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?
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;
(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;
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.
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?
If you would like your phone to ring and someone say “Would you consider writing a book for us?” here is some actions you need to take before you even know what your book is going to be called or how many words it will have! This is what I was doing that made my phone ring and be asked to write a book.
Part 1 – You
To get someone to want you, you will need to showcase you. And that means sharing content as suggested in Lesson 7. You need to ensure the other 3 parts of this lesson are being honoured and maintained too. Be prepared to show your personality, your style, your passions, your beliefs. A publisher is looking for someone they can market. And if you showcase your awesomeness using the tools from Lesson 7 and showcase who you are really are, that makes it easier for a publisher to decide whether you are right for them or not. Read the next 3 parts and then answer the below questions.
Part 2 – Confidence not arrogance
It is essential that you are confident about your style of communication and your current marketing strategy. Look for the negative self-talk you are using on yourself. This will impact on your belief about your ability to be asked to write the book, write the book and make a success of it. If you are lacking in confidence, fix it! (This other course could help too.)
Part 3 – Be a thought leader
Revisit the Marketing Production Line from Lesson 7 and ask yourself if you are utilising 8 to 10 tools and techniques to become known as a thought leader in this area of expertise. If you are not showcasing yourself as the expert you are, how will publishers know that this is what you are able to do for them and their readers? Can you showcase audiences that love to follow you? Do you have a large number of followers? Do you have a large database? These are all questions a publisher could want answering. This is why positioning yourself powerfully beforehand is critially important. Take the time to go and check your audience sizes on your social media, your database and how likely are you to be asked to feature in the media?
Part 4 – What do you look like?
If I was to search for you using search engines, would I find relevant content around the area that you wish to write a book on?
Before you start writing your book, plan ahead and ensure that the content I find everywhere related to you, is about your subject. You need to ensure that online you look like the author you want to be. Thus if it is not the case before you write your book. Get sharing relevant content aimed at your target audience. This will have multiple benefits to you, not just to get published.
Now ask yourself these questions;
From my current marketing do I communicate about the subject of my book?
Do I comminicate a different or original viewpoint?
Do I communicate in a way that gets people engaging with me?
Do people sign up for my newsletter and/or subscribe to your social media?
Do people naturally want to connect with me online?
Does my phone ring a lot with new opportunities and from new people? (Can the same be said of your email?)
If the answer is no to any of these, they are potential areas for growth to help you get spotted by a publisher. Remember my publisher found me on LinkedIn, went to my website and visited my YouTube channel, Facebook page and read my blog. And I was prepared to be myself in everything I create online. Can you say the same?
Speak up, get your head above the precipice and speak with passion about what matters to you.
Yellow Middle School Report Card download a copy here.