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Entries Tagged as 'Content marketing'

5 tips for getting over stage fright

August 14th, 2014 · Business Owner/Leader Stuff, Content Marketing, Sales

tips for getting over stage frightHave stage fright?  You’re not alone.

They say that our greatest fear, once you’ve eliminated death as a choice, is public speaking.

And yet many of us are called to take that plunge on a regular basis. Whether you are speaking to group of two in a sales presentation or you’re standing at a podium, with hundreds of eyes on you – the intent is the same.

We want to impart knowledge, persuade, entertain and be remembered. And above all else, we want to get through the presentation without looking like a fool or being paralyzed by our stage fright.

I’m one of those rare individuals who isn’t freaked out at the idea of speaking to a group. I like it. But I think I enjoy it because I have a very set routine of prepping for each speech. By the time I step up to the podium or approach the next sales call, I’m confident that I won’t embarrass myself or be nervous to step up on that stage.

Here are my secrets to prepping and delivering a presentation that gets them to ask you back.

Know your audience: One of the easiest ways to get off track with a presentation is to either talk over the audience’s head or at a level that is insulting because your audience is way ahead of you. Not only do you need to understand where they’re coming from, in terms of knowledge, but also in terms of personality. Are they an audience who asks a lot of questions? Are they open to small group activities or sharing information about their work?

Grab them right up front: You need to quickly take charge of your audience. In a large group setting, you might tell them a powerful story. In a sales presentation, you might lead with a stat or fact that is guaranteed to grab their attention. Too many speakers limp into their presentation – either by telling a lame joke or by getting too technical too fast. You want an emotional reaction of some kind to kick you off.

Assume the worst: I’ve watched many speakers melt into a puddle of goo right in front of an audience because their PowerPoint didn’t load right or their video worked but there was no sound or the internet connection was faulty so they couldn’t demo something. When it comes to speaking and technology – assume it will fail. Always have a back up (your presentation on multiple jump drives, the YouTube video on-line but also on a DVD, etc.) You need to be ready to deliver your presentation in the pitch black with no power, if need be. If you’re that prepared, you’ll worry a whole lot less.

Think sound bytes and repeats: In today’s “tweet while you are talking” world, you want to give your audience plenty of tidbits to share. Give them key facts, stats and catch phrases. Imagine someone from your audience going back to the office and re-telling a story you told during your presentation. Which one would get retold? If you answered “none of them” then you’d better come up with a story that is so funny, compelling, astounding or illuminating that people won’t be able to help but repeat it.

Be ready to improvise: You can do all the prep in the world, but sometimes that nagging stage fright had it right — something could still go wrong. At the end of the day, there are many elements of giving a presentation that are out of your control. So even though I am advocating ample prep time, you also have to realize that sometimes you just have to go with the flow. It might be a tough question during the Q&A or a technology malfunction. If you can keep your sense of humor and your balance – your audience will reward you for it.

Odds are you were invited to make the presentation. So remember that your audience is anxious for you to be successful as well. Do the prep work, have faith that you know what you’re talking about and try to enjoy the conversation.

Even if something does go wrong — remember at the end of the day — your audience doesn’t expect you to be perfect.  They just want you to be real and share something of value.

 

 

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Should you be a content marketer?

February 12th, 2014 · Content Marketing, Growing & Learning

Content marketing.  It seems like everyone’s talking about it. But what exactly is it and what can it do for your business? Odds are, if you’re doing any marketing at all — you’re at least accidentally dabbling in content marketing.

But, should you be a content marketer?  Let’s look.

First — it goes by many names.  Some people call it custom publishing or branded content.  Other people slap the label of social or digital marketing on.  And all of those names are accurate.

Content marketing is a broad term for any marketing technique that creates and distributes valuable, helpful and relevant information that demonstrates that you know your stuff.  These tactics draw the attention of people who are already your customers or could be your customers and they consume, share, and value the content.

The ultimate goal of content marketing is to create a sense of trust and comfort that will lead to someone making an initial purchase, making an additional purchase or referring you to someone who’s ready to make a purchase.

The way you build that trust can differ, however. Let’s look at four of the main goals of content marketing and the types of content marketing tactics you can employ to accomplish each.

If you want to entertain your audience, you might:

Make a branded video

  • Create a game
  • Give them a quiz
  • Start a competitions/contests
  • Invent a playful widget or app

If you’d like to inspire your audience, you might:

If you would like to educate your audience, you could:

  • Write an ebook
  • Publish some articles
  • Create an infographic
  • Generate media releases
  • Create guides or how to documents
  • Produce trend reports
  • Record a podcast
  • Send out an enewsletter

In you need to convince your audience, you could:

  • Host an event
  • Create some interactive demos
  • Put on a webinar
  • Create useful calculators or checklists
  • Share some case studies

This list is neither exhaustive nor is it exclusive. A speech can do more than inspire, it can also educate or entertain. A webinar can do more than convince – it can educate or inspire. The subject matter, the delivery style and the intent will dictate the outcome of your efforts. And hopefully, if you produce quality content – it will accomplish more than one of the goals.

But this isn’t something you should just jump into. Like any marketing strategy – content marketing requires forethought and planning, especially because producing a blog or podcast or even putting on a contest requires a significant amount of time and effort. You don’t want to exert that level of effort and not maximize your gain.

The effort and planning are well worth it. Content marketing allows a business to connect with a prospect long before they’re ready to buy. It gives them a sense of your product, service and expertise. It also lets them “sample” you and see if you’re a good fit. Good content marketing tools communicate not only your expertise but it also gives them a very good sense of your brand’s personality. It will attract the best customers for you and, as odd as it sounds, repel those customers who wouldn’t be a good fit long term.

There are a lot of benefits packed into this marketing strategy. Every business can find a content marketing tactic that is the perfect fit for your industry. It takes some time and effort – but the up sides are hard to ignore.

 

 

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Why isn’t marketing’s version of storytelling working?

November 11th, 2012 · Branding, Content Marketing, Sales, Storytelling · 13 Comments

Storytelling, storytelling, and more storytelling. Seems like every marketing book, blog (including mine if you’ve been reading this week’s posts) and study is talking about how we should be using storytelling as a marketing technique. I couldn’t agree more.  Unfortunately, I think most attempts fall short. Earlier this week — I made the point that [Read more...]

Social Sharing – what and when works

October 28th, 2012 · SEO, Social Media · 1 Comment

Figuring out what is best for your company’s social sharing accounts can be tough. Not only do you have to figure out what to share, but you also need to know how and when to say it. The folks at Compendium crunched the data of over 300 companies’ social sharing statistics, to identify some social [Read more...]

They’ll buy when they trust

September 27th, 2012 · Business Owner/Leader Stuff, Content Marketing, Psychology, Sales, Social Media · 6 Comments

Here’s an equation that every business owner needs to understand. Know + Like + Trust = Buy. Whether you sell toothbrushes or multi-million dollar medical equipment and everything in between — until a customer: Knows who you are Likes who you are Trusts you there is no purchase.  The depth of the trust required varies [Read more...]

Content that your audience loves

September 8th, 2012 · Content Marketing, Copywriting · 5 Comments

I saw this on Scott Monty’s Facebook status…and loved it.  I couldn’t track down the creator but if I do, I’ll update the post. Just wanted to give you something to chew on over the weekend. McLellan Marketing Group is an advertising | marketing agency based in Des Moines, IA, and serving clients all over [Read more...]

Are you making one of these 7 content marketing mistakes?

May 29th, 2012 · Love Affair with Customers, Storytelling, Trends, Web/Tech · 3 Comments

It seems like everyone is talking content marketing these days, like it’s it hottest thing since sliced bread. Of course, for many businesses — this is just a new name for something they’ve been practicing for eons.  They’ve been creating valuable newsletters or writing white papers for years. Which does not mean that you’re doing it as [Read more...]

What can content marketing do for your business?

May 22nd, 2012 · Branding, Love Affair with Customers, Storytelling, Strategy · 7 Comments

Content marketing.  It seems like everyone’s talking about it. But what exactly is it and what can it do for your business? Odds are, if you’re doing any marketing at all — you’re at least accidentally dabbling in content marketing. First — it goes by many names.  Some people call it custom publishing or branded [Read more...]

Content marketing is important but not free!

May 21st, 2012 · Love Affair with Customers, Strategy, Trends · 3 Comments

One of the things that irks me is when I hear a marketing “expert” extoll the virtues of content (or social or digital) marketing and to close the sale — they remind their audience — “and best of all, it’s free.” Poppycock. (I know…such language!) At MMG, we believe there’s not really an organization in existence that can’t benefit [Read more...]

But where do you find all the content?

October 17th, 2011 · Marketing, Storytelling, Strategy · 2 Comments

  Challenges related to a content marketing strategy In August of this year, HiveFire surveyed marketing professionals to better understand the state of the B2B marketing landscape including what was really creating the biggest challenges, how they were choosing to market and what they saw on the horizon.  (get a copy of the survey results [Read more...]