Welcome to episode #116 of Explode Your Expert Biz Show, brought to you by http://gtex.org.uk/,
I am your host, Simone Vincenzi, The Experts Strategist, and this is the podcast for experts who want to become the ultimate authority in their niche while making an impact in the world.
This is a solo episode which is a recording of our live show we run every Tuesday at 7pm on my business Facebook page Simone Vincenzi where I share my point of view from the conversation I have during the interviews with my guests.
In this episode I talk about
- How to monetise your speaking business
- How to monetise your keynotes
- How to monetise your seminar appearances
- How to monetise live events as an organiser
Tool Of The Day: ScreenFlow (Screen Record and video editing software)
Receive A Messenger Update Every Week Before The Live Show:
If you want to make 6 figures presentations and become awesome at Selling From The Stage without compromising your integrity I have created The Ultimate Selling From Stage Checklist.
The most comprehensive checklist to create a pitch that sell without being a douchebag.
To receive daily support in your coaching and speaking business, join our private Facebook Group EXPLODE YOUR EXPERT BIZ
Also make sure you subscribe to the podcast so you don’t miss any other episode.
If you want to reach out to me with your questions, you can email me at Simone@gtex.org.uk that comes right to my inbox.
Let’s talk about how to monetize your speaking business. In this live show you’re going to learn what I did to make more than seven figures in my speaker career as a speaker in our business over the years.
So this episode is incredible because I’m going to show you the different ways, the way you can monetise your speaking business, and it was inspired by the interview that we did with the one and only Jairek Robbins on how he built his couching and speaking business from scratch.
So make sure that you stay tuned because you will absolutely love this show.
Now, this is part of our Explode your Expert Biz Show, we are live every single Tuesday at 7:00 UK time to help you grow your business, so if you’re watching the replay, thank you for watching the replay, if you’re watching live, thank you for watching live.
I really, really appreciate it. And if you’re listening on our podcast or on YouTube, or watching on YouTube, I really appreciate it, thank you for joining.
So now let’s go straight into it, let’s start the music.
Now what are different ways for you to monetise your coaching and speaking business, in particular your speaking business?
Well number one, you need to understand the different ways of speaking because you, not all the speakers will earn money in the same way.
What do I mean about that? You need to understand, what is your speaking niche? Now, Jairek Robbins, in episode 115, shared about being an entertainer, being a teacher, being a keynote speakers, speak to sell and so on.
So there are different ways, so I want to just spend a bit more time right now to talk about, how can you do it? So as I said there are a few different ways to monetize your speaking business.
Now the one that I’m most familiar with, which is the one that I decided to niche in, is speaking to sell, what do I mean about that?
Well, speaking to sell is a great way to grow your business, why?
Because it’s easy to find speaking gigs most of the time, no, you don’t need to get paid up front. But also you can make way more money just if you were to speak at another event, for example.
So, this is something that you’re gonna do is speaking to sell, and that’s where you’re going to promote a product, you’re going to promote a service, you’re going to promote something that you have coming up, and then some people will join your list, some people will buy there and then in the room.
So that’s why I absolutely love speaking to sell, that’s a very, very, very powerful.
Now, another way to grow your couching and speaking business, then I’m going to go a bit deeper into every category is being a keynote speaker.
What do I mean about being a keynote speaker?
Well being a keynote speaker is where you get paid upfront to deliver a piece of material to a company, to an organisation, to your private or public sector.
And they will pay upfront, so your role as a keynote speaker is to find those events that are looking for speakers, it’s to connect with those organisers that are already looking for speakers and they have a budget to pay you.
Because the worst thing, if you’re not going to sell and the day you’re going to deliver a keynote for free, for example, then you’re not going to make any money as a speaker, that’s the problem, you’re not going to make any money.
However, by being able to be paid upfront then you don’t have to become great at selling from the stage, you’re sale is done before.
You’re sale is done in the interaction with the event organiser.
Now what’s great about becoming a keynote speaker is that you can be a keynote speaker for an organisation and for a company, but then they will pay you to be a keynote.
But, for example, if you do also consulting, then they can hire you as a consultant later on, so that’s another way to monetize your keynote so you don’t just get paid once, but you can get paid multiple times, so that’s very, very powerful.
Now another way is on top of being a keynote speaker is to be an MC or Master of Ceremonies.
This is something that I do regularly.
Where I host events and people pay me to host events. Now, my wife is great, that’s what she’s known for, Levelda, as an MC because that’s what she wanted to niche in, that’s what she wanted to be known for.
She goes in conferences, she goes in events, and then makes them memorable.
Now to be an MC is very fulfilling because you are the gel, you are the person who connects all the speakers.
But it’s also very challenging because to be a great MC, you need also to have an understanding, a very deep understanding about this speaking industry and about the event industry.
Now as an MC, you will be required to make sure that the event runs on time.
Most of the time, you will support the event organiser as well in scheduling the event. It depends on how well organised the event is as well.
Now the rates for MC or panel moderators, for example, they’re generally lower than keynote speakers. As a keynote, you will be paid more unless you are a celebrity because a lot of people will look for a celebrity to hire as an MC for the night if they have a large budget.
And that’s where they will spend 10,000, 15,000, 20,000 pounds or dollars.
Well if you’re a keynote speaker, you can actually 5,000, 10,000, 20,000 pounds or dollars even if you’re not a celebrity, but you need to be a celebrity in your niche.
This is the most important thing, and that’s why position is important. Whether you are selling from the stage or you are, you’re getting paid as a keynote speaker or you are an MC, a Master of Ceremonies, or a panel moderator, you must remember, you must build your authority, you must build your personal brand.
And that’s why this is crucial. Now another way to build, to become a great speaker and to make money as a speaker is to start your own events.
So that’s where you’re going to create an event and you can sell tickets, so make money on the ticket sale, and then you might be the speaker or you can actually have other people speaking at your event.
Now, for example, a lot of events I speak at, I’m going there as a guest speaker. So the event organiser will make money from the ticket sales or, for example, if it’s a free event, they will make money on a split share on the sales that I make.
So that’s another way to monetize your speaking business.
You might run events and you might be the person who brings people together, and then gets other speakers to sell, and then they make money from the sales at the back of the room from these kind of events.
So that’s another powerful way to monetize your speaking skills.
Another way, for example, is also to not only make money from the shares of the sales, but also you can get the speakers to pay you to speak at that event.
Because let’s be honest, the most difficult thing as a speaker is actually to get an audience together.
That’s the most difficult thing because unless you already have a huge following, that people are willing to see you, they’re will to follow you, they’re willing to experience you, and then they’re following you everywhere, unless you already have that, it’s very difficult to fill an event.
In particular if you want to speak in front of hundreds of people.
Now by paying an event organiser, then you can have access to an audience that will cost you thousands if not tens of thousands of pounds or dollars to get together and years of work.
While you can first start by paying to be a speaker and then you can make money from the sale. Now, the same happens if you’re an event organiser.
Now, if you’re an event organiser, you know you can bring people together then what are you doing? You can get speakers to actually pay you to speak at your event because you’re providing them the things that they need, the audience.
And as long as the speaker is good at selling then you can make money on the ticket sales as an even organiser, then you can make money on the speaker that is paying you and on top of that, you’re gonna make money on the sales that the speaker generates.
So now as an event organiser, you’re doing the hard work because right now, it’s more the time that you spend to get people at the event ’cause that’s where the success of the event will be.
However, you have multiple ways to monetize your business in this way.
So these are a few ways that you can do it.
Now if you are, for example, let’s talk about selling from the stage because that’s something that I know, my niche’s are, the main one that I run is speak to sell.
That’s my biggest niche, that’s what I’m known in the market for.
People come to my event and people invite me, and then I sell a product or a service.
And that’s my skill that I was able to master and I wanted to master by running my many events. Then another niche that I’m really strong in is an MC, but I most of the time, I’m not getting paid for MC, I rarely ask for it.
And I generally go and MC in places where I know they’re going to put me in touch in front of my ideal client because that’s the most important thing.
Or they give me a big profile boost, like, it happened Les Brown, I didn’t get paid, I didn’t even want to get paid.
Just the fact of being on the same stage and host an event with Les Brown, in front of 1,000 people, that was worth the spending, actually the weeks that I had to spend to prepare that event and to perform at the highest level.
Now, some people that decide actually to specialise in MCing, like my wife, then they want to be paid. But I know that my revenues will come from another source, which is going to be the people that are going there to follow me from that event.
So I’m always inviting you to play a long game because the reality is, it’s more difficult to get a paid speaking gig than to get a free speaking gig, it’s easier, or even easier if you pay.
But however, you have to decide what kind of speakers do you want to be going for.
There’s speakers that say, I hate selling from the stage.
And they suck at selling from the stage and they don’t want to do it. But what they want to do is to be great at speaking, deliver a great message and they would rather spend more time upfront building the relationship with the event organiser.
So if you are a speaker, if you are a keynote speaker, actually your clients becomes the event organiser. It’s not the audience, your audience is not your clients, your clients is who pays you.
Your client is whoever pays you, so if the event organiser pays you, your client is the event organiser.
If the event organiser pays you to deliver a keynote, if the event organiser pays you to deliver a workshop or to be an MC, that’s your client, so that’s the person you must spend your time building a relationship with.
Well if you are, for example, running your own events and you want to get people coming to your own events then you got to spend time with people with the participants that are going to come to the event because they are going to be the one that are your client’s.
So you see what I mean here, you need to play where is my client game, and then you need to find them, and you need to build a relationship with them because in this speaking industry, it’s all about the relationship that you have.
It’s about the relationship that you have with the other event organisers.
It’s about the relationship that you have with the audience.
It’s about the relationship that you have with other partners, so remember it’s all a relationship games because by yourself you can just do this much, or it will cost you a hell of a lot of money, and a hell of a lot of time to develop the audience and the following to make it happen on your own.
Then once you arrive to a tipping point and you have people following everywhere then things become easy.
But up until that moment, you need to build those relationships.
And then you might arrive to the point where, actually, you are there and you’re already making a six figure, you’re already having a six figure speaking business, and you want to go to the next level, well, the next level for you is, again, develop partnerships because it means that as a speaker, your systems, you’re already making six figures, your system, your sells processes are there.
You already have a great pitch or a great way to interact with event organisers. So now what you need, you need to double down on that and add more exposure.
So instead on focusing on building small relationship, you’re going to go after the big relationships. You’re going to go and be part maybe of masterminds that are going to give you access to people that are at your same level.
You don’t want to have access to then people that are not even at your level because then you aren’t going to be able to monetize that in the best way, or you’re going to feel that it’s just a waste of time, and you don’t want that.
Because the reality is that as a speaker, there are infinity ways to monetize your talent.
Another way to monetise your talent as a speaker, like you didn’t mention that, but instead of running a live event, you can run online events.
You can run online training, and by running online training then you can have people pay you upfront for your online course, or you can have people paying you after you make a sale online, so it works in the same way.
Now the online world works in exactly the same way that the offline speaking world. Lets make, for example, if you decide to be an event organiser in the offline world, then you can host a summit in the online world and get paid a percentage of the sales that the speakers are making during the summit.
Or the product that you are selling during the summit.
Then if you are, for example, creating an event, you can create a webinar and then sell for people that come to the webinar.
If you are, for example, getting paid to speak, you can get paid to deliver online classes for other organisations.
So treat the online world as powerfully as the offline world because as a speaker right now there is no difference between online and offline.
You are building your brand in both cases in both scenarios.
Because the offline people will bring you online, and the online people, they will bring you offline.
So in this way, you will be able to generally monetize your business the most effective way. Yes, there is more work, and yes there are more skills that you need to have.
Of course, the way you monetise online is a bit different from the way you monetise offline, but not that much, why?
Because people buy in the same way, whether they buy offline, whether they buy online, their buying patterns are the same.
The actions that it take might be different, so you want to be clear about what action are you offering.
However, you will be able to connect with them in the same way you will connect with them online and offline.
So there’s a few ways to monetize your speaking business.
And if you’re serious about becoming a speaker, you must monetize it.
Now, if you’re already monetizing your speaking and your workshops and your talks, then great.
Now it’s time to work on the small percentages that make the difference.
Now it’s time to work on this more conversion, increasing your conversion.
On increasing the number of people that attend your event.
On increasing the number of responses that you get from even organisers.
On increasing your sales, right?
Hello Luke, thank you very much for joining.
You have a question, thank you very much for the question Luke Vincent.
So just to give you an idea guys, Luke Vincent is an incredible brand strategist, which combine purpose and branding for the huge companies and as well small end companies and entrepreneurs, so make sure you connect with Luke Vincent.
Now the question from Luke is, “Do you need more touchpoints “for the offline” what was it, what the question, “for “online versus offline before someone is prepared to buy?” Very good point, Luke, actually, online the conversion happens slower, it happens slowly, why?
Because online, something in between me and you as human beings, which is a screen. And you will find that also online, people will have more distraction because they might be actually not only listening to you, but they might be doing other things, they might answer their phone, they might update their profile, or put a message on their social media, they might watch a movie at the same time they listen to your presentation.
So you have no control on the attention that the audience will have because you cannot see them.
That’s the problem unless you’re running a live training where you can see them, there is a video feedback, so therefore, the level of accountability is much higher.
So therefore, that’s why online the conversions will happen, the conversion will be lower and it will take more start points and because I’m going to build more relationships with you, but there is a screen so it will take longer.
Because as human being, we connect when we are in person, live, that’s how we connect the most.
Well if you’re running a live event as a speaker, and you’re there live, the process from I don’t know you to I’m going to pay you and I love you is very short, its very short, literally, in one hour, two hours, you can build the same relationship that someone would take a month to follow you online or to make a purchase online.
So make sure, I always prefer connecting offline because it’s much more profitable, and it requires less effort and it requires less people to make the same amount of sales or the same amount of money I’m making in offline presentation.
I would need generally three or four times more, the amount of people during an online presentation.
And that’s fine but I know that so I’m focusing on getting offline, and using the online world to build my profile and build my brand so then when they come offline, people meet me offline, then what they’re going to do, they’re going to research if actually I’m what I’m saying.
So the first thing that they’re going to do, they’re going to search me online.
So, therefore, it’s important, it’s crucial to have both going at the same time.
Thank you very much, Luke, for the question, I really appreciate it.
And thank you very much for everyone that all listen to this podcast, or watch the video, if your live, if you’re watching the replay.
Now, to wrap up with one single message is, you are a speaker, you have a message, without an audience you are nothing because otherwise your message is worth nothing.
But don’t take it very personal and say, oh I’m nothing, Simone told me I’m nothing.
No, you need to have the right audience, you need to have the right audience, and you need to serve them. And remember your clients is who pays you.
So if you are getting after keynotes, connect with event organisers, they are your clients.
If you’re after someone paying you money from a customer paying you money, look at creating an event and convert them during an event.
That’s how this is done. Now, make sure that you listen to episode 115 with interview with Jairek Robbins because it was a mind blowing and eye opening on how the speaking industry works as well.
So this is episode 116, make sure you go back and listen to episode 115 with Jairek Robbins, which is the son of Tony Robbins, make sure you do that.
Thank you very much for listening and make sure that also you subscribe to our show, wherever you’re watching or listening, subscribe there so then you don’t miss any other episodes moving forward.
Because I have a few surprises for you in the next few days, so make sure that you keep following ’cause there are going to be some new things coming up in the GteX world.
So now I gotta go because I have an interview in a Facebook group with the one and only Diana Mae Fernandez, which is going to be one of our guests, she’s a multi-millionaire with speaking all over the world, and running a huge community, doing deals for properties and so one, so I’m going have actually Diana to be one of our guests in our podcasts, but right now, I gotta go and deliver a training on how to get speaking gigs for a Facebook group.
So I’ll see you next time, thank you very much for joining, ciao, ciao. Oh subscribe, of course, and remember, together we grow hence exponentially. Ciao.