1. Know your audience. What problem do they have that you have the solution? Are they actively looking for the solution? How much pain is the problem causing them? How will your solution solve their problem and make their lives better?
2. Know where they hang out. Where do groups of your target market hang out? Rotary? eWomenNetwork? Church groups? Professional organizations or associations? Identify the person heading up the group and contact them about speaking opportunities. Hint: Most will ask you to speak for free. This is a way to build your message, develop experience, and collect testimonials.
3. Know what you want the audience to feel and do. Include stories that describe the pain someone was having, why it was important to solve the problem, and results of life after the problem was solved. Stories engage the audience and will lead them to the natural conclusion: if they have this problem, they should work with you! Have a call to action at the end of your talk (not a sales pitch). If you hand out a worksheet for them to take notes on or with bullets of the points you will be making, have the bottom third be a form that they can complete, tear off, and hand in before leaving. It's a great way of collecting contact information from people who are interested in learning more. Be sure to include your contact information on the "notes" sheet that they keep.
Speaking is a fun way to build your business quickly and get immediate edification for what you offer. Take the 30-day challenge - choose right now to identify and call the head a group that includes your target market, and ask about speaking to the group. You DO have something of value to offer! Ignore those doubting thoughts that are in your head.
Remember, you don't need to know more than everyone else, just more than the people in your audience.