INDEX
,Note: Page numbers followed by f indicate figures.
A
Accelerant Curve, 318–320
Accessible, being, 34
ACSs (see Audience-centered speakers)
Additional services, offering, 237
Administrative tasks:
minimizing or delegating, 145–146
using staff for, 148–149
Adult learning, 62–63, 210–211, 227–228
Adult Rule, 210–213
Advertising, 242–243
Advice:
giving off-platform, 314–315
listening to others for, 341
After-dinner speakers, 14–15
“Amateur” speaking, ix
Ambient noise, 297
Analogies, using, 248
Anecdotes, 68–69, 188–189, 217–218
Approaching the stage, 12
Approval, need for, 67
Arriving early, 289–290
Articles, writing, 128–129
Attire, appropriate, 12
Audience(s):
determining needs of, 18
disruption from, 297–298
focusing on needs of, 10
moving to tougher, 237
reaction of, 32
sophistication of, 6
speaker’s relationship with, 66–67
(See also Engaging the audience)
Audience evaluations, 287–288, 332–333
Audience participation, 269–270
Audience-centered speakers (ACSs), 16–17, 245–246
“Auditions,” 240–241
Authenticity, 17n
B
Backup, serving as a, 77–78
Banking relationships, 172–173
BCSs (see Buyer-centered speakers)
Bennis, Warren, 179
Best practices for increasing your business, 60–71
Blue-chip references, developing, 251–252
Body of work, creating a, 33–34
Books, 53
passive income from, 307–310
signing your, 285
speeches vs., 287
Breaks, 291–292
Broadening your scope, 76–77
Buckley, William F., Jr., 201
Building your business:
and abandoning your worst customers, 237–239
and banking relationships, 172–173
and being a “professional,” 47–52
best practices for, 60–71
and creating viral interest, 56–60
expansion sources for, 194–195
and financial planning, 171–172
and getting experience, 71–78
incorporation, 168–169
and insurance, 169–171
and positioning yourself, 173–174
and rising above the crowd, 239–244
and “success trap,” 233–239
and transforming intellectual capital into intellectual property, 53–56 (See also Marketing yourself)
“Bureau-friendly” marketing materials, 32
Bureaus (see Speakers’ bureaus)
Bush, George, 5
Business cards, 341
“Butterflies,” getting, 286
Buyer-centered speakers (BCSs), 16–17, 246–247
Buyers (of speakers), 6–7, 10–11
abandoning your worst, 237–239
clarifying objectives of, 20
defined, 19
focusing on benefits for, 60
getting background on, 290
“language” of, 35
moving up line of, 236
new/different services requested by current, 254
providing a choice of “yeses” to, 94–95
raising fees for current, 253–254
and speaking as a business, 18
true, 87–94
types of, 27–29
C
Cable TV shows, hosting, 139–140
Calls, returning, 149n1
“Canned” videos, 242
Capriccio restaurant (Providence, Rhode Island), 8
Career, professional speaking as a, x
CareerTrack, 72
Cast-off business from other speakers, accepting, 74–75
Catalogs, 285
CDs, selling, 310–311
“Certifications,” speaker, 163n5
Charging (see Fees)
Chat rooms, passive income from, 317
Chevrolet Nova, 55
Civic organizations, 75–76
Clients (see Buyers)
Clocks, 294
Closing, 221–222
Coaches, speaking, 31, 111, 243–244
Coldwell Banker, 186, 188, 314
College degrees, 48n1
Column, writing a, 137, 252–253
Co-marketing, 120
Comfort, 304
Commissions (speakers’ bureaus), 113–114, 343
Committees, 92
Commodities, speakers as, 7, 18
Common sense, using, 188–191
Community service, 139
Competence, 39
Competition, markets and, 110, 138, 314
Computer-generated graphics, 271
Confidence, 235
“Consultants,” 315n2
Content:
Adult Rule with, 210–213
defined, 180
Originality/Validity Rule with, 198–201
Outcome Rule with, 208–210
Perspective Rule with, 203–208
platform skills vs., 264
pragmatic, 227
Relevance Rule with, 201–203
Timeliness Rule with, 213–214
Content knowledge, 40
Convention bureaus, 195
Copyright, 56
Corporation, forming a, 168–169
Counsel, giving off-platform, 314–315
Credentials, 48n1
Crying, 280
Crystal, Billy, 333–334
Customized speeches, 32
D
Demeanor, 12
Demonstration videos, 242, 344
Despair, avoiding, 341
“Devices,” passive income from, 317
Difficult audiences, dealing with, 70–71
Direct mail, 140
Disability insurance, 170–171
Disruptions, 276–277
Domains, e-mail, 341
Downloads, selling, 310–311
Dress, appropriate, 12
“Dumbing down” your speech, 289, 291
DVDs, 312
E
Early adopters, 37
leverage points to get to, 93
questions to find, 91
Economy, contracting, 7
Editing, 310–311
Ego, subordinating your, 69–70
Ego-centered speakers, 292
Electronic newsletters, 314
E-mail domain names, 341
E-mail marketing, 34
E-mail messages, signature file for, 109
Emceeing, 195
Emergencies, handling, 276, 297
Employees (see Staff)
End results, focusing on, 19–20
Engaging the audience, 263–301
and audience evaluations, 287–288
with audience participation, 269–270
and avoiding overpreparation, 286–287
and avoiding self-validation on stage, 288
and disruptions, 276–277
by ending on time, 290
with exercises, 288
with eye contact, 265–266
with gestures, 266–267
and getting “butterflies,” 286
by handling questions, 272–274
with handouts, 282
with humor, 278–279
with inflection and intonation, 268–269
and making errors, 274–275
with music, 279–281
by not “dumbing down” the speech, 289, 291
with pauses, 267–268
with personal participation, 285–286
and platform skills, 263–265, 287
with pre-presentation participation, 283–284
with product sales, 284–285
and room setup, 283
by schmoozing before the speech, 289–290
and speaking vs. writing, 287
and studying the client’s history, 290
with teams, 289
by using recurring themes, 291
with visual aids, 271–272
Enthusiasm, 227
Envelopes, 341
Equipment problems, 295–296, 298
Erhart, Werner, 5
Errors, making, 274–275, 299–300
Errors and omissions (E&O) insurance, 169–170
Escrow accounts, 344
Evaluations, audience, 287–288, 332–333
Evangelical speakers, 4
Event buyers, 28
Examples, using, 188n2, 217–218, 223, 247–248 (See also Stories)
Exercises, engaging the audience with, 288
Experience:
codifying your, 194
Expertise, 11
Exponential value, reciprocating, 320–323
Exposure, getting, 71–78
by broadening your scope, 76–77
by serving as a backup, 77–78
via castoffs, 74–75
via sponsorships, 73–74
by volunteering, 75–76
by working for a seminar training firm, 72–73
Eye contact, 265–266
F
Facilitators, 15
Failure, 216
Fator, Terry, 30
Feasibility buyers, 27–28
Fee velocity, 102–105
need for independent, 161–162
techniques for getting honest, 162–167
unsolicited, 159–160
conditions that support raising your, 250–259
for E&O insurance, 170n6
and finding the true buyer, 87–94
hourly/half-day/daily, 81–82, 84, 87
for keynotes, 340
and payment terms, 102–105
regular increases in, 235
and supply and demand, 50
of veteran speakers, 343
ways to increase your, 99–102
when to return your, 70
Field, Eugene, 57
Financial planning, 171–172
“Fixing,” raising the bar vs., 36
Form 1099, 153n2
“Formula” speeches, 62
Fortune 1000 companies, 27
Forums, passive income from, 317
401(k) plans, 172
Fred Pryor Seminars, 72
“Friendlies,” creating, 266
Fripp, Patricia, 197, 241n2, 249, 303, 349–356
Full-day workshops, charging for, 87, 254–255
Full-time speakers, part- vs., 16, 47–52
Future value, 86
G
Gandolfini, James, 52
GarageBand, 316
Gardner, John, 179
General Electric (GE), 19
Generic humor, 204
Gestures, 266–267
Getting started, 42–46
Gettysburg Address, 61
Gimmicks, 11–12
Global, going, 343
Global organizations, 37
Godek, Greg, 251
Goldsmith, Marshall, 179, 234, 317
“Go-to” resource, becoming a, 179
Graduate degrees, 48n1
Graphics, computer-generated, 271
Gravity, creating, 339–340
Guaranteeing your work, 104
Guidelines, selling, 316–317
H
Half-day workshops, charging for, 87
Handouts, 124–125, 218–219, 282, 298
Hanks, Tom, 52
Hanson, Rebecca, 195n3
Helping others, and success, 327–329, 332–336
Herd mentality, avoiding, 239–240
Herman, Jeff, 136
Hewlett-Packard, 192
Homemakers (as subcontractors), 155n3
Honesty, 330–331
Hostile questions, dealing with, 274
Human resources staff, 28
Humility, 70
Humor, 61
engaging the audience with, 278–279
and Perspective Rule, 203–208
and platform skills, 265
Humorists, 15
Hyatt Hot Line story, 205–206
I
Income (see Fees; Passive income)
Incorporation, 168–169
Increasing your business, best practices for, 60–71
Industry-specific audiences, speaking to, 123–126, 236
Inflection and intonation, 268–269
Ingram, 307n1
Insurance, 169–171
Intellectual property:
creating long-term, 186–188
transforming intellectual capital into, 53–56
Intelligence files, 124
International exposure, 37
International work, doing, 255–256
Internet, 6
getting feedback via the, 166–167
marketing yourself via the, 107–111, 195
Internet star, becoming an, 257–258
Interruptions, handling, 276–277, 296–298
Interviews, 253
media, 139
print, 136–137
Introductions, 223
Invoices, sending out, 79
J
Janal, Dan, 253
Johnson & Johnson, 85
Jokes, 207
Judgment, by staff members, 149–150
K
Karrass, Chester, 243
Key learning points (KLPs), 216–217, 221
Keynotes (keynote speeches), 63
workshops vs., 236
Keynoting, 7
King Lear (William Shakespeare), 57
Kissinger, Henry, 201
KLPs (see Key learning points)
L
Labels, 341
Learning, adult, 62–63, 210–211, 227–228
Learning objectives, 225
Learning points, key, 216–217, 221
Leno, Jay, 15
Letterhead, 341
Liability insurance, 170
Lifestyle, and success, 331–332
Line managers, 86n2
LinkedIn, 57
Listening, 69
Listings, appearing in, 242–243
Listservs, 110
Literary agents, 131n9
Local events and chapters, speaking at, 194
Long, Shelly, 52
Longfellow, Henry Wadsworth, 31
Long-term care insurance (LTC), 171
Long-term potential, looking for, 36–37
M
Maister, David, 179
Management Review, 252
Manuals, selling, 316–317
Market “reach,” creating, 32–38
Marketing yourself, 25–46, 107–141
and creating “reach,” 32–38
and creating viral interest, 56–60
and creating visibility, 134–139
and elements of successful speaking, 38–42
getting started, 42–46
with promotional materials, 29–32
by publishing, 126–134
using your staff for, 148
and value propositions, 25–29
via speakers’ bureaus, 111–121
via the Internet, 107–111
via trade associations, 121–126, 243
via your Web site, 107–109
what to avoid when, 139–140
Markets, competition and, 110, 138, 314
Mass media, 6
Meals, speaking during, 277
Media exposure, obtaining major, 251
Meeting buyers, 28
Meeting “industry,” 52
Meeting planners, 20, 28, 86n2, 88, 242, 343
Meeting Planners International, 28n2, 88n3
Mehrabian, Albert, 197, 203, 263
Mentor Program, 136, 316–317, 321
Mentoring, 164–165
Metaphors, 191–193
Methodology, changes in, 235
Microphones, hands-free, 266–267
Million Dollar Club, 318
Million Dollar Consulting (Alan Weiss), 10n5
Moderators, 15
Money:
making (see Fees; Passive income)
wealth vs., 50
Morita, Akio, 39
Motivation circle, 64f
“Motivational speakers,” 4–6, 63–65
Mr. Saturday Night (film), 246, 333–334
Multiple booking potential, 36
Multiple sessions, delivering, 125
Music, engaging the audience with, 279–281
N
National Speakers Association (NSA), 10, 28, 29, 72, 166
National Trade and Professional Associations of the United States, 51n2, 123n6, 138
Naval Ship story, 204–205
Need:
for approval, 67
identifying a, 39–42
Nelson, Curt, 99
New speakers, accelerators for, 339–341
New speech, steps for building a, 214–225
adjusting the timing, 222–224
key learning points, 216–217
opening and closing, 219–222
outcomes, 215
rough draft, 217
supporting stories and examples, 217–218
time frame and sequence, 215–216
transitions, 218
visual aids and handouts, 218–219
Newsletters, 34, 110–111, 137–138, 258, 313–314
90-minute rule, 225–230
Noise, ambient, 297
Nondifferentiated fee range, getting out of a, 256, 257, 257f
Normative pressures, creating, 250
NSA (see National Speakers Association)
O
Object of interest, becoming an, 54
Objectives, focusing on, 19–20
Occam’s razor, 42
Odd Couple Workshop, The, 197
OPB (other people’s books), 249
Opening, 219–221
Originality Rule, 198–201
Outcome, focusing on, 26
Overpreparation, 286–287
Overtime, going, 292–294
P
“Package” pricing, 284–285
Paid, getting (see Fees)
“Parachute business,” 319
“Parachuting,” 247–250
Partially-complete speeches, creating, 340
Participation:
audience, 269–270
pre-presentation, 283–284
Particular markets, focusing on, 33
Part-time speakers, full- vs., 16, 47–52
Passion, 39
Passive income, 303–323
and the Accelerant Curve, 318–320
from advice and counsel, 314–315
from books, 307–310
from chat rooms and forums, 317
from “devices,” 317
from downloads and CDs, 310–311
from manuals and guidelines, 316–317
from newsletters, 313–314
from podcasts, 316
and reciprocating exponential value, 320–323
from teleconferences, 315–316
from videos, 311–312
Past co-presenters, referring to, 248
Pauses, 267–268
Peer recognition, 48
Perceptions, 31
Personal anecdotes and stories, 68–69, 278
Personal participation, 285–286
Personal revelations, 17n, 65–67
Perspective Rule, 203–208
Pfizer, 85
Pharmaceutical companies, 85
Pitching, 26n1
Platform skills, 8, 263–265, 287
Podcasts, passive income from, 316
Popular topics, choosing, 194
Position papers, 53
Positioning yourself (see Building your business; Marketing yourself)
Power language, adopting, 341
PowerPoint, 272
Practice, getting, 37–38, 43–45, 61–62, 222–224, 294
Pre-presentation participation, 283–284
Press kits, 146
“Priming the pump” with the media, 248
Print interviews, 136–137
Problem solving, 216
Process:
defined, 180
examples of, 181–182
focusing on, 37, 40, 180–186, 342
Process consultation, 20
Process visuals, 184–185, 184f
Product sales, 284–285, 303–307, 342 (See also Passive income)
Professional associations (see Trade associations)
“Professional,” being a, 47–52, 157–159
Professional image, 12
Professional speakers associations, 165–166
Professional speaking:
“amateur” vs., ix
as a career, x
Provocative, being, 124
Publishing, 126–134
an article, 128–129
benefits of, 126–127
self- vs. commercial, 130–131, 136, 250n5, 307–310
“staircase” technique for, 127–128
and writing skills, 129–130
Q
QGTRIHF, 100
Question and answer sessions, 274, 289, 294, 295
Questions:
answering, 294–295
engaging the audience with, 289, 290
handling, 272–274
rhetorical, 270
R
Radio shows:
being a guest on, 195
hosting, 139
Raising the bar, “fixing” vs., 36
“Rallies,” 5
Reciprocal agreements, 249
Reciprocating exponential value (REV), 320–323
Recording your presentations, 43n8, 61, 125–126, 161, 162, 311–312
Recurring themes, using, 291
Reference sheets, 251–252
References:
asking speakers’ bureaus for, 118
developing blue-chip, 251–252
Registered mark (®), 56
Rejection, handling, 341
Releases, signed, 312
Relevance, 67
Relevance Rule, 201–203
Religious speakers, 4
Reputation, 257f
Return on investment (ROI), 89
REV (reciprocating exponential value), 320–323
Rewards:
by organizations, 216
personal and professional, 331–333
Rhetorical questions, 270
Robbins, Tony, 5
Roberts, Oral, 4
Robertson, Jeannie, 188n2
ROI (return on investment), 89
Room setup, 283
Roosevelt, Franklin, 201
Rotary, 75
Rough draft, assembling a, 217
Royalties, 280
Russell, Bertrand, 78
“Rut,” getting stuck in a, 45
Ruthless People (film), 240
S
Sand Dollar story, 205
“Saves,” 299–300
SCSs (see Speaker-centered speakers)
Search engine optimization (SEO), 109
“Seeding” the environment, 248
Seinfeld, Jerry, 15
Self-disclosure, 17n, 65–67, 136n10
Self-esteem (self-worth), 63–64, 189–190, 288, 335
Self-mastery, 335
Self-publishing, 130–131, 250n5, 307–310
Self-validation, avoiding, 288
Seminar training firms, working for, 72–73
Sensitivity training, 4
SEO (search engine optimization), 109
SEP IRA, 172
Sequence, 215–216
Service marks, 56
Shared values, 66–67
“Shelf life,” 186–188
Shortcuts, using, 146
“Showcases,” 116, 140, 240–241, 344
Showing off, 12–13
Signature file, 109
Signed releases, 312
Signing your books, 285
Silences, filling, 268
Silicon Space, 99
Singing, 281
“Sizzle,” 8
Skills:
broadening your, 76–77
“Smile sheets,” 160–161
Smith, Mark, 318
Sony, 39
Sopranos, 52
Sources, 197
and Originality/Validity Rule, 198–201
(See also Content)
Speaker-centered speakers (SCSs), 16–17, 244–245
Speakers:
accelerators for new, 339–341
accelerators for veteran, 342–343
accepting cast-off business from other, 74–75
audience-centered, 245–246
buyer-centered, 246–247
“language” of, 35
part- vs. full-time, 16, 47–52
seeking out successful, 163–164
speaker-centered, 244–245
types of, 14–17
Speakers’ bureaus, 28–29, 88–90, 111–121, 343–344
being selective about, 241
commissions charged by, 113–114
getting repeated recommendations by, 259
managing your relationship with, 118–121, 341, 343
mistreatment of speakers by, 113
perception management by, 116–117
qualifying, 117–118
speakers as customers of, 112, 114–116
Speaking:
as an information business, 304
writing vs., 287
types of, 13–14
Specific humor, 204
Speeches:
building new, 214–225
content of (see Content)
creating partially-complete, 340
customized, 32
“formula,” 62
six rules for creating, 198–214, 224
Sponsorships:
obtaining, 73–74
third-party, 121–123
Staff, 147–157
administrative skills of, 148–149
evaluating need for, 146–147
innovative ability of, 150
judgment of, 149–150
leveraging your, 150–152
marketing skills of, 148
of speakers’ bureaus, 117
subcontractors vs., 152–157
“virtual,” 145
Stage presence, 8
“Staircase” technique for publishing, 127–128
Standing ovations, 341
Starting late, 296
“Steak,” 8
Stealing from others, 199–200
Stengel, Casey, 201
Stories, 68–69, 188–189, 199, 204–207, 217–218, 278
“Story catalogs,” 188n2
Strategic branding, 249
Subcontractors, 152–157
Subordinating your ego, 69–70
Success, 325–337
author’s criterion for, 48
and ethics, 329–331
and helping others, 327–329, 332–336
and lifestyle, 331–332
planning for, 36–37
positioning yourself for, 173–174
quickest route to, 331
Success trap, 135, 233–239, 234f
Successful speaking, elements of, 38–42
Sunday, Billy, 4
Supply and demand, 50
T
Tactical branding, 249
Talents, providing a rare breadth of, 252
Tap dancers, 9
Teams, using small, 289
Technical problems, 295–296, 298
Technology, using, 146, 235–236, 342
TED.com, 6
Teleconferences, 195
downloadable, 310
passive income from, 315–316
Telemarketing skills, 148
Telephone marketing, 34, 36, 148
TelePrompTers, 294
T-group training, 4
Themes, using recurring, 291
Third parties:
showcases/auditions hosted by, 240–241
as sponsors, 121–123
Thrive! Stop Wishing Your Life Away (Alan Weiss), 310
TIAABB, 327
Time:
ending on, 290
keeping track of the, 294, 295
leveraging your, 144–147
trend toward shorter, 236
wealth as discretionary, 50, 143–144, 328
Time management, 58–59, 215–216, 290–295
adjusting the timing, 222–224
and arbitrary time frames, 226
Timeliness Rule, 213–214
Topics, evolution of, 235
Touching, avoiding, 280
Toyota Financial, 208
Trade associations, 27, 33, 37, 51, 96n4
marketing yourself via, 121–126, 243, 258
taking a leadership role in, 138
Trademarks, 56
Training, 7
Training staff, 28
Transitions, 218
Trend setters, 37
Triteness, avoiding, 67
Trouble, dealing with, 295–300
True buyer, finding the, 87–94
TV and Radio Interview Reporter, 139
Typecasting, avoiding, 52
U
Unisys, 198
Unsolicited feedback, 159–160
Updike, John, 68
U.S. dollars, getting paid in, 256n6
V
Value, providing, 81–87, 94–99
and educating the buyer, 84, 85
and fees, 97–99
future value, 86
and “value list,” 82–83
and value process, 84–85
and your real worth, 83–84
Value propositions, creating, 25–29, 37, 108, 339, 342
Value-added, determining your, 32–33
Values, shared, 66–67
Velocity, fee, 102–105
Ventriloquism, 30
Veteran speakers:
accelerators for, 342–343
methodology of, 235
Videos, selling, 311–312
Viral interest, creating, 56–60
“Virtual staff,” 145
Virtual teams training program (example), 228–230
Visibility, creating, 134–139
Visitor’s bureaus, 195
Vistage, 72
Visuals (visual aids), 124, 191–193, 211, 218–219, 271–272
“Volleyball,” playing, 273, 290
W
Walkman, 39
Wealth, as discretionary time, 50, 143–144, 328
Weather, 297
Web site:
audio and video samples on your, 195
marketing yourself via your, 107–109, 340–341
updating your, 342
Welch, Jack, 19
“What do you speak about?”, 60
“Wholesale/retail” philosophy, adopting a, 342–343
Wilde, Oscar, 48
William of Occam, 42
“Woo-woo” markets, 41–42
Words, focusing on power of, 11–12
Workshops:
charging for half- vs. full-day, 87
keynotes vs., 236
rules for creating great, 225–228
Writer’s Market, 137
Writing, 67–68, 137, 252–253, 287 (See also Publishing)
Y
“Yeses,” providing a choice of, 94–95, 194
YouTube, 138
Z
Ziglar, Zig, 5