Did you ever hear the phrase "Penny wise and pound foolish"? It’s related to an Oxford University vicar in the 1600s. However in my world as a speaker trainer, I believe it should be frequently put on new and emerging speakers because, sadly, most of them are.
Here’s why: Speaking can be an image business. Many people have no idea that, so they make an effort to ram their way in to the industry by carrying it out like the rest they’ve done running a business. The most common model? You want more customers? Make more calls! Pitch more prospects! Place more ads! Scrimp and save until you are able an improved website, business cards, a decent office. Then progress one step, repeat.
In the speaking world, the gatekeepers (who are also area of the decision making team) are called meeting planners. Their job is to help make the people who purchase the event happy. Which means screening, sorting, and finally presenting for consideration a range of the very best speakers possible. "Best" means those whose messages align with the business’s agenda for the function.
For instance, if the business says, "Our sales are slumping. We must take action!" The meeting planner will be fired quickly if he presented a speaker on, say, teamwork or "Dealing with Change."
Likewise, if the meeting planner earns a speaker who’s bad, boring, unprofessional or in a few other way makes the meeting attendees uncomfortable, he might well find his job is at risk.
Remember, you’re a stranger to these meeting planners. Just how do you prove you will be great, make sure they are look good, and meet up with the company’s goals before you even can get on their stage? How does one make sure they are hire you rather than another person?
Since so much depends upon the speakers being excellent and on point, with a very important message that closely aligns with the business’s goals, the meeting planners depend on the trinity: Speaker Demo Reel + Speaker Website (including testimonials) + Speaker Social Media Presence.
- A "demo reel" is a montage of a few of your very best moments on stage, woven together in a manner that proves you’re a star.
- Your site must look splendid and prove you’re easily worth additional money compared to the mere fee you’re asking.
- Your social media presence must look professional, relevant, and organized
Most speakers neglect to pass the trinity. They come and pitch me helping them market their spectacular message, perhaps a speech I know will sell well – but they "cheap out". They won’t spend money on their dream, so rather than the kind of website which makes them appear to be the star they desire to become, they buy a hackneyed WordPress template and make an effort to make a speaker website themselves; or they get some good fuzzy clips from a decade and 25 pounds ago and make an effort to crib something together. Or they skip doing social media entirely. They get all worked up about their dreams, but are considering it from a myopic perspective.
Why would anyone do that? I’m confused. In the event that you were invited to your boss’ wedding, would you arrive in shorts and sandals? Would you stop by the PTA meeting in a tuxedo? How is improperly packaging yourself as a speaker any different?
In the event that you were searching for a restaurant within an unfamiliar town, would you visit the one that includes a couple of dead flies on the window sill, is missing a few letters in its name, and where in fact the floor is filthy? Of course not. You wouldn’t trust that place.
But this is just what some new speakers do! They forget that the meeting planner is looking (quickly) at a large number of speakers’ websites, trying to narrow down the set of pros. From there, she is going to go review your (excellent) your demo reel. And in the event that you make it to the ultimate round, your social media platform are certain to get examined, too.
That is a "Fake It Til You Make It Business"! Speakers who finally committed to their speaking business by hiring pros to create them appear to be superstars will be the ones who’s fees double, triple, in a single case quintuple.
No, it isn’t OK to wait before money starts to arrive. The amount of money won’t start to arrive in this industry until you are ready to do whatever you can to appear to be a star! A speaker friend of mine said, "Inform them to pawn their flat screen, have a second mortgage, sell the automobile and take the bus – it’s that important!"
You’ve spent time creating a great speech. The next thing is to spotlight your promotion. When you put these three elements together, you will be unstoppable. Intensify, look your best, and you will find the success you’re seeking.
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