Part of reaching your audience is knowing who they are … and how they define themselves. So, when you call out your audience in your marketing materials, are you speaking to them in their own language.
For example, if your ideal audience is professional women, aged 25 to 45, who are unsatisfied with the current state of their career, you need to call them out in a way they can identify.
If your marketing is calling out “women with career blocks” you might not reach them. But if your marketing, instead, called out “professional women who feel they should be further along in their career” you more than likely will reach them.
How you market your speaking … whether it is the core of your business or way that you reach out to your ideal clients … can make or break your speaking efforts.
When someone looks to book a speaker for their event, part of what they look for is a speaker who has information that is relevant to the people attending the event. They will have an idea of how to define that audience and the more closely your called out market is to that definition, the better chances are that you will be booked.
So take a look at your speaker marketing materials … your website, your one sheets, even your business card … and ask yourself: “Am I speaking to my niche in their own language? How do they define themselves?”
You can find the answers to this question by researching successful speakers to market to a similar audience, or by asking your best clients.