal client?

David Newman: Well Tom you mentioned it is really that speaker, consultant, thought-leading entrepreneur or thought leading executive who wants to get their ideas out there in the marketplace and monetize their expertise and market their smarts.

Tom Poland: Thank you. Question 2. What’s the problem you solve for them?

Tom Poland: The problem I solve is they’re either underbooked, underpaid, or they’re overwhelmed by all the marketing monkey work that they feel they need to do.

David Newman: So they’re blogging their brains out there, tweeting, they’re doing content marketing, they’re shooting videos, they’re wasting all this time and money and energy on things that do not lead to getting booked and we help them fix that.

Tom Poland: Okay. So question number 3. Six minutes left. What are some of the typical symptoms. I mean you’ve mentioned some already but what are the what are some of the main symptoms that people would experience if they haven’t fixed this problem yet.

David Newman: So I think it’s a couple of things. They have a sense of uncertainty of how to even begin sometimes because the speaking world is very different than selling and marketing most other things mainly because you are the product. So there’s a whole bunch of things going on there. Fear resistance, impostor syndrome, perfectionism, micromanagement, you know not being a ready kind of getting ready to get ready and hiding under the desk sometimes when they should be out opening compensated open relationships, not enough leads, not enough outreach, not enough gigs.

Tom Poland: You know your ideal clients pretty thank you. So just out of five and a half minutes left some people are going to be sitting here going it sounds like me.

Tom Poland: And those same people will have tried to fix the problem but they’ve probably done some of the things that don’t actually work there and effective so question number four, five minutes left. What are some of the common mistakes people make in trying to solve this problem before they find out about you?

David Newman: They might have taken a course they might be webinar junkies where they’re just collecting information and without the implementation they might hate to say this Tom but you know this that’s the same in your business they might have hired some bad coaches that just give them old outdated partial information and they’re not really given the keys to the kingdom which actually are simple but not easy. So they might have tried to buy a course hire a coach go to some twenty dollar boot camp get some surface strategies without the real meat.

Tom Poland: Super. So we’ve described your ideal client the problem, symptoms and some of the mistakes they make. Let’s flip it now a question 5, the giving him something to move forward with what’s one valuable free action that an audience member could take that’s going to make a step forward towards solving the problem and getting some gigs in 4 minutes left with 3 questions.

David Newman: Huge huge huge huge. You have to answer two questions about your speaking driven business. Question one is what problems do you solve, and clearly articulately specifically write those down. And then number two what specific type of buyer do you serve. Because the mistake I see Tom is spray and pray marketing trying to be all things to all people, jack of all trades master of none.

David Newman: Here’s my soundbite. Generalists die on price and experts win on a value. If you can answer those two questions I call this to decide and define step. Decide what problems you solve. Define your best buyers.

Tom Poland: Strategic questions which lay a foundation for prosperity in any business but particularly the speaking business. Thank you. Three and a quarter minutes left. Question number six,what is one valuable free resource that you can direct people to that’s going to help them a little more even.

David Newman: I’ve got a PDF and I’ve got some free web trainings or the free Web training is at www.doitmarketing.com/webinar and then the free action guide to help you build your speaking business is on my other website www.davidnewman.com/action-guide.

Tom Poland: Perfect. So we’ll publish those for those looking at the video you see underneath this video. For those of the podcast it’s www.doitmarketing.com/webinar and www.DavidNewman.com/action-guide.

Tom Poland: Two and a half minutes left, one question the reason we are ahead of time is that you know your subject matter extremely well so you’re actually walking the talk. as we do this the question of a 7 is what’s the one question I should have asked you but I didn’t.

David Newman: David, what does it take to be a great speaker?

Tom Poland: Great Question.

David Newman: I’ll answer that for you. People say, ‘Oh I’m not like Tony Robbins. I’m not like Tom Poland. I’m not charming. I’m not handsome. I’m not bald. I’ll say listen, you need to rethink. You need expertise and a lot of executives a lot of entrepreneurs have fantastic expertise. You need enthusiasm. In other words enthusiasm have fun. A master at work is a master at play and people can tell when you’re having fun. And then the third thing is empathy. Empathy means have empathy with your audience know what it’s like and share what it’s like not to know everything about your topic that makes you more relatable that makes you more human. And people love to buy from humans. They don’t love to buy from perfect people who are up on a pedestal.

Tom Poland: So give us those three E’s again.

David Newman: It is expertise and enthusiasm and empathy.

Tom Poland: Perfect.

Tom Poland: And David I just wish you’d told me 15 years ago I didn’t have to be bald in order to be a speaker will save me a lot of hair. David Newman, and thanks much for your time.

David Newman: Mee too.

Tom Poland: Very very valuable. Thanks buddy. Cheers.

Tom Poland: Thanks for checking out our Marketing the Invisible podcast. If you like what we’re doing here. Please head over to my itunes to subscribe, rateus and leave us a review. It’s very much appreciated. And if you want to generate five fresh leads in just five hours then check out www. FiveHourChallenge.com.