My First Professional Speaking Demo Video

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After four years as a professional speaker, I have finally got a professional demo video to help me market my services. I hired a great videographer named Cony Manriquez and flew him all the way to New York City to record an event I did for Time Warner Cable and Bloomberg TV at the New York Institute of Technology.

He knew exactly what I wanted. We modeled the following video by Robert “Waldo” Waldman, a successful keynote speaker who relates lessons learned as a fighter pilot to the complexities of today’s business world. His video is excellent.

The goal was to create a 4-minute “sizzle reel” about this one event, the location, the people in attendance and the topic covered. It would’ve been great to include clips from some of my recent TV interviews but the stations rarely provide the high-resolution footage and we wanted to ensure the video quality was consistent throughout. Here is the final product:

I am now getting 500 DVDs produced and sending them to speakers bureaus, association management companies and corporate meeting planners around the country. I have a second list of 300 people internationally but that will come later. For now, I want to get my new video in front of the right eyeballs before the holiday season.

As mentioned in previous posts, video is the most important marketing tool in the speaking business. I truly believe that this higher-quality demo video could double my revenue next year. The next project will be a complete revamp of my speaking website. Once complete, it will feature this video, front and center, right on the homepage. Stay tuned.

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Becoming an Author

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Are you a celebrity? If so, you’ll have no problem getting into the speaking business. There are plenty of well-known people that end up on the stages of large conferences, even when they’re not particularly good speakers. As detailed in this post, keynote speakers get paid for one of two things: your ability to deliver a powerful message or your ability to drive registration, or both. If you’re a celebrity, you’ve got the second one in the bag, and that’s enough to get booked.

But what if you’re not a celebrity? Well, you’re going to need something and being an author is a great start. Have you written a book? If not, I suggest you consider doing so. It’s not as difficult as you might think yet there’s no question that people treat you differently once you’ve accomplished the task. Let’s take a look.

When I first started approaching speakers bureaus, I got a very cold reception. I sent out seven packages and followed up on each one with a phone call. The people I spoke with were all polite but also very candid with the facts. Without a book or a good demo video, there was no way they could get me booked.

First, I want to point out the “or a good demo video” part. If you’re not an author but you have a killer demo video, you can definitely make progress in the speaking business. As detailed here LINK, an awesome demo video is the #1 thing you need to get started as a professional speaker. But let’s get back to the book.

Re-Purpose Your Content

I knew what I had to do. I needed to become an author. And it was funny because I had wanted to write a book my whole life and at one point, even wrote out 120 pages of content on a Word document but never pulled it all together. So I pulled that content out and took a look. No good. I had written that stuff back when I was in my early 20s and it definitely reflected the naïve perspectives I had at that time.

In the end, I found an even easier solution. In 2007, I had written and recorded a series of 21 podcasts about small business marketing. Desperate for cash, I later combined those podcasts (each about 20 minutes long) into seven CDs. I sold those CDs at my free speaking engagements.

That was an ah-ha moment for me. The exact same audio content was available on the iTunes Music Store as free podcasts but here I was selling it to different people for $15 per CD. If someone bought all seven, it cost $105. Meanwhile, they could’ve downloaded the exact same thing for free.

What was the learning point? Everybody accesses information differently. The resourceful people search Google and iTunes and YouTube and countless other places for the information they need. And in most cases, they can find it there. Almost all information is available for free somewhere, if you look hard enough. But other people don’t want to waste their time (or are simply less resourceful) and go straight to Amazon to buy the book.

Have Something to Sell

At the beginning, I felt badly about selling the CDs when I knew perfectly well that the information was also available free of charge, but that soon changed. The people who attended my speaking engagements wanted to buy something. It almost didn’t matter what it was. They wanted to take action! Not all of them, obviously, but usually at least 30% of the room wanted to take something home. If I didn’t have anything for them to buy, they would’ve been disappointed.

Seriously. You might not believe that but it’s true. Some people are actually much happier when they have taken a step – even by buying something – towards their goals.

This is an important learning point. You will see this for yourself when you start speaking. Be sure to have something – SOMETHING – to sell. I’m not talking about the expensive coaching programs common in platform speaking circuits. Instead, I’m talking about a CD or a book. If your keynote speech is insightful and impactful, some of your attendees will want to buy something and they will be happier if you have something to offer.

Constructing the Content

Anyway, by re-purposing my content, I was able to engage the resourceful iTunes users while simultaneously having something to sell my speaking audiences. Could I re-purpose the content a third time for a book? Each CD was about one hour long – 60 minutes – and I speak at a rate of approximately 150 words per minute. That meant that each CD was about 9,000 words long, and all seven totaled about 63,000 words. That’s a book! Actually, that’s a pretty big book!!

The plan was simple. Write an introduction and a conclusion, then go through the whole thing to weave in some basic continuity and BANG, I would have my book. And that’s exactly what I did. So I ended up with 21 free podcasts, seven CDs and one book, all with the exact same content. Amazing.

By the way, I was always very up front about the overlap. I never tried to deceive anyone. In some cases, I would even explain exactly what I did to a given audience and people would still want to buy the book at the end, even knowing that they could download the podcasts for free.

People rarely buy a book simply for the information. Instead, they buy the book as a memento of the information. They want something to put on their shelf. They want a reminder of the information you shared. I read about a study once (but don’t remember the source) that claimed that only 19% of book buyers ever actually read the book. It’s only a memento.

Once I finished compiling the chapters along with my new introduction and conclusion, I formatted the recycled content and uploaded it to Lulu (in PDF format) along with a cover graphic (in TIFF format). My job was done. Six weeks later, the book was available on Amazon and I was officially an author.

Becoming an Author

The funny thing about becoming an author is that you only do it once. Whether you write one book or a dozen, you only become an author once. And when you’ve accomplished it, you’re an author for the rest of your life! In a way, writing that first book is the best deal of all. You get a lifetime of benefits for that initial effort. Meanwhile, writing additional books does little to improve your status.

The interesting thing is that people do treat you differently. Arguably, they probably shouldn’t but they do. Now, just to be clear, your friends don’t treat you differently, at least mine didn’t. It’s the people you meet for the first time. When you’re introduced as an author, they immediately treat you differently. They treat you with a certain amount of respect. It’s fun!

Starting from Scratch

I had two different options for slamming out a book on the fly. I could’ve polished the content I wrote in my early 20s but instead decided to repurpose the content on my CDs. But what if I had neither of those options? I soon discovered, while writing what would eventually become my second book, that the task of actually writing a book isn’t as daunting as I thought.

My speaking career was progressing but at an extremely slow pace. I was still speaking exclusively in the free circuit LINK and was scrambling to pay my bills each month. Every morning, while at the gym, I would brainstorm strategies to generate additional revenue. Building an email list was a great option because it would not only allow me to one day sell my own stuff but it would also allow me to promote other people’s products and earn affiliate commissions as a result.

I decided to sign up for an aWeber account and create a 52-week email course that people could subscribe to on my website. Once subscribed, they would receive one email each week for a full year. But did I have to write out all 52 emails before launching the program? No way! I wanted to start as quickly as possible so I did just enough to make it work.

Building an Email List

I created an outline for the entire course, identifying the topic each email would cover. I then wrote out the first two emails and launched the program. I signed up with my own email address right away so I was my own first subscriber. And from that point on, I just had to stay in front of myself to keep the program seamless.

Once confirmed, subscribers would receive the first email right away. The second email would come seven days later and the third would come seven days after that. So I had 13 days to write the third email and was forced to write at least one email every seven days thereafter.

I didn’t follow an even schedule. When I would finally get down to writing the emails, I would pump out five or six of them all at once, allowing me to relax for another month before needing to write more. But eventually, I would have to get back to it and write another batch. I wrote the last email just three days before I was due to receive it. But then, it was finally done. It had taken a full year but I was left with 52 emails and the makings of my second book.

The email course was getting great reviews. The subscribers, although less than I was hoping for, seemed to really love the content. On a number of occasions, I got replies from subscribers suggesting I compile the weekly tips into a book. Yet again, I was about to re-purpose my content. At this point, ironically, the only content I had ever written for the purposes of being a book (the stuff I wrote in my early 20s) was the same content that never made it to that format.

Those 52 weekly email tips became my second book. It was called “Webify Your Business” and had 60 chapters and each one had a step-by-step action guide at the end. The chapters were short because they were all previously emails, and that format was a big hit. People loved the short concise chapters and the to-do lists at the end were perfect.

Create an Outline

The point is that writing a book is a process. In my case, I didn’t realize I was writing a book but the process was the same. I created a detailed outline first and then hammered out the actual writing whenever I had time for it. The outline is, by far, the most important part. Allocate an hour every day for a week and get your topics organized. After that, the writing is fairly easy.

If you’re anything like me, when you first get started, you will only have a few broad topics you’d like to cover. But when you come back to it the next day, you’ll break those larger topics down into a bunch of smaller sub-topics. By the third day, you’ll start moving things around and adding even more details under each heading. And by the end of the week, you’ll end up with a three or four-page outline with every single topic listed in bullet point format.

Writing by the Numbers

When I sit down to write, I can focus for about three hours before my brain turns to jelly. And if I’m writing from a detailed outline, I can usually pump out about 1,000 words per hour, so that’s about 3,000 words per sitting. A solid book has about 60,000 words in it so 20 sittings would do the trick. 20 sittings! That’s not that many. Hypothetically, if you did one session each day from Monday to Friday, you’d be done in a single month!

For me, writing 52 weekly tips (which later became chapters) took an entire year but that’s because it didn’t need to be done any sooner. I didn’t realize at the time that my efforts would eventually become my second book. If I had known that, I would’ve allocated more time to get it done sooner.

If you want to become an author, get your outline done first. It’s a smaller task and will make the rest of the process infinitely easier. Your outline should be at least three or four pages long including detailed breakdowns of every single chapter. Once that’s done, the rest becomes manageable.

One more thing: always give homework! Everybody is happier when you give homework. It’s true. I learned this from my implementation checklists. That was the single best thing I did in the book. People absolutely love the checklists. And sometimes, when they ask me to sign their books, I see that they even put little check marks in the boxes. It’s awesome! So whatever you do, always give your readers homework.

Getting a National Publisher

Finishing the story, Webify Your Business was self-published just like my first book. But it did quite well so I eventually had the opportunity to essentially re-release the book with John Wiley & Sons, Inc., a national publisher. I wanted to use the same title but they wouldn’t allow it, so we ended up with “Marketing Shortcuts for the Self-Employed”.

I deleted six chapters that were out-of-date and added 26 new chapters, mostly about social media. So the new book had a total of 80 chapters! Also, since it had a different title, it looked like I had now written three books when, in fact, I had only written two. And as you now know, neither of those books were written with the intention of writing a book.

Without consciously writing a single book, I had three titles to my name!

I already have plans for my fourth book. The outline is already eight pages long. It still needs to be organized and structured but the basic concept is there. This will be my first deliberate attempt at writing a book (since my 20s, that is) and I can’t wait.

Support Your Speaking Topics

Your books play a major role in your speaking career. The source of your credibility comes directly from your books, but only if the topic is the same or similar. Nobody will hire you as a speaker about leadership if your books are about knitting. Make sure the topic (and title) of your book supports your speaking topics. Ideally, your book title and speaking title should be the same.

Robert “Waldo” Waldman is a professional speaker. His book is called “Never Fly Solo” and his primary speaking topic has the same title. Simon Sinek is another professional speaker. His book is called “Start with Why” and his speaking topic has the same title. From a branding perspective, it really works well.

This also means that you can channel your speaking career in any direction you like, just by writing a new book with the title you’d like to cover. My fourth book will be called “Fail Your Way to Success” and I will launch a matching speaking program at the same time. It will have an inspirational theme and will position me for a broader corporate audience. I’m psyched.

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Professional Keynote Speaker

Hire Patrick to Speak

Here are a series of posts that cover my knowledge of the professional speaking business and how to become a keynote speaker. I created this post to provide easy access and organization to the others, and will add more as I publish them.

  1. How to become a Keynote Speaker (1,960 words)
  2. Platform Speakers versus Keynote Speakers (1,265 words)
  3. 3 Levels of Speaking Engagements (1,316 words)
  4. Becoming an Author (2,579 words)
  5. How to Write a Killer Keynote Speech
  6. My New Speaking Demo Video (includes embedded videos)
  7. Review my $97 “Keynote Mastery” program for aspiring speakers!

Feel free to visit my own speaking-oriented website. It needs a lot of work but it’s a start. Also, here’s a link to my book on Amazon.

If you like this information, please subscribe below and I’ll notify you when I publish more stuff.

I have created this post as a resource for aspiring speakers. If you know someone who would benefit from this information, please pass it along to them. Here is my 7-minute “Learned Intuition” TEDx video:
 

 
Patrick is a motivational speaker who has spoken about modern global business trends (including big data, entrepreneurship and the social media revolution) at conventions and business events around the world, including the following destinations:

Learn more about the following keynote speaking topics:

America’s Most Inspiring Small Business Speaker

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How to become a Keynote Speaker

 

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I earn about 80% of my income from speaking fees and the remainder from book sales. I haven’t done any coaching or consulting in almost two years. My speaking career has taken me to every major city in this country as well as destinations in Canada, Mexico, Aruba, Sweden, Finland, Portugal, Dubai, India, Bangkok and the Philippines. I absolutely love what I do!

A lot of people ask me about the speaking business so in this post, I will describe the path I’ve chosen and the things I’m doing to push my career forward. I also created a $97 Keynote Mastery program to help aspiring speakers get started. Check it out if you wish.

First, it’s important to understand that there are two very different categories in the speaking business: platform and keynote. Read Platform Speakers versus Keynote Speakers for more information. This post focuses exclusively on keynote.

Second, speaking engagements tend to fall into one of three different strata: the free circuit, the cheap circuit and the pro circuit. Read 3 Levels in the Speaking Business for more information. Becoming a keynote speaker implies that you’re getting paid to speak.

Saturate Your Market

Darren Lacroix (the Toastmasters 2001 World Champion of Public Speaking) frequently cites “stage time” as being critical to success in the speaking business. Bottom line; the more you practice, the better you get. I agree 100% and recommend you start with the free circuit in your local community to refine your message and fine-tune your delivery.

In 2008, I spoke at 47 Rotary Clubs in the San Francisco Bay Area and didn’t get paid for any of them. In 2009, I spoke at 127 events (!!) and got paid for only six of them, all in the cheap circuit. In 2010, I spoke at 68 events and got paid for 21, split evenly between cheap circuit and pro circuit. And in 2011, I will probably do 60 or 70 events and will get paid for 35 or 40 of them.

Let’s look at travel. In 2008, I traveled for two events (Vancouver and San Diego). In 2009, I traveled for four events (Sweden, Aruba, Phoenix and Chicago). In 2010, I traveled for 20 events (including India, Finland, Calgary, Vancouver and more than a dozen domestic destinations). And in 2011, I have been to every major city in the country as well as destinations in Mexico, Canada and one coming up in Portugal.

This is a process! On the one hand, it has gone slowly. But on the other, it has gone extremely quickly. But the point is that I have “walked the path” and encourage you to do the same. So far, I have four years invested.

Getting Started

Looking back now, those days in 2008 when I was driving from one Rotary Club to another were dreadful. But at the time, it was exciting. Yes, I was broke (seriously, I was living on roots and berries!) but I didn’t mind. It was all new territory for me and I felt like I was making progress.

How did I book all these Rotary Clubs? I used the club locator function on their website to compile a listing of 194 clubs in the Bay Area and Sacramento. Once compiled, I spent two days making phone calls and sending out emails. I created a 1-page PDF file for my programs and emailed it off to the Program Director of each club. The PDF file had the following elements:

  • Program Title
  • Program Description
  • Personal Biography
  • Personal Head Shot
  • Contact Information

When I first started, my program was entitled “Driving Internet Traffic” but many of the Rotary Clubs rejected that topic because it was too business oriented. Rotary International is a non-profit community organization. Even though they function as business networking groups, they focus a lot on charitable causes and community development. As such, my topic wasn’t a good match.

During the afternoon of my first day of outreach, I developed a second program that would better fit the community-oriented mission of the Rotary organization. And to this day, it was the worst title I have ever crafted for any reason. It was awful. And it took me almost a full year to realize how bad it truly was. The program I developed that day was called:

“Touching a Younger Audience”

So bad. Embarrassing. But anyway, the point is that I only invested two days for outbound calling and emailing. Now, to be clear, I didn’t have all 47 events booked by the end of the second day, but my outbound efforts were done at that point. There was a bunch of back-and-forth with different clubs and some didn’t get confirmed for weeks, but my job was done. All I had to do was follow up. You can obviously do the same thing. Here’s the key:

  • Think of an awesome juicy sexy title.
  • Write a captivating and enticing description.

Rotary Clubs are easy to get into because they meet weekly and are always looking for speakers, but they’re not the only ones. Kiwanis Clubs and Lions Clubs are in the same boat and these days, you can find dozens of local Meetup Groups that would also make great opportunities. Finally, I suggest checking with your local Chamber of Commerce. Not only do they hold events themselves, but they usually know about a lot of other events too.

Climbing the Ladder

Obviously, the objective is to rise above the free circuit and start earning speaking fees. Over and above all the outbound marketing I’ve done, the #1 thing that has helped my career move forward is positive word-of-mouth advertising. If your speech is insightful and impactful, people will pass your name along.

This is critical for success. That’s why I recommend saturating your local market first. As Darren Lacroix says, stage time, stage time, stage time. Practice makes perfect. Someone once asked Tony Robbins how to become a great speaker. He said, “give the same speech 1,000 times and you’ll be good at it.” Your career will not advance if your speech isn’t insightful and impactful.

Anyway, assuming you’ve crafted a powerful keynote, people will pass your name along. The interesting thing is that referrals from free circuit gigs are generally for more free gigs. Referrals from cheap circuit gigs are usually for more cheap circuit gigs and referrals from pro circuit gigs are usually for more pro circuit gigs. They are like parallel worlds. They seem to function independently of each other.

The easiest way to start pushing referrals higher up the ladder is to start telling people what your speaking fee is. When I first started referencing a speaking fee, I said it was $2,500. Later, it increased to $5,000 and then to $10,000. Anyway, as soon as you mention a speaking fee, the free circuit people start to think differently about you and your services as a speaker.

Referencing a speaking fee does not mean you can’t do events for less money or even for free. As I mentioned above, I still do free events today, when I have a hole in my calendar or if I want an opportunity to address a particular audience. The point is that you need to muster the courage to request a speaking fee before anyone proactively offers it to you.

The big events (with big budgets) usually book 6 or 8 months in advance. Generally speaking, as I get closer to a particular date, I will accept lower-paying opportunities. For example, I will no longer book any free events more than 45 days in advance. Beyond that, there’s still a reasonable chance that a paid opportunity will turn up. But within 45 days of the date, if I still have an opening in my calendar, I will book free events that contribute to my career objectives.

If a particular organization asks me to speak for free or for a low fee, I will give them a date when I will confirm my participation.  At that point, if they need to finalize their schedule, they will raise the fee to a point where I will confirm immediately.  Otherwise, they will have my tentative acceptance but will also know that something else may come up, requiring me to back out of their event.  For me, this approach has worked well.

Essential Marketing Collateral

As described in this post, most of the pro circuit opportunities are booked through speaker’s bureaus and agents, but don’t go knocking on their door too quickly. You only have one chance to make a good first impression and if you screw it up, it’s really hard to go back a second time. Trust me.

Always think about what the salespeople at the bureau (or the agents) need in order to do their job. More than anything else, they need a good demo video. I highly recommend making a good demo video before you approach any bureaus. Here is an example of an excellent demo video. Here are the four things you’ll need to enter the pro circuit:

  1. A good 3 to 5-minute demo video.
  2. Some great photos of you speaking.
  3. A printed one-sheet with your programs.
  4. A professional speaking-oriented website.

Ideally, get a three-camera shoot for the video: one on either side of the room and one behind you. That way, you can get two angles of you speaking as well as one of your back and the audience in front of you. That third angle will also allow you to get some close-up shots of audience members laughing or taking notes. For the two cameras facing you, make sure to get some close-up footage to show the expressions on your face. It shows your authenticity.

In terms of audio, I recommend a two-track recording: one lavaliere microphone on you and a second microphone to capture audience laughter. Audience reaction is extremely important. That’s what conference planners are buying. They’re buying an impact for their attendees. If the audience doesn’t react (i.e., laugh), you haven’t done your job and nobody will ever hire you. You want to make sure you capture that laughter on the video, so make sure you have a microphone on the audience. In your three- to five-minute video, you should be telling a powerful story with a strong message and at least two or three laugh lines.

When you record your video, you want to be in a big impressive room. Here’s what to look for:

  1. An audience of 200+ people.
  2. A raised stage.
  3. An impressive stage backdrop.
  4. Dimmed audience lighting.

You should be able to get everything you need at a single event. If you don’t have a big event booked, find a way to get 200+ people in a room. Make sure it’s an impressive room and then bring in a professional photographer and a videography crew. It’ll cost you some money but you can get the photos and demo video done all at one time, not to mention video testimonials from attendees. Remember, a good demo video is the single most important thing you’ll need.

Other Helpful Tips

Empty chairs kill events. The tighter the seating configuration, the stronger the audience reaction. So theatre style seating is much better than big round tables. And you’re always better to have too few chairs than too many.

Remember, for your programs, make sure you get a juicy sexy title and a tantalizing description. Program Directors make their selections based on your program title and description, along with your kick-ass demo video.

If you have been featured on any recognizable media outlets, get those logos onto your website and your one-sheets. If you have spoken to any large corporations, add those logos. They build immediate credibility.

If you have been interviewed on TV, add clips to your demo video. Again, here is an excellent example of an awesome demo video. Watch it. His entire introduction is done with a compilation of TV clips. Brilliant.

UPDATE (October 25, 2011): I just got my newest demo video. Here it is:

 
UPDATE (September 13, 2013): After almost 13 months, I finally have my Learned Intuition TEDx video.

 
I hope this post helps you chart a course for your evolution as a speaker. If so, please subscribe below and I’ll notify you when I post something new.

How many times will you speak this year? How many will you get paid for? Share your experience in the comments below.

Patrick is a business speaker who has spoken about modern entrepreneurship, online branding and the social media revolution at conventions and business events around the world, including the following destinations:

Learn more about the following keynote speaking topics:

America’s Most Inspiring Small Business Speaker

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3 Levels of Speaking Engagements

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The speaking business has three levels as follows:

  1. The free circuit.
  2. The cheap circuit ($1,000 to $3,000)
  3. The pro circuit ($5,000+)

These are my own labels. If you approach other speakers and ask them about “the cheap circuit,” they won’t know what you’re talking about.

The Free Circuit

The free circuit speaks for itself. And because you don’t get paid at these events, the only way you can make money is to sell stuff. So this circuit is pretty much reserved for platform speakers. Read Platform versus Keynote Speakers for more information on platform speaking.

Actually, let me add a bit more clarification. Just because it’s called “the free circuit,” doesn’t mean attendees don’t pay to attend. With the free circuit name, I’m not referring to registration fees. Instead, I’m referring to speaking fees. In the free circuit, speakers do not get paid. They speak for free. But attendees may or may not pay to attend.

The reason I make this distinction is because platform speakers definitely prefer to speak to audiences that did indeed pay to attend the event. The reason? Free events attract lower-quality attendees. People who attend free events are far less likely to purchase anything while at the event. By contrast, people who had to pay a registration fee to attend have already demonstrated that they are buyers.

Close ratios are consistently higher at paid events. So even if the speaker didn’t get a penny to speak, he or she will always be happier speaking at a paid event.

Recently, Tim Ferriss (author of the bestselling books The Four Hour Workweek and The Four Hour Body) held his first platform event. It was entitled Opening the Kimono and was held up in Napa on August 19 to 21, 2011. The sold-out event was limited to 200 attendees and the registration was a cool $10,000 each.

Anyway, he had two platform speakers at the event: Brendon Burchard and Eben Pagan. Although I wasn’t at the event, it’s safe to bet that Brendon and Eben both offered expensive programs to that audience. It’s a tremendous opportunity for them because every single attendee has already demonstrated that they’re ready to throw down some serious denaro for valuable information.

Tim Ferriss’ Opening the Kimono event was obviously an extravagant one but the free circuit also includes countless other events hosted by Rotary Clubs, Kiwanis Clubs, Lions Clubs, local Chambers of Commerce, small associations, Meetup organizers and church groups. These are all great places to practice your speaking, refine your message and fine tune your delivery. And if you have something to sell, you can make some money at the same time.

The Cheap Circuit

The cheap circuit is the beginning of the keynote category. If you’re getting paid to speak, you’re doing keynote. The difference between the cheap circuit and the pro circuit is that you book cheap circuit gigs directly while most pro circuit gigs are booked through bureaus and agents. But obviously, there are also substantial budgetary distinctions between the two.

All events are hosted by either non-profit or for-profit organizations. In the non-profit category, you’ll find associations and other small groups like Chambers of Commerce. In the for-profit category, you’ll find all the corporate events. Well, not surprisingly, the non-profit events tend to have smaller budgets. For example, although there are certainly exceptions, the majority of associations pay speakers in the $1,000 to $3,000 range.

No speaker’s bureau would waste their time on events like this. It wouldn’t be worth their time. So all these cheap circuit events are booked directly by the speaker. That means it’s the responsibility of the speaker to find these events and submit proposals.

In many cases, the industry association posts a calendar of events on their website. Industry-specific media outlets sometimes do the same thing (like Insurance Journal does for the insurance industry). Speakers can also rely on Google Alerts to notify them when new conferences or conventions are posted online (see Chapter 11). Lastly, platforms like SpeakerMatch help speakers and event planners connect directly.

The Pro Circuit

Events with speaking fees of $5,000 or more are generally booked through speaker’s bureaus or agents. So what’s the difference between bureaus and agents? Good question.

Speaker’s bureaus work for the client. A conference planner might call a bureau and say they’re looking for a motivational speaker. The bureau responds by offering a list of hundreds (or even thousands) of motivational speakers. They then offer recommendations and try to find the perfect fit between the organization, the event, the attendees and, of course, the speaker. But there’s no loyalty to the speaker. The loyalty is exclusively to the client. Speaker’s bureaus keep between 20% and 30% of the speaking fee as payment.

Speaker’s agents work for the speaker. A speaker can hire an agent to represent him or her directly. The agent then makes outbound calls to their rolodex of event coordinators, program directors and conference planners. The agent tries to sell the speaker into their upcoming events. In this case, the loyalty is entirely to the speaker and for that, agents commonly keep 50% or even 75% (!!) of the speaking fee as payment.

Between the two, representation from a bureau carries a lot more credibility. It shows that you’re good enough to be included in their rosters on your own merits. By contrast, any speaker can hire an agent. An agent is just like a publicist. No additional credibility is implied. In my opinion, it makes the speaker look desperate.

Speakers can work with as many bureaus as they want. Personally, I send my marketing collateral to about 200 speakers bureaus all around the world. But there are some advantages to “going exclusive” with one particular bureau. When you’re exclusive with a particular bureau, all incoming inquiries about speaking engagements are referred back to that bureau, even those coming to the speaker from other bureaus. If you’re a well-known speaker, that’s a great situation for the bureau. And in exchange, the bureau will promote the speaker more aggressively.

If you’re not a well-known speaker, there’s no advantage to offer exclusivity to a bureau. So until you’re rockin’ and rollin’, don’t worry about it.

Working with Bureaus

I’ve been told that you won’t get representation by a bureau until you no longer need one. In other words, bureaus want to work with well-known speakers. They don’t want to waste their time with unproven newbie speakers. Meanwhile, it is precisely these new speakers who need the representation. This dilemma exists in almost every corner of life and the speaking business is no different.

The key is to understand the value proposition. Speaker’s bureaus don’t exist to promote speakers. Instead, they exist to alleviate the administrative burden from the process. Calendar management, travel arrangements, logistic, contracts and fee collection are all frustrating aspects of the speaking business. Bureaus will handle all of that for you and that’s their value.

Don’t believe that a speaker’s bureau will solve your marketing challenges. That’s not their job. Marketing is always your own responsibility.

Having said all that, there’s also no question that you can establish a familiarity and track record with a bureau. If they book you for a few events and they all go well, the bureau will be more likely to recommend you in the future. And in that sense, they can indeed bring you new opportunities. The important thing is to always do a great job. If you’re truly a good speaker, the rest will take care of itself.

I hope this post helps you better understand the structure of the speaking business. I also have a comprehensive $97 Keynote Mastery program designed to help aspiring speakers build their speaking careers faster. Read all the details here.

Have you worked with a speaker’s bureau? If so, which one? What has your experience been like? Please share your thoughts in the comments below.

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Platform Speakers versus Keynote Speakers

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There is a big distinction in the speaking business. About 90% of professional speakers are “platform speakers” and the remaining 10% are “keynote speakers.” So what’s the difference? Let’s take a look.

Platform speakers are always promoting something. They might be building exposure for the company they work for or selling an expensive coaching program. Or they might be driving registration for an upcoming event or selling a set of DVDs at the back of the room. One way or another, they make money by enticing the audience to do something, and the destination of their presentations is the sale.

Keynote speakers are paid to speak and don’t sell anything (except perhaps a book) during their presentations. The destination of their presentations is the message. Huge difference: the sale versus the message. Very different objectives.

Platform Speakers

The reason the vast majority of speakers are platform speakers is because there are no barriers to entry. Anyone can do it. And because of that, the quality level is often quite low. By contrast, there are huge barriers to entry for keynote speakers. For someone to pay you $5,000 or $10,000 to speak at an event, you have to have a track record. You have to be vetted.

You might think the bigger income potential is in keynote speaking but that’s not true. $10,000 sounds like a lot of money but good platform speakers can make far more. Consider the following platform speakers:

These are all platform speakers. They all have programs to sell. In some cases, they endorse others and help drive sales of their products, earning a commission in the process. And in many cases, the products or programs for sale costs thousands of dollars.

Do you remember the Real Estate Expo with Donald Trump? The Learning Annex put them on for a number of years during the real estate boom. Anyway, the one in San Francisco was held at Moscone Center and attracted over 60,000 attendees. Every single session was a platform session, except Donald Trump. In other words, every single session offered a program for sale, accept The Donald.

Donald Trump was the keynote speaker and he got paid a cool $1,000,000 to headline the event. Everyone else sold stuff. And in order to have that privilege (i.e., selling to such a large qualified audience), speakers had to give up 50% of their revenue and also pay an upfront fee for the opportunity. For example, those who held sessions in the big room (which can accommodate over 15,000 people) paid $50,000 up front, just to get in the door. Let’s look at the numbers.

I attended a number of sessions in the big room and one was for a stock market trading platform that issued buy and sell signals based on technical indicators. Although the “normal price” was supposedly $8,000, the speaker soon chipped the “buy today” price down to $2,000 (surprise, surprise). That particular session probably had about 4,000 people in attendance.

If he closed 5% of the room, he would’ve made 200 sales. And at $2,000 each, the revenue would’ve topped $400,000. With a 50/50 split on revenue, he would’ve kept $200,000 but let’s not forget the $50,000 up front fee. So after that expense, he would’ve netted $150,000. Not bad for a 75-minute session.

Most good platform speakers close between 10% and 20% of the room. If the stock market speaker closed 10%, he would’ve netted $350,000. If he closed 20%, he would’ve netted $750,000. The top platform speakers make millions.

Keynote Speakers

Meanwhile, I personally know two highly successful keynote speakers and they pull in about $600,000 and $700,000 respectively. Yes, that’s a lot of money, but it ain’t millions! There are only a handful of keynote speakers who have made more than $1,000,000 in a single year and the National Speaker’s Association (NSA) has their Million Dollar Club designation to recognize those who have.

As a keynote speaker, you get paid for one of two things, or both. You get paid for your ability to deliver a message. The goal is to have your message roll over, again and again, in the minds of attendees for days or even weeks. If you’re good at that, you’ll make more money. But you’re also paid to drive registration. If you have some celebrity cache, you’ll make more. Consider the following keynote speakers:

These keynote speakers all command massive speaking fees, ranging from about $45,000 to over $1,000,000, and they deserve it because they drive registration. People attend the conference just to hear them speak.

If you wish to make more as a keynote speaker, you have to cultivate more celebrity cache. If you’re an author and your book becomes a best seller, your speaking fee goes up immediately. The better known you are, the more you will make. But unless you establish huge celebrity cache (like the speakers mentioned above), it will be difficult to earn as much as a top platform speaker.

Why do Keynote?

So why pursue keynote speaking rather than platform speaking? That’s a matter of opinion but I can say from personal experience that keynote has a mysterious sexiness to it. People are wowed by it. In many cases, they are shocked that you can earn a living just by speaking. And the unconventional nature of the job makes it very alluring for those unfamiliar with it.

About three years ago, I decided to stop doing anything other than keynote. I stopped doing any coaching or consulting. I started saying “no” to platform opportunities and I focused exclusively on keynote. And although there were many factors that led to the ensuing developments, I can honestly say that this decision coincided precisely with my career taking off.

Platform speaking has no barriers to entry. It’s schleppy. There’s a lot of riff-raff and they’re always trying to entice people to attend their next event or buy their next product. I just don’t like it, so I’ve chosen keynote and I can honestly say that I love it. I love the allure and I love how unconventional it is. I don’t do 9 to 5 and rarely find myself in rush hour traffic. For me, it’s a no-brainer!

Make no mistake: getting into keynote speaking is difficult. Someone once told me that keynote was the hardest profession to get into, but the easiest to stay in once you get going. I have found that to be true. If you do a good job, every gig leads to two or three more, so it perpetuates itself nicely. And once you get some momentum, it’s a great lifestyle.

I hope this post helps you better understand the differences between platform and keynote speaking. I recently created a comprehensive $97 Keynote Mastery program for aspiring speakers. See more details here.

 

What have I missed? Do you do platform? Keynote? Why did you choose one over the other? Please share your thoughts in the comments below.

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Sample Questions for Television Interviews

Patrick is available for television interviews. Here are some resources that may be useful for producers:

The following sample questions are designed for a roughly 4-minute television segment.

What are people doing to build their businesses using social media?

Well, I think the important thing to say first is that the vast majority of people on these platforms are just wasting time. The statistics are incredible. There are tons of people using these websites, and they might be having fun. They might be “being social”. But they’re not building revenue for the most part. They’re not attracting new clients!

Most of the people using these platforms haven’t figured it out yet. So for those people who haven’t given it a try yet, you’re not too late. You can easily start today and get spectacular results.

So what are the successful businesses doing?

One way or another, they’re identifying what they do that’s remarkable. What do you do that’s remarkable? What’s the definition of the word remarkable? It means it’s worth remarking about. What do you do that’s worth remarking about?

Once they have that figured out, they share it in a visual way. There are different types of content: text, audio, photos and video. What’s the most viral? Video! What’s in second place? Photos. People like interacting with visual content. So these businesses are demonstrating what they do that’s remarkable in a visual way.

And how do they create that type of visual content?

That’s the most interesting part of all. The content can come from one of two places. You can create the content yourself. In other words, the business can create and share content about itself. But the content can also come from its customers. The customers can create content about the business. What’s more viral? Customers!

Content that’s created by customers represents a third party endorsement so it appears far more credible. So how can you incentivize your customers to demonstrate what you do that’s remarkable in a visual way? That’s a winning formula. That’s the type of stuff that gets passed along. That’s the kind of stuff that “goes viral”. That’s the stuff that can help you build your business!

Tell us a bit about your book.

The book is more of an instruction manual. It has 80 chapters but they’re all super short. They’re each just 2 or 3 pages long and every single chapter ends with an Implementation Checklist so readers can take action immediately and see results quickly. My top priority was to give people an easy way to actually start doing this stuff the book really delivers on that.

The book covers dozens of marketing strategies. Sometimes, people ask me to sign them and they’re already jam-packed with notes and highlighter marks and squiggly lines. It’s great. People really work through those chapters and I’m constantly hearing stories of how it’s changed their businesses.

Thank you.

Sample Interview Topics & Questions

Patrick is available for interviews where scheduling allows. Here are some resources that may be useful for the marketing and promotion of an interview or speaking engagement:

Here’s a recent TV interview I did in Sacramento:

Sample Interview Questions (useful tips & tricks)

Do you believe social media is an effective marketing channel?

For some, yes. There are over 100 million people on Twitter today and over 500 million on Facebook, but the vast majority of them are just wasting time. These people might be having fun. They might be “being social”. But for the most part, they’re not actually growing revenue. They’re not actually finding new clients! Most people are still trying to figure it out, and they haven’t yet.

Meanwhile, there are a few – people and business – who are using simple but powerful strategies to explode their businesses virtually overnight. Those stories are real. Those things ARE happening. And that’s what this book is about. It’s about isolating the tips and tricks that actually delivered results; the things that actually made the phone ring.

So what are these people or companies doing?

Well, the short answer is that they’re providing real value to their audiences. They’re demonstrating their expertise in the middle of high-traffic websites – what I call “raging rivers” – like Facebook, Twitter, YouTube and iTunes. If you want people to talk about your business, you have to give them something to talk about. These people and businesses are sharing remarkable content. What’s the definition of the word remarkable? It means something that is worth remarking about. So what can you share that’s worth remarking about? The success stories are finding those “juicy nuggets” and sharing them within their communities.

Where can entrepreneurs get ideas for “remarkable” content?

They don’t have to look far. It’s easier than you think. Here are a few places where you can quickly and easily get a ton of ideas for dynamic and compelling content:

  1. Subscribe to top bloggers and monitor their feeds.
  2. Use the Google Keyword Tool to see what people are searching for.
  3. Search for your primary keywords on EzineArticles.com.
  4. Look through the “sent items” in your email outbox.
  5. Look at the cover titles on a magazine rack.

People are busy. How can they find time to do all this?

I agree. We’re all busy. But if we’re smart about this, we can take the content we already have and re-purpose it in a whole bunch of different ways. For example, you could take one piece of content and re-purpose it in the following 7 ways:

  1. Publish it as a blog post.
  2. Syndicate it (via RSS feeds) to Twitter, Facebook & LinkedIn.
  3. Summarize it into tips and release them as tweets on Twitter.
  4. Distribute it to thousands of article directories.
  5. Make it into a PDF and upload it to free ebook directories.
  6. Read it into a microphone and publish as an audio podcast on iTunes.
  7. Talk about it (or do a screen capture) on video and upload to YouTube.

But isn’t there too much content out there already?

Yes, there’s tons of content out there but most of it isn’t very good. Here’s the way I look at it:

  1. Is everything on the internet true? No. Is it all well written? No.
  2. When most of the content is garbage, the good stuff rises to the top.
  3. Quite often, the people with the least to say are the first to blog.
  4. The people with good quality content are reluctant to publish it.
  5. They feel vulnerable and are afraid of negative comments.
  6. People who provide valuable content are rewarded over time.

Is there a particular approach that tends to perform better?

Yes, definitely. I actually have a 3-step “winning formula” that I discovered after studying dozens of social media success stories, and it’s amazingly simple. Here are the 3 steps:

  1. What do you do that’s remarkable?
  2. How can you demonstrate that in a visual way?
  3. How can you incentivize your customers to tell the story for you?

Here’s a brief video about the “winning formula” for social media success:

Sample Interview Questions (about the new book)

Can you tell us more about the book?

Marketing Shortcuts for the Self-Employed is the ultimate step-by-step guide for self-employed professionals to market their businesses online. The book has 80 chapters, each just 2 or 3 pages long, and each one ends with an “Implementation Checklist” so readers can take action immediately and see results quickly. You can literally read a chapter in 5 or 10 minutes and get instructions for putting the strategy to work in your business. And the chapters cover everything from building your website to starting a blog, from publishing articles online to posting on blogs and forums, from engaging on Facebook to leveraging YouTube. It’s a tremendous resource for anyone looking to build a massive online presence and find new clients as a result.

How did this book happen? What’s the story behind it?

I experienced the power of the internet firsthand. In 2006, I recorded 17 podcasts about the mortgage business. With very little promotion, those podcasts accumulated over 75,000 downloads in 27 countries. Why? Because they provided value and were positioned in the middle of high-traffic websites like the iTunes Music Store.

Since then, I have followed the same winning formula multiple times, accumulating over 25,000 followers on Twitter and 100,000 views on YouTube. This simple process of providing value on high-traffic websites has resulted in a steady increase in my credibility, audience and income, and the same strategy can be used by anyone.

The book actually started out as an email course available on my website. People could subscribe to receive one marketing tip each week for a full year. So there were 52 tips in all. Anyway, I got really great feedback on those email tips and eventually turned it into the original version of this book (which I self-published). It was called “Webify Your Business” and had 60 chapters.

The book did well and Wiley, a national publisher, offered to republish an expanded version of the book under a new title. I took out 6 chapters and then added 26 new chapters so the new book has 80 chapters in it, covering dozens of online marketing strategies. The new book is called “Marketing Shortcuts for the Self-Employed”.

Why is this book different than other marketing books?

Marketing Shortcuts is the most practical and tactical book of it’s kind. Seriously. I have looked at a lot of books and none of them come even close to the actionable format of this book. It functions more like an instruction manual and people work through it, step by step, chapter by chapter, in bite-sized pieces. We’re all busy. This book allows you to make real progress without overwhelming your daily to-do list.

What feedback have you received on the book so far?

The response has been tremendous. And as you might already know, the book is actually an expanded and updated version of a previous book, so I knew it would do well. People loved the original version too! And in many cases, they are getting together and working through the chapters with colleagues. For me, that’s the most rewarding part. So to support that process, I created a “club manual” which allows readers to organize themselves into clubs. Together with their peers, they can share ideas, success stories and experiences as they apply the strategies into their own respective businesses.

What other resources are available for readers?

This is far more than just a book. I have also created a PDF worksheet to accompany almost every chapter in the book. There are 77 in total. You can also download the “club manual” that I mentioned a few minutes ago. It’s a manual designed to help readers form clubs where they can meet regularly to share experiences and success stories with the individual chapters. I’ve also created an “instructors manual” for people who might want to teach a course around the book’s content. The idea is to provide as many resources as possible to help readers put these strategies to work in their own businesses.

How do you feel about social media consultants?

It’s really difficult to find a good one. And for most self-employed service professionals or small business owners, the costs are prohibitive. These consultants regularly charge $100 per hour or more and results are far from guaranteed. For self-employed professionals, it’s much better to do it yourself. And that’s precisely what this book is about. It’s about do-it-yourself. It’s about simple things you can do that will make a big difference. It’s about 10-minute tasks you can do in an afternoon that will yield results over months or years.

Don’t get me wrong. Social media consultants have a place. I do some of that myself. But I think it makes much more sense for medium to large-scale corporations. At that level, it’s really worthwhile to bring someone in who can help you hammer out a integrated strategy that is appropriate for your business model and demographic targeting. But for entrepreneurs and solopreneurs, I recommend doing it yourself. You’ll learn a lot, save a ton of money and have some fun along the way.

Here is the main “book trailer” video:

Sample Interview Questions (about my speaking career)

How did you get started as a speaker?

I’ve wanted to be a speaker ever since I was a young child. I always jumped at opportunities to speak but didn’t pursue it seriously until 2007. And in 2008, I spoke at 47 Rotary Clubs in and around the bay area. And none of those were paid. I did them all for free (aside from a free lunch). In 2009, I spoke at 127 events, most local and free. I got paid for 6 events that year. In 2010, I did 72 events and got paid for 21 of them. And in 2011, I’m on track to do about 60 events and will get paid for about 50 of them.

In the speaking business, there’s (1) the free circuit, (2) the cheap circuit and (3) the pro circuit. You book the free and cheap gigs directly. In the free circuit, you can only make money be selling stuff. In the cheap circuit, you’re already in the “paid” category so selling from the stage is often frowned upon. The pro circuit is generally booked through speakers bureaus and agents, and selling from the stage is definitely NOT allowed.

Are there any other distinctions we should know?

Yes. You can divide all speakers into one of two buckets. Either they’re “platform” or “keynote” speakers. Platform speakers are those who sell stuff from the stage, often referred to as “platform selling”. These speakers generally speak for free but sell expensive programs (commonly $1,997 or more) to their audiences. They don’t usually get to keep all that money. They split the revenue with whoever put the event together, often 50/50.

So if the audience consists of 200 people and the speaker sells 20% on a $2,000 program, they would generate $80,000 (40 x $2,000). Half of that would go to the event organizer and the other half would go to the speaker. You can see that it definitely PAYS to be a successful and reliable event organizer. If you can get people to show up (putting “butts in seats”), you can make a lot of money. Anyway, successful platform speakers include Tony Robbins, T Harv Eker, Susie Orman, John Gray and Robert Kiyosaki. They’re all selling expensive programs.

Keynote speakers are paid a flat fee to speak. While the destination of a platform speech is the SALE, the destination of a keynote speech is the MESSAGE. Also, while there are no real barriers to entry for platform speakers, there are huge barriers to entry for keynote speakers. Since many of these engagements are booked through bureaus and agents, speakers have to impress them before securing opportunities. It also means you generally get fewer disappointing speakers in the keynote category. Successful keynote speakers include business people like Donald Trump, politicians like Bill Clinton or Sarah Palin, sports celebrities and comedians.

What types of fees do keynote speakers earn?

First, it’s important to mention that successful platform speakers can make a lot more money than successful keynote speakers. I’ve personally watched platform speakers sell over $250,000 worth of products in a 90-minute session. It was at the Real Estate Wealth Expo with Donald Trump. There were about 3,000 people in the audience and the speaker was selling a stock market investment platform called MetaStock. And of course, Tony Robbins earned as much as $30 million in a single year, all of which came from product sales.

But in the keynote category, the cheap circuit runs in the $1,000 to $3,000 range. The pro circuit starts at $5,000 and goes up from there. Also, by the way, these are my own labels. If you ask a professional speaker about “the cheap circuit”, they probably will have no idea what you’re talking about. When you’re new in the pro circuit, you start at $5,000. But after you get established, you will probably be in the $7,500 to $10,000 range. Keep in mind that the bureaus get 25% or 30% of the fee. So if you secure a $10,000 speaking engagement, you’ll net $7,000.

Why do some speakers get paid much more than $10,000?

Keynote speakers are paid for one of two things, or both. They either get paid for their ability to deliver a message or they get paid to drive registration … or both. Keynote speakers who are extremely good at delivering a message get paid more. But the ones who can also drive registration make the most. So who can drive registration? Speakers with celebrity cache! So if you’re Sarah Palin with an extremely passionate and loyal following, you’ll get paid more. Why? Because Sarah Palin will drive registration! More people will attend the event if Sarah Palin is there. Anyone with celebrity cache will get paid more because they indirectly add to the revenue of the event (via additional registrations).

Any speaker who gets more than $10,000 probably has some celebrity cache, even if just a bestselling author status. And those above $20,000 are definitely well known. But there are many speakers who get paid more than $100,000 and Donald Trump famously got paid $1,000,000 for each of three events; one mentioned above – The Real Estate Wealth Expo with Donald Trump.

So how much do these speakers make in a year?

I won’t guess at the revenue for these top $100,000+ speakers. But for regular established keynote speakers (people earning $10,000+ per event), it obviously depends on how many events they do in a year. My goal for 2013 is to do about 40 events. So if they were booked at $10,000 each and if the bureaus took 30%, I would net $270,000. Two friends of mine – both established keynote speakers – bring in over $500,000 in revenue each year. The National Speakers Association (NSA) has “the Million Dollar Club” for those speakers who earn more than $1,000,000 per year.

How long does a keynote speaker have to speak for?

Most keynote speeches range from 45 to 75 minutes but I discourage people from calculating the pay per minute or anything silly like that. Most of my events consume at least two full days of my time, sometimes more. Yes, it’s good money. I love it. But the pay-per-minute calculations are deceptive and misleading.

Have you traveled a lot because of your speaking career?

Yes. Almost all of my events are non-local at this stage. I have done events in every major city across the country as well as events in three Canadian cities, Europe, South America and even two events in India. So yes, I travel a lot. But most of my domestic trips are two days. Often, I leave on a 6:00 AM flight on day #1, attend some sort of conference dinner that evening, speak the next day and then go back to the airport, returning in the evening of day #2. So that’s not bad at all. In fact, I really enjoy it.

What are the most important things an aspiring speaker should get?

Good photos and killer video! Having a good demo video is critical and it’s important it show you telling a story and delivering a strong message. It’s also important to have some audience laughter in the video. The hiring organizations want to know that you’ll get their audiences laughing. Without video, there is really no point soliciting any speakers bureaus. They have no way of doing their job without a video to show prospective clients. So focus on that first.

Ideally, your video should incorporate two different camera angles, one on either side of the room. And if you have a big audience, it’s even better to have a third camera behind you showing your back and all those attendees in the background. That’s very powerful. It’s also important to have two audio tracks, one to capture your voice (like a lavaliere microphone, for example) and a second to capture the audience reaction (ie., laughter) as well. Yes, it costs more but a good video is the single best investment you can make as a professional speaker.

You’ll also need a juicy sexy title and description. What do you speak about? It needs to be juicy and spicy and intriguing. Put together a great session title, session description and your own personal bio. And you’ll also need a good professional head shot. With those things in place, you’ll be in great shape to start soliciting professional speaking opportunities.

A long time ago, I was told that the speaking business is one of the hardest industries to get started in but it’s also the easiest to stay in once you get some initial traction. It’s true. It’s really hard to get started. But once it gets going, it’s a pretty good deal. I absolutely love what I do and hope to continue doing it for the rest of my working life.

Here’s another brief video with some recent speaking highlights:

More topics and questions will be added to this post over time. Stay tuned.

Worksheets

Download the worksheets!

This book has 80 chapters and a worksheets is available to accompany every single one.  They are free of charge and require no opt-in to receive.  Just click the PDF icon at the right and the worksheets will open in a separate browser window.

These resources are provided for two reasons. First, I am hoping they will help you work through the chapters and implement the strategies described. I truly want you to see results. So please use them. And let me know how it goes. I love hearing success stories!

But second, I want you to be able to work through this book with a colleague or in a Marketing Shortcuts Business Club. As such, these worksheets are more portable (via email or in person) and encourage collaboration. Don’t go through this process by yourself. You will learn sooo much more if you do it together with business colleagues … and you’ll have more fun too.

Please pass these worksheets along to others who you think can benefit from them.

Thank you.

Patrick Schwerdtfeger

Patrick Schwerdtfeger

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Instructors

Download the Instructors Manual

This book makes the perfect textbook for a class about online PR and modern marketing. Click the download icon to the right to download a free Instructors’ Manual complete with lesson plans and exercises. Also, you may qualify for a discount when purchasing the books in bulk for your students. If that is something that interests you, please use the contact form to let us know.

This Instructors’ Manual is a living breathing document. People just like you are making suggestions on how to expand and improve it, and we are working as hard as we can to incorporate those changes. To receive updated versions of this document as they become available, please subscribe below. We will NEVER use this email list for ANY reason other than delivering updated versions of this manual.

If you know others who would be interested in using this book as a textbook, please pass the Instructors’ Manual along to them. It is being provided free of charge. Hep us spread the word.

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