Speaker - April 2018

WHAT IS YOUR BRAND POSITIONING? No, not what you talk about, not your values, or even what you do. But what place do you occupy in the hearts and heads of existing and future customers? Here are four questions to help you figure yours out:

1. WHAT ARE YOUR FEATURES AND ATTRIBUTES? List all products, talents, skills, services, experiences, and everything else that you use in your business. This question is more of a brain dump.

2. WHAT DIFFEREN TIATES YOU? Identify what makes you unique, such as if you speak while jumping on a pogo stick. The answer to this question includes unique ways you deliver your content, intellectual property, and your primary research.

3. WHAT ARE YOUR FUNCTIONAL BENEFITS? Answer from your customers’ perspective. What benefits do your clients or audience members receive from your presentation (e.g., your research-based sales technique, strategies to better use social media in their business, etc.)?

4. WHAT DO PEOPLE FEEL WHEN YOU SPEAK? This question is self-explanatory and should spark answers like “powerful,” “inspired,” “prepared,” and “gratefulness.” For more ideas to develop your brand strategy, see Chapter 1 in Speak More!

READY TO EXCEL
AT EXCEL?

Do spreadsheets get the best of you? Never fear. No matter your experience level, you can learn to be a (basic) Excel expert. We aren’t talking super fancy formulas and pivot tables, just the everyday functions that will make using Excel more e;cient and less frustrating. Set aside 20 minutes sometime soon and watch this Excel Basics Tutorial at youtu.be/ rwbho0CgEAE.

Build Better Brand
Positioning
WHO WILL BE THE
NEXT CAVETT
AWARD RECIPIENT?

Nominations are now being accepted for the 2018 Cavett Award. The award is the highest honor the membership of National Speakers Association can bestow on a peer. The award is presented annually at the national convention to the member whose accomplishments over the years have reflected outstanding respect, honor, and admiration on the Association and the entire profession of speaking, and whose actions (in terms of sharing, guiding, and inspiring other members) most closely parallel the illustrious career of our founder, Cavett Robert, CSP, CPAE.