Cathy Stucker - The Idea Lady

Attract Customers and Make Yourself Famous

Reach Out and Teach Someone

by

Want to make money while you’re building your credibility and being exposed to hundreds of thousands of potential clients? Teach a class.

Here in Houston, Leisure Learning Unlimited http://www.llu.com presents hundreds of interesting classes in cooking, business, computers, travel, relationships, crafts, and just about everything else. Classes are also offered by many colleges and other organizations.

If you have an idea for a class, come up with a snappy title and list the topics to be covered and the benefits students receive. Then call a class provider and ask how you can propose a course.

Now the bad news: You won’t get rich. You may get paid a set hourly rate as low as $15 – $20 per class hour, or you may receive a percentage of the class fees. These rates may be negotiable, but there is usually not a lot of money available. You may be able to increase your profits by offering required or optional texts.

There are very good reasons to teach, though, even if you don’t get paid much. One, you get exposure in the catalog. Leisure Learning sends out more than 600,000 catalogs a year, and my information is in every one of them. I meet people who already know who I am, because they’ve seen me in the LLU catalog.

Two, many of my clients come from the classes I teach, or from seeing me in the catalog. If someone likes your class, but needs more help, they will turn to you.

Three, you can learn what is important to customers. The feedback you get from students will help you to develop new products and services, and refine your marketing message.

Of course, you can put on a seminar yourself. However, you will have to absorb the cost (in time, money or both) of marketing and registration, as well as the cost of booking a room. And, if the class doesn’t make (which happens), you are out that money with no offsetting income. If you are hired to teach, you don’t have to deal with that. And, the credibility of the sponsoring organization transfers to you, too. My bio includes the names of many of the colleges where I’ve taught continuing education courses.

Look for other opportunities to teach. A professional association may be willing to host your seminar as a fund raiser, and you share revenues. You might even consider doing a free workshop for a community college, library, hospital or other organization, if the exposure you receive is worthwhile. For example, a realtor might offer a session on what a first-time home buyer needs to know. Although the point is to give valuable information, not self-promotion, to whom will students turn when they need a realtor? Probably that knowledgeable person who taught the seminar. How much is that worth to you?

Teaching gives you an expert reputation, increases your income, and it’s fun! I love to teach because I love to learn–and I always learn new things from my students.

Your Voice is Part of Your Marketing Image

by

What you say matters, but how you say it is at least as important.

An important aspect of your marketing is how you present yourself to others. You may think about how things look to customers—your appearance, your marketing materials, your office or retail location, etc. How you sound, however, is at least as important as how you look.

To find out how you sound to others, record yourself speaking in different circumstances such as with colleagues, in a sales presentation, on the phone and giving a speech. Listen to the sound of your voice as well as the word choices you make and other characteristics of your speech.

Do you speak too quickly or too slowly? People listen at a certain rate. If you speak faster or slower than they are listening, they may not retain your message. Keep regional differences in mind—what seems too fast in the South may not be in New York City.

When you are nervous, stressed or excited, your voice may go up in pitch and become shrill. If you notice yourself doing this, take a deep breath and relax.

Fillers are, like, you know, annoying. When you hear yourself using uh, um, like, you know, and other similar fillers, it is usually a stall because your mouth got ahead of your brain. Slow down and concentrate on what you are saying.

Speak powerfully? You sound uncertain and lack credibility if your voice goes “up” at the end of statements. To see what I mean, ask a question out loud. Do you hear how your voice goes “up” at the end, in anticipation of an answer? Now, say, “I am an excellent speaker.” Did that also sound like a question? If so, work on making your speech stronger.

Strong speech does not mean vulgar speech. If you frequently pepper your speech with profanity, clean it up. No one will be offended if you don’t swear, but many will be if you do.

Don’t use a big word where a diminutive one will suffice. You won’t impress anyone by using words they don’t understand. This is especially true when you use the word incorrectly or the word does not exist. And avoid jargon, unless you are certain that everyone hearing you will know exactly what it means.

Do you interrupt others? Calm down and let them speak. Really listen to them, don’t just wait for them to take a breath so you can jump in.

Modulate your volume. If you speak too quietly, it will be difficult for others to hear you. If you speak too loudly, it can be jarring.

Look at people when you speak to them. It is polite, and makes it easier for them to hear you. This is especially important for those who have a hearing loss, but will help everyone to better understand you.

Watch for verbal cues to see if your message is getting through. Does anyone look confused? Are they fidgeting or looking past you? Those could be signs that they aren’t getting it or they aren’t interested.

Your message is important, deliver it with importance.

Has Your Resume Outpaced Your Abilities?

by

resume.jpgAt an industry conference, I heard a speaker who has a reputation as someone knowledgeable in his field. He even talked about the high fees he charges for speaking and consulting, such as $15,000 for a speech. But he couldn’t get through a sentence without at least one “um” or “uh,” he went off in new directions without warning,  and generally was hard to follow. Listening to him speak was painful, as I was never sure he would actually make it to the end of a sentence.

I found it hard to believe that he gets the fees he claimed, based on what I heard. He may charge those fees, but I don’t believe he gets them. What I mean by that is that I believe he has a fee schedule that says he gets $15,000 per speech, but he actually works for free, a reduced fee or a percentage of product sales. Having a fee schedule that says he is a $15,000 speaker sounds impressive, but if he does not deliver a $15,000 speech he loses credibility instead of gaining it.

This is an example of someone whose resume has outpaced his abilities. That is, his claims are greater than what he can produce.

There is nothing wrong with setting high expectations and promising great things. However, if you don’t deliver on those promises, you can do serious harm to your reputation and your future. This speaker damaged how I think of him with his poor performance, and I suspect I am not the only one who had that reaction.

Don’t misrepresent yourself, especially if your performance will not live up to your representations or your claims are easily disproved.