Writing a Program Description That Sells

When its time to describe your carefully crafted speech or workshop, are you suddenly at a loss for words? Writing a program description that stands out – and attracts the people who will benefit from your wisdom – is an essential marketing skill for speakers.

To draw people to programs at their beautiful location on Cortes Island in British Columbia, Hollyhock Retreat Centre provides “Clarifying Questions” to their faculty. Once answered, a professional copywriter develops a program description for the catalog. Hollyhock asked me to describe my new “Spirited Speaking” program – including bio – in no more than 175 words! It seemed like a tough assignment, but the clarifying questions were invaluable in focusing my thinking.

What I liked about the process was that it allowed me to write first for myself, a principle recommended by communications specialist Isabel Parlett, founder of Parlance Communications. (www.parlancetraining.com). The six questions Hollyhock asks are ones to consider when you are writing your own copy. They are listed below, along with my responses so you’ll see what they created from the information I provided.

1. What makes your program unique/compelling?

Public speaking is usually taught as a series of techniques that cause people to be removed from their true passion and to distrust their originality. At Spirited Speaking, they get to revel in their magnificence as who they really are comes to the forefront through group processes, dyads, and fun!

2. What would you most like conveyed about your workshop?

That there is nothing to fear about authentic self-expression. In fact, it is where we experience our greatest power and where we learn to appreciate and trust ourselves.

3. What will participants learn?

• how to access their “home zone,” the place of their personal power and authentic expression
• how to make an emotional connection with others through stories
• how to diffuse hostility
• how to have a courageous conversation
• how to speak with confidence & clarity in both introductions and professional presentations.

4. How are participants going to learn/what will they be doing?

• exploring deeper issues in dyads
• speaking out to the full group about their discoveries
• practicing speaking from the “home zone”
• receiving coaching in the four primary speaking skills
• learning inner tools to support outer success.

5. Benefits of taking this workshop?

Increased capacity to speak in public with confidence and success. A deeper connection to self and what they have to say that is their unique gift to the world. Excitement about being heard!

6. For whom is the program designed?

Anyone who wants to improve his/her capacity to speak out and be heard. The skills are applicable no matter what age or field; however, it is important that participants want to draw on their inner life and experience and be real rather than get “fixed up.” It’s great for mature teens – this is the time to learn this!

Here’s the result.. Consider joining us at Hollyhock!

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

A Word From Our Clients

Description: Hear from Danielle LaPorte, Michael Hart, Jennifer Louden, Susan Hyatt, Dr. Diane Chung, Julie Daley and Dyana Valentine.

Gail’s Book & Audio Book!

Applause!

"Perfect for anyone who cares deeply about their mission and wants to express it with depth, clarity and passion. Gail is incisive, fierce and compassionate." ."
NINA UTNE
Former Editor-in-Chief and CEO, Utne Magazine

Our Next Available Program

Transformational Speaking Immersion
Santa Fe, NM, USA

To get started right away, join our online academy.

See Complete Calendar

Follow me!TwitterFacebookLinkedinBlog Categories</h3> </div><div class="art-blockcontent"> <div class="art-blockcontent-cc"></div> <div class="art-blockcontent-body"><a href="https://twitter.com/gaillarsen" target="_blank"><img src="https://realspeaking.com/wp-content/plugins/social-profiles-widget/assets/images/default/Twitter_48x48.png" alt="Twitter" /></a><a href="https://www.facebook.com/transformationalspeaking" target="_blank"><img src="https://realspeaking.com/wp-content/plugins/social-profiles-widget/assets/images/default/Facebook_48x48.png" alt="Facebook" /></a><a href="https://www.linkedin.com/in/gaillarsen" target="_blank"><img src="https://realspeaking.com/wp-content/plugins/social-profiles-widget/assets/images/default/Linkedin_48x48.png" alt="Linkedin" /></a><form action="https://realspeaking.com" method="get"><label class="screen-reader-text" for="cat">Blog Categories</label><select name='cat' id='cat' class='postform' > <option value='-1'>Select Category</option> <option class="level-0" value="5">1 Calling All Voices</option> <option class="level-0" value="7">2 The Heart of Speaking</option> <option class="level-0" value="8">3 The Art of Speaking</option> <option class="level-0" value="9">4 The Energetics of Speaking</option> <option class="level-0" value="10">5 The Business of Speaking</option> <option class="level-0" value="1">6 Can’t Help Myself Commentary</option> </select> </form> <script type='text/javascript'> /* <![CDATA[ */ (function() { var dropdown = document.getElementById( "cat" ); function onCatChange() { if ( dropdown.options[ dropdown.selectedIndex ].value > 0 ) { dropdown.parentNode.submit(); } } dropdown.onchange = onCatChange; })(); /* ]]> */ </script> <div class="cleared"></div> </div> </div> <div class="cleared"></div> </div> </div> <div class="cleared"></div> </div> </div> </div> <div class="cleared"></div> <div class="cleared"></div> </div> </div> <div class="art-footer"> <div class="art-footer-t"></div> <div class="art-footer-body"> <div class="art-content-layout"> <div class="art-content-layout-row"> <div class="art-layout-cell art-layout-cell-size4"> <div class="art-center-wrapper"> <div class="art-center-inner"> <div class="art-widget widget widget_categories" id="categories-2"><h5 class="art-widget-title">Categories</h5><div class="art-widget-content"> <ul> <li class="cat-item cat-item-5"><a href="https://realspeaking.com/category/calling-all-voices/">1 Calling All Voices</a> </li> <li class="cat-item cat-item-7"><a href="https://realspeaking.com/category/the-heart-of-speaking/">2 The Heart of Speaking</a> </li> <li class="cat-item cat-item-8"><a href="https://realspeaking.com/category/the-art-of-speaking/">3 The Art of Speaking</a> </li> <li class="cat-item cat-item-9"><a href="https://realspeaking.com/category/the-energetics-of-speaking/">4 The Energetics of Speaking</a> </li> <li class="cat-item cat-item-10"><a href="https://realspeaking.com/category/the-business-of-speaking/">5 The Business of Speaking</a> </li> <li class="cat-item cat-item-1"><a href="https://realspeaking.com/category/cant-help-myself-commentary/">6 Can't Help Myself Commentary</a> </li> </ul> </div></div> </div> </div> <div class="cleared"> </div> </div> <div class="art-layout-cell art-layout-cell-size4"> <div class="art-center-wrapper"> <div class="art-center-inner"> <div class="art-widget widget widget_recent_entries" id="recent-posts-3"><h5 class="art-widget-title">Recent Blog Posts</h5><div class="art-widget-content"> <ul> <li> <a href="https://realspeaking.com/radical-self-trust-answering-your-call-to-adventure/">Radical Self-Trust: Answering Your Call to Adventure!</a> </li> <li> <a href="https://realspeaking.com/establishing-authentic-connection-through-an-exquisite-partnership-with-soul-and-ego/">Realigning Inner Drive with Outer Doing: How Soul and Ego can Partner Up!</a> </li> <li> <a href="https://realspeaking.com/original-medicine/">Original Medicine – your expression to the world</a> </li> <li> <a href="https://realspeaking.com/happy-heart-troubled-times/">Speak from a Happy Heart in Troubled Times</a> </li> <li> <a href="https://realspeaking.com/calling-all-voices-2/">Calling All Voices</a> </li> <li> <a href="https://realspeaking.com/one-womans-effect-zoe-tryon-disturbing-the-comfortable/">One Woman’s Effect: Zoe Tryon, Disturbing the Comfortable!!</a> </li> </ul> </div></div> </div> </div> <div class="cleared"> </div> </div> <div class="art-layout-cell art-layout-cell-size4"> <div class="art-center-wrapper"> <div class="art-center-inner"> <div class="art-widget widget widget_archive" id="archives-2"><h5 class="art-widget-title">Blog Archives</h5><div class="art-widget-content"> <label class="screen-reader-text" for="archives-dropdown-2">Blog Archives</label> <select id="archives-dropdown-2" name="archive-dropdown"> <option value="">Select Month</option> <option value='https://realspeaking.com/2019/04/'> April 2019 </option> <option value='https://realspeaking.com/2018/08/'> August 2018 </option> <option value='https://realspeaking.com/2018/04/'> April 2018 </option> <option value='https://realspeaking.com/2017/06/'> June 2017 </option> <option value='https://realspeaking.com/2016/12/'> December 2016 </option> <option value='https://realspeaking.com/2015/09/'> September 2015 </option> <option value='https://realspeaking.com/2015/03/'> March 2015 </option> <option value='https://realspeaking.com/2014/10/'> October 2014 </option> <option value='https://realspeaking.com/2014/02/'> February 2014 </option> <option value='https://realspeaking.com/2013/07/'> July 2013 </option> <option value='https://realspeaking.com/2013/03/'> March 2013 </option> <option value='https://realspeaking.com/2012/04/'> April 2012 </option> <option value='https://realspeaking.com/2012/03/'> March 2012 </option> <option value='https://realspeaking.com/2012/01/'> January 2012 </option> <option value='https://realspeaking.com/2011/03/'> March 2011 </option> <option value='https://realspeaking.com/2010/11/'> November 2010 </option> <option value='https://realspeaking.com/2010/08/'> August 2010 </option> <option value='https://realspeaking.com/2010/07/'> July 2010 </option> <option value='https://realspeaking.com/2010/05/'> May 2010 </option> <option value='https://realspeaking.com/2009/11/'> November 2009 </option> <option value='https://realspeaking.com/2009/10/'> October 2009 </option> <option value='https://realspeaking.com/2009/08/'> August 2009 </option> <option value='https://realspeaking.com/2009/06/'> June 2009 </option> <option value='https://realspeaking.com/2009/03/'> March 2009 </option> <option value='https://realspeaking.com/2009/01/'> January 2009 </option> <option value='https://realspeaking.com/2008/12/'> December 2008 </option> <option value='https://realspeaking.com/2008/11/'> November 2008 </option> <option value='https://realspeaking.com/2008/01/'> January 2008 </option> <option value='https://realspeaking.com/2007/08/'> August 2007 </option> <option value='https://realspeaking.com/2007/05/'> May 2007 </option> <option value='https://realspeaking.com/2007/04/'> April 2007 </option> <option value='https://realspeaking.com/2007/03/'> March 2007 </option> <option value='https://realspeaking.com/2006/12/'> December 2006 </option> <option value='https://realspeaking.com/2006/10/'> October 2006 </option> <option value='https://realspeaking.com/2006/07/'> July 2006 </option> <option value='https://realspeaking.com/2005/03/'> March 2005 </option> <option value='https://realspeaking.com/2004/04/'> April 2004 </option> </select> <script type='text/javascript'> /* <![CDATA[ */ (function() { var dropdown = document.getElementById( "archives-dropdown-2" ); function onSelectChange() { if ( dropdown.options[ dropdown.selectedIndex ].value !== '' ) { document.location.href = this.options[ this.selectedIndex ].value; } } dropdown.onchange = onSelectChange; })(); /* ]]> */ </script> </div></div> </div> </div> <div class="cleared"> </div> </div> <div class="art-layout-cell art-layout-cell-size4"> <div class="art-center-wrapper"> <div class="art-center-inner"> <div class="art-widget widget widget_search" id="search-3"><h5 class="art-widget-title">Search This Site</h5><div class="art-widget-content"> <form method="get" name="searchform" action="https://realspeaking.com/"> <div class="search"> <input name="s" type="text" value="" style="width: 95%;" /> <span class="art-button-wrapper"> <span class="art-button-l"> </span> <span class="art-button-r"> </span> <input class="art-button" type="submit" name="search" value="Search" /> </span> </div> </form> </div></div><div class="art-widget widget widget_text" id="text-6"><div class="art-widget-content"> <div class="textwidget"></br> <a href="https://feeds.feedburner.com/TruthWellSpoken" title="Subscribe to my feed" rel="alternate" type="application/rss+xml"><img src="https://www.feedburner.com/fb/images/pub/feed-icon32x32.png" alt="" style="border:0"/></a><a href="https://feeds.feedburner.com/TruthWellSpoken" title="Subscribe to my feed" rel="alternate" type="application/rss+xml">Subscribe to Gail's Blog</a></br> </br> </div> </div></div><div class="art-widget widget widget_text" id="text-2"><h5 class="art-widget-title">Contact Gail</h5><div class="art-widget-content"> <div class="textwidget">Phone: 1-505-986-8650<br /> <a href="https://realspeaking.com/contact/" target="_blank" rel="noopener noreferrer">Contact Form</a><br /> Located in Santa Fe, New Mexico <br/> USA</div> </div></div> </div> </div> <div class="cleared"> </div> </div> </div> </div> <div class="art-footer-center"> <div class="art-footer-wrapper"> <div class="art-footer-text"> <p><a href="https://realspeaking.com">Home</a> | <a href="https://www.realspeaking.com/training/transformationalspeakingimmersion/">The Training</a> | <a href="https://www.realspeaking.com/transformationalspeaking/">The Book</a> | <a href="https://www.realspeaking.com/ravereviewsgaillarsen/rave-review/">Rave Reviews</a> | <a href="https://www.realspeaking.com/gaillarsen/">Gail's Story</a> | <a href="https://www.realspeaking.com/blog/">Blog</a> | <a href="https://www.realspeaking.com/media/">Media</a> | <a href="https://www.realspeaking.com/contact/">Connect</a></p> <p>Copyright © 2019. All Rights Reserved. Website powered by <a href="https://designsimplex.com" target="_blank">Design Simplex LLC</a>.<br /> Real Speaking is a registered trademark | <a href="https://www.realspeaking.com/privacy">Privacy Policy</a><BR> Real Speaking LLC is a limited liability corporation registered in the state of New Mexico.<BR> <p>  </p> <div class="cleared"></div> </div> </div> </div> <div class="cleared"></div> </div> </div> </div> <div id="wp-footer"> <a id="FollowMeTabRightSm" onClick="showFollowMe()" href="#" style="border-bottom:none;"><img src="https://realspeaking.com/wp-content/plugins/follow-me/images/rightsm.gif" border="0" /></a> <div id="FollowMeBubbleBG" style="visibility:hidden;"></div> <div id="FollowMeBubble" style="visibility:hidden;border-bottom:none;"> <div class="top" style="background-image:url('https://realspeaking.com/wp-content/plugins/follow-me/images/followme_top.gif');width:329px;height:60px;float:left;display:block;border-bottom:none;"> <a id="close" onClick="hideFollowMe()" href="#" style="border-bottom:none"><img src="https://realspeaking.com/wp-content/plugins/follow-me/images/close.png" border="0" /> </a> <!-- <a id="grab" target="_blank" title="grab this" href="http://www.ignitesocialmedia.com/tools/follow-me/"><span>grab this</span></a>--></div> <div class="mid" style="background-image:url('https://realspeaking.com/wp-content/plugins/follow-me/images/followme_mid.gif');width:329px;background-repeat:repeat-y;float:left;"> <div id="stretch"> <span><a title="Facebook" target="_blank" href="https://www.facebook.com/pages/Transformational-Speaking/189305358912 " rel="me"><img width="32px" src="https://realspeaking.com/wp-content/plugins/follow-me/images/facebook.png" border="0" alt="Facebook" /> Facebook</a></span> <span><a title="Twitter" target="_blank" href="https://twitter.com/gaillarsen" rel="me"><img width="32px" src="https://realspeaking.com/wp-content/plugins/follow-me/images/twitter.png" border="0" alt="Twitter" /> Twitter</a></span> <span><a title="Youtube" target="_blank" href="https://www.youtube.com/gaillarsen1" rel="me"><img width="32px" src="https://realspeaking.com/wp-content/plugins/follow-me/images/youtube.png" border="0" alt="Youtube" /> Youtube</a></span> <span><a title="LinkedIn" target="_blank" href="https://www.linkedin.com/in/gaillarsen" rel="me"><img width="32px" src="https://realspeaking.com/wp-content/plugins/follow-me/images/linkedin.png" border="0" alt="LinkedIn" /> LinkedIn</a></span> <span><a title="RSS" target="_blank" href="https://realspeaking.com/feed" rel="me"><img width="32px" src="https://realspeaking.com/wp-content/plugins/follow-me/images/rss.png" border="0" alt="RSS" /> RSS</a></span> </div></div> <div class="bottom" style="background-image:url('https://realspeaking.com/wp-content/plugins/follow-me/images/followme_bottom.gif');height:34px;width:329px;clear:both;float:left;"> <a id="grab" target="_blank" title="grab this" style="border-bottom:none;" href="http://www.ignitesocialmedia.com/tools/follow-me/"><span>grab this</span></a> </div> <div class="grab" style="width:329px;clear:both;float:left;"><a style="border-bottom:none;" href="http://www.ignitesocialmedia.com/tools/follow-me/"><img src="https://realspeaking.com/wp-content/plugins/follow-me/images/followme_grab.gif" /></a></div> </div> <link rel='stylesheet' id='cvg-styles-css' href='https://realspeaking.com/wp-content/plugins/cool-video-gallery/css/cvg-styles.css?ver=5.2.2' type='text/css' media='all' /> <link rel='stylesheet' id='jquery.fancybox-css' href='https://realspeaking.com/wp-content/plugins/cool-video-gallery/third_party_lib/fancybox_1.3.4/jquery.fancybox-1.3.4.css?ver=5.2.2' type='text/css' media='all' /> <script type='text/javascript' src='https://realspeaking.com/wp-includes/js/comment-reply.min.js?ver=5.2.2'></script> <script type='text/javascript'> /* <![CDATA[ */ var FlaGallery = {"ajaxurl":"https:\/\/realspeaking.com\/wp-admin\/admin-ajax.php","nonce":"105c6fed23","license":"","pack":""}; /* ]]> */ </script> <script type='text/javascript' src='https://realspeaking.com/wp-content/plugins/flash-album-gallery/assets/script.js?ver=5.5.0'></script> <script type='text/javascript' src='https://realspeaking.com/wp-content/plugins/page-links-to/js/new-tab.min.js?ver=3.1.2'></script> <script type='text/javascript' src='https://realspeaking.com/wp-includes/js/wp-embed.min.js?ver=5.2.2'></script> <script type='text/javascript' src='https://realspeaking.com/wp-content/plugins/cool-video-gallery/third_party_lib/jwplayer_7.3.6/jwplayer.js?ver=5.2.2'></script> <script type='text/javascript' src='https://realspeaking.com/wp-content/plugins/cool-video-gallery/third_party_lib/fancybox_1.3.4/jquery.fancybox-1.3.4.pack.js?ver=5.2.2'></script> <script async="async" type='text/javascript' src='https://realspeaking.com/wp-content/plugins/akismet/_inc/form.js?ver=4.1.2'></script> <!-- 102 queries. 0.608 seconds. --> </div><style>#global_body_1 img{display:none;}#button10_1{display:none !important;}#button12_1{display:none !important;}#button13_1{display:block !important;}#button1_1{display:block !important;}#button2_1{display:block !important;}#button5_1{display:block !important;}#button6_1{display:block !important;}#spidervideoplayerhtml5_1{background-color: #ffffff; border: 1px solid #a9a9a9; float: left; list-style-type: none !important; margin-bottom: 10px; padding: 5px;}#button4_1{display:block !important;}#button3_1{display:block !important;}</style> <script> jQuery(document).ready(function(){ jQuery('.video-stream').trigger('pause'); }); </script> </body> </html>