Book More Business: Make Money Speaking by Lois Creamer Flashcards
(94 cards)
The speaking business is 97 percent selling and three percent speaking on the platform. This is why I suggest you think of yourself not as a speaker, but as purveyor of intellectual property.
Book More Business: Make Money Speaking by @LoisCreamer
Repurposing intellectual property into several different vehicles is the key to success. Speaking, writing, recording, training, webinars—these
Book More Business: Make Money Speaking by @LoisCreamer
Don’t say you’re a motivational speaker. If you want to use the word say, “I’m a high-content speaker who is motivational/inspirational in style and tone.”
Book More Business: Make Money Speaking by @LoisCreamer
Don’t use the phrase “free speech.” Instead, use the term “waive my fee,”
Book More Business: Make Money Speaking by @LoisCreamer
Once you have a positioning statement, everything else—all content—must be congruent with that statement.
Book More Business: Make Money Speaking by @LoisCreamer
Being a generalist used to be a great thing. In fact, many newer speakers still think it’s a great thing. I hate to report the bad news, but that idea is so last century. The market is now seeking out experts. Speakers and consultants who go deep into one particular area instead of many are the ones in demand.
Book More Business: Make Money Speaking by @LoisCreamer
Companies seeking speakers who are generalists now typically hire training companies to come in and present, and they typically handle it through their HR departments. They are also used to paying lower fees for this type of training. I strongly suggest that you never go through HR seeking a decision-maker.
Book More Business: Make Money Speaking by @LoisCreamer
If you are a professional speaker and have expertise in one area, you go to executive-level people to get hired, never human resources!
Book More Business: Make Money Speaking by @LoisCreamer
Never call yourself a trainer. Sadly, trainers are underpaid in the marketplace.
Book More Business: Make Money Speaking by @LoisCreamer
A public speaker is someone who speaks occasionally and typically does not receive a fee—perhaps an honorarium, but not a fee. (I don’t consider
Book More Business: Make Money Speaking by @LoisCreamer
A professional speaker is someone who speaks for a fee and does so as part of the way they make a living. The key here is that professional speaking is a fee-based activity where fees are received on a consistent basis.
Book More Business: Make Money Speaking by @LoisCreamer
If you want to be highly successful in the speaking industry, you need to know what industries and markets are a good fit for your information. Who values and needs your information—and has historically paid for similar information?
Book More Business: Make Money Speaking by @LoisCreamer
Marketing to state-level associations may be a little easier because most have meetings every month, although many take off summer and holiday months.
Book More Business: Make Money Speaking by @LoisCreamer
When approaching state-level associations, ask for the executive director. Is he or she the decision-maker? Sometimes. If not, he or she will know who you should talk to.
Book More Business: Make Money Speaking by @LoisCreamer
State-level associations pay less than national-level groups. Many speakers who wouldn’t fit at the local level need to move directly to the national level.
Book More Business: Make Money Speaking by @LoisCreamer
When seeking out opportunities on the national level, you will rarely get a chance to speak to a decision-maker. When contacting them, ask for the meeting planner. Note: The meeting planner will not be the decision-maker, but he or she will be a person of influence.
Book More Business: Make Money Speaking by @LoisCreamer
The meeting planner is the person who will ensure that your materials get on the table—in other words, considered for the meeting. Typically, on the national level, the decision is made by a volunteer committee of association members, members who you will never be able to contact.
Book More Business: Make Money Speaking by @LoisCreamer
Anytime you see two companies merging (and it’s happening more and more), that could be a great opportunity for you.
Book More Business: Make Money Speaking by @LoisCreamer
Offer a package of services: Do a speech on your subject. Combine it with a consulting package where you work with specific groups within the organization to make sure things go smoothly.
Book More Business: Make Money Speaking by @LoisCreamer
Look for the “letter from the CEO”
Book More Business: Make Money Speaking by @LoisCreamer
These letters outline every challenge, key concern, and pitfall the company is facing in the coming year. It also lists the things they celebrate. We are concerned about all of these!
Book More Business: Make Money Speaking by @LoisCreamer
Marketing to your local convention and visitors bureau or commission.
Book More Business: Make Money Speaking by @LoisCreamer
The convention calendar. It is a beautiful thing! It lists all companies, associations, and organizations coming into that city to meet, when they will be meeting, how many will be attending, where the meeting will take place, and even who the contact person is. (Don’t get excited by the contact name. It’s never the person to call.)
Book More Business: Make Money Speaking by @LoisCreamer
Look at meetings that have at least, say, 75 people attending.
Book More Business: Make Money Speaking by @LoisCreamer
