Communicating ROI --

Your Introduction

What your audience hears before you speak is a vital part of the ROI proposition. A third-party endorsement carries a lot of weight. But a third-party endorsement of you as a speaker or even an expert isn’t enough to get the kind of results you want.

Most introductions are about the speaker’s background, credentials, experience, client list and speaking ability. Those are all nice if you just want your audience to listen to you. But not if you want 25%-35% of your audience to invest a significant amount of money in your educational materials.

Your introduction must focus on your speaking expertise as it relates to results—the same kind of results you tout as reasons to invest in your materials. As a small business marketing expert, my introduction must include results my audience wants for themselves. So in my introduction you’ll hear “Ed has helped his clients make millions of dollars using his innovative marketing ideas.”

Everyone in the audience is thinking, “What are those marketing ideas? Will he share those with me? What can I do to make million of ideas?”

One of the answers to the last question is to hire me to consult with your organization, hire me to speak and invest in my step-by-step marketing manual. Smart business people are willing to invest $119 in a manual that will make them millions (or at least thousands) of dollars—if I can demonstrate the relationship between the two.