CONTENTS
,CHAPTER 1 When Are You a Professional?
After all, we’re all speaking, often simultaneously
Why Sizzle and Steak Are Both Required for Fine Dining
The True Speaker Is Not a Performing Seal
Alan’s Million Dollar Speaking Profile
The Diverse (and Daunting) Speaker Scenarios
CHAPTER 2 Establishing Your Market
Alan’s 12 Steps to Creating Market “Reach”
The Litmus Test of Real, Imaginary, and “Woo-Woo” Markets
Organizing Your Approach: The Easiest Route Is Usually the Best
CHAPTER 3 Positioning and Becoming an Object of Interest
Tell them what they need to know, not everything that you know
Being Around a Long Time Makes You Older, but Not Necessarily Better
Transforming Intellectual Capital into Intellectual Property
Nine Best Practices to Increase Your Business
If You Don’t Blow Your Own Horn, There Is No Music
Fish Swim, but Different Strokes for Different Folks
How much do you charge? How much have you got?
The Three Basic Fee Ranges You Must Create
Taking Out the Middlemen: Dealing Only with True Buyers
Providing the Choice of “Yeses”
Turning an Event into a Process and Tripling Your Success
I don’t care about the cost; get me Jane Jones!
The Magic and Myth of the Internet
Working (or Not) with Bureaus and Avoid Being a Hired Hand
Trade Associations: Make Money and Market Concurrently
The Zeitgeist of Marketing: The Market Gravity Cycle
You don’t need a staff, unless it’s a stick to walk through the woods
Alan’s Five Essential and Legitimate Staff Characteristics
You’re a Professional Speaker, Not a Hired Hand
The Sources of Sound, Objective, Professional Feedback and Why Unsolicited Feedback Will Kill You
Small Print: Incorporation, Legal, Accounting, Insurance, Taxes, Yada Yada
CHAPTER 7 Accelerating and Accentuating Your Appeal
The Amazing Secret Leverage of Process Trumping Content
The Myth of “Shelf Life” and the Creation of Long-Term Intellectual Property
Why You’ll Seldom Get Tossed Out for Using Common Sense
The Use of Metaphor, Visuals, and Pragmatic Change Devices
15 Immediate Expansion Sources for Your Speaking Business
CHAPTER 8 Creating Great Speeches and Workshops
The rules and regulations for formulating great content
Using Original Sources with Your Own Original Material
People Learn in Differing Ways: Not Everyone Is as Smart as We Think We Are
CHAPTER 9 From Steady, to Surfer, to Star
Hey, aren’t you . . .? Why, yes, I am!
Refusing Business (Yes, Refusing Business)
Rising above the Crowd by Avoiding Meat Market Mentalities
The Three Kinds of Speaker and Why Only One Gets Wealthy
15 Conditions That Support Raising Fees
The speech was five minutes . . . there were dull stretches
The Myth of Body Language, Gestures, and Movement
Alan’s 10 Interpersonal Techniques (and Expert Devices) to Engage the Audience
20 Great Ways to Engage Almost Any Audience
Turning Errors and/or Troubles into the Extraordinary
CHAPTER 11 Yawn: Passive Income
How much did we make overnight?
10 Ideas for Product and Service Revenue Generation
Building Communities: REV—Creating Evergreen Clients
CHAPTER 12 Preparing for Success
TIAABB: There Is Always a Bigger Boat
Ethical Considerations: A Speaker’s Creed
Personal and Professional Rewards
Alan’s Accelerators for New Speakers
Alan’s Accelerators for Veteran Speakers