Where the Heck is My Harvest?
Where the Heck is My Harvest?
The speaking industry is somewhat similar to farming.
We plant seeds, we fertilize (some more than
others 🙂 ), we weed out the wrong clients, and
then we see the harvest.
Imagine the farmer walking out into the field the
day after planting seeds and saying “hey, where
the heck are my crops?”
But many speakers, plant one or two seeds – or
sometimes no seeds at all – and expect the phone
to miraculously start ringing.
The speakers who have their phones ringing have
been planting seeds for years by giving speeches
(and getting spin off) and by doing marketing, or
some combination of the two.
Are you expecting a full harvest without planting
the seeds? Or would you like to increase your
If so, here are a few steps:
- Check that your soil is rich and ready.
This means, making sure that you are prepared to
go to market. That your speech is awesome and
your marketing materials are ready, effective, and
clearly spell out the value that you offer.
- Plan your crops.
Map out your 1 year marketing calendar. Use a 12
month board and plan to ‘touch’ your clients in
some fashion (e-mail, direct mail, articles, etc.)
at least 4 times per year. You may also plan to
target a specific group.
- Plant the seeds.
Once you have mapped out your calendar, start
touching clients on a regular basis and following
up with phone calls. It’s all about timing. When
the client is ready with a need, you will have
communicated with them several times and if your
services match their need, they’ll call on you.
- Weed the crops.
Don’t be hesitant about taking people off of your
list. If they never book speakers, or will never
use your services, then save the marketing dollars
for someone who is a better fit. The more honed
your list, the better.
- Consistency = Harvest
You should see some results of planting within a
few months, but once you have a couple of years
of seed planting under your belt, you should start
to see things popping up more consistently. There
might be a point when you can stop marketing, or
you might have to keep it going for years.
(Seriously take a look at your speech if you aren’t
getting good amounts of business by year 3.)
One of my clients just hit pay dirt (7 bookings) with a
mailing he did 2 years ago, so it can take time!
Being out there speaking is a great way to build
momentum – and plant seeds. If you aren’t getting
2-3 spin off from each engagement, then get some
help with your speech. Check out our newest CD of
the teleclass done recently with the brilliant
Patricia Fripp for some excellent speech tips.
In business since 1991, Terry Green is the founder/CEO/President of BizEase Support Solutions, an American-based, online marketing support company comprised of a team of talented professionals from around North America. BizEase excels at providing speakers and business coaches worldwide with seamless online marketing solutions, from setting up shopping carts and editing video, to writing blog posts and managing Social Media and PR campaigns. BizEase clients (who span five continents) take great joy in allowing the BizEase team to take care of the details so they can get back to doing what they do best! Click here to get our weekly tips ezine delivered to your inbox every Friday, with tips on plugins, apps, and tools to make you more productive today!