Marketing Speaker David Newman NSA-NYC 3/21/14

e: david@doitmarketing.com | p: 610.716.5984
Help Me Hire You!!
21 Strategies to Get Booked and
STAY Booked
David Newman

Your notes will be about !
YOUR BUSINESS - not my slides...
• Deﬁne
• Organize
• Implement
• Track
=
=
=
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Want to do it
Will do it
Do it! (V-N-D)
Did you do it?

Your notes will be about !
YOUR BUSINESS - not my slides...
Ninja note taking:
1.  “Easily Doable”
2.  “Major Impact”

1. Decide Who You Are
IT Security
Sales
Deﬁne

2. Who are YOU disturbing?
YOU?
Deﬁne

3. Niche, niche, niche
$$$
Sales
Sales prospecting
Sales prospecting by phone
Sales prospecting by phone in FS
Also niche by:
Ÿ Audience
Ÿ Industry
Ÿ Level
Ÿ Method
Ÿ Media
Deﬁne

4. Learn to say NO – try it now!
•  “You know, that’s really not my topic. I’m
probably not the best guy or gal to do that
program for you.”
•  SECRET: The narrower your focus, !
the more referrable you become!
•  My pet peeve: NSA doesn’t refer enough. !
HINT: It starts with YOU.
Deﬁne

Organize
5. Write a book (or not)
Professionally published book
Self-published book
Ebooks, booklets, special reports
Articles, audios, podcasts, etc.

Organize
6. Write meaty content
Chunk It Up & Down
Seminars into…
Articles into…
Ebooks into…
Audios into…
Books into…
Blogs into…
Podcasts into…
? ? ?

7. No video beats a bad video
Organize

Video Pop Quiz!
What's the GOAL of a good speaker video?
A.  To showcase my best material
B.  To demonstrate strong audience reaction
C.  To prove the buyer is not making a mistake
D.  To share my signature story
E.  To get buyers to hire me
Organize

8. Speciﬁc topics beat general topics
•  Sales Success Secrets
•  Overcoming the Stall: How to !
Get Your Prospect Off the Dime
•  Becoming a More Effective CFO
•  Seven CFO Negotiating !
Strategies for Vendor Contracts
•  MAGIC WORD = “FOR”
Organize

9. Refocus on Right Now
•  Motivating
•  Inspiring
•  Touching
•  Laughed
•  Cried
•  Spilled my soda
•  Milk came out my
nose
•  Results
•  Outcomes
•  Skills
•  Tactics
•  What to say
•  How to say it
•  What to do
•  How to do it
•  In a recession
•  When no one's
hiring
•  During tough
times
•  In a crisis
Organize

10. Change Your Approach
Implement
Stop thinking like a
marketer or advertiser.
Start thinking like a
publisher and socializer.

11. Tap the power of YOU

12. Stop Selling: Filter and Sort
•  Make THEM qualify for YOU – Power phrase
•  Template: Build Your Happy Machine
–  You need it when... [symptom, challenge, gap]
–  You get... [Seminar, Program, Mentoring, YYY]
–  So that... [Results, Outcomes, Impact + Emotion]
•  Powerful headline question: IS THIS YOU?
Implement

Is This You? Example
•  “I love working with my clients. I just want to do a
better job of marketing and selling.”
•  “I feel like I’m the best kept secret in my industry.
Clients love me but I’m invisible to new prospects.”
•  “I have enough clients; why aren’t I making more
money?”
•  “I’m tired of ‘marketing by accident’ and settling
for whatever business falls in my lap.”

13. Sales “A-ha!” Moment
•  Don’t let your fee be the ﬁrst number that
comes up in conversation
•  Context of value and Contrast of scale
–  Average salary of employees x How many
–  Average deal size
–  Customer lifetime value
–  1-2-5-10% increase/decrease in key areas
–  Opportunity cost: “Can you put a number on it?”

“You’re gonna wanna buy this”
• “Your fee is too high”
• 3 Problems it’s NOT
• Ask about money:
– Where they are
– Where they want to go
• Use the Magic Statement

Meet the Speakers
4500

14. Referral template
•  I’m looking to meet ______
•  Advice – Insights – Recommendations (AIR)
•  Tell ‘em what to say/send (Referral Blurb)
•  Three-way meetings
•  Give, give, give
121 Rodney Circle
Bryn Mawr, PA 19010
david@doitmarketing.com610.716.5984
David Newman
Download your FREE Strategic Marketing eBook at
www.doitmarketing.com Track

1. I’d like to put my professional network on LinkedIn at your
disposal. After we connect, if there's someone to whom you'd
like a personal introduction, just let me know. Thanks in
advance.
2. I’m glad to be connected to you on LinkedIn and wanted to
reach out to you personally. My expertise is in _______. If a
brief conversation about your situation would be valuable, I’d be
glad to brainstorm with you. [Name] [Phone]
15. LinkedIn Template
Track

16. Email Template
Hi [NAME],
I'm not sure if you can help me, but I am hoping you
might point me in the right direction.
Would you happen to know who is responsible for
selecting speakers for your 2014 Conference coming up in
[MONTH]? I have a program titled, [TITLE] I am not sure
if a high-energy [TOPIC] program like this is a good fit
for your event (from what I saw on your website, I think
it might be), and I would like to connect with the right
person to find out. Any help you could provide would be
greatly appreciated.
Warmest regards,
[YOUR NAME] Track

17. Phone Call Template
Hi Susan, This is David Newman. I speak to groups of [WHO]
who want to [OUTCOME] and [RESULT]. I’m calling to see if a
program like this might be valuable for your [members].
Track
Hi Susan, This is Jane Buck. I speak to groups of bankers who
want to get more small business banking customers and boost
both deposits and lending. I’m calling to see if a program like
this might be valuable for your members.
Hi Susan, This is Betsy Ross. I speak to groups of cancer
patients who want to feel good and look great even during
treatment. I’m calling to see if a program like this might be
valuable for your patients and nurses.

19. Aim for high visibility
State
Regional
Local
National
FREE
FEE
Implement

18. Shocking Truth
INCOME IS NOT OPTIONAL!
Track

19. “Speaker” is a skill set!
NOT a job description!
1. You are in the ____________ industry
2. Your job title is __ __ __
3. Your focus is __ __ __
4. Your guiding principle is...
Do WORK you love WITH those you love !
and FOR those you love
Track

20. Please your audience and!
Thrill your buyer
•  AUDIENCES love
–  Advanced information
–  When you deliver on your
title and bullets
–  When your handout is too
good to throw away
–  Detailed speciﬁcs and
tactical implementation they
can use immediately
•  BUYERS love speakers who
–  Customize like an insider
–  Ensure the success of the
event, not just their speech
(before, during, after)
–  Are easy to reach and highly
responsive
–  Make their lives easier
Track

20. Be coachable
•  Let buyers help you connect your expertise to
their audience’s needs
•  NOW more than ever your buyers will TELL
you how to ADD VALUE... so LISTEN!
•  Track 5 C’s: Conversations, Connections,
Content, Conversions, Cash
Track

21. Get serious, Get help, !
or Get out
Izzes
Gonna bes
Newbies
Wannabes
Is always getting better
Never gonna be

Right mountain

Make Sure This Sticks!
• YOUR Biz Card = $47 product for FREE
• Write on back: FREE20 and/or REFER
• Visit www.doitmarketing.com for more
!

Marketing Speaker David Newman NSA-NYC 3/21/14

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