EOE Toastmasters ClubStage Time: What is Your Title Costing You?
Ever heard an exciting title that caught your interest — only to be disappointed a short while later, when you read the article or attended an event? Ever see the title of a program that sounded kind of lame — and later heard that the session was awesome and content-rich? Because information overload is commonplace these days and time is precious, is has become necessary to make quick judgments. It may be good, it may be bad, but it’s a fact.
So, what does this mean to you and me as presenters? Everything. Whether you’re giving a presentation at work, creating the title of a keynote, or a learning tool you are creating, the title is crucial. We must consider this and put adequate time into our titles. Most importantly, we must consider the language in which our listeners “hear” — not necessarily what we think is cool. This is one reason I’m a big fan of “you-focused” titles.
What difference does is make if it’s a corporate presentation for a mandatory meeting? A good title “sets up” the listening. It affects the audience members’ “mindset” when they walk in the door. Would you be more interested in going to a meeting titled, “The New Corporate Benefits Program” (or) “Three Ways the New Benefits Program Affects Your Next Paycheck?” Even though the content may be exactly the same, the receptivity would be quite different. I believe attendance would be higher and people more intrigued to hear what you have to say if you used the second title. Creating a boring title, or being lazy about creating one can cost you attendance and an eager audience.
Often you hear about successes. I believe we can learn even more from our mistakes. A few years ago, I teamed up with several World Champions of Public Speaking to create a program called, “Anatomy of an Audience.” It was a 3-CD Set where seven of us answered the most frequently-asked questions about presenting and customizing to audiences. We also included a data disc containing some of the tools we use.
We were excited! Potential customers were not. Sales of the program were — in my opinion — dismal. When we saw these results, we reevaluated our title. Although we thought it was “cool” and interesting, we realized that no one really wanted to invest money to learn about the Anatomy of an Audience. Our “fancy” title was costing us sales. When we thought about what presenters did want and were willing to pay for, we changed the title to, “Connect with Any Audience.” This is a benefit-driven title, whereas “Anatomy of an Audience” is stagnant. After we changed the title, our sales increased dramatically.
Sometimes, we spend a lot of time thinking up and waffling back & forth about a title. That means we’re “too close” to it. Awhile back, I launched a new program with a very benefit-driven title. The goal of the program was to help small business owners profit from videos they posted on YouTube®. I even had help coming up with a title from a sales guru friend. The title was, “You Post it, You Profit.” I loved it! If you post videos using the techniques I created, you’ll profit. I was excited! My audience was confused.
When I had the program on my back table, people would ask about it, pick up, look at it, and put down. I was constantly having to explain what it was. Most people think “upload” videos, not “post” videos. Jeffrey Gitomer says, “A confused mind doesn’t buy.”
They didn’t.
Althought I sold a few and people loved it, I had to spend too much time explaining. I quickly realized that the title wasn’t clear, so I changed it to, “YouTube it!” I did a lot of research to make sure I could use that name in my title. My attorney told me that it fell under fair use as long as I don’t make it look like it was “officially endorsed” by YouTube®. (That’s a whole other area. Always ask your attorney on ideas like that.) I’m so glad I did a “short run” (less than 100) of this program before I had it designed and mass-produced. That saved me money.
Notice one underlying secret I’m showing you, as well. True feedback comes from your customers and potential customers. This valuable insight only came because I got the programs out there and tested them. You can’t actually “test” in a vacuum or by waffling in your head. You can’t “test” if all you do is talk about making a product. You have to DO it.
One quick way I’ve been testing titles lately is by asking Facebook friends for their opinions. I don’t let that be the “be all, end all,” but often I get new perspective I hadn’t considered.
If you’re a keynote speaker — or wish to be — your titles could also be costing you bookings. Event planners want the titles that get their people excited to show up at conferences. The better your titles, the more likely you are to be booked!
So, bottom line, what is your title costing you? If you don’t put proper energy and effort into creating a title that grabs attention and is clear, it could be costing you receptivity, attendance, bookings, sales and clarity! Will you take more time when creating your next title? Ever used any costly titles?
Share your comments, mistakes or lessons learned from others on my blog!
Stage time,
Darren LaCroix
2001 World Champion of Public Speaking
.
P.S. I’m in the process of creating an online learning center.
What are you doing to try new things?
So, what does this mean to you and me as presenters? Everything. Whether you’re giving a presentation at work, creating the title of a keynote, or a learning tool you are creating, the title is crucial. We must consider this and put adequate time into our titles. Most importantly, we must consider the language in which our listeners “hear” — not necessarily what we think is cool. This is one reason I’m a big fan of “you-focused” titles.
What difference does is make if it’s a corporate presentation for a mandatory meeting? A good title “sets up” the listening. It affects the audience members’ “mindset” when they walk in the door. Would you be more interested in going to a meeting titled, “The New Corporate Benefits Program” (or) “Three Ways the New Benefits Program Affects Your Next Paycheck?” Even though the content may be exactly the same, the receptivity would be quite different. I believe attendance would be higher and people more intrigued to hear what you have to say if you used the second title. Creating a boring title, or being lazy about creating one can cost you attendance and an eager audience.
Often you hear about successes. I believe we can learn even more from our mistakes. A few years ago, I teamed up with several World Champions of Public Speaking to create a program called, “Anatomy of an Audience.” It was a 3-CD Set where seven of us answered the most frequently-asked questions about presenting and customizing to audiences. We also included a data disc containing some of the tools we use.
We were excited! Potential customers were not. Sales of the program were — in my opinion — dismal. When we saw these results, we reevaluated our title. Although we thought it was “cool” and interesting, we realized that no one really wanted to invest money to learn about the Anatomy of an Audience. Our “fancy” title was costing us sales. When we thought about what presenters did want and were willing to pay for, we changed the title to, “Connect with Any Audience.” This is a benefit-driven title, whereas “Anatomy of an Audience” is stagnant. After we changed the title, our sales increased dramatically.
Sometimes, we spend a lot of time thinking up and waffling back & forth about a title. That means we’re “too close” to it. Awhile back, I launched a new program with a very benefit-driven title. The goal of the program was to help small business owners profit from videos they posted on YouTube®. I even had help coming up with a title from a sales guru friend. The title was, “You Post it, You Profit.” I loved it! If you post videos using the techniques I created, you’ll profit. I was excited! My audience was confused.
When I had the program on my back table, people would ask about it, pick up, look at it, and put down. I was constantly having to explain what it was. Most people think “upload” videos, not “post” videos. Jeffrey Gitomer says, “A confused mind doesn’t buy.”
They didn’t.
Althought I sold a few and people loved it, I had to spend too much time explaining. I quickly realized that the title wasn’t clear, so I changed it to, “YouTube it!” I did a lot of research to make sure I could use that name in my title. My attorney told me that it fell under fair use as long as I don’t make it look like it was “officially endorsed” by YouTube®. (That’s a whole other area. Always ask your attorney on ideas like that.) I’m so glad I did a “short run” (less than 100) of this program before I had it designed and mass-produced. That saved me money.
Notice one underlying secret I’m showing you, as well. True feedback comes from your customers and potential customers. This valuable insight only came because I got the programs out there and tested them. You can’t actually “test” in a vacuum or by waffling in your head. You can’t “test” if all you do is talk about making a product. You have to DO it.
One quick way I’ve been testing titles lately is by asking Facebook friends for their opinions. I don’t let that be the “be all, end all,” but often I get new perspective I hadn’t considered.
If you’re a keynote speaker — or wish to be — your titles could also be costing you bookings. Event planners want the titles that get their people excited to show up at conferences. The better your titles, the more likely you are to be booked!
So, bottom line, what is your title costing you? If you don’t put proper energy and effort into creating a title that grabs attention and is clear, it could be costing you receptivity, attendance, bookings, sales and clarity! Will you take more time when creating your next title? Ever used any costly titles?
Share your comments, mistakes or lessons learned from others on my blog!
Stage time,
Darren LaCroix
2001 World Champion of Public Speaking
.
P.S. I’m in the process of creating an online learning center.
What are you doing to try new things?
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