Speaking engagements are an effective way to connect with potential
clients. Presenting on topics in your practice area that address the
concerns of your target audience help to establish you as a leader in
your field. Posting the material on your website and your publication
page of the SBM Member Directory and uploading the video of the
presentation extends your visibility.
Speaking at an event also gives your firm exposure in areas it seeks
to expand or develop. The firm name is published on brochures and
promotional materials distributed by the organizers. Attendees will also
benefit by learning about you and your firm. They can interact with you
after the speech—the first step to a new business relationship.
Finding the Right Organization
First, decide whom you wish to attract. What type of law do you
practice? Who needs that service? Next, ask yourself which organizations
are those people likely to join? Search for conferences, forums, or
seminars held by organizations, associations, industry trades,
professional groups, academic institutions, and think tanks that relate
to their interests. Join organizations that interest you. Often,
organizations look for speakers who can contribute to the group.
Getting on the Speaker Track
- Select a geographic area: Do you want national exposure or are
you thinking more local or regional? Or the international route—after
all, Canada is just across the bridge.
- Create topics that fit your practice area and the group. Provide
information the attendees can use, such as how-to speeches or
discussions about legislative updates or legal trends.
- Determine the speaker-selection process and get the event calendar.
- Contact target groups and find the the event planner or chair of
the planning committee. If this isn't your strength, hire a public
relations professional to do it for you.
- Have your proposal ready. Offer to write an article for their newsletter and join them on social media.
If those efforts don't create results, you can go the do-it-yourself
route by hosting your own continuing education event or business
development seminar to connect with your target client base. Those
events provide you and your firm networking opportunities with potential
clients in a small-group setting.
Delivering Your Message
Do you struggle to speak in front of groups? Here are some tips:
- Give the audience something to look at, such as a PowerPoint presentation. That way, they are not always looking at you.
- Give them something to do. For example, write questions on note
cards you provide with complimentary pencils that have your name and
phone number. Studies show keeping hands busy improves listening.
- If you're prone to stage fright, try some acting lessons. Local colleges and theater groups will be glad to help.
Speaking engagements are worth your time and effort. They are
opportunities for business development, marketing, and public relations.
It's time to add them to your marketing plan.
Roberta Gubbins has served as the editor of the Ingham County Legal News.
Since leaving the paper, she provides services as a ghostwriter editing
articles, blogs, and e-blasts for lawyers and law firms. She is the
editor of Briefs, the Ingham County Bar Association e-newsletter, and The Mentor, SBM Master Lawyers Section newsletter.
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