Lesson 12 – How to get speaking engagements
Lesson 12 – How to get speaking engagements
For now I want to look at how to ensure you get speaking engagements and the pitfalls to avoid.
If you remember back to lesson 1 we looked at your reason for public speaking. This is because by understanding why you are taking an action, you can appreciate the results you want to see it bring to you.
If you think back to lesson 1 what results do you want public speaking to deliver to you?
- Write a list of them.
- Where are you likely to meet these people who are your ideal audiences?
- Who can introduce you to opportunities to speak to these audiences?
- What organisations and businesses could benefit from your speaking engagement?
(and yes ideally you will get in touch with them and suggest you come and deliver a keynote to them and their staff!)
- If networking groups are ideal places to speak, which ones will you contact?
Knowing the above information enables you to consider the strategy you will create to ensure you get speaking engagements. You need to make “getting speaking engagements” a goal for you and then just like a goal to “Sell 40% more widgets by 5th of November” is a clear goal, you need to work out;
- What actions will I take?
- How will I monitor my success?
- How will I decide what needs to change or alter and how will I ensure I deal successfully with this change?
- How many speaking engagements do I wish to have per month?
- What results do I wish to see from each speaking engagement?
(This may not just be new sales, but more subscribers, more followers, more enquiries too.)
Creating a clear goal (that personally resonates with you will help you get the right speaking engagements.) When you know this information. You also need to;
Create a speaker bio – 1 one page document, outlining what you speak on, why you, experience, awards, successes, 1 or 2 testimonials (with the wow factor) and up to date image, social media and website links. This is your one chance to shine. Make this document look amazing.
Here’s mine as an example.
Ensure you go back to Lesson 15 and think about the audiences needs and what the host will want. Have you used powerful words that will resonate with them?
If speaking is part of your marketing strategy or even going to become your main income stream you need to ensure that it features effortlessly in your marketing strategy too.
ACTION; If you take a look at my Marketing Production Line can you say you as a public speaker features 8 to 10 times in your marketing strategy?
People need to be drip fed information for them to retain it. Even people we network with regularly can’t hear something once and you expect them to work towards helping you achieve it. How will you ensure you bring structure to your speaking engagement promotion to ensure you get the gigs!
WORTH NOTING; I’ve found that I get back year on year because of the promotion I offer to my hosts and their exhibitions. I always check that I’ve permission to do this and for most events that can struggle with “bums on seats” It’s greatly appreciated to have such a proactive speaker that is not just going to turn on the day like a diva.
ACTION; How will you add value to your speaking engagement to assist the hosts of the event? This can include promoting on your social media as an event, again with their permission. Feel free to print off a copy of my marketing production line to help you work out the best promotion for your hosts.
And lastly pitfalls;
- Some people will offer you the moon on a stick if you speak for them for free. Free is very expensive. Calculate how long it takes you to prepare, how long you will be travelling, how long you will be on site, and how much engagement there will be after the event? If you were to add up those hours and make them fee paying hours. How much money could you have made? Know this figure for every speaking engagement. Can you find the return on your investment?
- To ensure you don’t end up giving your time for free with no benefits to you, you need to ask questions such as these;
- Where will you promote this event?
- How many people are you expecting?
- What size is your online audiences?
- What promotion will I feature in before, during and after the event.
- Will I get a free stand?
- Will I be allowed to promote my book/products/course?
- Have you hosted events like this in the past and what results did you get?
- Will I have access to your database?
These questions enable you to understand the value of their event and how it could really assist you.
Don’t be flattered into over-delivering and if all else fails use my fail safe answer; “If you let me know your budget I can let you know what I can do for that figure”. Your time is valuable don’t let others disrespect that.
- Lastly consider the financially costs to you and ask yourself “If I stayed in the office and dedicated 4 hours to getting the result I wanted public speaking to deliver to me, could I achieve the same level of interaction and results as this speaking engagement?
WORTH NOTING; It is important to remember that sometimes you can speak at an event and think “what a waste of time” only to discover your ideal customer was in the audience and remembers you 3 years later for their own event. (Yes that’s happened to me!)
HOMEWORK; How will you ensure you are speaking at the right events and getting the results you want?