3 Reasons Why You're Not Converting Your Audience with Your Speech

“If you're not stepping off the stage to more leads, sales and future bookings, let's change that.” - Laurie-Ann Murabito

Delivering the right message is more than just sharing information, like your college professors.

It’s about building trust, sparking interest, and presenting yourself as the solution to people’s problems. 

I hear so many coaches who get the speaking gig but no leads and no calls afterwards. Zilch. Nada.

They believe they didn’t provide enough information and will try to include more facts and tips in their next speech, only to achieve the same results.

More information is NEVER the answer. The right information is what you want to give your audience.

Here are 3 mistakes I see speakers making and what to do instead.

Hopefully, this will help you have more sales calls on your calendar after you speak.

1. Your Introduction

The purpose of having someone introduce you is to get the audience excited about what they’re about to learn. If your intro is boring with a list of awards and degrees, you run the risk of putting your audience to sleep before you speak your first words.

In my speaker introduction, there’s no mention about my 25+ years of experience as a professional speaker or the books I’ve written. 

However, you need to position yourself as the expert. After all, clients hire experts. In my IN Demand Signature Speech framework, your authority section is conversational and shares why you’re the one in the front of the room. 

You’d hear me say, “If you’ve never heard me speak before, I’m a reformed painfully shy gal, who accidentally said yes to a speaking opportunity, and for 25 years I spoke in the leadership and corporate culture world. I’ve worked with Fortune 1000 companies. Maybe you’ve heard of Johnson & Johnson? Today I….”

2. No Clear Goal For Your Speech

Too many speakers get the gig and never approach the speech strategically. They believe a speech is just a beginning, middle, and end. They never thought about where they want to be at the end. 

When you turn on your GPS, you give it the final destination and it maps out a few routes for you to decide from.

There are two goals you need to decide on before you step on any stage. What is the gift you want to give the audience? And I’m not talking about your lead magnet. What do you want them to do, think, or understand when your finished speaking.

The 2nd question is what do you want to get out of speaking to this audience? Leads, sales calls, brand awareness, photos or videos?

3. Your Call to Action

The goal of every meeting planner or coach who hires you to speak to their community is to move forward. Otherwise, they would’ve hired a magician for entertainment.

There needs to be a call to action. Something to deepen the learning.

Most coaches breeze over their CTA so fast and quickly that if you blink, you miss it. It’s because they’re rushing to get all their planned words and tips in before their time is up. This is your opportunity to invite them into your world and deepen the relationship.

I encourage my clients to memorize their call to action and the close to their presentation. Know how long it takes, so that you don’t skim over the next step. You worked hard to get to that point, don’t breeze over it. It’s that important and why you decided to speak to that audience in the first place.

If you want to dive into these tips even further, listen to Ep 286.

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