Speak, Succeed: How to Build Business Through Public Speaking
By Janet Ellen Raasch
An oft-overlooked way for lawyers to create relationships and generate new business is through public speaking. “Public speaking is one of the best ways to get your name ‘out there’ as an expert in a particular field,” says Kim Rackley of CLE International. “The best audiences are those that have been purposefully assembled to attract a significant number of people who might need the legal services you provide – rather than an audience of competitors who are just there to steal your ideas.
“Good audiences include industry organizations and CLE events that are attractive to your particular consumer market,” said Rackley. “A good speech takes a good deal of your non-billable time to prepare, so you want to make sure it is worth the effort. Contact the organization and ask for a list of presentations – past and future – and some audience demographics. If it is a good fit, you can propose an appropriate topic.”
In addition, giving a speech should never be a ‘one-off’ event. “There are many ways to re-purpose the hard work you put into a speech,” said Rackley. “Make sure that your clients and potential clients receive an invitation to attend. Do a press release and publicize the event on your Web site. Prepare written materials to be distributed at the event.
“In addition, you should spend some time networking in person before and after you speak,” said Rackley. “Acquire a list of attendees and follow up with them to see if they have any additional questions. Use your research on the speech topic to create articles that can be featured in your firm’s print and electronic applications. Have someone attend the speech and write a review.”
When entering the arena of public speaking, a lawyer should follow his or her passions. Find an opportunity that sparks your natural interests, matches your personal style and exposes you to the right audience. Start small, do a good job, be patient and build upon your success!
Janet Ellen Raasch is a writer/ghostwriter who works closely with lawyers and other professional service providers – helping them to position themselves as thought-leaders within their target markets through publication of informative articles, books and content for the Internet. She can be reached at (303) 399-5041 or jeraasch@msn.com.
