Public Speaking Secrets to Position Yourself as an Expert | Ep 408

0:00Hey, I want to give a huge shout out to Laurianne Marbito because working with her has completely changed how I approach speaking. I'm not a stranger to public speaking at all. I've done plenty of it, but I've never worked with a speaking coach before. And let me tell you the difference between going it alone and working with Laurianne night and day. She helped me develop my signature speech and not only did it highlight my expertise and authority really well, but it converted 60% of my audience onto my email list. 60% and did I mention things to her I landed my first paid speaking gig. Laurianne's signature speech framework made it so easy to put together a talk that opened with a bang, kept my audience engaged and most importantly, made it effortless for them to take the next step with me. She is an absolute pleasure to work with. Super smart, really strategic, and honestly just so much fun to be around. So if you're on the fence about working with her, do it.

1:04You'll wonder why you waited so long. Thank you, Laurianne. Hey, have you ever hosted a workshop spoken at a networking event or delivered a webinar that you thought was pretty good? As a matter of fact, you're pretty proud of yourself except didn't lead to any new clients and you're wondering what happened that you shared great information. Why didn't anybody sign up to work with you? Well, here's the truth that nobody is gonna tell you. Speaking isn't just about delivering information. It's about building trust, sparking curiosity and positioning yourself as the expert that your audience has been looking for. Because remember, your audience, anybody who says yes to being in the room with you is a potential client. Today I want to pull back the curtain so to speak on how to turn every top that you give into more opportunities, whether that's clients or being asked to speak in other places, whether you're speaking in a room full of people,

2:04you're on a virtual stage or introducing yourself at a networking event. The strategy that I'm gonna share with you today are you're gonna help you make sure that your message doesn't just land, but it hits people's hearts and it turns into leads. So stick with me because this one is about to change the way that you think about speaking and speaking for your business. I'm Laurie Amirabito, your host and you are listening to Be in Demand. This is the podcast, all about public speaking because speaking is the fastest way to grow your business. Okay, so today I got three tips for you and in no particular order, number one is the power positioning yourself as an expert and that's what being the speaker does for you because all eyes are on you and whenever you are speaking, your audience raise their hand to say yes to being with you. They said yes because they're interested in your topic. They say yes because they've heard you speak before.

3:06They said yes because they anticipate having this pain or maybe they currently have the pain that you solve. So everybody who's in your audience has already raised their hand and said yes, they are spending time with you or they even bought a ticket or they didn't buy a ticket so to speak but they're part of a mastermind that you were speaking in. They're part of an association that they had to pay their membership for. So time and money is being exchanged and let's face it. We can make more money but we can't make more time. So you are the expert that these people are coming to here. So when you show up to speak, your goal isn't to be the most entertaining or the smartest person in the room is to build trust and establish yourself as the go-to expert in your field. Now, there are lots of speaking coaches out there. I will admit that but guess what? I have a very unique experience. First of all, I'm a reform painfully shy girl

4:08who couldn't even make eye contact with people and taught my nervous system new tricks. So that's part of my uniqueness but also that I come from the professional speaking world. So I'm not somebody who thinks speaking is good for your business. This is actually how I grew my business. When I left corporate, I just kinda said yes to a speaking afternoon before I was even ready. And I showed up and I served and then people came up to me and were like, so do you have website? Do you work with clients? And I thought it was a fluke except it happened again. And I wasn't even a good speaker back then. I just looked back on like so many mistakes but that's the thing. I shared that with my audience. So think about your uniqueness because sure there are other experts in your industry but I want you to show up as you are the person who is the answer to that audience. You're the person that they have been looking for. So when you are crafting your speech,

5:11I want you to start with this question. What problem is my ideal client losing sleep over right now? What is the problem that this audience is having? That's something that you should be asking whoever is hiring you to come in and speak. What is the problem that they are experiencing that I can help with my speech to teach them? And then I want you to frame yourself as the expert. Like here are the tips. Here's what you need to do. To overcome this pain or problem, you teach them what they need to do, how exactly they do it? Well, that's where they would hire you because you can't possibly teach everything in a 45, 60 minute presentation. And that's a line that I actually use in my speeches. I can't possibly teach you in 60 minutes everything that I have learned and experienced by being a professional speaker for the past 25 years. And that's when I invite them

6:12to whatever my call to action is. I drop these little subconscious seeds in my speech so that I am mentioning, don't worry, there's something that I'm gonna have for you at the end. So they are anticipating it. But the other way that you position yourself as the expert is an authority section. And your authority section should not be like you're reading off some very boring resume. No. No, it shouldn't be very conversational but still give the audience like this is why. I'm here, this is why you should listen. This is where my experience comes in handy for the problem that you're experiencing. So that's tip number one is we want to position you as the expert. Hey, I just wanna pause a show here for a moment. There are moments in your life and in your career when how you speak changes everything that happens next. That might be on a stage. It might be in a meeting room where you know you need to speak up.

7:15It might even be a sales conversation, a podcast interview or a room full of people who need to see you as the leader that you already are. Speaking is not just a professional skill, it's a leadership skill. It's how you share ideas, you build trust, and you open doors that don't open any other way. I help people speak with confidence, clarity and purpose so that they can create the opportunities, the visibility and the impact that they want. And if you're ready for that, I wanna invite you to book a speaker success call with me at speakinstandout.com, forward slash speaker-success that link will be down below. During that call together we will pinpoint exactly where your communication is costing you. Whether that's opportunities, visibility, or the promotion that you should already have, and we will map out what you need to do next. That link is down in the show notes or you can go directly to speakinstandout.com,

8:17forward slash speaker-success and grab a spot on my calendar. So back to the show. And I also want you to have the mindset of why you were there that you are the expert in the room, that you are here to serve this audience, which leads me into tip number two, which is speak to serve, not to sell, and you will still attract clients. When you come from a place of serving, instead of what can I get out of this, it's a whole different feel. And your audience is going to feel that in their hearts, in their minds, in their souls, like they're just going to feel that you are serving them and not trying to sell to them. We don't want them to feel like they're going to use car lot, with the use car salesman. We've all been there done that, because the best talks never feel like a pitch.

9:20As a matter of fact, this is the reason why so many association meeting planners are going to say, no pitching, you can't pitch your products because they've had a bad experience where somebody came in and gave an infomercial. And then they heard about it afterwards, especially if they bought a ticket to the conference and wasn't expecting that, especially if they paid membership dues. And it's like, I spent time to come here to this particular session, and it was just an infomercial. They're going to be very disappointed. And so you don't want to do that because then you won't have people rating about you, remembering you, or referring you. So I want you to speak to serve, and this is where you are giving really good value, helping that audience walk away with something tangible. Every time I've spoken, I have always, always wanted my audience to walk away with one or two gold nuggets that they could implement right away, nothing complicated.

10:23And the funny thing is, is this is exactly what will make people want to work with you. Simplicity, and you are giving value because then they're going to wonder like if this was free, what's it like to work with them? What would I learn? So again, when you have your little call to action, whether it's a download of PDF, it's to book a call with you, people are going to be raising their hands. Another way to speak to serve, and give really great value is to tell personal stories about how you have helped certain clients. And I would choose stories that your audience is experiencing, like they can relate to that story. So one of the stories that I tell is about Kim who was afraid of speaking, but hired me anyways, even though her friends thought she was nuts, but she didn't want to let this fear of speaking continue to follow her around. But when I talk about Kim, I say she was an entrepreneur who left her corporate job.

11:26She was a busy mom with twins, and she also had a service-based business. She was a home organizer. So that story alone, like people start checking the boxes, I've got kids, I was in corporate. So those are those relatable stories. So start to think about the stories that are going to help your audience overcome objections. And this is something that I talk about inside in demand signature speech. We find the right stories to be placing in your speech. As a matter of fact, I was speaking and a gentleman did book a call with me. He's one of the fellow speakers of that particular event, and he said, I don't know what you did, but I want to know how you did that because I don't have the money right now, and I'm on a call with you. And I want to work with you, and he did find a way to work with me in joint and demand signature speech. Those are the sort of stories that we want to inject in our presentation. And the third tip I want to give you

12:27is to craft a message that sticks. And this is your repeatable phrase, or what I call your onstage catch phrase. It's something that you say over and over and over again, and people start to get it. In other words, what you're doing is you're teaching your audience like, this is like my one liner. For me, you've heard me say this, speak as a fastest way to grow your business. If I happen to be talking about building your email list, speak as a fastest way to grow your email list, like it's very interchangeable, but I've had other clients, they come up with theirs. One woman was a nutritionist, so her repeatable catch phrase was, nutrition starts before the meal. And maybe that made you stop and think, and it wasn't just my pause, by the way. But it made you stop and think, nutrition happens before the meal. And it really does, it's about like, how do we teach kids about food so that when they're sitting down at a meal, what do they think about the spinach?

13:28What do they think about the ice cream? What do they think about their different snacks? So we want your repeatable phrase to be something that you repeat again and again and again throughout your signature speech. In other words, this is part of my in demand methodology is that when you are giving a point, you're acting like a lawyer and you have to defend that point. And at the end of it, you can be using your repeatable phrase. So for me, at the end of each point, I'm going to be saying, speak as a fastest way to grow your business, or I might say, because speak as a fastest way to grow your business. By the end of my presentation, by the end of my signature speech, my audience is repeating it with me. That's when you know you've done a really good job, but you say it again and again and again. And if you're been following me on social media, you'll see me say this again and again,

14:28because speak as a fastest way to grow your business. It's something that I believe it. I will die on this hill because that's how strong of a belief I have that speaking is the fastest way to grow your business. So repeatable phrase is something that you should be thinking about if you don't already have one, write mine out and you'll see the different components of it. Speaking as the vehicle on how I help people get from point data point B, being invisible to visible, speaking, is the fastest. So there's some sort of an adjective and then it's what is the desired result. So that's the formula essentially for a repeatable phrase. It doesn't always have to follow that formula like Belinda said I shared earlier, which is nutrition starts before the meal, but nutrition is for vehicle to help clients go from point A to point B. It just doesn't have the big giant adjective. So hopefully that helps you start thinking about your repeatable phrase,

15:29your catchphrase that you can use again and again and again. Speaking does not have to be intimidating or complicated. It's about showing up and sharing what you know and serving the people who need to hear your message. And guess what, you're already capable of that. You just need the tools to structure and deliver an amazing presentation. And I want you to be proud of the speech that you craft, proud to deliver it. Confident knowing that it is a three C's that leads to the three R's. So I want you to be confident that it is compelling, captivating, and most importantly converting so that you leave your audience with the three R's because I want them to be raving about you, remembering you and most importantly, referring you, referring you to other speaking opportunities, referring you to friends who have the problem that you saw. And if you're ready to take this to the next level, I'd love to help you craft your own client attracting signature speech

16:32because the doors to my in demand signature speech program are open. And this is where we go deep into everything that we've talked about today plus a whole lot more. But either way, your audience is waiting for you. So get out there and speak. So until next week, I want you to be in demand.