Do We Still Need a Signature Talk?

Okay. Tricky question. Why? Because the idea of focusing on only one area of our expertise sounds really limiting—especially when we know we can do so much more.

As experts, we want more people to know about all the ways we can help them so they have more reasons to work with us. Which kind of begs the question that if we create and promote one signature talk, will people start thinking of us as a “one-hit wonder”?

Let’s consider this from an event planner’s perspective. They’re searching for a speaker who’s an expert in a topic that will help their audience/members learn and grow. They start asking around to find a speaker on that topic and your name comes up. Yippee! That’s exactly what you want! You’re known for that topic!

Before the planner calls you though, they’re gonna go online and check you out, hoping to find proof that you really are an expert in the topic they want you to speak on. If you google yourself right now, do you think what’s showing up for you will be enough to convince a planner that you really are an expert in your topic?

You already know I’m a fan of sharing your expertise on different platforms. It’s a great way to reach more people. The problem is that when we start breaking down our expertise into smaller “digestible” chunks of information, it gets harder to pinpoint.

If an event planner googles you, what will they find? Will they be able to pinpoint your expertise? Or is it too diluted to recognize? At the very least, does your website back you up as that expert? Do you share your signature talk(s) details as proof for an event planner to find? Remember, the event planner has a job. If what shows up isn’t specific enough for them to identify you as the expert they’re looking for, they’re going to keep looking for someone else who’s information does.

Let’s consider this from our perspective. The desire not to be niched into one small box is real. We’re experts, we’re confident, and we’re experienced. We know the value of what we’re offering. But we also have to remember that trying to show up in too many ways increases the risk of people thinking of us as “a jack of all trades, master of none.”

Is there a way to balance between sharing more of the range of our expertise without sacrificing our reputation as an expert in a specific topic? Hmmm, good question. Maybe a good start to answering it is considering our answers to these questions first:

• What do you want to be known for?
• What specific aspect of your expertise lights you up when you share it with others?
• If you could only share one solution, what would it be?

Somewhere in the answers to these questions is a simple thread about the work you do and why you do it. It’s kind of like discovering your own private personal hidden tagline. And, as long as you make sure that hidden thread is a part of whatever you share, then both you and the event planners looking for you will be happy.

Here’s the thing about having a signature talk/presentation. It shows you believe in the solution you’re sharing so much, that you’re willing to stand up in front of a bunch a people you may or may not know and talk about it. People respect that and will be more likely to reach out to you because of it.

Ironically, when you’re done speaking, that’s when you want to have lots of variety… in the ways people can connect with you!