Experts are business people like you, with knowledge and experience. You’re an expert so speak like it! Maybe you’ve worked on your website, a product and marketing but unless you know HOW to speak to your clients and customers like the expert you are, they won’t see it. People look to experts to educate them and help them take next steps.
People want to be “in the know” but with so many new developments and changes in the world and so much vying for our attention we are in information overload! Most people want simpler ways of gathering JUST the information they need. I’ve even noticed that many authors publish shortened versions of their longer books! Great idea!
Are YOU in information overload? New skills; new technology; more choices. There is so much to keep up with that we want our information in bites that we can digest and actually apply. We want to know how to do something – NOW – in a simple, straightforward way.
Apply these changes to speaking in your business. People want to be educated. You help others obtain the information they need to solve their problems, give them tools to apply to life and business, and help them move forward in a simplified, uncomplicated way. You can do that through many formats: teleclasses, webinars, videos, podcasts, presentations, workshops, radio shows and conferences.
Maybe you’ve seen the Farmer’s Insurance commercials. They are 30-second spots that emphasize Farmer’s University educating people about being SMARTER with insurance because what you don’t know CAN hurt you.
I love the one where the Farmer’s rep is leading his client through the house. As they walk thought the laundry room with suds almost up to the ceiling, the rep says, “Maybe you didn’t know it’s smart to replace the washing machine hoses every five years.” Then they walk through the chaotic family room with the kids on the furniture throwing things, and the rep says, “It’s smart to have extra coverage for expensive items in your home.” And at that point one of the kids throws a ball that breaks, you guessed it, some valuables.
Then as they walk outside the rep explains to the homeowner (and the viewing audience), “What if you didn’t know that teen drivers are 4 times more likely to get in a an accident?” At that point a teen driver crashes his car through the fence of the home. When the car comes to a stop the teen driver blankly says, “Wassup?”
The rep reminds us, “The more you know the BETTER you can plan for what’s ahead. Talk to Farmer’s and get SMARTER about insurance.” They are setting themselves up as the experts in Insurance. In that spot they are engaging, they show examples of what we need to be smart about and they are building a relationship with us.
As a businessperson you can take away some lessons from that commercial:
- Educate your audience in your area of expertise. When you do, they will see you as an Expert.
- Use creative ways to get your message out – videos, teleclasses, webinars, radio shows, presentations, blogs, live events.
- Engage your audience, use adult learning theory, know the point you want to convey.
- Lead them to a next step with you.
The Farmer’s Commercial didn’t just happen. They used a set system to educate. When you know how to effectively speak and educate your audience and use a system, you can speak like an expert no matter the form of speaking you decide to use.
Betsy’s “You’re an Expert – Speak Like It! class begins October 15. For more information click HERE