PREFACE

THIS IS the follow-up book to my wildly successful Money Talks, first published in 1998. A lot has occurred in the last dozen years that has affected and influenced the world of professional speaking. But a great deal has remained constant. I have the luxury herein of introducing the new and reinforcing the true.

I’m writing for professionals. That is, this book is focused on an occupation, not an avocation, a career and not merely good cheer. “Amateur” speaking—in front of community groups, civic associations, religious organizations, and so forth—is important, and one should always endeavor to improve in that pursuit. Associations such at Toastmasters have been helping amateur speakers for decades, and are quite adept in that arena.

But there is a huge difference—a metamorphosis, if you will—in becoming and succeeding as a professional, someone who is paid as an expert who can present important, relevant content in a fascinating, engaging manner. Unfortunately, there are myriad “urban myths” about the speaking business, particularly about how to market your value and how to establish fees based on that value.

Most professional speakers, as I write this, undercharge and overdeliver!

If that hasn’t corralled your attention, I don’t know what will. My paramount consideration in the pages that follow is that professional speaking is acareer—notwork, not a job, not a “gig,” not a hobby—and that someone engaged in it should expect to earn sufficient money to maintain one’s desired lifestyle. This is a business, and you are in business no less than the people whom you address from the platform or the front of the room are in business.

No businessperson wants to hear from a hobbyist or expects to be billed in a nonbusiness manner.

If you want to make a million as a speaker, helping others while you help yourself and your loved ones, read on. As I noted in my first book on this topic, money talks!

—Alan Weiss
East Greenwich, RI
October 2010