When you're starting out in business, the most effective and
least expensive way to market yourself is by word of mouth-your
mouth.
"Even if you can't afford to do any marketing,"
says Pamela Truax, co-author of Market Smarter, Not Harder,
"you can promote your business by getting out and talking to
people."
For Truax, the most important speaking opportunity is the
"elevator speech"-what you say at mixers and networking
opportunities when people ask what you do. Like any good speech, it
requires preparation.
Content Continues Below
A successful self-introduction follows these steps:
- Let the other person talk first. If you express interest in
others, they'll be more receptive to what you say. You can then
tailor your comments to their concerns.
- Cite the benefits—to the listener—of your product
or service. The most appealing benefits are saving time, money or
effort.
- Hand out your business card.
- Prove your claim with statistics or a testimonial. "My
product saved ABC Co. $25,000 in six months." "The
director of sales at XYZ Co. credits my training program with
improving her department's performance by 10 percent over a
two-year period." Be specific, concrete and honest.
From start to finish, your self-introduction should last no more
than a minute. Your goal is to inform and arouse interest, not to
give an exhaustive (and exhausting) infomercial. Be prepared to say
more if someone expresses interest.
Speaking Out
Speaking to clubs, civic groups and nonprofit organizations is
another way to promote your business. Each time you speak, you meet
potential customers, network with professionals, establish
credibility and gain free publicity. (Clubs such as the Kiwanis,
Rotary and Lions are always looking for good speakers.)
Rich Manuccia had been a personal fitness trainer for 13 years
when his business coach convinced him to give public presentations
to attract new clients. In the past two years, he has spoken to
several different groups: Kiwanis clubs, weight-management groups
at community hospitals, a health fair and even a gathering of
nuns.
"Few of the speaking engagements paid me anything,"
Manuccia says, "but they put me in front of potential clients
and referral sources. People are still contacting me as a result of
those talks."
At a speaking engagement, follow these steps:
- Be focused. Tell people how to do something-one thing.
- Slant your subject toward your audience. Keep the basic content
the same, but tweak it 10 percent (usually by adapting your
examples and stories to your audience). Examples: "How to Lose
Weight and Keep it Off-A Program for Professionals Who Travel"
(or "for the Confirmed Couch Potato," etc.).
- Be brief. Stay within the time limits your host suggests. If
possible, speak for 15 to 20 minutes, then take questions from the
floor.
- Be simple and direct without being simplistic. Tell stories and
give examples.
- To get your speeches noticed, send press releases to local
newspapers, trade journals and business publications.
Spread the Word
Once you feel confident about your presentation skills and your
expertise in a particular field, consider speaking to professional
organizations. Doing so has all the benefits of speaking to clubs
and nonprofit organizations--and then some. It connects you with
professionals in your field, establishes your credentials as an
expert and generates free publicity.
Nancy Jensen, president of Medical Care Connections Inc. in San
Diego, has built her medical public-relations company on the
effectiveness of professional presentations in two ways.
First, she promotes the services of physicians and chiropractors
by helping them give presentations to professionals in the
workers' compensation field. "Insurance adjusters attend
the seminars to keep up to date," says Jensen, "and in
the process, become personally acquainted with the health-care
provider who's giving the talk. These seminars are one of our
most effective marketing tools."
Jensen also promotes her own business by speaking to
professional organizations. As a result of a speech she made to a
statewide convention of ambulatory-care-center administrators, she
picked up a major new client. "It also gave me credibility and
recognition as an expert," she says. "Now I get
appointments with people who otherwise might not normally return my
calls."
When you address a professional organization, you can speak
longer--from 45 minutes to an hour--and in greater detail.
Distribute handouts that highlight your central points, and be sure
to include your name and phone number so people can contact you
later. The same rules apply: Be focused, slant your talk to your
audience and send out press releases.
You may not be able to afford a major marketing campaign, but
you can't afford not to promote yourself and your business by
speaking on your own behalf.
Learn More
For more help, check out these books:
This article originally appeared as
"Speak Up" in the February 1998 issue of Business
Start-Ups magazine.