Developing a compelling signature talk is the best way for practitioners to establish expertise and grow their client base. But what makes a signature talk effective? And what's the best way to use it to grow your practice? In this sixth video of The Savvy Practitioner training series, we have those answers for you.
The Savvy Practitioner is a training series designed for clinic owners and associates. Each program will teach you how to better deliver on your ultimate goal of maximizing your impact and income. Today, we're taking a deep dive into your signature talk and how to use it to grow your practice, even if you're allergic to selling. Dr Meghan Walker, the founder of Clinician’s Business Labs, talks to host E Brian Johnson.
What Is a Signature Talk?
A signature talk is a 30-minute talk that you might deliver in front of a live audience or on a webinar. It communicates the core messaging about what you do, who you do it for, and what makes you different. It’s the fundamental information you wish people had before they come and see you in practice. It gives people an opportunity to see you in person, hear your voice, and see your smile.
Overcoming Stage Fright
Almost everyone experiences anxiety about public speaking. For some people, it can be debilitating. A great technique to overcome stage fright is to focus on why you became a practitioner. Why did you choose a vocation focused on helping people live happier healthier lives? Focus on the fact that by sharing your information, you are guiding people towards better health. Then, once you're on that stage, focus on your ideal client. Find your ideal client in the audience and tell her your story.
Toastmasters is an international organization that helps foster confidence and public speaking skills. Toastmasters will give you the skills to not only create a compelling talk but also how to deliver it with panache. It's a safe, supportive environment. You can also get speaking coaches.
How to Structure your Signature Talk:
- Introduction: Do not start with “Thank you so much for having me today”. Start with a story about a client avatar who is representative of your audience.
- Deconstruction: Break down the previously held beliefs of our audience. For example: Reveal that statins are not effective at preventing many forms of heart disease. Try to provoke an emotional reaction.
- Teaching: Three key messages about how to approach your subject matter. What you do for people, what makes you different, and why they should care.
- Reconstruction: Take their previously held beliefs and reveal the new way of looking at it through the lens of your natural health approach (your teaching). Express it as a more empowered perspective, one that hands control back to them as patients.
- Conclusion and Call to Action: Revisit your story from the introduction and highlight the changes your client has experienced since embracing your therapeutic approach. Your call to action should either encourage them to call your practice for a free assessment or secure their email addresses with a low barrier access to your foundational online program. For example, download a checklist of the ten most important things you can do for your heart health today.
Adapt Your Talk To Suit
Once you create your signature talk, you can just adapt it to suit your audience or opportunity. For example: change out the story at the beginning, depending on your audience. Or if you only have 20 minutes, focus on one main deconstruction, one main teaching, and one main reconstruction. Or if you only have five minutes on an Instagram Live, do the introductory story and teach one core concept, and end with one call to action.
A properly constructed signature talk can be a modular marketing entity that will be effective in multiple contexts. For example, take components of your talk and share them on your own social media channels, or if you have an opportunity to guest on other practitioner’s platforms, you can leverage your signature talk either as a whole talk or again in that shorter, modular way.
“The reason I love the signature talk is once you're so familiar with the information, you can leverage it in a variety of different ways. I have five-day training on the signature talk. We also just covered it in 10 minutes. So once you're familiar with the material, you can expand or contract it as needed. Still, it is a compelling public-facing framework for delivering information that’s valuable to an audience.” Dr Meghan Walker
The opinions expressed in this Nutramedica program are those of the guests and contributors. They do not necessarily reflect the opinions of Nutritional Fundamentals For Health Inc.
This video is intended for licensed or registered health professionals and students of health professions only. These statements have not been evaluated by the Food and Drug Administration. Information contained in these programs is not intended to diagnose, treat, cure or prevent any disease.