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Verbal Spam
It was a small class, hosted by a small organization. The person who was giving the class was in a position in one of the local businesses, and the class was titled in such a way that we thought it would be about general skills within the topic.
It wasn’t. It was about “how to do x, with business y”. It might have been of some use if we had been in a position to utilize the services of y, or if the information presented were more broadly applicable. In the entire 1 hour presentation, I learned exactly 1 thing of value, and it is something which I will likely never use personally. It may someday benefit a client.
The presentation was the equivalent of verbal spam. We came to learn, not to listen to a one hour advertisement.
Presentations, classes, seminars, and conferences are about good information. They aren’t about self-promotion. Ok, we all know we give presentations for promotion, but it is EXACTLY like article marketing. If you advertise outright, you lose your audience. Your presentation must be informational, useful, fun, unique, and contain a good measure of the “ah-ha” factor. You get a moment at the beginning to introduce yourself, just enough to validate your credibility. And you get a moment at the end to hand out something for them to remember you by. That’s IT. The rest is about building a relationship where you are attending to their needs – as in, giving them something they need.
You’ve sat through bad presentations where someone did nothing but promote themselves. Don’t be one of those! Prepare something of value that assumes the listeners WON’T be hiring you. Give them value, and give them the courtesy of choosing for themselves. You’ll catch more interest that way, and people will remember you longer. That means they’ll be more likely to pick up the phone and call YOU when they have a need.
People recognize verbal spam. And they are very sensitive to it. Shove your business at them, and they’ll leave in disgust. Avoid self-promotion, and they’ll come back to you because they respect your knowledge.
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