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Today is Episode #99 and we are going to talk about:
How To Explode Your Speaking Business And Get Paid Gigs
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If your marketing material doesn’t go around this topic, then you are doomed. Right?
I mean you can have your marketing material talking about one thing and then corporate wants something different that’s not working and you know that.
And you know that.
So you want to make sure that your message is aligned everywhere.
That’s what you want to make sure that.
That your message is aligned everywhere.
And this is crucial, because if your message is not aligned then you’re screwed.
You’re not getting booked good gigs.
Then you have the other model, which is the model where you, it’s still corporate and you deliver training for them.
So you deliver training and you get paid a fee to deliver a series of workshops.
To deliver a series of training. For example, that’s what my business partner does.
Ben goes into agencies. He doesn’t go and sell keynotes, but he goes into recruitment agencies and then he says, “Hi Daniel”. No he doesn’t say hi Daniel.
I was just saying hi to Daniel for joining the Live. And then he says, “I’m going to work with you for three months or six months or 12 months and we are going to turn around your sales team.”
So this is a training that you are going to corporate and so which means that all your marketing material needs to talk about corporate that hires this kind of specific skills on a long term basis, on a consulting basis, or a training basis. ‘Cause that’s the other kind of model that you can use.
Then you have the other model which is what for example, what my wife is using, which is the moderating and emceeing.
Which means that you get known to become an emcee, a panellist, a moderator, a TV commentator, a TV host and you are targeting media and you are targeting conferences, the large conferences that are looking for someone to bring the energy up, to bring things together.
And most of the time they are celebrities that get these kind of gigs. However, there are also other gigs that are not looking for celebrities or if it is a large conference, there might be few celebrities and there might be also other speakers and other panellists or moderators.
So that’s another way. So if you want to get known as a speaker, to be a moderator, to be a panellist, to be a TV host, to be a radio host, then all your marketing material needs to go around it.
So that’s what you need to talk about. That’s what your messaging needs to be.
That’s who you need to target is that a kind of organisation you need to target.
And you need to understand where they are.
What are their pains and what is it they are looking for because if you are not able to do that then again, you are out of the game.
So it’s all about understanding upfront who is your audience and where is your business model.
And then you have one more thing as well, you have other kind of speaking businesses.
One for example is to run, which is what I do, selling products or services.
Which means that what you do you are going on the stage and you are selling a product, or a service.
You are selling a product or a service and most of the time it’s free so you are not getting paid for it but you have the ability to sell.
Or it might be a lower fee with the ability to sell, or you have to pay to play.
Which means that you pay to sell.
So let’s look at the free one.
Generally you will go to a free one and you will split 50 50 with an event organiser.
This is the average model. Now every model will have a different split, and it will have a different need as well, but that’s generally the average speaking opportunity that you can get with a 50 50 split.
Then you have another opportunity, which is for example the pay to play model.
Which means that you are paying to speak.
Now this model is very powerful and a lot of people are going to…they want to avoid it and I don’t know why.
Well first of all because there is money involved, but hey that’s marketing.
You got to spend some money if you want to get in front of the right people.
And this is really powerful because it gets you in front of the right people and most of the time it’s a highly qualified room.
It’s a highly qualified audience. That’s why the host of the event wants to charge for it. Because they do all the work.
Now if they do all the work, they bring the people in, then they are asking you for money to recover their marketing cost or to make a profit on top of it.
And that’s fine, but as long as it’s the right audience. Now some models will also be pay to play plus 50 50 split with the event organiser so you will have that.
Now you will need to read very carefully the terms and condition and find out what would you like to do, what are you willing to accept.
What are you not willing to accept for this kind of deal. And this is really important that you have contracts. Now in our resource centre in our membership site, then we have all the speaking contract, coaching contract, client’s contract that you need.
But make sure that you have your contracts done as a speaker so then there are no other surprises. ‘Cause you don’t know how many times there are surprises in this field.
When you’re like, “Yeah I would love to speak” and “I’m speaking and I have the gig and now the organiser has all the power” and you have no more say in that.
Don’t do that. Get your contracts right as a speaker. Brilliant. And then you have another model which is organising your own event.
What does it mean? It means that you are then organising your own event, that you are promoting, you’re marketing, you’re taking generally the cost of the burden of getting the people in the room yourself.
However, it’s your room, it’s your territory. These people are there to see you not to attend someone else’s event and you coming as a guest.
They are there to see you. They are to hear from you. They have to learn from you and the topic that you’re sharing.
That’s why this is one where this model is the most profitable.
It’s where you will have your highest margins as well, and also where you will have your highest conversions.
In particular because then you are looking at the lifetime value of a client and that’s how this model works, and that’s why this model is so powerful.
That’s why this model is so powerful. What else?
What other models there are?
There are other models where you are selling, when they are in your room then you are selling them other products or services that you have, or other seminars.
Now if you are using the selling from the stage model, it is really important that you have your numbers right.
It’s really important that you always have a higher end offer which can be a one-to-one coaching, or your group coaching, or a high-end membership side that they can join because that’s how you’re going to maximise all the costs that you will have upfront, or pay to speak to other events, and then to organise your own events and pay for the venue, pay for the marketing and so on.
So it’s really crucial that you understand, how this industry works, what are the different models. And then you arranged your topics towards what your audience wants.
So if you are looking for corporate look at what are the corporates hiring for right now and specialise yourself in an expertise that is in a high demand as corporate speakers.
Because also if you are selling something, if you are talking…you might be an expert but your topic was irrelevant 20 years ago, then they’re not going to hire you again.
So you need to keep up-to-date if you are already in the league or if you’re starting out then you need to do your research and specialise yourself in a topic that gives you great leverage.
That gives you great leverage that when you are in, they’re going to say, “Wow! This is awesome. This is the topic that I was looking for.”
They are already looking for these kinds of speakers. They’re already looking for someone to give presentations around it.
Great example, changes in GDPR. GDPR is coming in so there are changes in the data protection. And now every speaker that I’ve seen, so many people, that now they became overnight GDPR experts, right.
Now GDPR is something new. It’s something that it still needs to be defined. There are great guidelines already.
But if you are talking about GDPR it’s very current. It’s very relevant.
It’s very new. It’s high in demand. Why? Because team needs to know how to handle, and companies need to know how to handle data in a new different way.
So this is the ways where you can grow and explode your speaking business. It’s really crucial that once you find a way, then you stick to it.
Because if you then jump too soon and then find…okay you start with a seminar and now you want to go corporate, and you want to do this, then you will never be focused enough.
For example, I don’t do corporates, personally. If someone invites me, of course I will go there, but it’s not something I’m actively looking for.
I’m looking for other events where I can talk for free and sell my programmes because that’s what I’m great at. I’m great at selling from the stage.
I’m great at enrolling people, giving them a blast and I’m not interested going to corporate. My business partner, completely different, is only seeking for corporate clients.
So all his profile, all his About Him page, his marketing material, the testimonials he’s looking for, the footage that he’s looking for, is very different.
So look at where you are. Look at how you want to be perceived in the market, and then you can decide, you will get the gigs. So use your head right, use your brain.
Put your marketing brain on. You need to know your clients.
You need to give them what they want and they will hire you. So know them. Give them what they want, and they will hire you. Fabulous.
Guys thank you very much for watching if you attended this live and thank you very much for listening. If you have been listening to our podcast, to our show.
I really appreciate it. I would love to know which kind of speaking model do you want to use from the ones that I have already gave you. Hello Johnny.
Thank you very much for joining. You might want to watch this live again, or listen to the podcast when it’s going to be released during this week.
We talked about the different speaking models that there are in the speaking industry, how they work and what are the requirements, and what are the differences.
So that’s what we talked about today. If you haven’t subscribed yet to our show, make sure that you subscribe to our show.
Now it changed the pages or if you want to find us on Facebook and watch us on Facebook Live when we are doing it the first, well every Tuesday at 7:00 P.M. UK Time you can come to my Facebook page which is Simone Vincenzi.
So Simone Vincenzi and I’m going to do them from my, still business but Facebook page.
So then we can keep the conversation moving from there. Guys thank you very much for listening. Subscribe right now and see you next episode.
And if you haven’t listened to interview that I did with Maria Franzoni, make sure you do it right now.
From Simone Vincenzi and Explode Your Expert Biz Show Is Everything. See you next time. Ciao.