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A handout is much more than just a summary of your speech. If that's the only content you include, you are missing out on a massive marketing and revenue generating opportunity. You should be providing every member of your audience with something:

• They will want to keep
• That looks impressive, professional and authoritative
• They will want to refer to
• That provides a means of contacting you in the future, and most importantly -
• That adds value to your speech

The most basic essential is to make your handout relevant to the audience. And make sure the relevance is obvious, not just what you think is relevant. Understanding your audience and acknowledging its expectations are fundamental stages in planning your speech. They are also primary factors in the success of your handout as a marketing tool. If you are using PowerPoint slides for example, your audience will expect to have these detailed in the handout. To satisfy their expectations, of course you need to include the key slides, but don't provide the full set. Encourage delegates to contact you and request the complete presentation -- that way you create a 'call to action' and secure valuable contact details for your database.

Your handout should reinforce the key messages from your speech. They should be clearly, concisely and powerfully expressed so they become triggers for personal action tuning into issues each audience member identifies as needing attention.

Apart from being simply a reference source, your handout should also be a piece of personal promotional material. Include a brief biography - it's unlikely you would have had all your skills and areas of expertise mentioned when you were introduced on stage, so this gives you the ideal opportunity to provide all the details. And this should cover not only the expertise you were presenting about on stage, but all the other services you can provide. It's also the perfect place to advertise your 'products' -- any books, DVDs other courses etc. that can generate further income. You may also want to consider announcing special offers or preferential prices for audience members, so they feel they are being given privilege treatment.

While the content is crucial, so too is the appearance of your handout. The overall impression -- the 'look and feel' of your document - can make an enormous difference to its effectiveness. A clear, strong, professional layout means not only is it easier to convey your key messages, but it gives the material a real sense of authority. Just like the vocal power you need to use when delivering important points during your speech, the printed material needs to reflect the importance of the topics presented.

Visual mages are often more effective at communicating than words, especially where space is limited in your handout. And the use of colour can make a significant difference. You'll also need sound judgement in deciding on the size of your handout -- too big and it will be left unread, too small and it will not be taken seriously. The quality of the paper you use also needs careful consideration. It's amazing the judgements people make about quality of content from the quality of the paper it is printed on, so make sure the quality of your paper reflects the professional image you are trying to create.

Give careful thought to how you will distribute the material too -- if it's given out before your speech, the majority of your audience will be flicking through it and not listening to your presentation. Handing out your material immediately you have concluded your speech is usually the most effective way. Involve members of the audience in the 'passing round' process which breaks the ice and creates a less formal atmosphere if your are trying to get a question and answer session buzzing.

And finally, the most important aspect of all - remember to include your contact details. Not only could there be members of the audience who want more information, or to discuss specific aspects of your speech, but there may well be someone who wants to book you for a future engagement. Whatever their objective, they are giving you the potential opportunity to sell more services or products.

Hopefully you will have a web site to refer interested delegates to - if not you should seriously consider setting one up. Make sure too that you include both telephone and email details, and once someone contacts you - ensure you respond to the enquiry by return. People lose interest very quickly, so you must capitalise on their initial interest and convert it into a more consolidated relationship. Access the Downloads associated with this article by clicking on the icon below.

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