How to Craft a Talk That Sells

Do you remember that classic scene from Ferris Bueller’s Day Off in which Ben Stein gives a dry lecture to a group of high school students? With a monotone voice and information that doesn’t interest his students, it’s easy to see why the students check out.

But what happens when you have an engaging delivery, interesting content and your message still misses the mark?

You get great feedback, but you don’t walk away with any leads or sales.

Or you get lots of smiles and nods, but little engagement from the audience.

Or worse…You hear crickets.

If you’ve experienced any of the above, it’s time to revisit your content. Here are three ways you can craft a talk that will make an impact:

Begin with the end in mind

If you’re having trouble deciding what information to include in your talk, ask yourself these questions: What would you like the audience to walk away with? What are the key points or lessons you’d like them to remember?

What information does the audience need most to solve their biggest challenge? If you’re not sure, ask a few of your current clients to get their perspective.

Once you’ve boiled the information down to a few bullet points, use those to build your talk.

Get clear on your target audience

If the audience isn’t connecting with your materials, perhaps you are speaking to the wrong group. For example, if you are trying to engage women in their 50s about their retirement needs, but the women attending your talk are young professionals, your message is going to miss the mark. It’s important to get clear on who it is you are trying to reach and make sure you speak at events that are geared towards that target audience.

Share a personal story

If you’re like most business owners, you started your business because of a passion or a need. Think back to why you began your business and share a story about what inspired you to get started or a challenge you faced and the solution you created as a result. Stories create authenticity and connection, and will make you memorable.

Ready to hone-in on your message and craft a powerful talk? Sign up for a complimentary 30-minute strategy session.

Leave a Reply

Your email address will not be published. Required fields are marked *