What is your audience looking for? If they’re investing their time to sit and listen to you, what do they really want? If they’re paying, what are they really paying for? Whether you’re a corporate presenter, do public speaking, or are a paid professional, you’ve got to get this. Please!
While in Australia, I invested more than $1000 for a 72-second video. Would you do that? Sound crazy? Sound stupid? I was so excited I went back to the studio the next day and created 2 more!
I was the first of three speakers to address the Sydney Chapter of National Speakers Association of Australia. The third speaker was Mike MacKenzie, who owns Speex.com.au in Sydney. He wasn’t a “professional speaker.” He was just talking about what he knows. He had more than 20 years experience behind a TV camera. What impressed me about Mike was his ability to tell a clear, intriguing story in a short amount of time.
My normal web videos range in length from four minutes to 10 minutes. During his presentation, Mike talked about telling a story in 70 – 90 seconds. Crud! He’s right.
In my You Post It, You Profit program, I teach that there are seven “purposes” for a web video. And, although there are specific reasons to have longer videos, for a website sales letter or your home page, there is only one purpose… not to make a sale, but to “engage the page.”
That’s it! Duh! For today’s easily-distracted viewer, home page & sales letter videos should be fewer than 90 seconds. Mike is right!
I invest a lot of time and money to get visitors to my website. I have one chance to really grab their attention and get them to “engage” in my content. Why wouldn’t I invest $1000 to help convert those visitors into followers or customers? If I lose their attention on the first page — even for a few seconds — they could be gone forever.
Mike had an unusual way of working with his customers. He had me just tell my story in one take. Then, he sliced & diced the interesting parts and changed the focal point to keep the viewer’s eye engaged. Then he watched it, told me where we had to fill in the gaps, and re-shot those brief transitions. The whole process, including editing, took 45 minutes. Could he have taken more time? Sure. But, he didn’t. The video moves quickly and it keeps the viewers attention.
FIRST: Watch the original version of my video. It’s 3:35 seconds in length. Click here.
THEN: Watch Mike’s 72-second version. Click here.
Can you see the difference in experience? The speaker is the same.
Although I tell stories for a living, I recognized that his expertise in this area was way beyond my own. I wasn’t paying for Mike’s time. I was investing in his expertise that came from experience. I wanted to tap into his 20 years of experience behind the camera. I might add, 20 years not just pointing and focusing. He was focusing on the ability to tell interesting stories.
What does this all have to do with your presentations? Everything! Your audience didn’t come to hear a one-hour or seven-minute speech. When I get paid for a one-hour speech, they’re not paying me an hourly rate. They are actually paying for my ability to change the way an audience thinks within that one-hour timeframe. I look at it this way, I’m really getting paid for the 2 1/2 hour drives that I USED to make in my old days of stand-up comedy. That experience and confidence allows me know to change the way people think in one hour.
Don’t care about being a paid speaker? Same rule applies.
Speaking requires marketing, by you or someone else. You must look at it from the listener’s point-of-view, not your own. It’s not an hour of your time, it’s the ability for the listener to tap into your experience and shorten their learning curve.
Your value is in your experience. (If you don’t have enough experience in the field you want to speak on, interview experts and tap into theirs. You do the interview… it then becomes yours). That’s why I get so annoyed when I see an emerging speaker “borrowing” stories and trying to make it look like their own. That’s not tapping into the presenter’s own experience, it’s being a parrot. Parrots work for crackers! Don’t let that be you.
The Australia Humor Boot Campers weren’t paying for two days of my time, they were tapping into my 18+ years of comedy experience. People who invest in my new Get More Laughs By Next WeekTM program are investing in that same experience, not 10 DVDs.
Let me clarify my main point. Too many presenters are undervaluing their fees. They’re charging too little for their own seminars because they’re pricing at their own time, not the client’s transformation. I see qualified speaking coaches charging way too little for one-on-one time. It’s crazy! You should look at your rates not as “an hour,” but as the value of the years of experience you bring to that client. If you can help transform people with a presentation, a one day event, or an hour of coaching, then look at what the result is worth for them. Charge them for your years of experience, give them that experience in an hour.
You are worth only what you ask for. Your fees should be based on the value you give in an hour.
20010 World Champion of Public Speaking
P.S. VIDEO LESSON: What’s the difference between a humorist and a comedian? Click!
P.P.S. Want to join me for the LIVE Las Vegas LAUNCH-inar (Launch Party & Humor Seminar) on September 30th? Click here!