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How I Made Myself A Successful One-Of-A-Kind Resource In My Industry
by Burt Dubin
A touch of background first: A successful, journeyman level speaker, serving associations and corporations, I routinely received fees of $3000 to $5000-6000 for 1 to 3 hours of programs. I got 1 or 2 bookings a week. This was in the late 1980's.
Active in my Chapter of the USA National Speakers Association, I watched the revolving door of wanna-be's come and go every month.
Also active at the national level I was dismayed to see that a full third of the NSA membership changed every year. As a skilled researcher I'd cracked the code. The secrets of getting a gig or two every week were no secret to me. I was doing it.
Now to the action and the outcomes:
I said to my self, I can change this tragic loss of talent. I can show speakers how to do what I do. As a marketer, I knew I had to stand out from all others. Had to be unique and unduplicable.
Here's what I did. You can do it too in your field:
Action 1.:
I marketed the outcome of my services, not the services themselves. I marketed success in the business of speaking. Nobody else did that. Today, 11 years after launch, nobody else has the audacity to do that. Market the results of your work, not the work itself.
Action 2.
I gave a money back Guarantee of success. In writing. With teeth. The first few years, I gave back some money. Since 1995 nobody has legitimately requested their money back. Give a real money-back Guarantee.
Action 3.
Don't allow scoundrels to get at you. Make your Guarantee conditional upon specific performance by the other person. Mine is simple. " Do what I guide you to do and document to me that you have done so." That's all. Protect yourself from scoundrels.
Action 4.
Do exhaustive research. Spare no expense. Make yourself the very best on earth at what you do. Do more that is required. Do more than is expected. Do more that anyone in their right mind would do. Be the best, the very best at what you do. Action 5.
Stimulate referrals. Let your clients or customers know they are rewarded for referred folks who invest in what you offer. Give appropriate gifts, depending on the size of the ticket. My product is $4000 to $6700. I give a choice of gifts. $300 in cash. $300 to their favorite charity in their name. $300 in products. Reward referrals generously.
Action 6. Treat people right. Be there for them long after the sale. Care about each client. You've heard this before: "People don't care about how much you know until they know how much you care!" Let the Golden Rule govern your attitudes, your thoughts, your words and your actions.
Action 7.
Don't sell. Instead, market. What's the difference? This: Selling is persuading someone to buy your wares. Marketing is creating conditions under which the buyer is attracted to your offer and decides on their own motion to invest in what you offer. How do you do that? PR. Advertising. Word-of-mouth. In the words of Walt Disney, Do what you do so well that people can't resist coming back for more and telling their friends to do the same.
Burt Dubin, a 20 year veteran of the business of speaking, mentors speakers and wanna-be's world-wide. Burt works with people who want to be speakers and with speakers who want to be masters.
The words of his clients, the admiration and respect expressed for his work by some of the world's most successful speakers, testify to the values you receive. For samples of the wisdom available to you, simply go to http://www.SpeakingBizSuccess.com.
Burt Dubin, 1 Speaking Success Road, Kingman, Arizona 86402-6543, USA. Phone 800-321-1225 Fax 928-753-7554. mailto: burt@SpeakingBizSuccess.com
© Copyright 2002 Burt Dubin
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