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When I suggest that speaking is necessary to your business success, one argument I hear is this: “I don’t need to speak. People can read all about what I do on my website or brochure.“
Why You Need More Than Good Copy
Right now, people are super-selective about who they do business with. For one thing, they have more choices than ever before. And through the internet, they have easy access to a gazillion options for just about anything.
And in our current economy, folks are guarding their resources more closely. They’re not taking as many risks with their spending. They want to be sure before they do business with you. They want to feel confident that you’re the right one.
So it’s the know, like and trust factor, right? People want to feel that trusting bond with you to feel secure about their investment in you. You can establish that so much more quickly with speaking than you can with writing.
When people hear you talk, they feel more familiar with you. Did you know the brain responds to the human voice in one-fifth of a second? Just hearing your voice connects your client or customer to you much faster than any copy they can read.
Learning research shows that people retain twice as much from listening as from reading. After two weeks, they remember 10% of what they read and 20% of what they heard. The best result is combining the two. They retain 50% of what they hear AND read.
For YOUR Business
Applying that research to what you do translates into combining speaking with written material:
- speaking engagements with handouts
- live networking with brochures to hand people
- delivering online audio products with transcripts
- using audio and video on your website, along with your web copy.
Your clients and prospective customers click with you more as a person when you speak – not just a business entity. If you add the visual of video or a live appearance, there’s an even deeper dimension of starting a relationship with them.
They’re much more likely to connect with you at the heart when they hear your voice, than they are when they’re reading copy. If you are using different venues of speaking in your business, you have a much better chance of really connecting with people, and creating a business relationship.
When you’re ready to add speaking to your business tools, contact me to help you quickly eliminate your fears about it. It really can be a painless, fun experience!