Copy-Cat-Copywriting

Recently I came across a forum post where a reader asked about the benefits of joining a Toastmasters group. Frankly, I've never seen this topic discussed anywhere so I jumped right in.

When I moved to Seattle, some professional speakers said, "The best way to get started in speaking is to join Toastmasters."

As it happened, a very nice chapter was meeting just a few blocks away, on Wednesday noon. I went for about a year. During that time I earned a CTM (ie., made 10 speeches) and won 2d place at the region for a humor talk ("Fashion-Challenged in Seattle") based on my personal experiences.

Suggestions for anyone who considers joining:

(1) Choose your chapter carefully. My chapter had several professional speakers including a professional radio announcer and a woman who did stand-up comedy for a few paid gigs, plus others. We were a small chapter so everyone got to speak often.

(2) If you are shy or unsure about speaking, Toastmasters *is* a great vehicle. I saw several people blossom after just a few talks. Again, be sure you've got a good chapter: our people made faster progress because we had so many pros.

(3) I am a very experienced speaker. After all, I taught college for over 20 years. I *love* to give talks. So to be honest, the benefit I got in terms of speaking were not huge. I learned some tips about humor just because we had some pros in my group.

Occasionally Toastmasters will give you exposure for paid and platform speaking. If that's your goal, talk to someone who's done it (not me!) and create a strategy.

(4) Toastmasters takes time. When you're giving a speech, you have to prepare a 7-minute talk. You're penalized for going over or under certain times so you *must* practice.

Besides speaking, you have other assignments in meetings. Smaller chapters mean you get more practice but also more work. When you're in certain roles you have to email others and get responses. Being Toastmaster of the week is HUGE.

(5) Toastmasters has all sorts of rituals and rules and they will either be fun or drive you crazy. New members often say, "It's like Rotary...or Kiwanis...or even Alcoholics Anonymous."

(6) Choose a chapter with people who follow your rhythms. Self-employed people, and those still climbing a ladder somewhere, will have a different time perspective than people who are retired, stay-at-home parents, or long-term corporate employees who are not striving for advancement.

(7) Your chapter will change. My chapter changed completely within a year as some members left town or dropped out. Some members felt more comfortable with the newer version of the chapter; others didn't.

So I recommend reviewing your membership in *any* group, but especially in Toastmasters, on a regular basis. If you're self-employed, you can't afford to invest time unless the activity benefits your business and/or personal goals.

Labels: business development, networking, speaking, toastmasters

"Networking for business?" Sounds obvious, but is it?

A few marketing gurus really push networking. Some even recommend very specific networking groups, such as BNI (Business Networking International), a leads group with tight structure and requirements.

And a few gurus actually discourage networking. You spend at least 3 hours on a single meeting, they say. You pay for the event. You might make contact with a dozen people. For the cost of a year of networking, you would reach a far greater audience through post card marketing and Internet teleclasses.

Most gurus fall in between.

What I'm finding is that "networking" isn't an on-off decision. It's not a toggle switch: "Yes I should" or "No I shouldn't."

Instead, I recommend identifying your unique profile and comparing your profile to what's available in the way of networking in your area.

Your Profile

As a copywriter and content strategist, I find I can't explain what I do in 30 seconds or less - the "one-breath" introductions that are becoming so popular. I need to gain access to speaking engagements. A live speaking engagement can be a very powerful platform for me.

When I talk to other copywriters, I find they share my experience. One said, "After 8 months in a BNI group, the other members still didn't 'get' what I did."

Meanwhile, everyone knows what a tax preparer or real estage agent does. Their challenge is to build trust and differentiate themselves. But they've passed the first hurdle.

The Organization's Profile

Who comes to organization meetings? Are they decision-makers with the power to hire you? Are they small business owners struggling even harder than you are?

In some groups, I can say, "Here's what I do. I build my business through speaking engagements." At one lunch, a woman seated at my table said, "My group really needs a speaker!" We exchanged cards. I spoke to the group, which brought me some sign-ups for my ezine and a live, paying client.

But when I considered joining a BNI group, the experienced members warned, "Most of these people don't belong to professional groups. Those who do belong have no idea they can approach a program chair and make suggestions."

Clearly that was not a good group for me.

One business owner supplies a very specific need: she offers virtual assistant services to real estate agents exclusively. If she joins a group that understands the notion of "virtual assistant," she's way ahead of the game.

Geography

One business owner told me about a particular networking group she had joined on the East Coast. Her group had lawyers, accountants and even copywriters. OK, everyone has memory lapses. But let's assume she told the truth.

The same group in Seattle tends to attract Mary Kay salespeople, real estate agents and chiropractors.

This business owner claims she added several clients during her first 6 months. Here in Seattle, organizational members warn, "You'll need to think of membership as a long term investment...at least a year, maybe more."

A coach in Los Angeles tells me he merely whispered, "I'm available for speaking." He was swamped with offers from Chambers of Commerce, industry groups and more. Here in Seattle, speaking engagements are much harder to come by. Seattle attracts smart people and solo-preneurs, many of whom seek the same audiences.

So when clients ask, "Should I network?" the answer isn't yes or no. It's the usual honest answer: "It depends."

Labels: clients, copywriter, networking, speaking

Q. Hi Cathy! I’ve just received an email from a local business networking group. They want me to give a talk in January! When I call the program director, what do I ask? A. This query came yesterday from a real reader, just as I was getting ready to write this ezine. Feel free to email me with your own tips and thoughts. First, congratulations on getting invited to speak! Something’s working in your favor. Second, when you call, the program coordinator will probably bombard you with info. Take notes as she speaks and she may answer all your questions – even the ones you hesitate to ask. Here’s what you need to know: (1) What is the goal of the event where I’ll be speaking? And what do members want? Generally it's dangerous to assume you know what a group wants. They may have hated the last three speakers and be ready for a change. Your meeting coordinator will have feedback and will be able to point you in the right direction. (2) Describe the members. Who are they? What are their challenges? Now you can organize your talk so they’ll be eager to learn from you. If you're giving a longer speech or workshop, ask if you can call a few members to get a sense of where they're coming from. (3) Am I talking to newbies or fellow professionals in my field? Tailor this question to your expertise. For instance before I give a talk on website marketing, I will ask, "Do most of the audience members have websites up and running, or are they still in the thinking stage?" If you're giving a value-based talk -- anything from law of attraction to laws of astrology – ask how the group perceives your topic: serious belief, light enjoyment or outright skepticism? (4) How long do I speak? Does that include questions? Let's say she says 30 minutes with another 15 for questions. Time your speech for 15=20 minutes and leave more time for questions. About 50% of the times I've spoken to lunch and dinner groups, my time gets cut by "announcements" from the group's officers. Or they start late. (5) I would like to bring handouts. And I would like to pass around a list for people to subscribe to my ezine. At the same time I will be giving a 20% discount on my products. How does this work with your organization? I once got invited to address a Continuing Ed class. I was asked to sign a contract promising I would not promote my organization and that I would not do business with any attendees unless I gave the university a piece of the action. Needless to say, I declined the invitation. You get paid two ways: directly through a substantial honorarium or fee, or indirectly by gaining a platform to promote your products. Otherwise you’re selflessly donating time and energy. Make an informed decision. (6) Will the group be formal? Unless you know the group, tactfully ask about what you might wear. Once upon a time you could show up in a suit and be safe. But now you could be marked as naive. Recently I heard an experienced speaker say, “Nobody would show up in a suit – not here.” Suitless in Seattle. Yeah, I know, but we’re almost done... (7) Will the group be willing to participate in a brief hands-on exercise? Come up with an exercise that will showcase your talents, get audience members engaged and leave them hungry for more. They’ll remember you because you jogged their kinesthetic senses as well as their brains. If you’re like me, you’re the one who will get hungry...for more speaking engagements! Each time it’s a new and fun experience. If you would like to use this article, please make no changes, let me know, and use this resource box: Cathy Goodwin offers copywriting and coaching to service professionals who want to increase the marketing potential of their websites. Visit http://www.copy-cat-copywriting.com Get the 7 best-kept secrets of client-attracting copy: http://www.copy-cat-copywriting.com/subscribe.html

Labels: copywriting, internet marketing, professional, promotion, services, speaking, strategy