How to Develop a “Wowing” Speakers Kit
Posted on December 7, 2007
If you’re going to be speaking or presenting publicly, you’ll need a speaker’s kit. The quality of this kit in terms of thought, positioning, and presentation is a crucial component to generating speaking opportunities and negotiating your engagement fee. The speaker’s kit is the primary tool your bureau or booking agent will use to generate new opportunities. It is also a powerful tool for approaching small business owners and other potential audiences.
For an excellent speaker’s kit example, go to Ben McConnell and Jackie Huba’s website and download their kit for “Creating Customer Evangelists”: www.creatingcustomerevangelists.com/speaking/ [click on “Speak kit (pdf)”].
How to Retain the Services of Speakers Bureaus
Posted on December 5, 2007
Many authors/speakers view speakers bureaus like banks: when you need money, you can’t get it, but when you have enough, they’re offering you credit.
Speakers bureaus probably won’t be much help if you’re just getting started; however, once you’ve built some momentum (and you have a professional-looking speaking kit, a demo video, and you’re making at least $2,500 per engagement), the bureaus may become a valuable resource.
Many bureaus prefer exclusive relationships with their speakers; this isn’t inherently “bad,” but be sure the bureau can actually get you booked and keep you as busy as you want to be. (As the saying goes, if you’re going to put all your eggs in one basket, be sure no one can kick over that basket … or something like that.)
Here are a few quick resources to check out:
• National Speakers Association: www.nsaspeaker.org
• Toastmasters International: www.toastmasters.org
Posted in Speaking
How to Target Local Businesses
Posted on December 3, 2007
If you’re a professional public speaker and/or a business expert, you can develop a strategy that targets local businesses. (Of course, if you live in a smaller town, you’ll probably target the nearest big city.)
First, compile a list of the top 100 businesses in your area that meet your criteria. Next, craft a compelling sales letter that introduces you, your area of specialization, their likely key frustrations, and how you can help. Be sure to personalize each letter and include a copy of your book. If you think this is too expensive, consider this: CEOs and small business owners get tons of mail. How often do they receive a book? Do you think this might distinguish you from the rest of the “junk mail” cluttering their mailboxes?
Call or email to confirm that each received the package. Essentially, you’re “planting seeds.” These business owners may not need your service(s) right now, but if/when they do in the future, there’s a greater chance they’ll call you. As you develop new products and opportunities (like a new audio program, for example), be sure to send it to them. This list of executives becomes part of your “VIP list” (see below).
This post is an excerpt from the FREE Become a Best-Selling Author eBook, 60 Effective Strategies for Selling More Books. Download it here.
How to Develop a Seminar Platform
Posted on November 5, 2007
You can develop a hands-on workshop that guides people through your area of expertise. (These workshops and training seminars can be conducted over three hours, a half day, a full day, a weekend retreat, etc.)
Let’s say you’ve written a book on how to create the most aerodynamic paper airplanes. Naturally, before you wrote this book, your market research demonstrated that there was a substantial market for this how-to information. Now you can develop a workshop to instruct a group of people on the intricacies of paper airplane development.
One strategy could be to target individuals (priced per person) by hosting your own venue: Rent a meeting room (like a hotel conference room) and promote the event on your own. As you might imagine, this can turn into a substantial undertaking.
Another approach is to develop workshops for small or large businesses. Market these workshops directly to prospective businesses, who essentially hire you to present at a flat rate (similar to a speaker’s fee).
Note: “Seminar” and “workshop” are generally used interchangeably, although “workshop” tends to imply a more hands-on experience.
This post is an excerpt from the FREE Become a Best-Selling Author eBook, 60 Effective Strategies for Selling More Books. Download it here.
Posted in Speaking
How to Start Speaking Locally
Posted on October 25, 2007
For some authors, the prospect of public speaking is daunting, if not immobilizing. It may be useful for you to get your feet wet speaking in your local community first. You can speak for free at your local chamber of commerce, Rotary Club, and even the public school system. You’ll be amazed how being a published author can open up opportunities … if you’ll go after them.
If you’re unaccustomed to speaking in front of an audience, you may want to take a public speaking course, such as those offered at www.dalecarnegie.com, and definitely consider picking up Terry Pearce’s book Leading Out Loud (Jossey-Bass, 2003).
This post is an excerpt from the FREE Become a Best-Selling Author eBook, 60 Effective Strategies for Selling More Books. Download it here.
Posted in Speaking
