A means to enlarge your signmaking market is already at the tip of your tongue! What is it? Why it's the speaking opportunity, an effective public relations tool!

Whether addressing a few at a roundtable discussion or many at a keynote function, a speaking engagement can reach potential customers in other trades or businesses. These buyers, who may not normally cross paths with yours, would definitely benefit from your advertising products or services.

As you go about your daily routine, think of the businesses you pass ... the attorney's office, a medical complex, your children's elementary school. How can you approach these markets in a dignified manner? Yes, you could 'cold call' to sell your services but a more acceptable way could be by taking advantage of a speaking opportunity. Show these how your services benefit the community and in a roundabout way, how your services can reach and educate their own clientele.

Many associations and trade organizations host seminars, conferences and shows. Of these, some are actively searching for guest speakers that can address their particular audience. Schools, colleges, and universities invite businesspersons and executives to speak to their students, teachers, and organizations.

Identify your audience and select material that would benefit and interest them. Ask the conference organizer for some background of the market you're going to address. Make sure your approach contains quality, not necessarily quantity, information. Above all, shun the urge to include a sales pitch.

If you are going to speak to a student organization, you could present information on the requirements necessary to get started in the business world or what experiences you've had in self-employment. You could even demonstrate what you do on a small scale. Stress how important it is to keep on learning and which subjects they need to master for success.

2.2 ~ Preparing Your Presentation

Keep a few guidelines in mind when preparing your presentation.

• If you haven't already gathered background information about your target audience do so immediately. To be effective, you have to know what appeals to the group you're going to address. Get ideas from the organizer of the show or seminar or obtain them from trade journals. Talk to other professionals or businesspersons that are involved in similar work about their concerns.
  
  
• Before you write your speech, visit the location where you will be giving it. You can then decide whether your use of visual aids or sound equipment will be appropriate or necessary. Will those in the rear of the room see your presentation? Will everyone be able to hear comfortably? Will you have any distractions to deal with?
  
  
• Speeches usually contain three sections: the introduction, body, and conclusion. Write yours to include a riveting introduction. An introduction ought to include an illustration or experience. Blend the introduction into the 'guts' or body of the talk smoothly. Wrap up your presentation with a conclusion that refers back to your illustration or experience. Emphasize the practical value of the information and what action they should take.
  
  
• Construct your speech in an outline form. A word-for-word script can detract from your presentation by hindering audience contact. Don't worry, you can always keep the 'wordy' version handy, but try an outline. You'll end up speaking convincingly and your audience will end up listening eagerly.
  
  
• If your presentation will be open to discussion, try to anticipate questions and prepare responses. Be ready so you won't be thrown by a tough query.
  
  
• Leave a written copy or outline of your speech for your audience to take with them. Attach a business card with your name to the copy.
  

2.3 ~ Giving Your Presentation

1. Dress appropriately. Put yourself as well as your audience at ease by wearing the right clothes. Consider whether you'll be addressing professionals or tradespersons. And make sure you look and feel comfortable, too!
   
   
2. Maintain correct body posture. Slouching and hanging on to the podium are no-no's. Fumbling in pockets or fiddling with a ring will focus your audience's attention off of your material.
   
   
3. Practice your use of gestures. Stand in front of a mirror and move those hands thoughtfully! The more you work on it, the less wooden your delivery will be. Don't forget to use facial gestures -- just like you do everyday.
   
   
4. Make eye contact. No need to stare your listeners down, just keep them connected. By occasional contact, you'll add a conversational aspect to your delivery.
   
   
5. Inflect your voice. Vary your pitch. Speed up and slow down as required. Pause when needed. No monotonous mumbling, please.
   
   
6. Smile! It helps.
   
   

So take advantage of a unique way of enlarging your signmaking market. Use speaking opportunities to reach potential customers in other industries, trades, and professions. Engagements at trade shows, seminars, and organizational functions can educate and benefit the community, too.

Value thorough preparation and practice and before long, you'll be enlarging your signmaking market through speaking opportunities and even enjoying it as well!