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The Marketing Silver Bullet

April 4, 2011

Image of Marketing Silver BulletWe probably talk to 2 or 3 companies a week that are looking for a silver bullet for their marketing efforts.  A silver bullet as in – I don’t have to do anything else, and business will start growing.

Well, the bad news is that there is no silver bullet.  The good news, is that there is a way to generate business from just one activity.  But, you may not like it – public speaking.

Public speaking is #2 on the list of greatest fears after fear of flying and a good 4 steps above fear of death.  And it is precisely for that reason that it can be such a great tool to build your business.

Great marketing programs take you and your business to places that aren’t very crowded.  Whether it’s a show that has little or no competition or a magazine that you are the only business of your type in – as a couple of examples.  Well, if so few people want to do public speaking, it’s a place to go that is not very crowded.

Marketing is the process of getting someone to know about your business; helping them to like what you stand for and trust that you know what your doing or trust that your product performs as promised.  And then finally, getting them to try you out and ultimately purchase.  This process, for most products or services, takes time.  And time is the enemy of the silver bullet because time requires consistency and process to keep a prospect moving.

Public speaking eliminates this issue.  If you are doing an educational talk (repeat: educational) on the problem that your product or service solves, you accomplish an incredible amount in a short period of time.  In an hour, you help a prospect get to know who you are, like you and trust that you know what you are talking about.  And you do that without continued phone calls, dinners, meetings, etc.

Here’s the catch.  It takes preparation.  You need to have one or two educational talks you can give.  You need to have identified your ideal customer and the places they gather where you can speak.  And you need to get onto a speaking calendar. (and to do that, you need to put together a speakers media kit with your bio, your topics and agenda, and ideally, some clips of you speaking). And if public speaking is your #1 fear, we can’t recommend the Toastmasters groups enough.  They give you a friendly, constructive environment to polish your skills.

So it you are looking for something as close to a marketing silver bullet as you can get, get out of the audience and get on the stage.   And if you want some help getting this started, of course, give us a call.

Dan Kraus
Written by Dan Kraus

With more than two decades of experience in sales, marketing, and go-to-market strategies, Dan Kraus has developed a deep portfolio of experiences that he now uses to help small businesses profitably grow their businesses. As an entrepreneur, Dan understands the challenges of growing a business with limited capital and human resources. As a line of business manager in larger companies such as SAP America and Great Plains Software (now part of Microsoft), his experience launching new business ventures inside reputable organizations established his reputation as a creative and effective executive that could both plan and execute within corporate confines.

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