Business

Professional speaking is, quite simply, the business of speaking. A professional speaker is not necessarily any better than a public speaker — it's just that a professional speaker is speaking as a business activity.

These Savvies explore the topic of Business in more detail —

Pro Speaker U

Now you may be protesting “that’s fine for a pastry shop. They deal in pennies. But speakers don’t need to be that precise, do they?” Well, sometimes they do.

Pro Speaker U

Too many beginning speakers approach marketing solely from a creative point of view. While there's certainly nothing wrong with being creative — in fact, it's essential to your success — you are setting yourself up for disaster if you don't also "run the numbers" on all your marketing activities.

Pro Speaker U

Now let’s consider how running the numbers can affect your decisions in a direct mail marketing campaign. As before, you just might be surprised at the results!

Pro Speaker U

Now let’s explore the ramifications of the example in the previous session.

Pro Speaker U

But what about actually increasing your marketing costs? That’s not very smart, is it? Again, it depends — run the numbers!

Pro Speaker U

Now let’s consider another “what if” scenario. Specifically, what if you increase the price of your product? What happens?

Pro Speaker U

You should now have a greater appreciation of the dramatic difference tiny changes can make. A small increase (or decrease) in the price of your product, an increase in the perceived value of your product, an “insignificant” change in your marketing mailing — all of these can have a staggering effect on your bottom line.

Pro Speaker U

You don’t need to restrict your test-marketing to big differences. If you’re doing a marketing campaign anyway, why not try out various marketing techniques?

Pro Speaker U

I’ve saved the most impressive — and arguably the most important — concept of “running the numbers” for last.

Pro Speaker U

Compounding doesn’t apply only to financial matters. It’s the central idea behind viral marketing. It’s the old idea of “I tell two friends, and they each tell two friends, who tell two friends….”

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