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Are you speaking their language?

If your audience doesn't know you are talking to them, they won't come to your speaking events.
If your audience doesn't know you are talking to them, they won't come to your speaking events.
Photo (c) Alfonso d'Agostino /, Design: Carma Spence

When you market your speaking event, are you calling out to the right audience? Even in Long Beach there is a variety of people who "speak different languages" when it comes to how they identify themselves as a group. Therefore, if you want to attract the right audience to your workshop, seminar or other event, you need to speak to them with words they identify with.

It is a harsh truth that your marketing can make or break your speaking efforts.

For example, if your ideal audience is professional women, aged 25 to 45, who are unsatisfied with the current state of their career, you need to use words that they'll recognize as speaking to them.

If your marketing is identifying them as “women with career blocks” you might not reach them. But if your marketing, instead, called out to “professional women who feel they should be further along in their career” you more than likely will reach them.

When someone wants to book a speaker for their event, they are looking for, in part, a speaker who has information that is relevant to the intended audience, those individuals who are attending the event. They will have an idea of how to define that audience and the more closely your identified market is to that definition, the better chances are that you get the gig.

Take a look at your speaker marketing materials … your website, your one sheets, your business card … and ask yourself: “Am I speaking to my niche in their own language? How do they define themselves?”

You can find the answers to these questions by researching successful speakers who market to similar audiences, or by asking your best clients. Do the research up front and you'll be more successful moving forward.

Would you like more information about public speaking? Visit for tips, advice and plenty of videos about all the "powers" you can employ in your speaking endeavors.

NOTE: Are you a Long Beach based speaker? Do you know of an upcoming speaking event? Contact me to have an interview with you published in this column.

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