Studies have shown that 90% of people are more afraid of speaking than of dying. So for anyone who thinks that they cannot do public speaking, consider it. I know that the two most cost-effective tools for marketing any business or organization are speaking and writing.

I first started my speaking career in 1992, with a free talk for the MBA students at York University. I spoke with a colleague and, when we finished, she declared she would never do it again. For me, it was the beginning of a challenging and exciting part of my career. It probably does not hurt that my father taught the Dale Carnegie course while I was growing up.

After that first talk, I developed a 1/2 hour presentation on marketing, filled with tips and tools, and started to think about who would be interested in my talks. I contacted Boards of Trade, networking groups, Rotary Clubs, associations, and special interest groups. I soon found that the 1/2 hour talk, followed by ten minutes of questions and answers, led to requests for other talks and coaching sessions. Speaking became, and remains, the best marketing tool for my marketing and public relations business.

One year later, I decided to convert my talk into a PowerPoint presentation. I selected a great background (easy to read, 3 or 4 points on each slide, and two colours for the copy) and converted the presentation. Since then, I have created other PowerPoint presentations on media relations and promotional materials. I have also delivered webinars based on the PowerPoint presentations.

Now after many years – and lots of real-life marketing case studies gained from groups I have spoken to – I have refined my presentations, developed handouts and workbooks, and started to travel across Canada with my training.

Why do I consider public speaking such an important tool in your Marketing Toolbox?

First of all, when you get up to speak, you position yourself as an authority in your field. People in the audience are there to learn something from you. It gives you the chance to communicate with your target markets face to face.

In addition, it is a great way to build credibility for you as a speaker and for your company. It provides an opportunity for you to contact associations, groups and the media. It is a chance to increase your database and distribute your brochures. Finally, you can use the information from the speech for other publicity purposes, such as website copy, a newspaper article, or a newsletter article.

So, what do you need to know to get over your “Fear of Speaking?”

1. Join a Toastmasters’ International Group. This organization has local chapters throughout the world that meet on a weekly or bi-weekly basis, during the day or in the evening. Find a local group via their website and visit a few times as a guest. Toastmasters’ provides a welcoming, comfortable environment for you to learn how to do presentations, sales calls, and workshops. You go at your own pace – in fact, you can observe other speakers until you feel comfortable delivering your first speech. You also learn how to conduct meetings, how to “speak on your feet,” and how to evaluate other speakers. I started a Toastmasters’ Group at the YMCA Business Centre in Markham, Ontario two years ago, and it is still going strong.
2. Pick an area/specialty that you know very well. For me, it is marketing and dealing with the media. Although I know something about advertising, I would not accept a talk or workshop on advertising. Never do a talk on a subject that is outside of your comfort zone. When the questions come and you can’t answer them, you will lose credibility.
3. Organize the information in the speech into 3 parts: the introduction, the body, and the conclusion. Decide on the key points you want to emphasize in each section of your talk.
4. Develop your own information seminars – no cost and no obligation. These can be held at a local library, a community centre, or in an office boardroom.
5. Decide on your fees. You may deliver some speaking engagements without a fee and use them as a marketing tool for your business, while others (such as 1/2 day and full day workshops) you will want to get paid.  Most of my work – in consulting, coaching, and training – has been a direct result of my speaking engagements and workshops.
6. Research an organization before you contact the group to be a speaker. Why is this a potential market for your business? What can you offer them, in terms of information? How can you follow up with the group (newsletter, postcard, telephone call, or e-mail)?
7. Here are some questions to consider when you are booking a speaking engagement:•  What will proceed and follow you?
   •  Why is this a potential market for you and your products and services?
   •  How long will you speak?
   •  Why is this topic important to this audience?
   •  Will you have a question and answer period?
   •  How can you follow up with the audience?
   •  What did you achieve?
8. Once you have been booked to deliver a talk, ask for the names of 2 or 3 people you can interview before the presentation. This market research will provide you with valuable information on what participants want to learn from your talk. Then, you can customize the presentation to suit the audience.
9. Make sure the organizers know what you need to deliver your presentation: a laptop, flip chart, table, or overheard projector? Also, how do you want the room set up? U-shaped works well for groups up to 15 or 20, round tables or theatre-style for groups over 20.
10. Prepare handouts, based on your PowerPoint or your overheads. This will help attendees to follow your presentation and to take notes.
11. Arrive early – at least one hour before the start of your presentation. This gives you the chance to get the “feel” of the room and to make sure that everything is working and in place. You don’t want any surprises.
12. Feel the fear and do it anyway. Everyone is nervous at the start of a presentation – regardless of whether there are 5 or 500 people in the audience. Know this and take a deep breath. Once you start, you will be fine.
13. Hold a draw at the end of your presentation. Give a gift certificate, a product, or a service to the winner. This is a great way to build your database for future mailings.
14. Let the audience know what else you offer, such as one-on-one or group coaching and other workshops. Always bring business cards and brochures with you to hand out at the end of the presentation.