486-SYB-One-Talk.mp3: this mp3 audio file (opens in new tab)was automatically transcribed by Sonix (opens in new tab)with the best speech-to-text algorithms. (opens in new tab)This transcript may contain errors.
Carol Cox:
If you’re exhausted by feeling like you have to create a brand new presentation from scratch every time you do a workshop or you step on stage, I feel you. Now here I’m speaking your brand. We love putting presentations and talks together. This is what we do. So we’re a little bit weird, but we still have our base signature talks that we use no matter what event or what audience we’re speaking to. That is the power of having a signature talk that you can repurpose, expand, and contract and alter depending on what you’re doing. So you’re not having to spend all of that time starting from scratch. And so that you’re getting really comfortable and confident with your material. Hi, I’m Carol Cox, host of the Speaking Your Brand podcast, joined today by our two coaches, Diane Diaz and Erin Mark. So nice to have you here.
Diane Diaz:
Hello. Welcome.
Erin Mark:
Hi.
Carol Cox:
I love that you both giggled when I said that. We’re weird here speaking your brand because we like to put presentations together. Yeah. What feelings come up for you when I say that.
Diane Diaz:
I am weird? So I just know a lot of other ways too, so it resonates.
Erin Mark:
I say, why do I do this to myself every time?
Diane Diaz:
Oh my gosh. Yes. Yeah.
Erin Mark:
But I’m also weird, so I appreciate that.
Diane Diaz:
Yeah.
Carol Cox:
So we’re weird if you’re listening to this podcast, maybe you are weird too. If so, if so, welcome. We are so excited that you’re here with us.
Diane Diaz:
Yes. You found your people.
Carol Cox:
We’re going to have a lot of fun. And so we’re going to talk today about how to think about your signature talk as more than just something that you put together for a particular speaking engagement that you have, but instead something that really becomes the foundation of what it is that you talk about your thought, leadership message and idea that can last far beyond one stage, one workshop, or even a speaking period that you speak in season that you happen to be in. And your signature talk is not just for speaking engagements. Most of our clients, and same with us. We take that material and we repurpose it for our website, social media content, podcast interviews, and more. So in this episode, we’re going to share with you how to think about approaching your signature talk in this way, the different elements that are going to stay the same for every speaking engagement that you do, and the ones that we find change the most and how to think about changing them. Aaron, I’m going to start with you because I know that you worked with us here in the Thought Leader Academy at the beginning of 2026. You and I actually did our VIP day together in the fall of 2025. So just about a year ago, and you are out there on the speaking circuit doing a variety of different types of speaking engagements, different types of formats, everything from a child which is six minutes and 40s to longer 45 minute and 60 minute keynotes. How have you approached taking your signature talk and repurposing it for these different audiences?
Erin Mark:
Yeah, that’s a great question. I think I had to ask myself one question for each talk I was doing, and it kind of all starts with what should I talk about to this audience? And how does that message serve this audience best? While using my expertise. So I have the same talk essentially that I do with these slight customizations depending on the audience that I’m talking to. So I’ll give a few examples if I’m doing a short talk. Say it is that Pecha Kucha or maybe a disrupt HR? You technically only have either 5 minutes or 6 minutes. I can’t tell some big story arc in 5 to 6 minutes. Right. So I’m going to pick out one single story with one single message. Normally, it’s going to revolve around uncertainty or change or burnout, which is really the three topics that I talk about most when I go into, say, a keynote, 45, 60 minute keynotes, and maybe it’s for the healthcare industry. I might use an example about navigating change or unexpected change during a shift, connecting that resilience to staying present for patients and for each other. Now, if it’s an HR conference, I might focus, um, about how people navigate organizational change and pressure without burning out and how that can really affect engagement and connection. So it just depends on the organization or the type of talk I’m doing. But also really importantly for those keynotes, when I’m talking with the organizers ahead of time or the folks hiring me, I also have to ask, what pressures are your, is your industry dealing with right now so I can further help them and see themselves in my story.
Carol Cox:
That’s really helpful, Erin, to think about what does the audience need? What what challenges do they currently have? And then how can you back in your message or the focus of your message that you already have into what’s going to serve them the most in that particular event? Now, I want to come back to you in just a few minutes about a speaking engagement that you did earlier this year, where they had given you a topic, and it wasn’t quite the topic that you normally speak on and what you ended up doing with that. So we’re going to hold on that. We’ll come back to that in just a moment, because I feel like that does happen. As speakers, we’re given a topic and then we have to figure out how to approach that. Diane, let me go to you now. Obviously, you’ve been here with speaking your brand for many, many, many years, seven plus years now. You do a lot of speaking and workshops on different aspects that we talk about, especially around personal branding and storytelling. How do you approach taking those presentations to new audiences and different events without having to recreate from scratch each time?
Diane Diaz:
Yeah. So I similarly follow the idea of changing out the stories depending on the audience. So I speak if I’m speaking on personal branding, which I do a lot, I first of all, I always connect it, the personal branding element to things that we do at speaking your brand, storytelling, thought leadership. I tie those in and to your point about like, you know, maybe they ask you to speak on something and you’re like, ah, that’s not quite my thing. I find ways to thread in the things that are my thing, right? So, so I always bring in the ideas of thought, leadership and storytelling. It also makes the talk more fun, and it makes it different from everybody else. Speaking on personal branding. But I not only change out the stories, but I’ll change out audience engagement things. So I might, with one audience do one type of audience engagement, whereas an activity, but with a different audience. Maybe it’s more of a reflective thing or it’s a worksheet, right? And then certainly the stories change because if I’m speaking to, let’s say I’m doing a personal brand, talk to professional women at maybe they’re at a high level and they’ve been in their industry for a while.
Diane Diaz:
Those stories are going to relate to my professional experience and things that they can understand. Now, if I’m talking to, let’s say, emerging professionals or college women, I’m going to tell them stories that they can relate to because they’re not going to relate to. I’ve been in the industry for 30 years, right? That doesn’t make sense for them. So I’ll change that out. But I will also modify the activities because the activities need to or the engagement needs to bring them in. So an audience of professional women in the industry for 30 years won’t, it won’t resonate with certain engagement styles or activities or questions that needs to be different from, let’s say, the college student or the emerging professional. You have to meet them where they’re at, with the stories, with the engagement, with all of that. So I try to modify those things, but my core message is the same. It might be presented slightly differently, but it’s always revolving around personal branding, storytelling, thought leadership.
Carol Cox:
Let’s talk about why that core message is so important. A lot of times before a console call, I will look at the woman’s LinkedIn profile and her website, and sometimes she’ll have a speaker page already on there. So I look at that because I want to get a sense of who she is and what she talks about. And sometimes I’ll see a list of ten, 15, even 20 topics listed on her speaker page. And I understand the instinct is I want to give potential event organizers lots of options to choose from, lots of different things that they would want to pick me. The problem with that is that you seem less focused on whatever it is that truly is the thing that you can help their audience with. If you’re too scattered with a lot of different topics that you could speak about. And also then you are diluting your thought leadership message by having too many things available that you could speak on. So Diane, you mentioned this core message and that you always tie it back to the work we do here at Speaking Your brand. And it reminds me that in the Thought Leader Academy, one of the exercises we have our clients do, and for those of you watching on video, you can see this is the brand voice canvas. And this is a quadrant that they fill out, which has four sections. And the sections are my mission, my expertise, my methodology and my experiences. Now this is like a cheat sheet or a guide that we use here ourselves as speaking your brand when we do our own presentations and podcast interviews, but that anyone can use because no matter what you’re presenting on, you should always connect it back to that central core message that you want to be known for.
Carol Cox:
And that is your differentiator. That helps you to position yourself in the marketplace. Because if you are constantly creating new presentations from scratch, number one is taking a lot of time. It’s also then you’re not getting, as I mentioned earlier, comfortable and confident with your content and your stories. But then also people don’t know how to refer you and how to book you because you don’t know what is that one thing that you’re going to help audiences overcome? Erin, I want to come back to you because you have this calm framework CALM that you developed. That is the, the, the main part of your keynote and you adapt different things around it based on that particular audience. And we’re going to leave all names unidentified. But there is a speaking engagement that you had. This was a while ago where you were presented with the topic, and it wasn’t a topic that you normally speak on. And it was it was kind of outside of your wheelhouse. It really isn’t even your area of expertise. And I know we had some conversations about it. What, how, how you should approach it. Can you share a little bit about how you were thinking about it, what you initially thought you were going to do based on the topic, and then when you ended up doing and what the results were?
Erin Mark:
Yeah, absolutely. So I, as you mentioned, it’s a com framework, which stands for control. What you can adapt, lean on others and move forward. And it’s to really help audiences navigate uncertainty and change without burning out. So that’s my topic. And then I’ll adjust it based on the audience. That’s the talk I was expecting to give. However, a few weeks before this conference happened, I saw that my subject line was a little different and it involved universal design. And for those of you who might not be sure what universal design is, it’s just a practice of it’s a very important topic actually creating products, buildings, digital spaces so everyone can use them easily and it can be more accessible. So I think what happened was, because I live with a chronic invisible illness, it was tied into the subject line of that talk. The problem was when by the time I found out that’s what I would be talking about, it was, what was it, 3 or 4 days before the conference? Now, I may be weird and don’t mind customizing each talk, but not within four days I. And if you can, God bless. So please give. Tell me all of your tips because I don’t know how you do that. But for me, I was like, oh my God, what am I going to do? You know, stressed out because my whole thing is I want to be able to deliver a quality keynote with also giving actionable items. And I want to make sure that I’m giving the audience something that they can take back with them.
Erin Mark:
And I am not an expert on universal design, and it’s such an important subject that it deserves an expert. So I thought, okay, what can I do to kind of finesse my uncertainty and change. Keynote into that. So I came up with how living with a chronic, uh, you know, invisible illness really was all about uncertainty and change. When I was going into whether a workplace, a conference or an event, because I didn’t know if there would be certain barriers in place, like, was there going to be breaks in between? Would I have to walk far with my low lung function? Right. Identifying things that resonated with me that possibly could resonate with everybody else who maybe had something similar to a health challenge as I did. And I thought about this through line of, we all have some invisible ailment that we’re going through. It doesn’t have to be a disease or a chronic illness. It could be grief, it could be anxiety, there could be caregiving issues. Right? And how if we can’t navigate our own uncertainty and pressures in our own life or invisible challenges that we’re going through, how can we give to others going through those different types of challenges. So looking at it, you know, because it’s full circle, holistic moment of getting through our own stresses so we can better serve others with those conditions.
Carol Cox:
And so then, so I want the listeners to really pause and think about this. Erin could have decided, okay, they gave me the topic of universal design. I’m just going to go to Google, go to ChatGPT, have it, give me a bunch of information about universal design, have it put together an outline in some slides, go to that conference and stand up and do the best that I can to teach the people in this room about universal design, which Aaron is not an expert on. And she very clearly is not going to pretend that she’s an expert in universal design as her profession. But instead Erin thought, how can I take what I already know, what I already talk about, and then change the angle that I’m coming into? So still serving the audience who showed up for that session, but serving them in a way that they probably enjoyed a lot more than a bunch of information on universal design. So what was the reaction from the audience? Erin.
Erin Mark:
Okay, I was really nervous about this at the end, how it was going to come over, and it was such positive feedback. I could like, feel my relief leaving my body. And I had someone raise their hand afterwards and said, you know, I did not know what to expect. To be honest, when I went into this session, I actually needed to come here because I needed this credit checked off for the session. So I just didn’t know really what to expect if I was going to, you know, even be interested. I know it’s an important topic, but the way that you told your story, especially living with a chronic illness, really made me think of other illnesses that are invisible that I don’t see. And I’m going to remember more of your stories and how I can help others next time at the event. And by the way, I’m going through some invisible challenges myself, so thank you for seeing me. This is so nice.
Diane Diaz:
Nice.
Carol Cox:
That’s the power of storytelling. And that is what I and this is the work we do with our clients and I don’t. And I know, Diane, when you work with our clients in the one on one VIP days, you really help to draw out of them. What is a personal story, a personal experience that is that aligns with the bigger lesson or message that they want to share with the audience. So let’s talk, Diane, a little bit about that VIP day process. And again, for those of you who are watching on video on YouTube, you can see I have one of this is actually the board I’m working on for my keynote that is coming up. So I use the same writing. I sat down with the post-it notes and the black Sharpie, and I did this whole thing because this is, it’s so effective. I had so much jumbled in my mind. I was tripping over my own thoughts and my own ideas for it. So then I did the trustee process and it worked really well. So then let’s talk about Diane. So when we do this work with our clients, we do the session, we get everything mapped out. And then what we tell them is generally based on the number of Post-it notes, it ends up to be about a 35 to 45 minute talk. And then of course, they can expand it into a longer workshop, or they can contract it into a shorter talk as whatever the event happens to be. What do you generally recommend to our clients when they need to expand or contract the signature talk that they’ve built with us? What generally remains and what is it that they can shift around with it?
Diane Diaz:
Yeah. So typically I suggest do not get rid of your stories. That is the heart of the message, right? Even if you even if you have to take a 35 minute talk and condense it down to 15 minutes, then focus on one story that maybe drives home three points. I once gave a keynote talk that was 15 minutes. I didn’t have time for a whole bunch of stories. I had one story that was threaded through and it made all of my points, right? So you could still tell the story that helps the audience connect with you and connect with the message. So that’s one way to contract it. Another way would be to maybe, obviously you don’t want to lose the act one where you’re setting the stage. But if I’m in, let’s say in a 40, 30 to 40 minute talk, maybe I’m asking the audience, what are your challenges with this, with reaching these goals? Right? And they’re sharing, okay, so maybe I don’t ask them. Maybe instead, I just, they, I go through like, you know, here’s the, the goals that you probably have anybody resonate with this? Yes. Okay. Now here are some things that might come up that might trip you up. These are the challenges. So I’ll say them instead of asking them for feedback. So there’s a variety of ways you can tighten it up. And if you have very limited time, maybe instead of focusing on three key points, you just focus on one overall thing that they can do, or one overall piece of your framework, that’s the most important one. And you can always say, you know, in the essence of time, I’m just going to cover one thing with you today because it’s the probably the most important thing you can work on right now.
Diane Diaz:
So there’s ways to condense it down without losing. Act one, which sets the stage, establishes your credibility, lays out that you understand where they’re coming from and what they need, which is important. Don’t skip that. But then in act two, you condense it down. Give them the meat of what they need, and then you’re off to the races. And now you’ve taken a 35 minute talk, and you can get that down to 15 to 20 minutes if you need to. So again, it depends on it depends on exactly what the format is. And it depends exactly on like who the audience is, what the objective is. But there’s always ways to still incorporate your story. Never, never, never take out your stories. You might be tempted to say, well, I’ll just leave out the stories because I want to give them all these three key points. Well, guess what? If they remember nothing else from your talk. They’re going to remember your story. I can list five five talks. I’ve been to keynote talks and presentations where I don’t remember anything about what they shared about their points, but I do remember the story they told about the woman who was a lawyer, and she was talking about, uh, some a woman in an abusive relationship turned out to be her. Didn’t know that was her. Right. I can talk about, uh, going to see Tig Notaro speak and her sharing her experience with something she’d been through. I remember stories, everybody remembers stories. So do not get rid of your stories, but pare down in other places.
Carol Cox:
Yeah, I think that’s such a great point, Diane, because as high achieving women who are experts and we get stuck in the expert trap, just like our clients do, are our habit is to lead with the information because it’s the quote unquote, valuable takeaways that event organizers press us to offer to the audience. And I understand why they do that. But as humans, we learn through story. That is, that is the mechanism. And so embed your lessons within the story versus trying to embed the lessons within with a bunch of technical content.
Diane Diaz:
Yes. And I would say this is this has come up multiple times working with a variety of clients. Is that the tendency, like you said, is to want to give more information because you’re like, well, those three key points are great, but I also need to tell them this, this, and hold on. That could be a separate talk. Focus on getting them to shift the way they’re thinking by sharing those three key points, then they can hire you to do a workshop and share all the things with them, right?
Carol Cox:
Yes. And like you’re, you’re, you’re planting those sale seeds by saying something. So this is my, my entire framework looks like this. Today we have time to go into this one aspect of it or these two aspects of it, of that. All right, so we talked about then thinking about your signature talk. So imagine that you have it all laid out just like we do with the post-it notes on the board. So then you can contract it by reducing some of the content, you can expand it into a longer workshop by adding more audience activities, more time that the audience has to work on, and to apply whatever it is that you’re sharing with them. You can also take that content and use it for podcast interviews. So when you’re being interviewed on a podcast and they’re asking you aspects of the work that you do, it’s really helpful to have your signature talk and your brand voice canvas handy so that you can refer to that. I know that whenever I’m a guest on a podcast, I always try to mention one of the frameworks that we have created here at Speaking Your Brand, whether it’s the idea framework for how to think about creating your signature idea, if it’s the ideal storytelling ingredients or our voice thought leadership model. The reason is because it’s easy for the guest, the, I mean, the host, to ask more questions about it and to remember. And then it’s easier for the listeners to remember. I know when I have guests on the podcast who just are recommended, and so I bring them on. I appreciate when they have a framework because it keeps the conversation organized and it keeps it going somewhere along a pathway versus just random answers that they’re giving to, to questions that I’m asking.
Diane Diaz:
Yes. Carol, if I could just share one example of that. A few years ago, I attended a talk at a organization event that they put on every year. And I was excited because the guest speaker was somebody prominent. I won’t mention any names, but super excited. And her her overall message, I think, was there, but the talk kind of just meandered and it didn’t have that structure of like three key points or one key point or something that I was supposed to, I couldn’t, I couldn’t figure out what to sink my teeth into. And again, I feel like it, It could have been really good because of who she is and just the in awe that everybody is of her. But then it just kind of meandered and then it ended and I thought, what a missed opportunity. Right. So I think no matter what, no matter what the platform, no matter what the time frame you have, no matter what the, the format, having some points, whether you’re going to focus on 1 or 3, your pillars, your framework, whatever it looks like, it helps keep you organized, but it also helps the audience follow the train of thought to what you’re, you’re sort of like main point is and your call to action for them. But if they can’t follow that, they can’t do the thing you’re asking them to do. And it’s very much a missed opportunity.
Carol Cox:
Yes. It just feels like it’s just a bunch of random things that they thought would be interesting to the audience that they’ve just stuck together back to back. Yes. Erin, let’s, let’s talk about how you have used the, the talk that you’ve created in your calm framework to create other pieces of content, not just for speaking engagements. I know that you’re very active on LinkedIn. You do a lot of LinkedIn posting. You have your speaker page, your website, you have your one sheet, your speaker proposals. How have you taken different elements of your talk and repurpose them for those different channels?
Erin Mark:
Yeah. Well, you know, at first I thought I had to stick to a certain topic, especially on my LinkedIn, for example, like if I’m only going to go in and I want to focus on maybe healthcare or HR, I could only talk about that. But listen, I’m a human and I’m talking to other humans. And what I talk about particularly also is how these small changes create a big ripple effect, especially when we’re going through outside pressures. So it could be any different subject dealing with that change, uncertainty, adaptability, anything else, but also relating it to others who are reading my LinkedIn. So I take pieces of my talk at all times and say, oh, okay, I could talk today about adaptability or something that happened to me over the weekend where, uh, you know, uh, well, I’ll give you an example. So on my birthday, I created a post about how seven years ago, I wrote my own obituary. Uh, that’s when I was an end life stage and I was dying. And the reflection of that is, if you told that girl today who write was writing her own obituary, it’d be really hard to believe. But I also tied that back into everybody Hates getting Older when once we kind of get into these birthdays, you’re like, oh man, I’m going to be, you know, 40, 50, right. But birthdays are a privilege denied to many. And just that small reset. Was that about business? No, but I think that also makes us better humans. And we’re better humans. We perform better, and we thrive both personally and professionally. So it’s about mindset a lot that I talk about. And yeah, that’s tied in, of course, to leadership and productivity, but kind of just getting back into yourself and who you are can really help and reach someone who’s reading that. I think people think that LinkedIn, for example, always has to be about business, right? Like, you know, uh, I got a Happy Meal and here’s what I learned about leadership. Like, no, like just right now.
Diane Diaz:
I’d love to hear that though.
Erin Mark:
I couldn’t figure that out. But it’s just like, talk like you’re a human. People want some be.
Erin Mark:
Authentic, right? I really want to be authentic in my post because you never know who’s reading your post or who can start following you because of a post. And that might be your ICP, your intended customer profile that you actually want to go and speak with, but they don’t know who you are if they can’t find you, and the way they find you is for you being authentic and human.
Carol Cox:
Yes. Yeah. Yeah, I love that, Erin. And you are so good again at LinkedIn. So everyone listening, definitely connect with us on LinkedIn. I’ll put all of our links to our LinkedIn profiles in the show notes. Aaron is really good. I basically post the podcast every week. That’s pretty much.
Diane Diaz:
And I post nothing. Right.
Carol Cox:
And Aaron is the one who is pulling up the slack because she always has just a photo of her beautiful smile and she’s, you know, some, some lesson or some something that she’s sharing that that human side.
Diane Diaz:
I’m always amazed by it. Yeah.
Erin Mark:
Well, it’s short too. If you notice, I don’t write like I remember hearing once somebody said 200 or 400 words were the best performing LinkedIn post. And I was like, ain’t nobody got time to read a 200, 400 post. Like, it is like short bite. It’s every I practice what I preach to write small changes, right? Small texts. Right. Like I think it’s just like, okay, here’s a quick leadership lesson for the day. Or here’s a quick lesson in something else. Or not even a lesson. Just like two things you can do and how you handle feedback, right? One and two. And that’s it. Like, keep it moving. I think you want to capture people’s attention. People are busy and they don’t want to have to read a novel, right? When they’re going through your LinkedIn, it allows you to create more content too, because I could have a post with three different points in it, but guess what? One point might be Tuesday, the other one might be Thursday. So it’s just repurposing that and batching that content.
Carol Cox:
Well, that’s a good segue to the next thing I was going to recommend to listeners is that I know that sometimes for me, it is a challenge to think about, well, what am I going to post about? I, you know, I don’t know. Sure. Like, I know I talk about the expert trap and thought leadership and amplifying women’s voices, but they’re very abstract concepts. So sometimes it’s hard for me to figure out, besides doing the podcast episodes, what exactly to talk about. But then looking at this board again, this is for my keynote. I’m like, oh, I could actually talk about this story that I opened with, which I actually haven’t talked about on LinkedIn before. I can actually take this audience activity that I have here, which is one of the orange Post-it notes, and that could be a prompt for a LinkedIn post for people to think about for themselves, whatever the activity or the question is, and then whatever this key point is. So that’s why right here is a whole six months worth of LinkedIn content.
Diane Diaz:
Even if you’ve put third party credibility like a statistic about something, you can make a post about that and connect it to the message. You could take a question you posed and post that and then ask you, what do you think about this? And there’s so many ways that you could use that.
Carol Cox:
I’m going to do it now that I have it. Yes.
Erin Mark:
You’re going to do it.
Diane Diaz:
Yes. Oh, challenge. Challenge accepted.
Carol Cox:
Uh, the takeaways here for the listeners are that you don’t need to be creating a presentation from scratch every single time. It’s actually is a disservice to you and a disservice to your audience to do that. Because number one, you’re spending more time than you need creating stuff instead of improving and refining and getting more comfortable with the material you already have. It’s a disservice to your audience because you’re going to feel a little clunky with new content. If you’re doing new, new material every time that you’re going to deliver it. So think about having this base, this foundation of your signature talk, adapting it for that particular audience. What are their challenges? What do they need? How can you shift some of your stories, your examples? Maybe bring in a piece of research that that particular audience industry would resonate with. How can you make sure that your stories stay integrated, your framework pieces of your framework are in there and then adapting from there. And if you would like to work with us in a VIP day and in our Thought Leader Academy, we would absolutely love for you to do that. We work with you both one on one and in a small cohort of other smart, talented women. You can get all of the details of speaking your brand.com/academy. Again, that’s speaking your brand.com/academy. All the information is on there, including pricing. And if you would like to schedule a Zoom call with us, that’s really the best thing to do so that we can learn more about you, your goals, and share with you more about the program and see if it’s a great fit for you. Erin. Diane, thank you so much for coming on the Speaking Your Brand podcast today.
Diane Diaz:
Oh, it was fun.
Erin Mark:
Yeah. Thank you.
Carol Cox:
Until next time. Thanks for listening.
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