My presentations and workshops focus on showing professional service providers how to market themselves more effectively and stand out as likeable experts. They’re available for both associations and individual organizations.
My most popular topics are described below, but if your organization needs something different, just let me know. All programs are custom fit for each engagement.
“Your presentation was the best of the conference.
It was the most practical and implementable info.”
– Stephen Rogers, Rogers Spring Hill
Word of Mouth Marketing
What to say and how to say it, so that people will tell others about you.
Ask any professional where their best clients come from and they’ll all tell you the same thing: “Word of mouth.” The problem is, most professionals view word of mouth as a “fortunate coincidence.” Instead, and if you can learn to clearly describe what you do – and in a way that others can understand, remember and share – you will significantly boost both the word of mouth and inbound referrals you receive.
Specifically, this program covers:
- The principles of word of mouth marketing
- Why shiny elevator statements don’t work (and what to say instead)
- Why capability and experience have nothing to do with generating word of mouth
- Why narrowing your business focus is essential
- Why being impressive and being remembered are not the same thing
How to be a Leading Expert
Every professional wants to be seen as an expert. And why shouldn’t we, there really is no downside. You can charge higher fees, existing clients are less inclined to look elsewhere and prospective clients are more likely to seek you out. Being seen as an expert opens doors and makes all of your business-building efforts more efficient and more productive.
The challenge, of course, is getting there. Moving up the ladder from “capable professional” to “trusted advisor” is very much worth your while, but it requires a consistent, well thought out approach to modifying the way you position yourself and the services you offer.
The good news is that being viewed as an expert is much more about how you put yourself out into the world than it is about becoming smarter, more educated or more experienced. Sure, you need to be all three of those too. But the thing is, you already are.
Your “non-expert problem” is not due to a lack of capability. It’s due to a lack of focus, a lack of visibility, and a lack of an authoritative, clearly stated point of view. There’s also (usually) a pretty healthy dose of “I’m not good enough / experienced enough / ready enough” thrown in there as well.
This program explores all that and offers practical, specific steps for being seen as an expert in your field.
Beyond Social Media
Finding your voice, increasing your visibility, connecting with your customers. Specifically, this session will cover:
- The 3 big changes that have made marketing your business the “traditional” way impossible.
- Why your personal “story” is your best marketing weapon against “the big guy” and why they’re already trying to copy you.
- How to build trust, word of mouth referrals and inbound traffic through authentic communication
- The risk of anonymity and how to avoid it
- Why narrowing your focus is the most effective path to visibility.
- Why experts create content and where to begin
- Why your existing relationships are your most effective business assets and how to leverage them.
- One thing you should do every day to help your business stand out and be remembered.
E-Newsletters That Work!
In today’s tightened economic environment, companies are looking for ways to reduce expenses, while still continuing to grow and market their businesses. Effective E-Newsletters provide a systematic, highly targeted, extremely cost effective means for achieving this.
In this fast paced session, Michael Katz reviews the basics of E-Newsletters, and uses real world examples to demonstrate how professional service companies are using this tool to improve the way they do business.