Last year, I spoke for 15 minutes to a tiny group of women, and I even had to pay to be there. I was hoping to be lucky enough to sell a book.
Maybe I would, but I wasn't that optimistic.
My mentality going in then, was not focused on sales. Instead, I focused on encouraging the women I'd be speaking to.
My mission was to connect with their hearts in my 15 short minutes, and breathe life into their current struggle, whatever it was, by sharing the life I'd found in my own struggle.
I prepared, as I do with any speaking engagement, carefully planning what I'd say, rehearsing it so I wouldn't bumble over my words, and deliver a smooth, hopefully powerful story that encourages others somehow.
I was one of three presenters that evening. When all the speakers had taken their turns, the group of women (a third of whom were speakers themselves) were released to coffee and snacks.
What happened next surprised me.
Maybe I would, but I wasn't that optimistic.
My mentality going in then, was not focused on sales. Instead, I focused on encouraging the women I'd be speaking to.
My mission was to connect with their hearts in my 15 short minutes, and breathe life into their current struggle, whatever it was, by sharing the life I'd found in my own struggle.
I prepared, as I do with any speaking engagement, carefully planning what I'd say, rehearsing it so I wouldn't bumble over my words, and deliver a smooth, hopefully powerful story that encourages others somehow.
I was one of three presenters that evening. When all the speakers had taken their turns, the group of women (a third of whom were speakers themselves) were released to coffee and snacks.
What happened next surprised me.
Women clustered around the book table where I'd set up my book display and, while I was sipping coffee and visiting with people, women would come by one-by-one handing me money for their handful of books.
That evening, after a short presentation, I earned close to $100 in book sales and landed what soon became a $500/month client
😮😮
I couldn't believe it.
So here are a few takeaways if you want to market your book through speaking engagements:
1. Go to GIVE
I think it was a huge boon to us all that I went in with low expectations. I let go of sales as my goal and focused on GIVING to them. Their level of connection with what I was saying would be my measure of success. People can tell when we're being sincere. Maybe not all people, but I think most people have a spidey sense for insincerity, and it's a turn-off.
If you're going to speak, do the preparation, plan it strategically to garner those sales and that marketing exposure, yes. But once you've got it planned, leave those goals at the door and turn your heart to the giving.
2. Give Yourself GRACE
As always, the creative person will battle insecurity, doubt, and a dollop of terror. You know that's normal, right?
Before you indulge those feelings too much, remind yourself that this is practice. You will make mistakes. You will stammer, go on rabbit trails, and miss opportunities. ... so? Make a note of it for next time and move on.
Ran out of copies? It's okay.
Forgot to offer a freebie at the end? It's okay. Try again next time.
Stammered through it because you drank too much coffee ahead of time? It's okay. Remember that for the next time.
You'll get better at it, but only if you practice. So give yourself grace for the process.
3. PLAN Future Connection
I can't think of a better way to waste an opportunity like that than to not plan how it aligns with who you are and what you're doing.
Build in a call to action or, if you prefer a less market-y term, a way for people to continue that connection you worked so hard to create. They WANT to continue connecting with you, so don't forget to offer it!
Maybe that looks like selling your books at the back (btw - don't stand behind the table - get a volunteer to handle the sales if you can) Maybe it looks like offering them your free guide in exchange for signing up for your email communications. Maybe it looks like a bonus for signing up for a coaching session.
Whatever it is, bake in that strategy ahead of time.
Have you ever used speaking engagements as a way to promote your book?
What tips would YOU pass on?
Share in the comments about your own fails and successes!
 Psst. This blog post is based on just ONE of 14 book marketing strategies I talk about in my free guide! Grab yours here. My gift to you. |
