Episode Transcript
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Speaker 1 (00:03):
Hey, you're listening
to Make it Visible Podcast.
I'm your host, Michelle Kui.
I am a visibility marketingcoach and soon to be your
business bestie in the coachingbusiness world.
Not knowing how to connect withyour audience, grab people's
attention and get them excitedto buy from you should never be
the reason you give up on yourdream to become a full-time
coach.
I'm all about making marketingthe easiest part of your
(00:25):
coaching business, so that youcan turn a passion for coaching
into a visible and profitablereality.
So buckle up, ladies, let's getstarted.
Today we are going to talkabout one very rare topic that
many marketing and businesscoaches are talking about.
(00:46):
I believe that no one out thereis talking about this, but
today we are going to talk abouthow to pitch yourself and your
business for speaking gigs.
I know that there's a lot ofcoaches you kind of heard people
talking about oh, I wasspeaking at this place, this
(01:07):
event, or I did a workshop withthese people.
It was in front of thisaudience.
And rarely do people like docoaches ask well, how do I
actually go about doing it?
Because, as a coach, youprobably never thought about
well, what if my coachingbusiness and speaking engagement
can actually tie together?
That would be my strategy ofhow I get coaching client.
(01:31):
A lot of coaches don't thinkabout this.
They think that, well, if I'mthinking about getting clients,
the number one place to go issocial media right.
But yeah, social media is sucha big jungle out there and a lot
of you are struggling to getyourself seen on social.
So if you don't have social,then it becomes something that
it just sit there and theproblem just never resolved.
(01:52):
And rarely do marketing coachesand business coach tell you
that.
Well, have you think about thisalternative way of getting and
attracting your client that maynot be on social media or it may
not start from social media?
We all know word of mouth worksbecause you're connecting with
(02:12):
your audience, you're buildingthat network, you're building
that connection outside ofsocial media.
That works really well.
But what if there's a strategythat allows you to even take
that further?
So not only do you attractquality paying client away from
social, but it also allow you togenerate a second revenue,
(02:35):
right?
A lot of you, I bet that youdid not think about this, or
maybe you have, but you justdon't know how to get into the
door.
Now here's an interesting thingthat I have done in my business.
So my first year I started thecoaching business and I was
struggling to get traction.
I was struggling to get trafficinto my business right.
(02:56):
So that first year was such astruggle, and, I kid you not, I
was looking at $2,000 left in mybank account and I'm thinking,
oh my goodness, I need to closethis down because there's no way
I can survive.
I can't have just a savingaccount of $2,000.
And so what I did that firstyear, and I remember I was
crying to my mentor coach and Iwas telling my mentor coach that
(03:17):
there's no way I can do this.
And it was a big shot in myfeeling about how confident I
was as a coach.
And that first year, because itwas struggle.
So I started to think about andwe all do this right, when you
face an obstacle, initiallyyou'll go to that withdraw phase
like, oh, I can't do this,you're withdrawing.
And then you come out and youthink about how can I make this
(03:40):
work?
And so one of the things that Iknow a lot of coaches are
jumping into is writing a book.
Now, the book is great, writinga book and I think every coach
should be writing a book and abook is going to help you to
definitely land on authority,your credibility.
It's great that you're having abook.
The book is not the answer,though.
A book is not the answer.
(04:02):
A book is not the answer toyour visibility.
And here's why Because once youhave the book, if you're
struggling with the traffic,you're still going to struggle
with the traffic unless you knowhow to market that book.
And that was exactly where Ifound myself six years ago when
I first started out.
I had a book in my hand, butbecause I was struggling to get
(04:22):
the traffic, I was struggling toget the audience.
I still have the book, but Ihad nowhere to sell it and so it
wasn't bringing me any payingclients.
The book was not doing it.
What was doing it was, when Istart talking about the fact
that I have a book, I wasstarting to talk about my story
of what's inside the book.
(04:43):
So the book didn't do the thing.
It was the speaking thatactually got me to book high
paying clients and also bookingspeaking gig.
So I'm sharing this with youbecause a lot of you are
thinking well, do I need towrite a book?
Yes, you should be writing abook, but the book is not the
answer.
It's not going to help you.
(05:03):
What's going to help you is byyou telling what's going on in
the book, by marketing right andmarketing, if you want to think
about.
It is about telling people howmany people that you know
actually know about yourbusiness and about your book.
So you need to start telling.
And how do you tell?
You need to speak up, you needto speak.
So today, today, if you everthought about or even dreaming
(05:28):
about, like, maybe, thepotential of having speaking gig
or being able to do workshop,then you wanted to pull a chair
and listen closely.
And I also have a bigannouncement to make towards the
end of the episode, which I'lltell you more about.
But this is definitely theepisode that you wanted to pay
attention.
(05:48):
If you've been struggling onsocial media especially, and if
you're struggling with notknowing what to post, what to
say, and you're not seeing thetraction in your business, if
you're, like in that first yearto the third year, right in your
business and you have laid downall the foundation already and
you've been spending timeposting on social and you're not
(06:08):
seeing the traction, thisepisode is for you Because I am
going to show you exactly howyou can have different
strategies, a different way ofattracting high quality, paying
clients without being at themercy of your social media
algorithm.
So we're going to talk abouthow to pitch yourself for
(06:30):
speaking gig.
And once you have thesespeaking gig, then we can look
at your strategy or how youenroll them into clients.
So that comes later.
But in order to get those payingclients, in order to get
yourself inside the room, youneed to be able to pitch
yourself as a speaker.
Now you can pitch yourself as aspeaker on podcasts, webinars,
(06:50):
summits.
In fact, this week I'm actuallyspeaking at the Facebook Ad
Summit.
So if you go to adsummitcom,you can actually grab a seat.
I'll be a speaker there andI'll be talking about the
storytelling which we coveredlast week in our last episode.
So in order to pitch yourself,in order to get into the room of
(07:11):
the right audience and being aspeaker, you need to be able to
pitch.
So how do you pitch?
Well, why do you pitch in thefirst place, right?
Why does your pitch matter andI see this true for a lot of
coaches who are trying to getonto that visibility train and
they're out there.
They're pitching themselves toall these different podcasts,
(07:33):
which is great.
You're pitching yourself tothese different podcasts.
But you have to remember thatthe way that you pitch and why
your pitch matter is it's youropportunity to increase or
elevate your authority.
So if you have a successfulpitch, it doesn't just get you
onto the stage, whether you dothis virtually or in person,
(07:53):
right, it doesn't just get youto the stage, it's also
positioning you as the expert onthat podcast, in that topic.
So you got to be careful whereyou pitch, because then you
don't want to position yourselfin front of all these audience
because not everybody are goingto be your high quality paying
(08:13):
client.
Your high quality paying clientare very specific, very
strategic and they are in aspecific room where your niche
is within that room, right.
And this is also true whenorganizer, like event
coordinator, when they'relooking for a speaker, they're
not just looking for a speakerthat can speak to everybody,
they're specifically looking forspeakers who can cover and talk
(08:36):
about some of the main topic,main area of their expertise.
So it's very specific, it'svery strategic.
They don't just want everybodyand many times they'll ask other
speakers.
So who do you know in thisspace, right in this niche, that
I should be inviting to ournext event?
And so you want to be strategicwhen you pitch and not pitching
(09:00):
to all the podcasts, notpitching on all the summit, not
pitching on all the conferences,because then no one will ever
see you as the expert.
And this is something I sharewith my clients very often is
when they go out, when theyspeak and pitch themselves on
podcasts.
I don't have them just go andpitch on every podcast.
Every opportunity where they'reinviting guests to be on their
(09:22):
podcast, I want them to askspecific questions so that they
can actually be seen as theexpert in that field.
So once you start pitching, yourpitch also matter, because then
you open up your door to otherhigher value opportunity, like
higher pay, keynotes orconferences, events, and when
you do that, you start gettingmore traction.
(09:44):
You start getting more traction, you start getting more traffic
into your business.
Even just with a single qualityspeaking gig, it's going to
open up your door to manyopportunities, including future
speaking gigs, includingcollaboration right, but maybe
someone in the room in the eventthey would like to invite you
to collaborate as a guest ontheir shows.
(10:06):
So you start to getting allthese opportunities that show up
.
Just by going to a single eventor single speaking engagement,
you also demonstrate yourprofessionalism.
So if you have a good pitch,you're going to show someone
that hey, oh, she's not justsome random coach who decided to
call herself speaker.
(10:26):
She actually knows what she'stalking about, right.
So, as a professional speaker,there's a checklist of things
that you should have in yourbusiness, in your speaking
engagement, in your speakingbusiness, and there are a list
of things that you should belooking out for or questions
that you should be asked as aprofessional speaker.
Now, if you don't know theseright, there's a good chance
that when you send a pitch,people can spot the amateurs and
(10:50):
most of the time, eventcoordinator or organizer can
spot those amateurs and you'rebasically wasting their time and
they won't even look at whatyou have to say.
So, in order to demonstratethat professionalism as a
professional speaker, there'sthings that you need to do in
that pitch.
Ok, so what are the steps inorder to have that perfect pitch
(11:11):
so that you can pitch yourselfas a speaker?
Well, step number one is youwant to research right your
target opportunity, just likewhen you are researching your
ideal dream client for yourcoaching business.
You want to look at what aresome of the target areas or
target industry that can reallyalign with your area of
(11:33):
expertise.
So, when I look at conferencesor events that I want to speak
as a speaker, I wanted to lookat how is that going to allow me
to demonstrate my expertise?
So, for example, this week I'mgoing to speak at the Ads Summit
.
Right, and the reason why Ipitched to the Ads Summit is
because what they're talkingabout it's marketing.
(11:55):
I pitch to the ad summit isbecause what they're talking
about it's marketing.
And what better way to talkabout marketing and then talking
about the storytellingmarketing and that's one of my
area of specialty.
I talk about storytelling andso when you look at the pitch,
you wanted to make sure thatwhat you're pitching them is
aligned with what they're tryingto accomplish and also is it
aligned to what you have tooffer as you're at the end of
(12:18):
your talk.
So you wanted to research thetarget opportunity.
You wanted to look at the eventmission, what they're trying to
do, their target audience, whoare they serving, their history
and what is their theme.
And this is specifically veryimportant if you wanted to pitch
yourself as a keynote.
Right, as a keynote, you'reopening up the event and you
(12:40):
need to make sure that yourmessage, your talk, is aligned
with the theme of that event orthat conference and it's not the
other way around.
One of the big mistakes I see alot of coaches make when they
position themselves as a keynoteis they think that the keynote
is about having that message andI go in and I deliver that
message.
No, a keynote is really whereyou go in and you are basically
(13:05):
creating that hype for all theseevents, and so your talk may
need to change and modify to fitwhat the event is actually
wanting to accomplish.
So your talking point is goingto drive the audience excitement
and their response to help thisevent to make it better, and so
(13:25):
you wanted to look at theevent's theme to make sure that
you're able to accomplish andachieve the event's mission and
the goals that they may have,and that's how you become a
keynote speaker.
A keynote speaker doesn't meanthat you have a keynote
presentation and you go in, youdeliver it.
Yes, that's part of it, but youwanted to look at your
presentation.
(13:46):
Is it aligned with what theevent has to focus?
And you wanted to put the eventfirst and yourself second, and
not the other way around.
I was at a Florida conferenceand some of the coaches are
positioning themselves askeynote speaker, but then when
you look at their material, youcan tell that they haven't done
(14:06):
much work, and that's notsomething that I want you to do
when you're out there.
I want you to actually have asuccess in pitching yourself as
a keynote and at these speakingevent.
So step number one is doresearch.
Research your targetopportunity.
Use your social media as a wayof research.
Right, go check out their eventLinkedIn, look at the event
(14:28):
website, gather all theinformation that you can have
out there about the event itselfbefore you actually write that
pitch to pitch yourself as aspeaker, okay.
Step number two is you want tocraft and write a compelling
subject line.
In the past, the trick to getpeople opening their email is
(14:50):
you keep it short.
It's almost like a marketingbait and nowadays, right, it's
really not a great strategy andI don't like to use that
strategy.
So the strategy involved oh,question, question mark and that
hopefully will get people toopen up their email.
I don't like that strategybecause it feels like I'm
(15:12):
baiting them, right?
So if I'm going to pitch, I'mgoing to be very specific and
that first impression it counts,right.
Your first line, your subjectline, is what people are going
to see, so you want it to bevery strategic about writing it
and basically in that subjectline, when I pitch someone, I'm
just going to tell them straightup what this email is about.
(15:34):
For example, helping coaches 10times their sales do
storytelling.
Or helping coaches triple theirsales in do storytelling.
And so I know exactly who I'mgoing to speak about and what
I'm going to show them to do.
So your subject line isimportant because you want to
(15:55):
grab your organizer's attentionimmediately.
And so if you just put questionmark, yes, it's great, it gets
them to open the email, but itreally doesn't tell them about
what's inside this email.
So there's something to keep inmind, because I do value that
authenticity of hey, if I'mgoing to get you to read
(16:15):
something, I'm going to tell youwhat's in it for you in that
subject line Okay, so helpingbusiness owner have better
conversion through storytelling.
That would be a line that wouldtell a lot about what this
email is about.
And what you don't want to dois speaking inquiry Interested
in speaking.
(16:35):
No one wants to open that email.
We all know because it's beenused so many times in the past
and so people tune out.
So you want to make sure thatyou optimize and you use that as
your asset to write a subjectline that will actually get
people interested, wanting tohear more about what you have to
say.
(16:56):
Step number three is to nailyour opening statement.
Your opening statement isimportant, especially when
you're writing that pitch right.
You wanted to make sure thatyou mentioned hey, I've been
following your event, what isthat event?
For example, the ad summit.
I've been following you and Inoticed that you have this ad
summit coming up in January andI really admire how it's going
(17:20):
to help more business owners tomake their ads better and
convert better so that they canhave more audience or they can
have more revenue coming intheir business.
So something along that line.
You wanted to make sure thatyou mentioned the specific about
it right, the specific aboutwhat that event is and you also
demonstrate that you actuallydid your research.
I hate pitches and you probablyreceived these as well in the
(17:44):
past where they come in andthey're popping into your email
and they really haven't doneenough research to demonstrate
that they truly care about whatyou have to offer and what this
event is about, and it's verygeneric.
So you don't want to be thatperson.
You want to research the event,what is about the event and why
(18:04):
you're interested to speak totheir audience.
So you wanted to make sure thatyou know the event, their goal,
who is this event for, beforeyou actually write that pitch
message or pitch email.
Then the step number four is youwant to show them the value of
your signature talk, and this isimportant because I see coaches
(18:27):
and speakers make this mistakea lot.
And if you're looking to getspeaking gig right, or whether
it's a workshop or in the nextconference or summit, whatever
it is, virtually or in personyou want to have something to
share with them and not goinginto your pitch and saying that,
oh, I can speak about thistopic and that topic.
(18:48):
Basically, I can speak on anytopic that you want me to speak
on.
That doesn't work.
That shows me, that tells methat you're an amateur and you
have no idea of what speakingengagement is about.
So you want me to speak on.
That doesn't work.
That shows me, that tells methat you're an amateur and you
have no idea of what speakingengagement is about.
So you want to craft that pitchspecifically about what your
talk can bring to their audience.
So give them a couple.
If you have a couple, if youjust have one signature talk
(19:11):
that you go to, then you want tohighlight what is the problem
that you're helping people tosolve and what is that new
perspective and insights thatyou're going to offer for their
audience.
And these are important.
Part of creating your signaturetalk is that signature talk
should be the one that is goingto highlight your expertise,
(19:31):
your authority and your solution, your unique perspective that's
going to allow them to say, oh,my goodness, this is the
speaker I need for my audienceand, yes, I need to invite this
person in.
It's not something that youjust put together and I saw this
post.
It's a question that was askedby another coach in one of the
community I belong to, and shebasically wanted to put a
(19:54):
proposal together for an eventthat she would like to be.
I belong to, and she basicallywanted to put a proposal
together for an event that shewould like to be a speaker on.
And she's going around andasking how do I put this
proposal together?
Now, if you are struggling toput your proposal together, then
that's telling me that youprobably don't have a signature
talk.
If I think about what do Ishare with my event organizer,
then that's telling me that youdon't have this talk figured out
(20:17):
.
And so, in order to get thatproposal ready and send it to
your pitch to no matter whereyou want to pitch it to, whether
it's a TED talk or yourconference or webinar, whatever
that you want that talk to pitchto you better get a clear
understanding of what this talkis about, what are the audience
key takeaway and what's in itfor the audience who's attending
(20:39):
this event.
And having that clarity isgoing to allow you to have that
pitch so flawlessly that it'simpossible for your organizer to
say no to you.
So step number four and I knowI spent so much time about this
because what I'm doing okay isI'm actually having this open
(21:00):
enrollment coming up very soon.
On Monday, I'm opening the doorsto my Signature Talk Blueprint.
What this Signature TalkBlueprint is going to allow you
to do, so this is an eight-weeklive coaching program where I'm
going to teach you exactly howdo you create your Signature
(21:21):
Talk, which is the number onemost important asset in your
business whether you want to bea coach and have more coaching
clients who are committed, who'sready to pay you, who's ready
to work with you.
Or if you are building aspeaking engagement, you're
building a speaking business andyou want to get yourself booked
(21:41):
for speaking gig, the signaturetalk is your number one
important asset that you need tohave for both.
And if you're a coach who'strying to grow your business
through speaking,congratulations, I'm with you.
This is how I built my business, because I was struggling to
get traffic and, let's face itright, social media is very
(22:02):
crowded and there's a lot ofpeople lingering around and
they're lingering out for anumber of reasons, and some of
them are looking for free stuff,free events, free resource,
free coaching session right.
So when they jump onto yourcall, some of them are just not
committed.
They're flaky.
They probably don't show up onyour next call, or sometimes
(22:25):
they show up.
So you get a quality, a varietyof different type of clients.
Now, if you think about having asignature talk and being able
to be in the same room whereyour audience have already
raised their hand and say, yes,this is a topic I'm interested
in, this is something I want tolearn, then your chance of
(22:47):
landing on high quality, highpaying client is much higher
than compared to you hustlingand spending all this hour
trying to get the attention fromyour social media followers.
Right, I mean, think about thatand remember, in the beginning
of the show I told you about howI was struggling getting the
traffic even though I had thebook, and then I started to
(23:10):
focus on my speaking.
I was focusing on tellingpeople about this story and that
got me into the same room withall these audience who raised
their hand yes, and you know, Iwant to have more confidence
hand yes, I want to have moreconfidence, I want to increase
my self-worth, and those startedto kick in and now I have
(23:30):
things to share and talk abouton my social.
So when I thought about how Ibuilt my business, it was really
the speaking, and how I didthis was through the signature
talk that I created.
So I am opening the enrollmentto my Signature Talk Blueprint
program and, like I said, it'san eight-week live coaching
program where I'm going to teachyou exactly how to create that
(23:54):
number one asset in yourbusiness.
So when you do pitch right toyour audience, to the event
organizer, you'll be able tohave more clear and concise way
of telling them hey, this is thetopic that I'm an expert on and
here's what your audience isgoing to walk away and this is
(24:14):
the reason why you need to bookme, and chances are your event
organizer are more likely to sayyes to you when you have that
your signature talk valid.
So, again, I'm opening theenrollment to the signature talk
blueprint.
The doors will be open on Mondayofficially, but if you like to
(24:35):
jump in, I have a fast actionbonus, which include a webinar
success workshop.
In this workshop, you and I aregoing to work together so that
I can show you how you canleverage your signature talk in
their virtual webinar format.
That will allow you to enrollmore coaching clients.
(24:58):
This is for speakers.
If you're growing a speakingengagement business, you're
speaking business.
Or if you're a coach, you'rereally leveraging the public
speaking, growing and attractingyour high quality paying client
.
This is for you.
So I'm opening the enrollmentand if you jump in now, as you
hear the podcast episode, whenyou go to
(25:20):
SignatureTalkBlueprintcom,you'll be able to join me in the
eight-week live coachingprogram and with that, I'm also
going to give you the fastaction bonus, which include the
webinar success workshop, whereI'm going to teach you how you
leverage the signature talk sothat you can use it in a virtual
(25:41):
format.
There's so many different waysthat you can use this Signature
Talk.
So that's step number four.
And so if you want to saveyourself really the headache of
how do I pitch so that it's ayes, then definitely recommend
that you go check outSignatureTalkBlueprintcom and
grab yourself a seat and join mein the eight-week program.
(26:03):
All right, last but not least,how do you create a perfect
pitch?
Is you want to make sure thatyou end it end your email or end
your pitch with a specific callto action?
Right, you don't want to leaveit?
Well, would this be somethingthat you're interested?
Question mark no, you wanted toend it very specific and you
(26:25):
wanted to tell them what thenext step is, right.
So are you available for aquick call next week or this
week to discuss this further, orare you available to jump on a
call so that we can talk aboutthis more?
And so you wanted to bespecific and give people the
next step by telling them whatdo you want done?
(26:46):
And so a lot of time.
What I'll do is do you have anyavailability this week so we
can talk more about this and youwant it to be specific.
So that's your call to action.
And again, if you want to learnhow to create the talk, how to
use that talk, and so that yourevent organizer would be like,
yes, I need to book this speakerinto my event, then you also
(27:10):
want to repurpose it, and thisis really important, especially
if you're a coach.
You can repurpose it to apodcast, to a webinar, to social
media content.
There's so many different waysthat you can pivot and leverage
the signature talk.
If you like to have that done,then the Signature Talk
blueprint is for you.
One of the things that alwayscomes up is that a lot of people
(27:31):
ask me well, michelle, how isthis different from other
speaker program out there?
Well, I can tell you that otherspeaker program will give you
the framework, will teach youhow to create it, but they won't
give you a live, real-timefeedback and how you can
actually get better for yourdelivery.
Right Delivering your talk isimportant.
(27:53):
There are so many things thatyou only experience when you
start practicing, when you startrehearsing it.
So when you go through otherspeaker signature talk program,
you log in, you go through thetraining and you create your
talk.
But once you create the talk,you have no way of practicing it
, make it better.
You need to know how theaudience is going to receive it.
(28:17):
You need to know is the timinggood?
I see speakers who struggle atconferences and they're way over
time on their allotted time andyou're not going to get
invitation back to the eventbecause now you just created a
headache for the eventcoordinator and organizer
because you went over on yourtalk.
(28:38):
And this is not something thatother program will give you,
because you won't have that livefeedback on how you deliver it,
how you stand, how you carryyourself, how you do the poses
on your webinar, how to make itimpactful on the videos.
These are not the things thatyou're going to learn from other
programs, but you will learnthis.
You will have an opportunity toget the live coaching,
(29:01):
feedbacks and evaluation duringthe eight-week program with me.
So if you'd like to grab a spot, go to
SignatureTalkBlueprintcom andyou'll be able to join me inside
the program.
Okay, so let's wrap up In orderto pitch yourself for a
speaking gig, which I reallybelieve is one of the powerful
(29:23):
ways to grow your business, growyour authority, grow your
authority, grow your credibility, and there's just so many
opportunities that you can haveonce you start putting yourself
out there on the stage,virtually or in a live setting.
It's really the key buildingthat authority, attracting the
(29:44):
client and scaling your business.
Now imagine you have this talkin your hand, right?
This is the number one assetthat you're going to have in
your hand Now.
You can repurpose it to be apodcast guest, you can host your
own webinar, you can create alist of social media series and
(30:05):
content.
The possibility is endless.
So if you'd like to join me inthe AWE program again, go to
signaturetalkblueprintcom andyou'll be able to secure your
spot and I will see you at thewelcome reception.
All right, if you know anyonewho is interested to learn more
(30:26):
about how to pitch and getspeaking gig, please be sure to
share this episode with them.
Who's ready to take theirspeaking career, ready to take
their coaching business to thenext level?
And until next time, let's makeyou visible you visible.
Speaker 2 (30:50):
Thank you for
listening to Make it Visible
podcast.
If you love this episode andwant deeper support for your
coaching business, head over toelevatelifecoachingorg and see
how we can partner together toturn your passion into a
profitable business.
I help female coaches launchand scale their coaching
business faster than ever,without wasted time and money,
filling the gaps in yourmarketing strategies, creating a
simple and easy to followsystem so you can accelerate on
(31:13):
the path of coaching businessthat you love to wake up to.
Head over toelevatelifecoachingorg and grab
a free strategy audit today.