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by Burt Dubin

A touch of background first:   A successful, journeyman level public speaker, serving associations and corporations, I routinely received fees of $3000 to $5000-6000 for 1 to 3 hours of programs. I got 1 or 2 bookings a week.   This was in the late 1980’s.

Active in my Chapter of the USA National Speakers Association, I watched the revolving door of aspiring public speakers come and go every month.  

Also active at the national level, I was dismayed to see that a full third of the NSA membership changed every year. As a skilled researcher I had cracked the code.  The secrets of getting a gig or two every week were no secret to me.  I was doing it.

Now to the action and the outcomes:

I said to myself, I can change this tragic loss of talent. I can show my fellow speakers how to do what I do. And as a marketer, I knew I had to stand out from all others.  Had to be unique and unduplicable.

Here’s what I did. Here’s what I do.  You can do it too:

Action 1:
I market the outcome of my services for public speakers and trainers, not the services themselves. I market success in the business of public speaking. Nobody else did that.  Today, 14 years after launch, nobody else does that.

Market the outcomes of your
speaking/training services, and
not the speaking/training itself. 

Action 2:
I give a money back Warranty of success. In writing.  With teeth. The first few years, I gave back some money. Since 1995 nobody has legitimately requested their money back.

Give a real  personal satisfaction
money-back warranty.  

Action 3:
Do exhaustive research.  Spare no expense. Make yourself the very best on earth at public speaking and training. Do more that is required.  Do more than is expected.  Do more that anyone in their right mind would do.

Be the best, the very best
at public speaking and training. 

Action 4:
Stimulate referrals.   Let your clients or customers know they are rewarded for referring folks who invest in what you offer.   Give appropriate gifts, depending on the size of the ticket.  My Inner Circle Gold Membership is $7000 to $10,000. I give a choice of gifts.  $500 in cash. $600 to their favorite charity in their name.  $700 in products.

Reward referrals generously.

Action 5:
Treat people right.  Be there for them long after the sale.  Care about each client. You’ve heard this before: “People don’t care about how much you know until they know how much you care!”

Let the Golden Rule govern your attitudes,
your thoughts, your words and your actions.

Action 6:
Don’t sell.  Instead, market.  What’s the difference?  This: Selling is persuading someone to buy your public speaking services. Marketing is creating conditions under which the buyer is attracted to your public speaking services and decides on their own motion to engage you. How do you do that?    PR. Advertising. Word-of-mouth.   In the words of Walt Disney, 

Do what you do so well that people can’t resist
coming back for more and telling
their friends to do the same.

Action 7:
Have resolute integrity.

Be impeccable in all you represent.

________

These 7 stratagems are some of the methods I use to move myself from unknown journeyman public speaker to respected, successful, well known creator and marketer of the Speaking Success System.

Adapt these principles.  Adopt these principles. Own these principles.

The success you create will be your own. You can have it if you want it.  And you’ve got to want it enough to have it.

________

Burt Dubin may be reached at www.speakingsuccess.com or +800-321-1225, or, from overseas, 928-753-7546.  Or you can E-mail Burt at burt@BurtDubin.com. For a free subscription to Burt’s Speaking Biz Strategies Letter, send an e-mail to Burt with a one-word message, Subscribe.

by Burt Dubin

How to collect even higher speaking fees by creating alliances with sponsors…

Can you believe that a perfectly simple, marvelous, easy-to- implement marketing idea can be largely ignored by the community of professional speakers?

Can you imagine having an organization with deep pockets of cash promoting your programs at their expense, building your name and fame in markets you want to penetrate?

Can you picture this cash-rich sponsor sending along a logistics person-on the speaking tour they’ve set up for you-(Be still, my beating heart!) to handle all the physical details like room set-up for you.

And, of course, you may as well fantasize your sponsor then doing all the advance publicity to be sure you address a packed house. Well, hold on to your hat because all the above is true. It’s real. It’s happening now for 2 speakers. They are-in alphabetical order-Michael Chatman and Barb Schwarz, CSP. This article is due to their generously revealing how they do it.

What is a sponsor:
A Sponsor is a group, a company, any cash-generating, profit- making entity that can benefit from exposure to your target market. Sponsor needs you because they want to market to the same folks you target. When you work together you create a triple win. The third winner is your target market. If your target market is schools and their students, logical sponsors include retailers, wholesalers, manufacturers. They get their name and logo on your handouts. They get great PR. They are the good guys. Remember the firms that place soft drink, snack and candy machines in the schools, suppliers of uniforms for school athletic teams. Purveyors of the foods served in the school cafeteria.

I share these insights anecdotally. I do not pretend to have access to any wisdom beyond my own experience. What I say here is true for me. You alone can decide whether it is true for you. And this may not be all there is. It’s simply what I get here and now:

Photographers who do class pictures, school ring vendors. Every entity that makes money from providing equipment, supplies, consumables to the school. If you address sales professionals, cellular phone companies, computer companies, vendors of everything salespeople buy are potential sponsors.

If you speak to real estate agents, title companies, escrow companies, mortgage companies, etc., are appropriate sponsors.

In any industry or trade group that buys from a group of vendors, any member of that group-including vendors presently frozen out by trade custom or long-time habits-is a prospective sponsor of your programs.

Your sponsor, or sponsors, use funds from their advertising or promotion budgets, funds already committed to be spent somewhere, to advertise and promote attendance at your programs.

How do sponsors benefit from promoting you:
Exposure of their products and their company before the program starts through the publicity created by any of the interested parties.

Sponsor can do a Pre-program presentation. You can sometimes, depending on the venue, give Sponsor table top display space in the back of the room. Sometimes you can arrange for sponsor to have a booth. Sponsor name and logo may go on all printed materials, including any tickets, book covers, albums, bumper stickers, your letterhead.

In media interviews you always mention sponsor’s name. Sponsor’s representatives can sit down in front and you can introduce them during program. Sponsor’s customer goodwill and loyalty is enhanced. Sponsor may get more direct business because they sponsored you.

Is there to be signage at this program? Arrange that each sponsor have the exclusive sign for their type product. If sponsor markets a soft drink and refreshments are to be served, you arrange that sponsor is to have exclusive pourage rights with no other soft drink to be made available.

There may be $ generated from your product sales-and you need to agree in front whether you get all this or whether sponsor shares. You can create a data base of attendees or of key influencers for later follow-up.

Burt Dubin may be reached at www.speakingsuccess.com or +800-321-1225, or, from overseas, 928-753-7546.  Or you can E-mail Burt at burt@BurtDubin.com. For a free subscription to Burt’s Speaking Biz Strategies Letter, send an e-mail to Burt with a one-word message, Subscribe.

by Burt Dubin

How to generate a relentless flow of inquiries for your professional speaking services…

Most wanna-be speakers and too many working professional speakers struggle, sweat, and suffer. For these folks, getting each speaker booking is like getting a root canal job. How do I know? That was me in ‘83. Smile and dial. Smile and dial. Smile and dial. It was no fun. I wondered if I’d ever make it in public speaking.

This doesn’t have to be. You don’t have to struggle, sweat, and suffer. You don’t have to roll that stone up the hill every morning. As Dan Kennedy told me, you don’t have to be a pest. You can make yourself a welcome guest. You can make your phone ring.

For me, this started at my first National Speakers Association Convention in 1984. There, in a General Session, I heard speaker, Joseph J. Charbonneau, CSP, CPAE say magic words. They burned into my consciousness. “If you want to be a master, study what the masters have done before you. Learn to do what they have done and have the guts to do it -and you will be a master, too.”

From the depths of my being-from my longing to make a difference, my thirst for public speaking success, and my hunger to get my speaking career into orbit-I listened to these words of wisdom. I studied the masters. I drank deep at their wells of wisdom. And I took action.

Here’s one lick of the ice cream cone. Here’s a sample of my findings. Here’s some of what I did to savor success. Along the way I discovered my potential for public speaking. You can make this discovery for yourself. Here. Now. In this article.

1. Adjust your attitude:
You remember the emphasis on the attitude of a spacecraft as it returned to Earth’s atmosphere. If the attitude was not right, the spacecraft would burn up upon reentry as would the astronauts inside. This would never do. Here’s your attitude adjustment:

You’re a marketer first, an expert next, a speaker last.

2. Choose your niche:
There’s no point in being a fine marketer until you have expertise to offer. And your expertise has gotta be in a specific niche. A niche where folks with cash in their jeans recognize your value and are willing to invest in what you alone know.

Here’s how to select your niche:

Identify the topic or issue in which you’re willing to do endless and ongoing research for a market with the means to pay you.

3. Recognize your legacy:
Your legacy is your heart message. It is what you feel deep in your bones. It’s the core wisdom you want to leave behind when you depart from this plane.

Here’s what to do with your legacy:

Blend it with your nuts and bolts expertise. This tapestry makes you unforgettable, gets you asked back.

4. Decide how you will market:
Anybody can do outbound. I did it for years. Earned and received mid 4-figure fees. Then I wised up. Out of every 10 speakers who are hired by decision-makers, only 1 direct-market their way in. Get this! 1 out of 10. That’s all.

I prefer to be among the 9 in 10 who are invited to speak. Here’s my take on how best to get yourself invited to speak:

Be recognized as an expert. Do this by writing articles, columns, newsletters, books. Download my FREE article “How To Write Articles Editors Love and Readers Treasure.” Do what it tells you to do.

5. Take the bit in your teeth:
Be relentless. Incorrigible. Get a bulldog blood transfusion. I’m not kidding. (I’m the world’s only Certified Transfusiologist.) My clients get their bulldog blood transfusion from me over the phone lines!

6. Surrender to your purpose:
There’s no substitute for this. Surrender to your purpose as you do to your lover. This spirit of giving, of giving from your essence, of giving unstintingly and without reserve produces magical results.

7. Don’t go it alone:
Get yourself a guide, someone who’s been down this rocky and magnificent path before. Someone like- someone like-well…someone like…me.

Burt Dubin may be reached at www.speakingsuccess.com or +800-321-1225, or, from overseas, 928-753-7546.  Or you can E-mail Burt at burt@BurtDubin.com. For a free subscription to Burt’s Speaking Biz Strategies Letter, send an e-mail to Burt with a one-word message, Subscribe.

by Heather Hansen

Have you ever been really excited about going to a conference just to be unpleasantly surprised by the quality of the speakers?

There are some really high caliber speakers in the world, many of which charge thousands of dollars for a 1-hour keynote speech, but many of them still haven’t mastered the very basics of public presentation.

Please, don’t let yourself fall into these traps! But don’t feel bad if you’ve done some of these things because even the pros slip sometimes!

1. You look awful

If I am wearing nicer clothes than you and I’m in the audience, you’ve got a problem. One of the very first lessons I learned about public speaking (when I was 12 years old) was that how you look matters more than what you say.

Yes, that’s right. Disappointing, isn’t it?

You can use all the flowery prose you like, but if you don’t look well-groomed, professional and credible no one will care too much about what you have to say.

2. You forget you’re wearing a clip mic

When you’re wearing a clip mic, please don’t look down at your shoes when you speak. You actually shouldn’t be doing this anyway, but it’s even more annoying when you’re wearing a mic because you end up yelling, spitting and/or breathing heavily into it!

Also be careful that you don’t hit the mic when you gesture. Finally, make sure that your jacket isn’t rubbing up against it every time you move.

All of these extra noises are distractions to your audience.

3. You tell inappropriate jokes

It just amazes me in this day and age when political correctness is such a hot topic that so many people can still stand up in front of audiences and make inappropriate, sexist or just plain sexual comments to large groups of people.

Cut it out! It’s not funny. It’s just unprofessional.

4. Your examples don’t fit the culture you’re speaking to

I can’t even count how many metaphors I’ve heard over the past few weeks referring to basketball and baseball or examples using basketball and baseball stars. If you’re speaking in a country outside of the United States, use some examples that make sense to your audience. Here in Singapore you would get a lot farther talking about badminton, football (that’s soccer) and cricket!

5. You think that yelling is the same as motivating

Really, it just hurts our ears. If you want to yell to make a point, please move your mic away from your mouth before you blow out the speakers.

6. You pace the stage

It gets very distracting watching a speaker endlessly walk back and forth across a stage. It almost makes me dizzy.

It also gives the impression that the speaker is nervous, can’t stand still or is literally darting questions or issues.

Stand tall and proud (in one spot) and deliver a powerful message. Use movement when changing topics to signal a new train of thought.

7. You stand behind the lectern and read your speech

I simply couldn’t believe it when not one, but THREE of the speakers I have seen lately simply stood behind their lecterns and read their speeches - word for word.

What a waste of time!

I could probably find those speeches somewhere on the internet and read through them myself, skipping the boring parts, and be done in less than half the time I spent watching them read their scripts.

8. You try to speak with your mouth closed

For those of you who have tried this, you’ve probably found that it’s pretty hard to do. When you’re standing in front of a large group of people, it is so important to enunciate your words.

Open your mouth, project your voice and speak CLEARLY. I can’t stress it enough.

What’s the point of giving a presentation if we can’t understand what you’re saying?

9. Your power point slides are illegible, and the ones we can read are littered with typos

Check, double-check and then triple check your slides. Pass out copies of the slides to three friends and have them repeat the process. It is really important that your slides are error-free.

Of course if they are like the slides in most presentations, we probably won’t be able to read them anyway because there will be too much information and the text will be too small.

In that case, it doesn’t really matter.

10. You have no stage awareness

I know that speaking in public is hard enough without having to think about the stage too, but it is just so important! Be aware of where you are on the stage. How far away you are from your notes, the laptop running your presentation or your water are all important things to know.

The silence can be unbearable not only for you, but also your audience as you walk all the way across the stage because you forgot what you wanted to say next.

Also be aware of the lighting. Sometimes lines are drawn on the stage and you will be asked not to cross them. There is a reason for that! It’s so that we can SEE you.

Heather Hansen, founder of Singapore-based Hansen Speech & Language Training, is an executive speech and language coach, writer and trainer. Become a star speaker! Join her mailing list today at http://www.hansenslt.com to receive a free special report and her monthly newsletter, Speak like a Star!

An excerpt from Visual Selling: Capture the Eye and the Customer Will Follow by Paul LeRoux and Peg Corwin (Wiley, $24.95)

By Paul LeRoux and Peg Corwin

Mistake #1: Overlooking “Murphy”
If it can go wrong, it will go wrong. This mistake basically means that you walk into the room where you’re going to present and something is wrong. LeRoux tells a story about a multimillion-dollar sales presentation to which “Murphy” paid a visit—in the form of missing curtains and a boardroom window overlooking a huge pool surrounded by bikini-clad swimmers (you can guess what the attendees looked at instead of the presenter).

Remedy: Visit important presentation rooms at least a day in advance. If that’s not possible, have someone take pictures from different angles and email them to you.

Mistake #2: Delivering Split Presentations
It’s difficult to read the subtitles of a foreign movie and follow the action. When sellers stand at a distance from the screen, they create a similar problem. You probably won’t build rapport with someone whose focus is repeatedly divided.

Remedy: Stand next to the screen and present a united message.


Mistake #3: Positioning Yourself Incorrectly
Right-handed sellers usually stand with the screen to their right. This allows them to point more easily. However, people read left to right. Salespeople are unable to capitalize on this fact when the screen is to their right.

Remedy: Position a screen, flip chart, or easel stand to your left. Then people will naturally start with their eyes on you and return to you after glancing at the screen.

Mistake #4: Choosing the Wrong Screen Size and Position
In most meeting rooms, screens are two to three times bigger than necessary. The bigger the screen, the more it overshadows the presenter. Recessed ceiling screens are typically centered. This provides nice room symmetry, but it also diminishes the seller.

Remedy: Bring a portable screen. For two to fifteen people, a 4-foot by 4-foot screen is fine. Place yourself in the room’s center or key focal spot, and then angle the screen about 25 degrees toward yourself.

Mistake #5: Seating Decision Makers in the Wrong Chairs
In important sales presentations, seating arrangements matter. The first chair to the presenter’s left is the best viewing point for a decision maker and the first chair to the presenter’s right is the least desirable.

Remedy: Obviously, place the decision maker in the first chair to your left. Plant your feet firmly perpendicular to your group and be conscious that your body will continuously try to rotate toward the screen. Don’t let it, or you’ll give more eye contact to the non-decision makers.

Mistake #6: Dimming the Lights
Darkness induces drowsiness and mental wandering. Plus it eliminates the best part of a resentation—you.

Remedy: Keep the room lights on or dim them slightly. If multiple light switches are available, turn the lights off directly above the screen. (Of course, since the lights are on, you will need to design slides that are visible at higher light levels.)

Mistake #7: Promoting the Screen
Too many presenters feel that the information on the screen is the real “star.” But the audience needs to see you as well—you pull them into the story unfolding on the screen and bring the message to life. As an American Indian proverb goes, “Move closer to the campfire, so I can see your words.”

Remedy: Bring the lights up enough so that both you and your visuals are clearly seen.

Mistake #8: Playing with Pointers and Other Toys
Anything you hold in your hands becomes a plaything with which you’ll fidget. You might as well twirl a baton, since your hands gripping some object will distract people just as much.

Remedy: Keep your hands free to gesture by not holding a pointer, marker, or remote.

Mistake #9: Blocking the Screen
Do not turn toward the visual and point with your right arm. This causes you to partially block the screen from viewers to your right.

Remedy: Point at the screen with your fingers together, palm down and parallel to the floor. Point to the screen with only your left arm, but when you gesture, use both arms.

Mistake #10: Holding Remotes or Clickers Remember, it’s human nature to play with objects in your hands. If you’re nervous, you’ll speed up and change the slides faster than you should. Besides, holding a remote causes you to gesture less. You’ll settle into the easier, boring role of a talking head instead of selling your ideas with your upper body.

Remedy: Place your laptop or remote on the lectern or a table under the screen.

Mistake #11: Positioning the Lectern to the Side
Usually, in high-dollar presentations, two items dominate the room—the screen and the lectern. Too many presenters place the lectern well away from the screen (causing the aforementioned split presentation), and then they hide behind the “box.” To “take cover” defeats the whole idea of selling visually.

Remedy: Position the lectern, screen, and presenter together, so the presenter can interact closely with the screen and use the nearby lectern to hold content cue cards or the remote to change slides. If you’re the presenter, stand in the center of the room or stage with the screen to the left and the lectern to the right.

Mistake #12: Reading Someone Else’s Text Slides
If you take over someone else’s text-heavy presentation at the last minute, you face an uphill battle. By just reading the text slides, you’ll put your audience to sleep.

Remedy: Use different words from what appears on the screen. Be very enthusiastic. That will help viewers overlook the boring slides.

Overcoming Pre-Presentation Jitters
by Heather Hansen

There is nothing more impressive that an eloquent public speaker. Confident, well-versed and in-control, he makes it look easy, doesn’t he? But we all know it’s not as easy as it looks.

It is a very natural reaction to become nervous before a presentation. This is basically because it is very unnatural to put yourself in the vulnerable position of standing before a large group of people who will judge you and what you say (which is really an extension of you, isn’t it?).

It’s okay to be nervous - as long as your audience never finds out! Follow these tips to overcome nervousness and build confidence:

Before your audience arrives

1. Be prepared

This should not be the first time you deliver your presentation. A very thorough understanding of the topic and how you want to present it is necessary for success.

Have a general outline of what you want to say, and know exactly how you want to deliver it before standing up in front of your audience. The more prepared you are, the fewer reasons you have for being nervous.

2. Get comfortable with your surroundings

Always be the first one to arrive at the place where you are presenting. Even if it is the company boardroom that you’ve been in a thousand times, spend some time standing at the front of the room. Envision people in the chairs looking at you. If you know the people attending your presentation, envision their faces. Get comfortable with this image.

Make sure the room is set up the way you want it to be. Move furniture appropriately and make sure there aren’t any traps - cables you might trip over, tables you could bump into, etc.

The more comfortable you are with your surroundings, the more relaxed you will be able to be.

3. Set up your presentation

Make sure your computer is working, set up Power Point, place participant materials, name cards, bottles of water, etc. at each person’s place. Make sure that everything is ready to go so you can focus on your audience when they arrive.

4. Take a deep breath and stop fidgeting

Take a deep breath, meditate, go to your happy place - do whatever you need to do and whatever works for you to relax. Do this before your audience arrives or in a place removed from your audience - don’t roll out your yoga mat on stage.

Also be aware of your nervous habits. Stop playing with your hair, tapping your foot, biting your lip, wringing your hands, straightening your suit, etc. Your audience should only see the relaxed, confident, professional you.

If you think you don’t have any nervous habits, video record one of your presentations. You may be surprised by what you see. Make a conscious effort to identify your own habits and put an end to them.
 
When your audience arrives

1. Create a friendly environment

When the audience begins arriving, the nerves go into overdrive. Combat this natural force by creating a safe and friendly environment.

Depending on the size of the audience, greet each participant individually and casually chat with the group. With larger groups, circulate and socialize with smaller groups of audience members.

Small talk will get your mind off of your nerves and make you feel more comfortable with the people that are there. It will also make your audience feel more at ease and leave them with a good first impression of you!

2. Give yourself a pep talk

Take a moment to prepare yourself mentally before you begin. This mental preparation could start as early as when you get out of bed the morning of the presentation, or it could be a quick pep talk just before you begin.

Remind yourself that there is a reason why you have been asked to speak - you have something very important to say! The sooner you really believe this, the better.

Everyone there wants to listen to what you have to say. They’re on your side, and want you to succeed. It is a safe environment filled with friendly professionals who can’t wait to hear what you have to say.

These things may or may not be true (generally they are, but there are of course exceptions to the rule) - it doesn’t matter. It’s about building confidence and making you feel more comfortable. The more you believe you have something important to say, the easier it is to convince your audience. It will be natural and obvious to them.

3. Find your biggest fan

In every audience there is at least one person that stands out as a “supporter.” You may have identified the person during pre-presentation small talk, it could be a colleague who is a good friend, or it could just be a “head-nodder” (one of those people who really reacts to presenters by nodding his head, taking notes, and generally being very supportive).

These people are your biggest fans. If you’re feeling nervous as you begin to speak, or if you run into problems during the presentation, focus on these individuals. No matter what happens, they will continue to smile and nod their heads, giving you that extra push you need to get through.

4. Take one last deep breath, smile and begin!

Heather Hansen, founder of Singapore-based Hansen Speech & Language Training, is an executive speech and language coach, writer and trainer. Become a star speaker! Join her mailing list today at http://www.hansenslt.com to receive a free special report and her monthly newsletter, Speak like a Star!

…for Making the Leap Without Falling into the Abyss
Contributed by Jane Atkinson

How do you turn your success as an author into a speaking career? Here are 8 simple tips to make the transition painless and profitable.

1. Find Out Who Will Pay

First, you need to consider whether someone will pay for the information or expertise you have to offer. People offering kudos on your book is great for confidence and book sales, but when they offer to pay you to speak to their organizations, you know you’re onto something.

Whether your topic is motivational, inspirational, or based on a business expertise, you need to do your homework to make sure your topic is one that the marketplace values—and, more important, will pay to hear. But while content is immensely important, style is usually what differentiates you from the crowd and will increase your fee quickly. Consider your style. Are your technique and presentation strong enough to make you a pro?

Once you’ve done your research and know you are ready to enter the speaking industry, follow the tips in the rest of this article to get started.

2. Make Freebies Count

Get out and speak to anyone who will listen—for free—but only for a set period of time. The best way to turn a free speech into paid engagements is to ask the audience for help from the platform. I call it the “help me speech.” It’s two simple sentences that you can include right before the closing of your speech: “As you can see I am passionate about this topic. If you know of any company or association that could benefit from this material, please hand me your business card before you leave.” That’s it. Then use those business cards to follow up and build a database for future marketing.

I remember my first job as an agent in the speaking industry. My speaker handed me a stack of cards she had acquired through her help me speech. I spent three months working through that pile, and it filled her schedule for the next three years.

3. Develop a Killer Speech

A killer speech is the best form of marketing. No flashy brochure, no innovative postcard, no cutesy giveaway can top it. Audiences will remember a great speech that motivated or moved them. Focus more time and energy on having a great speech in the first three years of your professional career. You will increase your odds of success dramatically.

4. Broadcast Your Credibility

Put together a bio that will establish you as an expert in your field. (Being an author is definitely a plus.) It needs to establish why clients should hire you over all the other speakers they might consider. You’ll want to position yourself as an expert first and a speaker second. Brian Palmer of National Speakers Bureau in Chicago says, “Clients don’t want to hire speakers; they want to hire smart people who happen to speak.”

5. Develop Professional Marketing Materials

In order to get booked, you’ll need to develop materials to promote your services. A website is your first priority. Print materials may not be necessary, depending on your market. Many speakers start with basic websites that allow visitors to see exactly what they do, whom they do it for, and how they do it. Always test your marketing materials with prospective clients before launching them. Ask this question: “Would this piece make you want to hire me?”

6. Establish an Appropriate Fee

Establish a speaking fee and post it on the wall of your office. You don’t want to be pulling a number out of the air every time you have a conversation with a prospective client. In order to set a fee, do some market research. Ask other speakers for advice—and ask clients, too. Remember, the client is paying for the twenty years of experience that goes into your speech, not the sixty minutes that you actually speak.

Fees are truly a state of mind. I once worked for a very successful motivational speaker. When I started working with him, he was earning $2,500 per speech. We set some goals and decided we wanted to aim for $10,000 per speech. While he agreed at the time, I found out five years later that he thought I was dreaming. But he set his mind on the goal and there was no stopping him. Today, that speaker earns more than $1,000,000 per year in speaking fees.

7. Strategize

Just like books, speaking requires a sales and marketing strategy. Define your target market, start making the calls, and send your website link or marketing materials to people who could hire you. The key to your success is going to be consistency and clarity. Touching the same group of people four times a year could pay off handsomely down the road.

8. Match Client Needs, Don’t Sell

When talking to prospective clients, your goal is to see if your service matches their needs. It helps to have some sales skills, but knowing that you won’t always be right for every client can alleviate some jitters you might have about cold calling. Be clear on the value you offer before picking up the phone.

A good technique to keep you focused is to post a list of the values you bring to organizations. For example:

I provide a strategy for increasing sales.
My strategy covers three areas that are integral to selling success: authenticity, integrity, and value.
My average client’s ROI (return on investment) is a 25 percent increase in customer loyalty.
Starting any new business is a tricky venture, and small business skills, such as strategic planning and cash flow management, are required. But knowing that you have a killer speech and a valuable message to offer the world, and marketing that message correctly, will help you move down the path of becoming a handsomely paid professional speaker.

Jane Atkinson has been helping speakers catapult their businesses for more than 15 years. She has worked as a business manager for several high-profile speakers/authors, such as Vince Poscente, Joe Calloway, and boxing legend Sugar Ray Leonard. Jane was also the vice president of International Speakers Bureau in Dallas. Her new book, The Wealthy Speaker: The Proven Formula for Building Your Successful Speaking Business, is available at www.SpeakerLauncher.com.

Six Lessons Learned From FDR’s Fireside Chats

by Susan Berkley

Although TV and radio are mass media, the best broadcasters are able to make each listener feel as if they are sharing an intimate one-on-one conversation. They never elevate themselves about their audience, but speak to everyone as if they were a dear, cherished friend.

Perhaps the first broadcaster to use this technique was President Franklin D. Roosevelt in his famous radio broadcasts, the “fireside chats.” FDR delivered 31of these chats over the course of his presidency, beginning on March 12, 1933. Fortunately for us, he was closely observed by his labor secretary Frances Perkins, who gives us great insight into FDR’s media style.

Here’s what we can learn from Perkins’ observations of FDR. While these techniques are especially useful for radio and TV interviews, use them when speaking to ANY audience; over the phone or face-to-face.

1. He visualized his audience as individuals, never as a mass of people.

When I was a broadcaster on the #1 morning show in New York City, there were hundreds of thousands listening. If I had thought about all these people, I probably would have fainted out of nervousness. Instead I imagined that the only person listening was my very best friend. Your audience listens to you one person at a time, so speak to them as

individuals, never as a group. Create a prototype audience member and make up a story about their life, their problems, their needs. They are sympathetic to your cause. They have come to you for help. Speak to this one person whenever you have a faceless audience- on radio, TV or over the phone. With practice, you can learn to transpose the face of your prototype onto an entire live audience.

2. He visualized his audience on the porch, at the dinner table.

The dinner table visualization works great to create a feeling of intimacy and trust. I use it all the time when pitching my products and services over the phone. I imagine I’ve invited the other person over for dinner. We’re having a casual conversation in a familiar setting. We both feel comfortable and relaxed . The telephone works just like the radio. It’s the theatre of the mind, and you are the set designer. So create a set that works for you.

3. He was conscious of their faces and hands, their clothes and homes.

The more specific you are about your listener, the more you will connect. Can you tell me the color of their eyes? What are they wearing? Where do they live? Hands speak volumes about a person. What do they reveal?

4. His voice and facial expression as he spoke were those of an intimate friend.

Your tone of voice is closely linked to your facial expression. A frown on your face will make your voice sound harsh and cold. But a smile will warm up your voice, making it sound warm and inviting.

5. As he talked his head would nod and his hands would move in natural, simple gestures.

Most people think that good communication is mouth-centric. Nothing could be farther from he truth! To be a powerful communicator, you have to use your entire body. Gestures and body language add energy and enthusiasm to your speech.

6. His face would smile and light up as though he were actually sitting on the front porch or in the parlor with them. People felt this and it bound them to him in affection.

A smile is one of the most powerful tools you have to create rapport with your listener, even when they can’t see you! Smile while you speak. Smile while you dial. Smile even if you don’t feel like it. The techniques used by FDR over 60 years ago are still relevant today. Give your very own fireside chat the next time you have to speak to an audience: over the air, on the phone or face-to-face …and that’s one more way to unlock the hidden power of YOUR voice.

From “The Voice Coach” ezine by Susan Berkley, reprinted with permission. Author of The Voice Coach ezine http://www.greatvoice.com/speaker/thevoicecoach.html, a newsletter that provides tips and techniques for people who want to make a powerful and positive impression every time they speak.

by Lenny Laskowski

While many of us do not like to speak in front of people, there are times when we are asked to get up and say a few words about someone or a topic when we have not planned on saying anything at all. We are more shocked than anyone else. Has this ever happened to you? If and when this does happen to you, be prepared to rise to the challenge. Below are some tips you can use the next time you are called on to speak.

Decide quickly what your one message will be - Keep in mind you have not been asked to give a speech but to make some impromptu remarks. Hopefully they have asked you early enough so you can at least jot down a few notes before you speak. If not, pick ONE message or comment and focus on that one main idea. Many times, other ideas may come to you after you start speaking. If this happens, go with the flow and trust your instincts.

Do not try and memorize what you will say - Trying to memorize will only make you more nervous and you will find yourself thinking more about the words and not about the message.

Start off strong and with confidence - If you at least plan your opening statement, this will get you started on the right foot. After all, just like with any formal speech, getting started is the most difficult. Plan what your first sentence will be. You may even write this opening line down on your note card and glance at it one more time just before you begin speaking. If you know you have three points or ideas to say, just start off simple by saying, “I would just like to talk about 3 points”. The first point is… the second point is… and so on.

Decide on your transitions from one point to the other - After you have decided on your opening remark or line, come up with a simple transition statement that takes you to your main point. If you have more than one point to make, you can use a natural transition such as, “My second point is… or my next point is…” etc. Just list on your note card or napkin, if you have to, the main points or ideas. Do not write out the exact words, but just the points you want to mention.

Maintain eye contact with the audience - This is easier to do if you do not write down all kinds of stuff to read. Look down at your next idea or thought and maintain eye contact with your audience and speak from your heart. Focus on communicating TO your audience and not speaking AT the crowd.

Occasionally Throw in an off-the-cuff remark - Because you want your style to be flexible and seem impromptu, trust your instinct and add a few words which just pop into your head. Keep it conversational and think of the audience as a group of your friends.

Finally, have a good conclusion - Gracefully just state, “And the last point I would like to make is ….”. Once you have made your last point, you can then turn control back to the person who asked you to speak in the first place.

With a little practice, this process will feel more natural to you. Anticipating that you MAY be asked to say a few words should force you to at least think about what you might say if you are asked. Then if you ARE asked, you are better prepared because you anticipated being asked. This is much better than thinking they won’t ask you and they actually do!

Lenny Laskowski is an international professional speaker and the author of the book, 10 Days to More Confident Public Speaking and several other publications.

By speaker coach Mary Gardner 

1. Be Prepared! The number one reason why people get nervous is that they don’t feel prepared. It is important to practice your speech over and over and over in the mirror and on tape so you can feel comfortable that your message will be strong. Fear is minimized by visiting the location of your speech in advance, meeting some of the people in advance if possible and dress for success! If all else fails, use deep breathing exercises before you go on stage to remain calm.

2. Know your subject well and have facts to support your opinion.
You will have left brained and right brained people in your audience. Some people respond best to facts and figures and some of them will respond best to stories. But your story will be unique and it is important that you pay attention to getting the facts straight and list your resources. People will remember how they FELT in your presence.. and not all of the facts and figures you’ll toss out. But, it’s important to show your expertise along with being a great story teller.

3. Be a great storyteller!
Not only must you have great facts to back up your speech or training, but make it personal by adding stories that are fun, interesting and have a point. Make the stories short enough to keep peoples attention and if you can be dramatic during your presentation.. even BETTER! Be willing to BE YOURSELF and incorporate aspects of your life that are unique.. if you ride a motorcycle, or have a child, add it! These are ways to make people feel closer to you as a person.

4. Have top notch marketing tools.
Speakers traditionally have a one sheet that is a glossy printed sheet of a short bio, references, their picture or pictures, and the topics they can discuss. Speakers also must have a well written bio, topic sheets, any press that you have had on you, articles that you’ve written or have been written about you, and as many references as you can get on letterhead if possible. If you have out of date reference letters, white out the date and copy the letter and send it. If you have a book, you can include it but it’s not necessary. The video is perhaps the most important and should be between 5-10 min. of you speaking in front of a live audience.

5. Have a marketing & PR plan in place.
Most people are using their website as a marketing tool and on the website should be downloadable pages for meeting planners to bring to their committee. Many people even have color printers so if you send a mailing out announcing your Website, they’ll be able to download everything. Send regular updates via email and even in mail form if you can afford it. It might get tossed, but it’s the consistency that people are looking for. If they see you pop up year after year, they are bound to give you a shot at some point. Many speakers have freebies on their website, give workshops to spread the word, and network with other speakers to mutually support one another. Spending time getting your name out to the media is a very worthwhile thing to do and ALWAYS mention that you are available to speak and your website by referring to it during your interview. You can offer some sort of free list or information if people go to your website. People always like to get stuff for free!

6. Be willing to be flexible and tailor presentations.
Many organizations are going to want a tailored presentation. They might have a need for a keynote and a seminar and if you can offer both, you might get the business over someone who can’t. Also, if you offer a 3 day workshop, the corporation might only have 1 day available for you to work, so if you can also offer a shortened version, you’ll be seen as flexible. Many speakers work with the meeting planners or agents in advance to get as much information as possible about the group or industry. This shows you’ve done your homework and aren’t just showing up.

7. Assess your audience in advance.
Organizations are made up of many different skills and skill level. Education backgrounds vary according to industry or job title. Be aware of the group that you are talking to so you won’t speak over their head, or quite frankly, below it. Audiences are smart and you really can’t ‘wing it’ much any more. While they might be polite to your face, they WILL tell your agent or spread the word and not have you back. Stay away from sexual jokes, political talk, religious references and knocking an industry or company if they are down on their luck. It is best to only speak positive about others because you are ON STAGE and people ARE WATCHING.

8. Speak for free!
When you are first starting your speaking business, do whatever you can including speaking for free, workshops, training, keynotes, coaching and consulting. You never know when opportunities will arise and most speakers do a combination of all of the above in their business until they are well known and profitable.

9. Meet as many agents and bureaus as possible.
If you are working with several agents, you are more than likely to get more bookings. Agents are people and like working with individuals who are professional, trained, and successful. It makes them look good. Agents usually get 20-30% commission on top of your fee, and they earn every penny. They are on the phone and marketing full time and developing the relationships that you need in order to be booked at associations, corporations and colleges. You can meet them either by visiting them in your city, by finding them on line, by going to national conferences such as the National Speaker Association conferences (www.nsaspeaker.org) or by purchasing a list of bureaus from Sharing Ideas Magazine at www.walters-intl.com.

10. Show me the Money!
Back of the room sales can more than pay for your honorarium if you can arrange it. Speakers sell books, tapes, video tapes, workbooks and collaborate with other speakers on projects to sell them jointly. The most common advice is “do tapes before you think you are ready”. You can always upgrade and you should continue to upgrade!