A speech is not a speech

Proficiency in speaking is essential, but it's not enough. To ensure that a speech is an effective tool that will draw clients to your practice, think of it as a five-step process:

1. Develop compelling content.

2. Get a speaking engagement.

3. Prepare your presentation.

4. Attend the big event.

5. Participate in postevent activities.

Keep in mind that you are marketing your practice in each step of the process. A speech is not just a speech—it's a marketing continuum.

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