We don't like it when people pitch us and most of us are extremely uncomfortable delivering our "sell from the stage" pitch.
So how do you turn speaking gigs into a lead generating activity that converts prospects into paying clients, customers, or patients? Good question!
- Understand that having a call-to-action is important and should be a part of every presentation, every email, etc. But a call-to-action isn't necessarily a request for them to purchase something. It may be asking them to complete a survey, opt in for free information, think about what you shared and write down their thoughts, ideas, or the actions they should take next.
- A consistent call-to-action helps the person think about what was taught and apply it. They become used to doing something after reading a report, blog post, email message, newsletter, or any of the other ways we promote our message.
- The call-to-action should be the next natural step in progressing through your business funnel. A variety of options sprinkled throughout your messages as the call-to-action allows people to pick the method and price point they are comfortable with at that time.
- And last of all, we justify our call-to-action based on the stories we've shared as examples of the pain or problem the person had, how that was affecting their life, the solution, and then the results or "happily ever after". People don't buy products or services, they buy results. Using stories that engage your audience or reader emotionally moves from "salesperson" to mentor or consultant, and inspires them to take action so they, too, can finally get the results they've been searching for.
Many speakers go right to the product or service in their handout or form. That's like meeting someone on a blind date and asking them to marry you about 40 minutes into the date...
Give the audience an opportunity to opt into something gentle at first so you can begin the journey of building trust and credibility. You'll feel more comfortable offering this and your audience will be more receptive.
Then, let your email sequence and follow-up do the heavy lifting for you by converting your prospects into paying clients, customers, or patients.
P.S. Confused on how to put together an effective email sequence that becomes an income generator? Learn more about my email templates here.