We gather here today to mourn the passing of the speaker’s best friend. For centuries, this friend has served as the single most important way to book speeches and promote appearances to audiences. The primary marketing method used in the speaking business for the last 400 years.
Gone. Kaput. Yet nary a mention of its sudden and unexpected demise.
I’m talking about someone you know well, someone who frustrated you at times, but who required the best you had to give, so much so that when you were done your brain hurt.
Alas, I refer to our late departed friend, the one-sheet promotional flyer.
Yes, that glossy, two-sided one-sheet, full color, with your best staged photos, front and back, your website, your books’ names, awards, topic titles, indeed, your entire life summed up on two sides of a single sheet of paper.
Your catch phrase. Your benefits. Oh, and, of course, two versions — bureau-friendly, and the other, ego-friendly.
Your head hurt because the benefits were so hard to write. The photos made you a nervous wreck. And all the people you had to hire! Photographer. Graphic designer. Writer. Printer. Distributor.
How many to print? (You always printed too many.) Where to send? How many envelopes to stuff?
Now they sit in a folder, stacked up, over there in the corner, waiting for the call to duty. But the call never comes anymore.
Now everybody wants something else. Amazing videos. Plenty of social engagement. A large following. Likes. Shares. Pins. Tweets. SEO. Google juice, baby!
So with the one-sheet’s sudden demise, what should you, the speaker, focus on instead as a modern-day substitute? Aside from those all-important amazing videos, of course?
Dear old one-sheet. Rest in peace.
But now that the friend is gone, what’s next for you to get yourself out in front of the world?