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by Alan Weiss
Million Dollar Speaking: The Professional's Guide to Building Your Platform
Cover Page
Million Dollar Speaking
Copyright Page
Contents
PREFACE
ACKNOWLEDGMENTS
PART ONE Savvy
CHAPTER 1 When Are You a Professional?
After all, we’re all speaking, often simultaneously
Whither Goest?
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
The Vagaries of the Trade
Summary
CHAPTER 2 Establishing Your Market
Whom do you want to listen?
Creating Value Propositions
Get the Dummy Off the Cover
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
Summary
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
Establishing Viral Interest
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
Summary
CHAPTER 4 Establishing Fees
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
40 Ways to Increase Your Fees
Increasing Fee Velocity
Summary
CHAPTER 5 Modern Marketing
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
Where and How to Publish
The Zeitgeist of Marketing: The Market Gravity Cycle
Summary
CHAPTER 6 Lean and Mean
You don’t need a staff, unless it’s a stick to walk through the woods
Wealth Is Discretionary Time
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
Summary
PART TWO Steak
CHAPTER 7 Accelerating and Accentuating Your Appeal
Becoming the “go-to” resource
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
Summary
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
The 90-Minute Rule
Summary
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
Parachute Examples
15 Conditions That Support Raising Fees
Summary
PART THREE Sizzle
CHAPTER 10 Stage Work
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
Biding Your Time
Adjusting for Trouble
Turning Errors and/or Troubles into the Extraordinary
Summary
CHAPTER 11 Yawn: Passive Income
How much did we make overnight?
10 Ideas for Product and Service Revenue Generation
The Accelerant Curve
Building Communities: REV—Creating Evergreen Clients
Summary
CHAPTER 12 Preparing for Success
Go ahead, treat yourself
TIAABB: There Is Always a Bigger Boat
Ethical Considerations: A Speaker’s Creed
Personal and Professional Rewards
Paying Back
Summary
EPILOGUE
Alan’s Accelerators for New Speakers
Alan’s Accelerators for Veteran Speakers
Alan’s Advice for Bureaus
ALAN WEISS INTERVIEWS PATRICIA FRIPP
APPENDIX
INDEX
Footnote
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