How to Approach Your Talks as a Marketer to Increase Your ROI [Growth Series]

If you’re giving talks but not seeing leads or clients come from them, this episode will change how you think about speaking.

I’m joined by our lead speaking coach, Diane Diaz, for part two of our series on integrating speaking into your marketing strategy. We’re talking about how to approach your talks as a marketer — without turning them into sales pitches (because no one wants that).

We break down:

• Why “teaching everything” actually hurts your results
• How skipping the first part of your talk kills audience buy-in
• What audiences really want instead of more tips and tactics
• How to plant sales seeds naturally (without feeling salesy)
• Why emotional connection and storytelling are what drive conversions

I also walk you through our Signature Talk Canvas® framework and why the 3-act structure (Issue → Idea → Inspiration) works so well for lead generation talks and keynotes.

Diane shares a real example of a recent speaking engagement where she signed three clients on the spot, plus practical tactics like using client stories, urgency, and even paper feedback forms to increase follow-up.

If you want your talks to do more than just “go well” — and actually grow your business — this episode is for you.

Listen to Part 1 of this series ("The Missing Piece of Your Marketing Strategy is a Signature Talk") if you haven’t yet — they pair perfectly together.

And if you’re ready to work with us on creating or refining your signature talk, head to speakingyourbrand.com/contact/ to schedule a consultation and explore the best way for us to work together.

Links:

Show notes at https://www.speakingyourbrand.com/457/

Discover your Speaker Archetype by taking our free quiz at https://www.speakingyourbrand.com/quiz/

Enroll in our Thought Leader Academy: https://www.speakingyourbrand.com/academy/

Attend our 1-day Speaking Accelerator Workshop in Orlando: https://www.speakingyourbrand.com/orlando/

Connect on LinkedIn:

• Carol Cox = https://www.linkedin.com/in/carolcox
• Diane Diaz = https://www.linkedin.com/in/dianediaz/

Related Podcast Episodes:

• Episode 456: The Missing Piece of Your Marketing Strategy is a Signature Talk
• Episode 449: Small Shifts That Make a Huge Difference in Your Presentation Impact & Results
• Episode 362: Integrating Thought Leadership and Lead Generation in Your Signature Talk with Danielle Hayden

Join us for our three-day speaking retreat, happening in February 2027, in Downtown Orlando, Florida.

You'll create and refine high-impact Signature Stage Segments - the kind that set you apart as a speaker; practice onstage multiple times with our expert coaching and feedback; and professionally film your dynamic segments in front of a warm, supportive audience so you have edited video and a speaker reel to show event organizers what you can do.

Our retreat is limited to 12 women, so get all the details and request your place at https://www.speakingyourbrand.com/live/.

Early bird pricing is on for a limited time.