I heard a stat that says 31 out of 32 start up speakers fail. I think I’ve worked with all 31 of them and a few 32s here and there. I’ve seen entrepreneurs and executives from just about every industry venture into speaking as a business either full or part time and I’ve learned a few things along the way. Here are a half dozen things I think you should think about if you’re planning on calling yourself a speaker.
1. Speaking is a business. Professional speaking is a distinct industry and is separate and apart from any consulting, coaching, non-profit or other business venture you may be involved in. A well-planned and promoted speaking business can be a valuable partner in these other businesses, but it is a separate business non-the-less.
2. In today’s marketplace return on investment stands out above empty hype. That’s one reason that your written copy is such an important tool. What you document about you, your speaking, your subjects, your background, your ideas, your projects, your processes and more lays the foundation of your deliverable message. Like selling anything else, the customer wants to know the features, advantages and benefits or your product, service or deliverable. Know and document in detail all we can about you – your product. Great copy writing will help you build relationships with people that will see you as a ‘go to’ resource in their area of need. Spend a lot of time on writing copy. It will build relationships then selling becomes easy.
3. Get it on video. The number one thing people want is to see and hear you speak! After all, that’s what they’re buying! Strive to create video projects that depict you best and you won’t have to say so much with words – or go into selling mode so often. Good video will make all the difference in a well promoted speaking business. Always get video when you can.
4. You must have a strategy. I’m not necessarily talking about a phone book sized business plan, but at least a 90 to 180 day strategy. Lack of a strategy is one of the main reasons many micro-preneurial ventures fail – speaking business or gas station. Create a strategy first. Make sure your team is all on the same page. Execute it don’t just look at it. Get feedback. Change direction if you need to. Keep executing the strategy.
5. It takes money. Remember point number one – this is a business and lack of start-up capital is one of the two top reasons business ventures fail – especially in the speaking industry. Set and anticipate some kind of budget sufficient for growing your business without breaking the bank.
6. The autopilot feature is broken. So when you bring in coaches, or agents or bureaus, or salespeople or assistants you won’t be able to just sit back and let this baby fly itself. It’s going to require your heavy involvement – EVERY STEP OF THE WAY! Make the time or it won’t be worth your time.
I’d love to get your feedback. Here’s to number 32!
PEACE.
I can’t hear anything over the sound of how awesome this article is.