Make Marketing Suck Less

The Only Rule Rebel Speaker Should Follow To Grow Your Speaking Business

I'm not one for following the rules.

In fact, if everyone is following a trend, if everyone is telling me I should do something I am more likely to say, “No way,” and buck the trend.

For instance everyone in business is saying courses and memberships sites are the way to scale your business. Screw that.

I'm doubling down on one-on-one work. It's what I love to do and what gets the best results for clients.

When people told me that Snapchat was the next big place to market yourself? I thought, “I don't know how making myself look like a kitty cat is going to bring clients in the door.”

With speaking, I'm always throwing out the tried and true tips to experiment and to create a better experience for the audience.

Except, there is this one rule that I particularly love and it doesn't even come from speaking.

It's a rule that comes from copywriting, but this one rule is the key to making sure your audience takes action and is changed by your message.

It also helps people remember your message and what you said long after your speech is over.

Finally, it will help you get hired for more gigs. Or turn those audience members into clients.

The Only Rule For Speakers

What's the rule? The rule is … The rule is The Rule of One.

When writing copy whether that's a sales page, an email, your speaking page on your website, the rule of one tells us that we always want to be writing to one person with one goal in mind for your business.

This is a powerful rule for speakers, and I thi are there's a few additions that we can make to The Rule of One to really help guide you forward to create a speech that is easy for you to sell to meeting planners and organizers.

Let's dive into the multifaceted rule of one.

Prefer to Listen?

Speak to One Person

First, speak like you're having a conversation with one person. Let's take the phrase, “How many of you?”

How many times have you heard, “How many of you” In a speech? It's common but you would never say that to one person.

I can't imagine waking up in the morning, seeing my husband and saying, “Hey, Glenn, how many of you…” He would think I have lost my mind, because I'm not speaking to him like he's a singular person.

If you can't say a part of your speech to one person you need to rewrite it.

Why is this part of the rule so important?

It creates intimacy and connection in your speech because when you're talking to one person, it makes me feel  as an audience member, that you're talking to me.

It's personal. It makes me feel seen and heard. When I feel connected to you I'm more likely to take action on what's next.

One Idea to Rule them All

The second part of this rule is one idea per speech.

Seriously. Just one idea per speech, because people can't remember more than one idea.

There is a theory in education called, “The Learning Curve,” and it simply states that within 24 hours of hearing a person speak the audience forgets between 80% to 90% of what they say.

If you feel like, “Oh, I have to cram in all of these ideas and give so much to my audience?” They're not going to remember.

From a message processing standpoint processing an oral message is difficult for the human brain.

It requires a lot of resources to commit that message into memory, but if you just have one idea people are going to remember that idea.

When you've got more than one idea it becomes a muddled mess and people think, “Wow that speaker was great,” and then they can't even remember your name the next day.

One idea means your message gets remembered.

[Tweet “One idea means your message gets remembered.”]

One Goal for Your Business

The third part of The Rule of One is one goal for your business.

What job should your speech be doing for your business?

• Do you want your speech to serve a marketing function?
• To get more clients into the door?
• Do you want more speaking gigs?
• Do you want to have longer relationships with people who hire you to speak?
• Do you want more app downloads?
• Raise more money for your non-profit?

Then that's the job your speech should be doing.

I know there are some of you who are like, “But, Michelle, I want my speech to get me clients and get me speaking gigs. I want to get donations and get more speaking gigs.“

Trust me. If you focus on one intention, one goal for your speech, you'll be more successful with that goal.

You will also find that your secondary wants and wishes, more clients, more donations, more downloads will also happen.    

Focus on that one goal, and define it clearly for yourself and you'll be more effective achieving that goal.

One Call-to-Action

Relatedly, have only one call to action per speech.

Stop giving multiple calls to action.

I've seen this so many times. You can sign up for a consult or get my free download or recommend me as a speaker for another event.

No, don't do that. It's a split intention, once again, and a confused mind just doesn't say, “No.” It says, “Hell no.”

Your listener  will end up talking themselves out of any decision, because all of a sudden  there are three things that they could possibly do and they are not exactly sure what the best thing is for them to do. They can’t decide what is that right next step. So they chose to do nothing.

Think of it this way. A call to action is an act of leadership. You're leading the audience to the next step – so be focused on just one call to action and lead your audience to that call.

[Tweet “The call to action in your speech is an act of leadership telling your audience the next step”]

One Transformation

Finally, give your audience just one transformation.

You can change a life in a speech – I believe that 100%!

But the change starts small. In most speeches the audience is meeting us for the very first time.

They might have read a little bit about us, maybe they went to our website if they were super motivated but our speeches, generally, are our first impression.

If you can give them something tiny, a small transformation that they remember and that they can implement, either in the moment or the very next day?

You're going to be more memorable and valuable to them than if you tried to change their whole, entire life.

Give them new behavior, new mindset, open them up to new possibilities. You can't do it all in one speech, and you'll be more effective and memorable if you focus on one transformation per speech.

The Rule of One Leads to Multiple Results

Following The Rule of One can profoundly change your speaking business.

You'll have a clear message. You'll make a bigger impact because you will lead people to the action they need to take that gets them the results and you'll grow your business.

For my one call to action here, book a, Speak for Impact Strategy Session, with me.

We'll talk about where you are in your speaking journey, define what your biggest obstacle is and how to overcome it and I'll show how I can help you along the way. Go to drmichellemazur.com/speak to sign up for a session.

Remember, there's one speaking rule that rules them all and that's The Rule of One.