by Michael Scott Karpovich, Certified Speaking Professional
As a kid on the farm in Michigan, I tried to find ways to earn spending money. Once I decided to raise rabbits. However, I found I only had enough money to buy one. .
I liked a young, sleek, gray buck but my grandmother, who has often been the voice of wisdom in my family, strongly encouraged me to buy a big fat white rabbit with a scarred ear. I would rather have had the gray bunny but went with my grandmother’s suggestion.
Two weeks after I brought "Snowball" home, she had a litter of four baby bunnies. Although she never let on, my grandmother knew that this rabbit was pregnant, and when you plan on raising rabbits, the pregnant rabbit is at least four times more valuable than a young gray buck.
Often it seems that beginning professional speakers cannot afford to create a promotional campaign that will let every potential client in the nation know who they are. Sometimes we can market to only a very few. In such cases, I recommend that you "buy a pregnant rabbit!"
Lately my manager and I have been marketing extensively to state, regional and national conventions and conferences. It is so much easier to put all of your efforts, energy and money into the conventions of your market or industry.
We have found it to be true that even if someone is the world’s worst speaker, at least one person will love what they say. That same person will try to get them to speak for a local group, company or community. Of course, if you do an exceptional presentation, you may be overwhelmed with bookings. After one state convention, I received over 60 calls and booked over 27 dates (so far).
Here at Dynamic Interactions we have worked to position ourselves as both a keynote speaker and a breakout speaker. The more visibility the better! Sometimes we will offer an additional breakout session in exchange for full conference registration, room and expenses and/or exhibit space.
I try hard to maintain fee integrity, although some conventions are worth negotiating for. When we do a keynote combined with a breakout session and an exhibit booth, it really allows participants to get to know us and our programs.
If the meeting planner has a nice brochure featuring a picture of me as a presenter, I will volunteer to mail out hundreds to my clients in the convention’s region. By doing this I let the meeting planner know that I am part of a team and that his/her success is my success. Of course, I send the brochure along with a cover letter from our office. This not only promotes the convention, but positions me in the eyes of potential clients. Then, if the meeting planner has any brochures left over after the event, I will put them in my promotional packet for future conventions and clients.
You can see how this single event can lead to so much more business than a simple isolated presentation. In the words of my grandmother, "If you are going to raise rabbits and can only afford one -- Buy a pregnant rabbit!"
Copyright © 2000 Michael Scott Karpovich
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Home Page: http://www.karpovich.com
