SPEAK - SILENCE IS NOT ALWAYS GOLDEN
- By Joyce Hansen

Money need not always be a motivator. Often, before an organization will book and pay for a speaker they want to see them in action. For example, sending the organization a CD showing you engaging the audience, standing at a podium, using props effectively, etc. is a great way to enhance the chances of you being selected as "the" speaker for their event. The more people that hear you present, the more people there are who can refer you to paying engagements.

Often organizations that do not have budgets for a speaker can offer other "in kind" services that end up being worth more than the speaking fee you would have earned. For example, an organization may have the resources to professionally videotape your presentation in exchange for your presentation. They may also provide you with a full conference pass.

When you do speak to any organization, bring a supply of business cards and attach them to all handout material. You would be amazed at how many people actually save your information and will call you years after they have heard you speak. People also pass the information to other people if they feel that it is worth sharing so take the time and invest money in professional materials.

Associations generally hire keynote speakers, lunch time and after dinner speakers for meetings or conferences. Some associations also offer special training seminars to their membership in conjunction with an event. The speaker who can provide both a keynote and training session will often be hired because they can meet the needs of the client for both speaking situations. If you are a keynote speaker or workshop presenter and will be on-site for the day, offer to provide extra services at no additional fee. This is truly a "win-win" for everyone and could provide the "in" to the next speaking engagement.

Many association members also work for corporations who need "in house" programs that could lead to "in-house" training assignments as well as a speaking engagement with the association. You can also ask the association for the names and addresses of the people who attended. In some cases, they will share their entire membership list with you in exchange for a speaking engagement.

A) Ask for referrals. Ask who they know who may be interested in hearing you speak. This seems like a logical thing to do but believe me many don't think to ask immediately after they speak. The best referrals and most productive ones are usually gained from names given to you on the same day or the day after you speak.

B) Ask for press coverage announcing your speaking engagement. Always try to have a photograph included as part of the write-up. People who read the announcement may call you to speak at one of their events.

Go one step further.

C) Self-Promote. Call the local newspapers yourself and mention that you will be speaking in the area and offer to write a short article about your topic that they could publish. The article should not be too promotional but offer some sound advice to the typical client you would like to attract. Ask to have your by-line included so the readers know how to contact you.

Tips for paid speaking success:

1. Be passionate about speaking and sharing with others.
   
2. Pick a topic and position yourself as an expert in a specific area.
   
3. Be compassionate towards the audience.
   
4. Identify key messages to deliver to each type of audience.
   
5. Customize the topic to a particular audience within a specific market.
   
6. Create marketing tools (e.g. booklets, white papers)
   
7. Become sales focused (learn to sell yourself with every move you make).
   
8. Become service focused (develop a 'you' not 'me' attitude).
   
9. Become business oriented (follow up on speaking leads promptly and professionally).
   
10. Practice, practice, practice (strive to constantly improve your delivery, content and knowledge).

Remember, even Robin Williams and Joan Rivers try out new material at comedy clubs to test audience reaction so don't be shy about offering to speak whenever you can. Silence is not always golden. Share your passion and knowledge with others. The dollars will flow when you share your message from the heart, and have a genuine desire to motivate others to succeed as a result of the message you delivered. You will be amazed at the number of doors that will open for you to speak your heart out.

Copyright Class Act Connections. All rights reserved. Contact Class Act Connections to receive your complimentary copy of the "PR Activities Checklist" and to arrange an "Attraction, Marketing & PR" consultation. Joyce Hansen, President of Class Act Connections would be pleased to meet with you personally. She can be reached at 905-278-0952 or by e-mail at joyceh@classactconnections.com.