Aurora Gregory has built marketing strategies for some of the biggest names in business for more than 25 years. She’s a big believer in the power of public speaking as a business building tool. She co-authored the book “Get Picked: Tips, Tricks and Tools for Creating An Irresistible Speaker Proposal.”
[00:01:29] Aurora hates watching entrepreneurs struggle to connect with customers.
I love being able to come alongside them and help them understand. Like, OK here this is who your customer is. This is what they need to hear from you. And this is how they need to hear it. If you’ll just do these things well then it won’t be such a struggle and you’ll build those connections and relationships with your customers…One of the ways that they can do that is using public speaking.
Public Speaking to Connect with Customers
[00:03:53] Anybody who stands at the microphone is immediately viewed as the expert.
What it also allows you to do is to tell stories. It allows you to tell your story your journey as a business person. It allows you to tell the stories of your past or past customers or current customers and the successes that you help them achieve.
[00:05:13] Stories have a simple structure. Use that structure to build your speech. Embrace the storytelling and see yourself as the hero.
[00:06:49] Give Them Your Best
“I would contend that when you do that, when you when you come at it from the place of helping and serving people, that nine times out of ten you will be the choice. Because every person can discern genuineness and if that’s your genuine heart, is to help people make the best possible choice… that will come through and more often than not, you will be that choice.”
[00:08:55] Practice Telling Stories
I am notorious for testing out ideas when I’m in line at the coffee shop or online at the grocery store and strike up a conversation with someone and invariably you’ll be able to kind of guide the conversation or it just comes up…I will use that as an opportunity to kind of test things because that gives me a chance to practice and they don’t need to know that I’m practicing.
[00:14:09] The difference between fear and nerves.
Deal with your fears of public speaking by speaking more. Getting some practice, a little a little bit at a time. Speaking more, and taking the fear of the unknown out of it.
[00:16:13] Facing fear as an entrepreneur, in Christ.
We have to believe and we have to commit to the belief that God is on our side. That Jesus walks with us and that he is at work in building our business, that he brings those opportunities. That he will bring clients, that he will bring business. Our job is to take those opportunities. To rise to those opportunities. To take care of customers, to work faithfully to serve our customers.
What You Need for Success
[00:21:24] The book – Get Picked: Tips, Tricks and Tools for Creating an Irresistible Speaker Proposal.
In years of experience with corporate clients, Aurora developed best practices and a process for developing effective speaker proposals. She outlines the steps for us.
[00:28:24] What you need to know about your audience.
[00:32:53] What to include—and what not to include—in your speech. Aurora explains how to connect using your story, and how that connection with your customer works.