A career in motivational speaking often begins with a life changing experience the speaker wants to share with all the planet. We are sure that we understand what they need and how they want it. My friend Brittany is convinced that people need to quit worrying about body image. My friend Sara believes that people need to save more and spend less. And Jack thinks that people need to cease what they’re doing and look at the plight of the endangered panda.
In my case, I was positive that the world wanted to hear my message on humor and all that audiences required was a good laugh. Whether or not anyone wanted to buy what I was selling didn’t stop me from trying to sell it harder. Like so many motivational speakers, I put my material together in isolation without really understanding if my content would fit my audience. Way too many motivational speakers leave their audiences out of the equation when it comes to building their brand. Most of the time, the audience’s input only comes in after the fact when we are browsing through our evaluations. We then look dumbfounded at the evaluations, pondering if we should be in another business and why doesn’t the audience “get it”.
I realized my blunder when I spoke at a major association conference. The buyer had seen me before at a bureau showcase and knew my style. We discussed the event and its objectives and I then turned around and wrote a presentation in keeping with what they wanted. At least I believed I was creating what they wanted. I thought I knew the audience. This was a good opportunity with the prospect of lots of spin off work, therefore I genuinely worked hard researching and crafting the perfect custom presentation. Within minutes of launching in to my program I saw that I had missed the mark. I couldn’t put my finger on where the problem was, nonetheless it was clear that my speech was going down in flames. My customer actually had a pained expression on her face.
No speaker is ideal for every group. I was thinking that I had run headlong into a crowd that I just didn’t fit. During the first break, I mentioned this to the client. Her reaction was “Simply do what you did in the showcase, that’s why I booked you. We’re fed up with presenters who just give us content. Get rid of your notes and do what you do best.” I put away my notes and just did my thing. I was booked eight more times from the members of that organization. Turns out that what I thought they wanted wasn’t anything close to what they truly wanted. I had to spend quite a while to get over the embarassment of this episode. Nevertheless, when I got to the point where I could look at the situation without cringing, I came to the realization that I learn the most from my embarassing blunders. Lastly, I was more in tune with what my audience wanted. They were telling me what they wanted from me – and when you can finally get your market to tell you what they want, you’re unstoppable.
What are the ways you can get your audience’s input?
1.Get evaluations or send questionaires to your clients and fans asking them the things they like about your program and what they would like to see more of.
2.Pay close attention to what the audience members tell you after your show. The people who wait to speak with you after your show will surely tell you what they most liked.
3.Ask people that book you why they booked you and not some other speaker. Start to learn what made clients choose you.
4.Send a survey to your clients asking them what three words best describe you as a speaker. Buckle in for this one. It is typically an eye-opener. Your clients often see abilities and failings you had no clue about.