So you’ve been asked to present a talk at an event where there will be many of your ideal clients sitting in the audience.

Your golden opportunity to introduce your expertise to reach a number of potential clients.

How can you make a lasting impact and let them know about your services without coming across (or feeling) like a greasy salesman?

You’ve probably heard that public speaking is one of the best ways to build your reputation as an expert and get loads of exposure for yourself and your business.

Yes, that’s true but the cold hard truth is that once the event has passed, it won’t be long before the impact of your words have been forgotten by most of the audience…

I’ve presented at a wide range of events – to audiences as intimate as 10 people to 200. All have been fabulous learning experiences. Building my confidence, providing me with materials to repurpose and share in other formats. Plus, they’re fun! (There was a time I NEVER imagined I’d think that way. I have ‘introvert’ stamped through my core like a stick of Brighton Rock).

Some have been a huge success bringing me several clients, building my contacts list, and sending business opportunities my way.

Others have sucked.

Usually, because I didn’t make the most of the opportunity to continue building relationships by inviting the audience to subscribe to my email list.

Big mistake!

Here’s what I’ve learnt about making offers from stage. Below are some of my best take-away tips for building your email list at your next speaking gig so that it benefits you and your audience.

Remember this first

The single biggest thing to remember is that you are relying on your audience to take pro-active action after the event has passed. Many things will have happened in between them hearing your inspiring words and that point of conversion:

• the long travel home
• catching up with the day to day of life and work
• maybe even a night’s sleep

So you want to make contacting you really, really easy for them going a step further to move them to action. This is always important, of course, but it’s not so easy when they’re not already on your website. Printing up flyers or fun, personalist Moo cards with details about your sign up offer so that you can hand them out to your audience is one way to do that.

Discounts don’t work

The reach of a priced offering is limited because only a small number of your audience will be interested in working with you or willing to part with their money right away. Whereas, offering them something of value that’s free is more attractive to more people. That way, you’ll build your subscriber list and be able to continue your contact with more prospects over the long term. Gaining customers now and later on (this only works if you have an effective follow up system in place). So offer them something tangible for free that they will find valuable, in exchange for their email address.

Be generous

I don’t mean throw in the kitchen sink but something unforgettable they will TOTALLY love or need. The more exclusive and tailored it is to the event and audience, the better.

One of the most popular gifts I offered were the slides from my presentation that included detailed examples of tools and a breakdown of the key messages they should be sharing on social media. Plus, a swipe file of social media conversation starters to steal. Information I usually only share with my clients.

It meant I didn’t need to spend time creating additional materials for the event. Plus, I had already given them a teaser of what they’ll receive within the presentation itself. And who doesn’t love ‘done for you’ materials to use straight away?

Personalise as much as poss

As well as making your gift exclusive, personalise the entire sign up process and make it REALLY easy…

Use a memorable URL. For instance, your website plus the name of the event, like this:

www.mywebsite.com/eventname

Repeat it verbally at least twice during your pitch, plus have it on the screen behind you.

The slide with your opt in details need to make an impact using great imagery and design that isn’t too distracting. Keep the text on this slide limited to the important stuff: what they will get and where to get it.

Personalise the sign up journey and take extra effort to make it memorable for them so that it leaves a lasting impression. You can do this by creating a special sign up page just for the them. Mention the event itself right there on the page, and remember to include a follow up sequence of emails explaining how they can work with you.

The pitch

Whatever you’re presenting – whether it’s a 10 minute talk to 10 people or a 60 minute presentation to a packed auditorium, rehearsing is crucial so that your talk flows, and you’re relaxed and in control on the day.

Pay particular attention to your pitch. This is the time when you’re most likely to feel icky, and the last thing you want to do is hurry or squirm your way through it. Give yourself time to explain clearly and confidently what they get and how to get it – don’t rush the last slide. Embrace the opportunity proudly and enjoy it.

If you’re worried about coming across as too salesy – remember that you’re just telling them how it is. You know your stuff – that’s why you were invited to speak on stage in the first place. Remember that the audience are rooting for you and will want to know more about how you can help them. Not giving them the opportunity is a disservice to you and them.

And most of all, own the stage and have fun – this is your moment to shine and engage new people into your community!

What about you?

Have you ever presented to an audience or want to? Share your experience and best tips in the comments below.