Here’s what I think goes into a speaker’s workshop or speech description. Don’t think this post is just for up-and-coming speakers who don’t know any better. Many experienced speakers do not have thorough topic descriptions. They do most of their selling themselves and can get on the phone with a client and adlib their way through.
But if you want to make your selling job easier (or your agent or bureau’s job easier) you should have several descriptions of varying lengths for each workshop or speech (TITLE) that you present. Here’s what I mean and here’s where you start.
Take the time to write a separate program description for each audience you intend to deliver this topic to. For example a “Relieving Stress” talk might be targeted at both college students and business groups. A separate description should be written for each audience. The long, detailed program descriptions are essential to let the client know how the topic will benefit them.
The three most important points your description should cover are:
1. The specific audience(s) the topic is most appropriate for. Be specific… college students, business executives, single moms… No ‘one size fits all’ here.
2. The points that will be covered in the program in a short description, outline or bullet format. Give enough detail so your reader knows your program isn’t all smoke and mirrors.
3. The specific BENEFITS the participants will receive, new skills they will walk away with and/or the problem they are experiencing that this program will solve. Note that the focus should be on the BENEFITS to the audience, not how wonderful you are as a speaker (even though we know you are). This is the part I find most speakers leave out – and it’s the most important. Clients hire you for your impact, not for your looks (or for the LOOK of your marketing materials!)
You can spice up your basic offering by including what makes this program different, unique or a MUST HAVE; pointing out any special bonuses included in the program (workbooks, home study courses, follow-up support, product give-aways, drawings, media coverage, etc.) and; including a few endorsements, testimonials or expert quotes by yourself (the speaker) on this particular topic.
Finally, think through the formats for your program delivery. Is it delivered as a keynote speech, a lecture or breakout session, a special event, a half day training or full day training, or even a multiple day retreat.
Once this is done, write at least one, and as many as a half dozen or so, very brief – shall we call them promotional – descriptions to be used in e-mail campaigns, on introductory web pages, when your client needs a brief for the program or advance promotions and possibly a few even short enough to post as social media status updates.
Mix it up, make the copy compelling, focus on the benefits, make your client want to know more. Please note, that this is the cart, and not the horse. These are easier to write AFTER you’ve written the detailed version. Just edit it down several different ways. No need to make up anything new.
Oh… did I mention having a great title? Something NOT like ‘Relieving Stress.’ BORING!
PEACE.
Comments