Last Monday, I had the pleasure of delivering my second UK seminar of the year for my friend Derek Arden

This event raises money for one of Derek’s favorite charities Challengers. He invites friends, clients, and followers, and I do my best to provide value while thanking a man who has welcomes me at Heathrow and makes sure I get where I was going.

I especially enjoy this format. My approach is to take to almost everyone over coffee and begin with seven minutes of prepared remarks, then the audience takes over. We discuss speaking, marketing, promoting, business development, and whatever else is on their minds.

One attendee, a leadership coach and speaker, asked, “How can I get more speaking engagements?”

My answer applies to every profession.

Marketing is not an event. It is an ongoing, consistent, and relentless process. We start and we do not stop. We revisit, refocus, and rescript.

Consistency is better than occasional brilliance.

You cannot do everything, so choose the activities that help you find and connect with the people you most want to serve.

A few suggestions:

• Start with those who already know and trust you. Business often comes first through people who know and love you. Stay in touch and let them know how your expertise has evolved.
• Have your answer ready.
  “As you may remember, I specialize in helping ________, and my ideal audience is ________.”
• Give value before you ask for anything.
• As my friend Richard Bliss teaches, write consistently on LinkedIn about your expertise. Leave thoughtful comments that add to the conversation and naturally connect back to what you do. His quote: “Your comments are currency.”

Many years ago, when I was a men’s hairstylist working 100% on commission, I asked my stockbroker how he found new clients.

He said, “I cold call.”

Not knowing any better, I asked how it worked. He gave me the names of six friends and told me to call them and say he was my client and ask if they would like me to cut their hair.

Some said yes.
Some said no.
A couple asked, “Will you give me my first haircut free?”

Of course, I said yes.

Later, when I taught hairstylists how to build their salons, I would tell them:

“It is better to do something for nothing than nothing for nothing.”

You meet someone who can afford your services.
Your work is visible to their friends and colleagues.
You earn free advertising.

For new up-and-coming speakers, I give similar advice:

“Any week you are not speaking for a fee, speak for free.”

It is not a free presentation; it is a no-fee presentation and can become the marketing opportunity that changes your business. You are developing your skills, finding out what questions the audience asks, which gives you ideas what to include in the future. My first paid speaking engagements outside of the hairstyling world came from Rotarians and similar groups who came up after and said, “What would you charge to say that at one of my meetings?”

Ongoing.
Consistent.
Relentless.

That is how reputations are built.

“Patricia showed us what it means to hold an audience in the palm of your hand—and then told us exactly how to do it. We laughed, learned, and walked away committed to the power of our own presentations. She teaches more than public speaking; she teaches how to put ‘wow’ into every message. If you want better communication from your leaders and associates, Fripp is for you.”
– Renee L. Werth, Vice President of Education & Events, Michigan Credit Union League

“WOW! You delivered a knockout punch at our international meeting. You brought fresh, to-the-point material that applied to every U.S. and international attendee—no easy task. Our distributors live on material from Zig Ziglar, Bob Pike, Harvey Mackay, Tom Hopkins and other luminaries. In one hour, you vaulted to the head of the list. Your depth of research into our products, sales process, and even our vernacular was obvious. You delivered far more than you promised.”
– John Krause, Executive Vice President, Crestcom International