Speaking to Self-Promote

This summary provided by Connie Morrison. 

Toastmaster award winners Terry Martin-Back and Roz Miller tag-teamed their way through a variety of questions and answers on “professional public speaking with the goal of selling books.” As members of the same organization, they have competed against each other in numerous Toastmaster contests, and they exhibited a rapport and camaraderie to which the audience quickly warmed.

First, they emphasized the importance of audience members being able to hear the speaker. All kinds of equipment are available for purchase, and they felt that money is better spent on sound than advertisement. In advance of the program, the speaker should test the audio system by walking around the room while listening to an associate talk. The speaker must also be seen. Center aisles are a hindrance. Two side aisles are better, allowing the speaker to easily project to a large crowd.

If you are planning to give a slide or screen presentation, limit the words on the slides, and the audience will listen more to you. When drafting your speech, write it down. You will remember it better. Rehearse in front of a camera. Practice with a recorder. Public speaking is a learned skill. You gain confidence by speaking.

If sound equipment is not available, speakers must project their voices. Talk louder and make sure the people in the back can hear. Remember that your voice is your instrument. Speak with inflection, and pace yourself; do not gallop.

The Toastmasters organization requires that a member’s first speech be given without notes, and authors should do the same. Use keywords and do not read from your book. The audience wants to know about you.

Make inquiries of area organizations such as Kiwanis, Rotary, and the Lions Club. Most meet weekly and need speakers. The library has a list of all the associations in Florida. Know your group in advance so that you can appeal to that audience. Open with a question to spark interest. Be sure to have business cards, and if you use images or take photos, obtain permission. You may be asked what you do, so be prepared with a 5- to 30-second promo. Have a prepared answer to “Why did you write the book?” People want to know how your story relates to them.

At the end of your presentation, ask the audience for questions, or lead them with a question. Be sure to repeat audience questions so that everyone can hear. Do not engage in one-on-one conversations because once you lose your audience, it is hard to get them back.

On a level of importance with your speech is your follow-up. Ask audience members, who show an interest, for their business cards, and follow-up with emails inquiring how you may improve your presentation or whether the person bought your book—why or why not? Make use of a CRM (contact resource management) system such as Mail Chimp or Google Streak, but be sure not to spam. Also, be sure to send a highly-valued hand-written thank you to your host.

Terry Martin-Back writes horror fiction and has published a number of nonfiction books, including Networking the Right Way. A trainer and professional speaker, he is a member of the National Speakers Association.

Roz Miller, speaker, storyteller, artist, writer, and speech coach combines considerable promotional and speaking skills for effective self-promotion.

Check out Toastmasters International for personal development of speaking, communication, and leadership skills.