by Jane Atkinson
Last week, I had quite a freaky thing happen.
I was on a tiny snorkeling boat off the coast of Maui, Hawaii with about 30 other tourists. I had just pulled myself out of the water after seeing a giant sea turtle (very cool by the way). A woman approached me and said, ‘is your name Jane?’ ‘Yes’, I replied with a question mark on my face. ‘Oh my gosh, she said, ‘you’re the speaker coach, I’ve read your book!’
It was quite an experience to run into someone who knew me in such a remote place. But I guess, after 16 years in one industry, attending conferences, writing articles and speaking, I’m making in-roads as a marketing expert. Just as Sam Horn is known as the book expert and Tom Antion is known as the technology guy.
So how well are you known in your target markets for what you do? And what can you do to become more well known? Here are a few ideas:
- Pick a lane and be focused. I’ve talked about this alot, so I won’t expand too much. Just keep asking yourself, ‘will what I’m doing right now help me be known for [my one topic] in 5 years?’
- Set yourself apart from industry folks so that you can get paid. One of my clients was well known in the dental industry which supposedly didn’t pay their internal speakers well. But low and behold, when he started to branch outside the industry, they wanted him more and have found a way to pay his going rates. If you’re good enough, you can ignore it when they say ‘our industry doesn’t pay well’. If not, quit banging your head and find some new markets.
- Write articles to establish your expertise. This is a great, and easy, way to build credibility within your target. Make sure your bi-line at the end funnels people towards your website.
BTW: If you haven’t seen it, my article in Speaker Magazine on fee negotiation is here:
http://www.speakerlauncher.com/about.html (click The Fee Factor link on the left)
- Write books. A book may not need to be industry specific in order to further your cause. If you are an expert in sales, you might target the real estate industry. The book might contain real estate examples, but doesn’t necessarily need to be specifically written for them.
- Position. When you purchase a booth at an event, you are there in a sales role. But when you speak at an event, or are on a panel, you are positioning as an expert. Note: you may speak for free at your industries’ biggest events, but if doing freebies leads you to more freebies, then you’ll need to rethink your strategy.
I hope this will help you think about your target markets and how you might become more famous within them!
ps: My next teleclass is going to be hot! Writing and book guru Sam Horn will join us on March 25th at 2pm Eastern with ‘I Can’t Believe I Wrote The Whole Thing!’ Space is limited so click here for details.
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London, Ontario N5V 2E2