In this episode, I talk about world-class communication.
How you can take your presentations to another level.
Welcome to episode 108 of the Marketing and Finance Podcast.
What you’ll hear about in this episode
Lessons learned from Marcus Sheridan – a world-class presenter and facilitator
The “Columbus principle” of asking instead of telling
Snippet from a recent seminar about “The TV studio in your pocket”.
Other tips you can use to stand out as a public speaker
Following a family bereavement, I’m a bit behind with my podcast interviews.
Sorry about that.
So today is one of those occasional episodes where it’s just me and the mic, talking about a topic that’s recently caught my attention. I reflect upon what I’ve learned over 20 years of public speaking and share some quick tips you could use to up your game. I also talk about a workshop I attended led by Marcus Sheridan and the game-changing effect he’s had on my presenting.
There’s also a chance for you to attend a similar workshop with Marcus in Edinburgh on 28 November 2016 – but you’ll have to be quick.
Were inspired by countless new ideas. Were motivated to be bigger, bolder and braver. And we were reminded of the basics of content marketing that we should never forget.
“Finding interesting ways to…” became the theme for my lessons and thoughts from the conference.
How many conferences have you been to in dull featureless hotel function suites?
With low ceilings, no air conditioning and no character. TCMA mastermind Chris Marr chose The Hub in Edinburgh as the stage for his content marketing extravaganza.
A converted church, it gave us high vaulted ceilings, space to mingle, clear acoustics and an immediate feeling of being somewhere special.
Wander up to the balcony for a birds eye view of the setting and great photo opportunities.
How many conferences have you been to where the speakers appear to be aloof, almost “above the audience”.
They hide in the green room and bugger off as soon as they finish their speech. Chris Marr chooses speakers who want to hang out with the delegates. To mingle, laugh, joke and debate. To answer questions the audience may not want to shout out for everyone to hear.
Just two examples of Chris Marr finding interesting ways to do stuff differently.
Great venue. Tick. Great speakers who hang out with you. Tick.
And great delegates as well.
Everyone at TCMA, at whatever stage of their business journey, were sucking in knowledge. Motivating each other. Networking. Sharing ideas. Making friends. Arranging mutually beneficial business connections.
Speaking to many of the people there, they agreed that the delegates were just as important a part of the experience as the speakers.
So here are 20 plus marketing lessons and thoughts from this must attend event.
If you were at TCMA please feel free to add your thoughts in the comments section below.
Okay I added in the word “bloody” when I wrote my notes. Accomplished speaker and video producer Amy Schmittaur is American and wouldn’t use that word. But she’s right about using your phone. It’s a TV studio in your pocket. Start shooting.
Amy’s Authority Video Formula is a powerful template (see picture above). Use it to create engaging videos. And never forget that YouTube is the second largest search engine in the world. Use it to find questions people are asking and then answer them with your videos.
I’ve been dabbling with video and intend to do more. Here’s my latest effort. How close does this fit to Amy’s formula?
Amy encouraged everyone to overcome their fears.
Fear of gear – use your phone!
Fear of personality – Practice. Starting now. And don’t stop learning.
Fear of ROI – always ask for your call to action. Clearly. And audibly.
And in a genius piece of audience participation, Amy got us to record a video whilst she dictated the words, and told us to post it on Twitter! Great interaction. And idea to steal with glee.
I could have said your “brand is bloody important” but I won’t over use Brit speak here!
Chris Marr came up with the inspired idea of peppering the international keynotes with shorter “Lightning Talks” featuring local business people. Col took his 10 minutes to remind us and teach us about the importance of brand.
Kate runs a pet sitting franchise in Ireland. She’s built her successful business by blogging. In classic content marketing style she listens to the questions people ask about their pets. And answers them in blogs. It works for people selling swimming pools. It works for pet sitting. It can work for you.
Kate gave us a check list for stand out blog posts.
Commitment – blog regularly
Have a great title
Have a strong call to action
Have good SEO
Share it – and pay for boosts on Facebook at £3 a pop. I actually boosted one of my own posts on Facebook during her talk, for £3, just to remind myself that “this shit works”.
Analyse the results
“Great presentation from someone who can legitimately use cats all over her marketing.”
Richard is a Doctor Who fan. We’d been tweeting each other in the run up to TCMA. Does anyone else other than Richard and I know who Frobisher the Penguin is?
His presentation was about work life balance. About planning and how to be more efficient. And to make time to do stuff for you.
Some great take always.
“Do you own a business or does a business own you?”
You need to take control back.
He uses the Pomodoro Technique to get work done. Chunk your work into 25 minute bursts. Set your timer. Start working. No email or social media interruptions.
Reward yourself with a coffee or a walk before the next chunk.
“Email is someone else’s way of dictating how you’ll spend your day.”
Don’t let it. Get a virtual assistant. Build a virtual team.
Richard also encouraged us all to Tweet at a couple of his friends and his PA. Imagine their surprise as their phones went into “alert meltdown”. I’m going to nick that idea for the Protection Review Conference in the summer.
Opening day two, Ann Handley was funny with great comic timing.
I loved how she used the often confusing differences in American and English phrases to great effect. I challenge you to get the word “Poop” into your next piece of content. Littering her presentation with real examples she reminded us that:
“The biggest missed opportunity in marketing is playing it too safe.”
How true is this? How many companies are happy to be the same as everyone else? Or to follow rather than lead?
“Engaging content is more about brains than about budget.”
Be mindful of that when you see big brands spending multi-millions on rubbish TV adverts. Or campaigns designed to win agency awards rather than engage customers.
Spend your time on quality rather than wave your cheque book around.
Ann reminded us we must be Bigger, Bolder and Braver.
Having a great chat with Ann during one of the networking breaks, I asked her about those companies who fear this.
That their efforts might be too big. Too brave. Or too bold.
Her answer. Simple. Big, brave and bold have degrees.
You only have to push a little to stand out from the followers. But imagine what would happen if you pushed hard!
The last Lightning Talk for the irrepressible Ali McGill.
There’s so much rubbish service around from companies who claim to be passionate about customer experience. Are you reading this BT, Virgin Trains, most Financial Services companies (yes – even my old one)?
Ali set out a great blue print for building an awesome customer experience.
A stonking keynote, 90 minutes long, to finish an incredible two days.
We’d learned so much already. Been reminded of things we should do. Was there anything left to be said?
A huge presence, Mark dominated the high vaulted hall as well as the stage.
Lots of value bombs on how to stand out in a world of content shock.
When the starting cost of creating content is near ZERO you have to work hard to stand out. You need shock and awe.
Why Mirabeau had 13 million hits on a video showing how to open a bottle of wine with a shoe? Others had done it before but after 222 videos Mirabeau had the audience.
“You can trick people into clicking. You can’t trick them into sharing.”
“Trust not Traffic.”
Look after your alpha audience. That’s maybe 2% of the people who consume your content. Turn that 2% into 3% and then 4%. Wow!
Mark talked so much sense on ROI. Bean counters want to see profit immediately. Mark urge us to measure qualitative results at first not quants. And look at each stage of the game. It’s not just what we measure but when. Have different measure for each phase.
And the final nugget, apart from making Taco Content?
“Be more human.”
A rousing, entertaining, engaging, motivating and funny speech climaxing in a standing ovation.
Don’t forget the delegates!
In this very long blog post I’ve only just scratched the surface of the lessons, thoughts, inspirations and motivations from TCMA2016. And I said that the delegates were just as important as the speakers.
Yva Yorston – taking business support to the next level.
Panacea Adviser just held the UK’s first virtual conference for Financial Services.
Retirement Choices was a unique, if slightly surreal experience.
The conference was complete with virtual stands, a virtual auditorium, keynote speakers and avatars of company representatives.
My guests today are Derek Bradley and James Bradley from Panacea. We chat about where the idea for the virtual conference came from. How they put it together and convinced providers to sponsor it. And the lessons they’ve learned after that successful first foray into virtual reality.
That’s all right here in episode 82 of the Marketing Protection and Finance Podcast.
Who are Panacea Adviser?
Launched in February 2007, Panacea Adviser is a unique and free resource. They support financial advisers, mortgage brokers and paraplanners by providing free online access to the very latest news, views, tools, research, educational support and business development ideas from product providers and support services all in one place.
Derek Bradley is CEO and James Bradley is Head of e-Relationships.
The Panacea community grew from 100 small advisers supported by eight providers in 2007 to a community of some 17,000 Equifax Touchstone validated financial services professionals, supported by 40 firms in 2016.