1099 is no longer being updated, but please enjoy our archives.

 Short Takes
Doing Business
201 Great Ideas for Your Small Business
Beating the Odds in Small Business
Business Know-How: An Operational Guide for Home-Based and Micro-Sized Businesses with Limited Budgets
The Business of Consulting: The Basics and Beyond
The Business Side of Creativity
The Complete Caterer: A Practical Guide to the Craft and Business of Catering
Complete Guide to Home Business
The Complete Idiot's Guide to Making Money in Freelancing
The Essential Business Buyer's Guide
Futurize Your Enterprise: Business Strategy in the Age of the E-Customer
How to Build a Successful One-Person Business
How to Make Money Publishing from Home: Everything You Need to Know to Successfully Publish: Books, Newsletters, Greeting Cards, Zines, and Software
Inc. Yourself: How to Profit by Setting Up Your Own Corporation
Money Hunt: The 27 New Rules for Creating and Growing a Breakaway Business
Running a One-Person Business
Secrets of Self-Employment: Surviving and Thriving on the Ups and Downs of Being Your Own Boss
Small-Time Operator: How to Start Your Own Business, Keep Your Books, Pay Your Taxes, and Stay Out of Trouble
Smart Strategies for Growing Your Business
The Successful Business Plan: Secrets and Strategies
What to Charge: Pricing Strategies for Freelancers and Consultants
The Work at Home Balancing Act: The Professional Resource Guide for Managing Yourself, Your Work, and Your Family at Home
Finance and Taxes
422 Tax Deductions for Businesses and Self-Employed Individuals Business
The Business Plan Guide for Independent Consultants
Collection Techniques for a Small Business
Don't Let the IRS Destroy Your Small Business: Seventy-Six Mistakes to Avoid
Financing Your Small Business
Get Your Money! How to Protect Your Business Without Losing Your Customers
J.K. Lasser's Taxes Made Easy for Your Home-Based Business: The Ultimate Tax Handbook for Self-Employed Professionals, Consultants, and Freelancers
Keep Your Hard-Earned Money: Tax-Saving Solutions for the Self-Employed
Keeping the Books: Basic Recordkeeping and Accounting for the Successful Small Business
Minding Her Own Business
The Small Business Money Guide: How to Get It, Use It, Keep It
Tax Planning and Preparation Made Easy for the Self-Employed
Tax Savvy for Small Business: Year-Round Tax Strategies to Save You Money, 4th edition
Smart Tax Write-Offs
Wage Slave No More: Law and Taxes for the Self-Employed
100 Best Retirement Businesses
101 Best Home Businesses
121 Internet Businesses You Can Start from Home: Plus a Beginners Guide to Starting a Business Online
The 101 Best Freelance Careers
Consulting for Dummies
Finding Your Perfect Work: The New Career Guide to Making a Living, Creating a Life
Guide to Self-Employment
Harvard Business Review on Entrepreneurship
Home Business, Big Business
The Joy of Working from Home: Making a Life while Making a Living
Moneymaking Moms: How Work at Home Can Work for You
Money-Smart Secrets of the Self-Employed
The New Pioneers
On Your Own: A Guide to Working Happily, Productively & Successfully from Home
Soloing: Realizing Your Life's Ambition
Spare Room Tycoon: The Seventy Lessons of Sane Self-Employment
Strikingitrich.com: Profiles of 23 Incredibly Successful Websites You've Probably Never Heard Of
Survival Jobs: 154 Ways to Make Money While Pursuing Your Dreams
Un-Jobbing: The Adult Liberation Handbook
White-Collar Sweatshop
Working for Yourself
Working Solo
Home Office
101 Home Office Success Secrets
The Home Office Book
The Home Office
The Home Office and Small Business Answer Book
The Home Office Solution: How to Balance Your Professional and Personal Lives While Working at Home
Home Offices: Your Guide to Planning and Furnishing
Organizing Your Home Office for Success: Expert Strategies That Can Work for You
Organize Your Home Office! Simple Routines for Setting Up an Office at Home
Practical Home Office Solutions
The Stay-At Home Mom's Guide to Making Money from Home: Choosing the Business That's Right for You Using the Skills and Interests You Already Have
The Ultimate Home Office Survival Guide
The Work-At-Home Mom's Guide to Home Business
Working at Home while the Kids Are There, Too
Working From Home: Everything You Need to Know About Living and Working Under the Same Roof
The Contract and Fee-Setting Guide for Consultants and Professionals
The Copyright Handbook
222 Ways to Promote Your Small Business on a Budget
AMA Complete Guide to Small Business Advertising
The Brand You 50
Bringing Home the Business: The 30 Truths Every Home Business Owner Must Know
Guerrilla Marketing for the Home- Based Business
Marketing on the Internet
One to One Future: Building Relationships One Customer at a Time
Selling the Invisible: A Field Guide to Modern Marketing
Jobshift: How to Prosper in a Workplace Without Jobs
The Perfect Business
The Way of the Guerrilla: Achieving Success and Balance as an Entrepreneur in the 21st Century
Work with Passion
Starting Out
101 Best Home-Based Businesses For Women
The Best Home Businesses for the 21st Century: The Inside Information You Need to Know to Select a Home-Based Business That's Right for You
The Business of Bliss: How to Profit from Doing What You Love
Business Start-Up Guide: How to Create, Grow and Manage Your Own Successful Enterprise
The Complete Idiot's Guide to Starting a Home-Based Business
The Concise Guide to Becoming an Independent Consultant
Get a Life! Start Your Home-Based Business Now: One Action Step at a Time
Going Indie: Self-Employment Freelance and Temping Opportunities
Going Solo: Developing a Home-Based Consulting Business from the Ground Up
Homemade Money: How to Select, Start, Manage, and Multiply the Profits of a Business at Home
Honey, I Want to Start My Own Business
How to Open and Operate a Home-Based Communications Business
How to Really Start Your Own Business : A Step-By-Step Guide, 3rd Edition
Making Money in a Health Service Business on Your Home-Based PC
Start Up: An Entrepreneur's Guide to Launching and Managing a New Business
Upstart Start-Ups! How 34 Young Entrepreneurs Overcame Youth, Inexperience, and Lack of Money to Create Thriving Businesses
The Young Entrepreneur's Edge: Using Your Ambition, Independence, and Youth to Launch a Successful Business


The Complete Internet Business Toolkit
The Consultant's Guide to Getting Business on the Internet
Growing Your Business Online: Small-Business Strategies for Working the World Wide Web
Making Money in Cyberspace


     book review

Marketing with Speeches and Seminars: Your Key to More Clients and Referrals
By Miriam Otte

Reviewed by Warren Sloat

There's no shortage of books about public speaking, but most of them concentrate on speechmaking itself -- finding the right topic, writing and researching it properly, and delivering it effectively. In Marketing with Speeches and Seminars, Miriam Otte takes speechmaking a step further: she argues that public speaking is a useful means to an all-important end -- getting clients.

The first issue the aspiring public-speaker/self-promoter should address, Otte writes, is that of venue. Once you've identified potential audiences, getting an invitation to speak probably won't be difficult. Otte makes the point, one easily confirmed in practice, that many clubs and organizations are eager, even desperate, to find speakers for their regular gatherings. Not only does Otte suggest how to find service clubs and other local organizations (start with the Chamber of Commerce), she even tells you what to say to the folks who schedule the speakers (give them a choice of topics). Otte furthermore describes how to size up an audience; how to publish an article based on the speech; and how to develop visual aids, among other things.

Much of the book's material about speechmaking is familiar stuff -- use index cards, prepare an outline, practice your first few minutes especially hard (a good start helps allay nervousness), and so forth. The real meat of Otte's book, however, is contained in the part about marketing.

The End is the Beginning

The real work of public speaking begins when the speech is over, Otte says. (During long seminars, it can begin during breaks.) This is your chance to talk with audience members one-on-one, to exchange views, to hear and address questions, and, of course, to trade business cards. This is when you have to be most alert. As names, faces, and inquiries follow in rapid succession, write key words or phrases on the backs of business cards. These notes will jog your memory later, when you're preparing to make follow-up calls. And getting business depends on follow-up.

During these post-speech networking sessions, don't let one person monopolize your time; others will grow impatient and leave. Politely suggest to long-winded conversants that you continue the chat later and in private. Then turn your attention to new faces.

Otte also deals with the tricky matter of promoting your business in the speech itself without sounding crass. (One oft-employed way is to get the emcee or moderator to do it for you.) You can, for example, tell about some of your clients, especially those well known in the community, to illustrate a point; it's even better if you can tell a success story about a client that happens to depend on work you did. If you decide to make an open pitch for clients, the best moment is near the end of the speech, once you've given the audience something of value. Before beginning the speech, distribute material about yourself and your enterprise.

The best marketing of all, of course, is a great speech. It should be the fulfillment of a promise -- the promise made in the advance notices about it. "If you spend your entire time promoting your business and not giving any tangible value," writes Otte, "your audience will feel ripped off (rightly so), and you will have created a negative image."

No matter how often you speak, Otte contends, you'll be nervous. You'll always have butterflies. Nervousness is a sign that you care about your performance. Remember that your audience wants you to succeed; they came to hear you because they wanted to learn something. Find strength in their support. The most effective way of coping with nervousness, she points out, is to be extremely well-prepared.

Smelly Felt Pens

Otte has thought of just about everything. There's advice on setting up the room, how to handle drunks, hecklers, and latecomers, how to use a microphone. Otte also reminds you to beware of felt pens with chemicals that smell bad, to eat healthful meals, to bring a small clock for keeping track of time at the lectern, and to use "big chunky lettering" when you make signs. She reminds you not to tell jokes in bad taste, to clean up after yourself when the event is all over, to dress professionally, and to smile often. She even reminds you to go to the bathroom -- and, if you're using a lapel microphone, to turn it off before you unzip.

An appendix includes checklists for the day before and the day of the presentation, items to bring in an emergency kit, examples of flyers and questionnaires, handouts, and press releases. In short, the book is an amazing compilation of every imaginable detail involved in marketing your business through speeches.

Return to Books main page | Buy this book

December 14, 1999
Edited by Eric Gershon
Production by Keith Gendel

We'd love to hear your comments about this article!

Warren Sloat is a freelance writer who lives in Santa Fe, NM. If you like, we'd be happy to put you in touch with him, or with any of the other IPs named in this article.

Go to top of this page

Entire contents Copyright © 1999 1099 Magazine. All rights reserved.
The 1099 name and logo are trademarks of 1099 Magazine.