The fastest way to build credibility with your target audience is by teaching it something valuable. And the best way to grab your audience’s attention and communicate your credibility is by speaking in person at an event.
As adult learners, we automatically assign expert status to speakers, so the sooner you develop a signature style, tone and speech, the sooner you’ll be able to establish yourself as a valuable contributor to forums, workshops and even keynote addresses. This will be vital to building a loyal and committed tribe of followers, buyers and clients that can help spread your message and grow your business.
Let’s take a look at how to craft a signature speech that is sure to establish you as an influencer and expert in your field.
So What Exactly Is a Signature Speech?
A signature speech is both an educational and persuasive presentation about the three to ten most important concepts that you want your ideal customer to know.
A well-designed signature speech offers the audience knowledge about subject matter related to your products and services that will help them improve their personal and/or professional lives while simultaneously creating interest for your business’ offerings.
Signature speeches are rooted in the education-based selling method, but they seek to inform more than sell. However, if your speech is engineered correctly, members of the audience will naturally be drawn to you and the products and services you offer.
For example, if you have a tea company, you could speak about the “7 Benefits of Drinking Black Tea.” If you are a fitness coach, your speech might be “The 8 Most Effective Exercises for Lasting Weight Loss.” Regardless of what you sell, there is a signature speech waiting to be born!
Why Is a Signature Speech Important?
When you stand in front of an audience, you are automatically seen as a credible person or expert, which positions you as an authority and instills trust in potential customers, hopefully convincing them to purchase your offerings in the process.
When you have a signature speech, you have a system that helps you describe what you do and what you believe in, so whether you’re in a networking situation or writing email copy, you will always use informative and persuasive words to share what you do and why you do it.
The process of creating a signature speech forces you to decide what you are most passionate about and what the message you’re sharing with the world should be. It brings clarity to what you do, and clarity leads to action, so when you put the two of them together, you now have a formula for success!
How Do You Create a Signature Speech?
To easily create a clear, customer-centric and memorable presentation, use these seven simple steps to help you get started:
- Open with a question or a story to capture the audience’s attention.
- Describe how you decided to start your business.
- Let them know what you are going to cover in your speech.
- Transition into three to five key points (four is ideal for a 30- to 45-minute talk) with examples, stories and case studies to illustrate your points.
- Recap what you just told them.
- Close with a powerful quote or story, as well as a call to action on your teaching.
- Thank them for having you, open up for Q&A, and invite them to the back of the room to buy or sample your products!
When you give your speech, make sure to bring enough product to sell or enough samples to go around (or order forms if you are selling services) so you can monetize your time without having to ask for a speaker’s fee. This is a win-win for you and the organizer, and it makes it much easier for you to get booked.
To recap, a signature speech is both educational and persuasive, designed to improve the lives of your audience and create interest in your products. Knowing the steps of your signature system also helps you share your message while networking, blogging and training new team members.
Having a signature speech is an excellent marketing tool, internal training tool and foundation for creating systems in your business, so if you haven’t already, create your talk to start accelerating your business to the next level and beyond!
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