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June 2003
For Professional Speakers, Authors, and Consultants
FROM THE PUBLISHERS OF SHARING IDEAS NEWSMAGAZINE
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IN THIS ISSUE...
1. SPEAKANDGROWRICH.COM GOES LIVE!
2. CREATING POWERFUL MARKETING MATERIALS by Dottie Walters
3. 5 TIPS FOR DESIGNING A POWERFUL SPEAKER'S KIT by Kathi Dunn
4. LILLY WALTERS and Walters International Speakers Bureau
5. WHAT'S NEXT
6. UPCOMING EVENTS WITH DOTTIE WALTERS
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SPEAKANDGROWRICH.COM GOES LIVE!
After several months of hard work we are proud to announce the launch of
speakandgrowrich.com. Our new site features several free resources and articles
as well as back issues of this monthly enews. You can also shop securely and
register for our seminars and programs in our Speak and Grow Rich Store!
http://www.speakandgrowrich.com
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CREATING POWERFUL SPEAKERS MARKETING MATERIALS
by Dottie Walters
Before you read these ideas on how to put your speaker materials together, I
would like to explain that these are not my personal opinions. For the
past 30 years I have spoken to several thousand Meeting Planners. These are the
specs THEY insist on. As Marshall Field of Chicago said, "Give the
Customers What They Want." The Meeting Planners are the customers.
Putting Your Marketing Materials Together
Every day we receive speakers material packages from a speaker who is asking us
to list him with our Speakers Bureau. If you will come and sit beside me at my
desk, I would like you to see in your mind's eye what is unacceptable in his
Presentation Folder and Demo Tape.
1. As I picked up his demo tape I saw that: His picture was not on the front. It
is a plain white cardboard box with a small hole in it, so that the very tiny
type cannot be read even a few feet away. It is printed in black ink on white
paper. His title is not here, his picture is not here. Nothing is printed
on the spine or on the back cover. But worst of all he has printed his own
address, phone, web site and e-mail number in that tiny cutout window. As
a Speakers Bureau CEO, I do not have to look at the tape itself to know that I
do not want to work with him.
Why is this so? Let's take them item by item.
1. The front of the demo video packaging should be very attractive with a
full-length picture of the speaker, Topic and Marketing copy with testimonials.
2. At the top of the box the TITLE of your program should appear
prominently. The title should solve a problem. Example: "The One
Minute Manager."(Ken Blanchards’ wonderfully successful title.)
3. There should be 3 or 4 bulleted items , each one of them detailing
benefits to the audience.
4. The speakers name should go across the bottom of the cover. When should you
reverse this order and put your name above the title? When you are up to at
least $50,000 per program. You are then a "Celebrity!" Until then
meeting planners are buying your topic not your name.
5. On the back of your video packaging, list 4 or 5 of your very best
testimonials. Just one sentence on each.
Example:
"We're using him 10 times next year!" - CEO FORTUNE 500 Corporation.
6. About 2/3 down the back cover leave a blank reaching to the bottom. This is
the area where you will affix an attractive label with YOUR CONTACT INFORMATION
when booking yourself OR YOUR SPEAKERS BUREAU'S INFORMATION when it is being
suggested by that bureau. What a happy smile this brings to the Bureau
considering you! It's a signal that tells them you are a team player and will
make a great partner in dealing with their clients.
Never put your phone number on the tape or CD itself. You would have to make a
separate video tape or CD for every speakers bureau. The label makes it possible
for you to use labels for the Bureau who wants you to send your kit directly to
their client. Bureaus are not exclusive. You can be booked by many who are
appropriate for your topic and fee level. When you book yourself – affix a
label with your own information.
On this package I received today, the gentleman had affixed his own label to
everything. What message does that send me- the Bureau Owner? Do I want to
send it out or have him send it out to my client to direct them away from me?
Think about it.
WHAT MATERIALS ACCOMPANY YOUR VIDEO IN YOUR PRESENTATION FOLDER
1. Complete Commissionable Fee Schedule.
2. Biography sheet with Photo.
3. Testimonials
4. Partial list of clients where the speaker has been paid.
5. Reprints of articles by and about the speaker.
6. A list of other programs and titles by the speaker with a brief
description.
7. Content sheet on your program/s
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5 TIPS FOR DESIGNING A POWERFUL SPEAKER'S KIT
by Kathi Dunn, Dunn+Associates Design
Award-winning design for publishers, speakers and consultants-since 1985.
Creating a professional-looking promotional kit for your speaking
materials is key to opening doors and being the number-one choice of
meeting planners. Follow Dottie's advice, above, then put a little
extra sizzle in your kit with these tips we incorporate into our
approach to design for our clients:
1.Think of the front of the presentation folder as the first
impression which represents you. In ten seconds or less, a
prospective meeting planner is either turned on or turned off by the
immediate visual impact of your folder. Be concise with a benefit
headline that makes your audience want YOUR message. Remember, you
get one chance to make a lasting impression.
2. The visually powerful folder neatly houses the functional
components you need to market yourself and explain the benefits you
offer your audience. Be sure that all the pieces which you include
deliver a cohesive look which is tied to the outer folder. This can
be accomplished by establishing a consistent theme in your color
palette, font choices and overall design, from the folder's label to
its inserts to the demo video cover. We often design a speaker's book
cover at the same time as the promotional materials, carefully
integrating all design elements to drive the visual brand home.
3. Select a compelling photo of yourself which makes an emotional
connection to the viewer. Spend a half-day in a professional photo
studio and come away with a variety of options - head-shots, torso,
full-body; in different clothing, with different props. You may
select your one favorite photo to use on the front of the folder and
throughout all the components, or you may want to use a different
photo on each piece to say even more about yourself visually.
4. Thanks to low-cost, short-run digital printing, your demo video
cover can now deliver a high-end look. Purchase clam-shell video
cases with clear acetate sleeves, develop a condensed mini-version of
your beautiful folder label, incorporating elements from the
correlating content sheet, print it out in full color, trim and
insert it in the audio case, and you'll look like the pro you are.
5. Dare to be different. Yes, you must conform in terms of creating
bureau-friendly materials that function well and can be easily stored
by bureaus and planners. Think outside the box about ways to make a
splash so your presentation kit stays on top of the heap. After
you've finished your knock-their-socks-off printed kit, create a
full-color PDF version which can be emailed instantly for immediate
response to requests so you're also ahead of the pack in more ways
than one!
These are just a few of the many ways you can gain an edge over your
competition with an impactful promotional kit. For more information
about how a professional design team can help you, contact
Dunn+Associates at 715 634 4857 or visit http://www.dunn-design.com.
Kathi will be presenting more in-depth information on this subject in September
at Dottie Walters' Magnificent Marketing Symposium.
Join us to learn more!
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LILLY WALTERS and WALTERS INTERNATIONAL
We wanted to let all of our friends and colleagues know that Lilly Walters is no
longer with Walters International Speakers Bureau. After 15 years of
running the bureau for Dottie, she has decided that it was time to move on and
venture out to try new things and focus on other projects. We all wish her well
with her new endeavors. We have some great plans for the future of Walters
International Speakers Bureau including a new monthly ezine that will reach over
100,000 meeting planners who hire speakers, plus a new online searchable
directory of speakers which will be hosted at http://www.walters-intl.com.
These projects will be launched over the next few weeks.
Contact Michael MacFarlane for information on qualifying to participate in these
exciting new ventures. michael@speakandgrowrich.com
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NEXT MONTH'S SPEAK & GROW RICH E-NEWS, we will give you insights into
the ever controversial subject of BUREAU HOLDS. Learn about current problems
with holds from both the bureaus' and the speakers' perspective and tips on how
to avoid and solve them.
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Don't miss all the latest cutting edge money making information for today's
speaking industry! Subscribe to Sharing Ideas Newsmagazine the #1 Magazine
for Professional Speakers Authors and Consultants.
http://www.speakandgrowrich.com/sharing_ideas_overview.htm
Subscription includes valuable gift package.
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NEXT 2 DAY Speak and Grow Rich Master Weekend will be held:
June 21-22, 2003 Glendora, CA (626) 335-8069
August 23-24, 2003 Glendora, CA (626) 335-8069
http://speakandgrowrich.com/speaking_seminars_master_weekend.htm
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SPECIAL MONEY STREAMS PHONE CONFERENCE
FOR SPEAKERS/ AUTHORS/CONSULTANTS
August 16, 2003 10:00 AM - 12:00 NOON Pacific Standard Time
Call (626)335-8069 to register.
http://speakandgrowrich.com/dottie_walters_phone_seminars.htm
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DON'T MISS the 2003 Magnificent Marketing Symposium for Speakers Authors and
Consultants. Featuring Tom Antion, Jeff Herman, Elsom Eldridge, Dottie
Walters, John Kremer, Dan Poynter plus many more of the Speaking Industry's TOP
Marketers. A MUST for Speakers, Authors, and Consultants at every
level!
September 18-21, 2003, Universal Sheraton-Hollywood CA
To register and to find out more please visit:
http://speakandgrowrich.com/s_2003_mm_overview.htm
or call (626)335 -8069 for your free brochure.
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Best wishes for your success!
Dottie Walters, CSP
International Speaker, Author, Consultant
Author Highest Rated book In THE Speaking WORLD, SPEAK & GROW RICH
Publisher/Editor: SHARING IDEAS newsmagazine, 25th year of publication
President/CEO, Walters International Speakers Bureau
Publisher, International Directory of Speakers Bureaus
Founder, International Association of Speakers Bureau Owners, IASB
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Don't miss all the latest cutting edge money making information for today's
speaking industry!
Subscribe to Sharing Ideas Newsmagazine
the #1 Magazine for Professional Speakers Authors and Consultants.
Subscription includes valuable gift package.
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