Does Your Marketing Need A Flip Flop?

This was originally posted by Jane Atkinson on April 21, 2008

http://speakerlauncher.com/blog/index.php



Quite often I’ll Google speaker websites to check out the competition for my clients. In today’s competitive climate, it shocks me to see that many speakers still start out their home page saying things like ‘John Doe is the best speaker you’ve ever heard. Hire John for your next meeting’.

Yeah right!

As the economy tightens, do you think that John Doe is the type of speaker that client’s desire? I have my doubts. The marketing flip flip is about putting the outcomes to the client first, and the speaker (as the solution to their problem) second.

Unless you are a celebrity or best selling author, your website should probably not be about you.
It should be about the service and solution that you offer. The exception to this would be speakers like The Passing Zone. They are jugglers and are mostly hired at meetings to entertain. They might also be better known than the average speaker, due to a stint on America’s Got Talent last year.http://www.PassingZone.com

Take a speaker like Toni Newman for instance.She’s an innovation expert. Her website is about innovation first, Toni second.http://www.toninewman.com - check it out you’ll see what I mean.
Here are a few questions to help you evaluate your marketing:

1. When arriving at your website, does the client know what you will do for them (outcomes) within the first 30 seconds?

2. Is the first 1/3 of your home page about them and their needs rather than you?

3. Are you positioned as an expert and a problem solver? Or as a ’speaker’?

If you answered ‘no’ to any of these questions consider doing a marketing flip flop to switch the order of your home page copy to be more client and outcome oriented.
It won’t take you too long to do this, and I believe it will have an impact. Try it, and write me back to let me know how it goes.

Happy marketing!