The Successful Speaker

1. Follow the Speaker Success Roadmap (S.P.E.A.K.) for a proven path.

If you follow the steps laid out in this book, you’ll be on your way to becoming a successful speaker and living life on your own terms.

Proven process works. Becoming a successful speaker isn't about luck or fame; it's about following a repeatable system. The Speaker Success Roadmap, summarized by the acronym S.P.E.A.K., provides a step-by-step blueprint used by professional speakers. This roadmap clarifies the journey, helping you navigate challenges and know exactly what to do next.

S.P.E.A.K. framework. The roadmap breaks down the complex process into five manageable steps:

• Select a Problem to Solve
• Prepare and Deliver Your Talk
• Establish Your Expertise
• Acquire Paid Speaking Gigs
• Know When to Scale

Guidance for growth. This structured approach ensures you build your speaking career on a solid foundation. By following the steps in order, you avoid common pitfalls and build momentum, just like Erick Rheam who significantly increased his speaking income by implementing this process. It provides clarity and direction, turning a vague dream into an actionable plan.

2. Select a specific problem to solve for a defined audience (Industry, Interest, Integrity).

When we’re starting out in our speaking careers, it’s not a topic we need to select as much as it’s a problem we want to solve.

Focus on solving problems. Speakers don't just talk about topics; they solve problems for specific groups of people. Your message should address a recognized need or challenge within your target audience. This clarity makes it easy for potential clients to understand your value and whether you're the right fit for their event.

The Topic Trifecta. Defining your niche involves three key elements:

• Industry: Choose a specific group of people or sector (e.g., corporations, associations, education). Speaking to "everyone" means speaking to no one.
• Interest: Identify a topic you are passionate about and, crucially, that your chosen industry is interested in hearing about. Look for the intersection of your passion and market demand.
• Integrity: Ensure you have the experience, knowledge, or unique story to speak on the topic with credibility and honesty. You don't need to be the world's foremost expert, just knowledgeable enough to help your audience.

Clarity attracts clients. Being clear about who you help, what problem you solve, and how you solve it allows others to easily understand and refer you. This focused approach, like Melanie Deziel teaching journalistic storytelling to marketers or Dr. Sue Ettinger focusing on pet cancer for veterinarians, makes you stand out in a crowded market.

3. Prepare and deliver a great talk; it's your most powerful marketing tool.

Let me say that again: the best marketing you will ever do is to give a great speech.

Quality over promotion. While marketing materials are important, nothing replaces the impact of a compelling live presentation. A great talk captivates the audience, leaves a lasting impression, and naturally leads to referrals and repeat business. Focus your energy on crafting and refining your core message.

Define your objective. Every talk needs a clear purpose, answering two questions for the audience:

• "So what?": What is the single most important takeaway?
• "Now what?": What specific action should they take?
  Having one big idea makes your message memorable and easy to follow.

Structure and flow. Organize your talk logically using frameworks like numerical points, chronological steps, modular sections, or problem-solution. Incorporate stories and humor to engage the audience, making sure they support your main points and aren't just filler. Practice your rhythm: Present a point, expand, tell a story, apply, and repeat.

4. Practice your talk relentlessly to build confidence and presence.

The mark of any professional is practice.

Preparation calms nerves. Public speaking is often feared, but diligent practice is the antidote to anxiety and the key to looking natural and confident onstage. Rehearsing your talk multiple times helps internalize the material, allowing you to be fully present with the audience rather than stuck in your head. Professionals, like athletes, practice consistently even after achieving success.

Effective rehearsal methods. Don't just read your script; practice delivering it out loud, incorporating gestures, movement, and vocal variety.

• Read the entire talk aloud to check flow and clarity.
• Break it into sections and internalize each part before moving on.
• Practice in "performance mode," simulating the actual delivery.
• Time yourself to ensure you fit within the allotted slot.
• Practice recovering gracefully when you make mistakes (which will happen).

Refine and polish. Record yourself to identify tics or areas for improvement. Consider practicing in front of a trusted friend for feedback, but don't rely on it. Aim for comfort and fluidity, not word-for-word memorization. The goal is to know your material so well that you can adapt and connect authentically with your audience.

5. Establish your expertise by building a clear brand around yourself.

The most important lesson you as a speaker can learn about developing your brand is that your company is not the brand.

You are the product. In the speaking industry, the speaker is the brand. Clients hire you, not just your company or topic. Your brand is the story others tell about you – the feeling they get before, during, and after working with you. This requires intentionally shaping perceptions through all your interactions and marketing materials.

Clarity over complexity. A strong brand is clear and consistent. It communicates who you are, who you serve, and the value you provide. Avoid clutter and conflicting messages. Every touchpoint, from your website design to your email signature, should reinforce your professional identity.

Resourceful branding. You don't need a massive budget to build a professional brand. Start with what you have:

• Leverage your network for help with design, photography, or video.
• Barter services if possible.
• Look for affordable online tools or student designers.
• Focus on consistency in colors, fonts, and messaging across all platforms.
  Your brand evolves over time; start simple and reinvest as your business grows.

6. Create a compelling demo video as your essential marketing asset.

Your demo video is the most important part of your website, and aside from having a great talk, it’s the best piece of marketing you will ever have.

Show, don't tell. Event planners want to see you in action before they book you. A demo video is your audition tape, providing tangible proof of your speaking ability, energy, and connection with an audience. It's more impactful than any description or testimonial alone.

Get the footage. If you don't have existing video, create opportunities:

• Speak for free at local events (churches, clubs, Toastmasters).
• Host your own small event with friends and family.
• As a last resort, film yourself speaking to an empty room (but add no fake elements).

Video best practices. Make your demo video short, impactful, and focused on your speaking:

• Keep it 3-5 minutes, like a movie trailer highlighting your best moments.
• Feature actual speaking footage, not just interviews or B-roll.
• Include audience reactions (laughter, applause) and show crowd size if possible.
• Ensure clear audio (use a lavalier mic if possible) and decent video quality (smartphone cameras can work).
• Include your contact information prominently.

7. Build a simple, client-focused website showcasing your value.

Your website needs to speak directly to those who are looking to hire you as a speaker, which may not necessarily be your audience.

Target the decision maker. Your website's primary audience is the event planner or hiring manager, not necessarily the people you'll be speaking to. Design the site to quickly provide them with the information they need to evaluate and book you. Understand their needs and priorities.

Essential website elements. A simple, one-page site is often sufficient when starting out. Key components include:

• Demo Video: Placed prominently, ideally at the top.
• Contact Info: Clear call to action and easy-to-find email/phone.
• Pictures: Professional speaking shots and relatable personal photos.
• Recommendations: Testimonials from past clients or audience members.
• Bio: A concise summary of who you are and your relevant experience/story.
• Topics: A clear menu of your presentations and target audiences.

Clarity and professionalism. Avoid clutter and unnecessary pages that distract from the main goal: getting them to watch your video and contact you. Use consistent branding (colors, fonts). While professional design is ideal, affordable tools like Squarespace or WordPress themes can help you create a clean, functional site on a budget.

8. Proactively acquire paid speaking gigs; don't wait to be found.

Most professional speakers I know built their careers by finding the right gigs for themselves and asking to speak.

Be your own agent. While some gigs may come inbound over time, the fastest way to build momentum is through proactive outreach. Don't passively wait for your website to generate leads. Take responsibility for finding opportunities that align with your niche and actively pursue them.

Finding opportunities. Utilize various strategies to identify potential clients:

• Google Search: Search for conferences, associations, and events in your industry (e.g., "[Industry] conference," "[Industry] association event"). Add geographic modifiers.
• Client Referrals: Always ask satisfied clients for introductions to others who book speakers.
• Speaker Referrals: Build relationships with other speakers who may pass on gigs that aren't a fit for them.
• Showcases/Submissions: Participate in industry showcases or respond to open calls for speakers at conferences.
• Media/Press: Position yourself as an expert through media mentions (like HARO) to increase visibility among decision makers.

Qualify opportunities. Before reaching out, research the event to ensure it's a good fit:

• Is the event date far enough out (ideally 4-6 months)?
• Do they regularly book speakers?
• What topics have past speakers covered?
• Who is the likely decision maker?

9. Master reaching out and consistent follow-up with decision makers.

Your only goal is to get a reply—that’s it—not to get booked but to get them to respond.

Initial outreach strategy. When contacting potential clients, focus on initiating a conversation, not making a hard sell. Keep your initial email short, personalized, and focused on asking a specific, easy-to-answer question. Avoid lengthy pitches or generic mass emails. Ensure your website and demo video are ready before you reach out.

Effective follow-up. Most deals are closed through consistent, polite follow-up. Don't be discouraged by no immediate response.

• Wait about two weeks before the first follow-up.
• Forward your previous email for context.
• Send a second follow-up after another two weeks.
• Consider a "ball in your court" email if you still don't hear back, indicating you'll wait for them to initiate further contact.

Transition to a call. Once they express interest, move to a phone call to build rapport and gather more information. Prepare by researching the event and the contact person. Ask questions about the event's needs, past speakers, and audience challenges. Listen actively and take notes, using their insights to frame how your presentations can help.

10. Understand your value and confidently close the deal with clear terms.

As long as you’re providing more value than you cost, you’re worth whatever you charge.

Value-based pricing. Your speaking fee compensates you for your knowledge, delivery skills, and time away from home. It's not just for the hour onstage but the years of experience and preparation. Understand the value you bring to an event (e.g., audience engagement, achieving event goals, potential revenue impact).

Setting your fee. Research typical rates in your target industry and for speakers with similar experience. New speakers might start around $1,000 plus travel, but be willing to negotiate initially for experience and testimonials. Create a clear fee structure with different options (e.g., keynote, workshop, package deals) to provide clarity to clients. Don't post your fees publicly online unless you are a high-demand speaker using it as a filter.

Closing documents. Once the client agrees, promptly send essential documents:

• Speaker Agreement: A simple contract outlining dates, times, topic, fee, and payment terms (requesting a 50% deposit is standard).
• Event Information Form: Collects all logistical details from the client.
• W-9 (US): For tax purposes.
• Speaking Rider (Optional): Lists your technical and logistical preferences.
• Promotional Materials: Headshot, bio, etc., for their marketing.

11. Provide exceptional customer service for repeat business and referrals.

The best way to stay in this business for a long time is to learn how to relate well to people.

Beyond the stage. Your professionalism and ease to work with offstage are as crucial as your performance onstage. Event planners are busy and appreciate speakers who are low-maintenance, communicative, and helpful. Being a pleasure to work with significantly increases your chances of getting rebooked or referred.

Creating a positive experience. Focus on making the client's job easier:

• Be responsive and confirm details promptly (use a pre-event call/email).
• Be flexible and adaptable to unexpected changes.
• Arrive early, check the room/tech, and be prepared.
• Mingle with attendees before and after your talk.
• Thank the tech crew and event staff.
• Send handwritten thank-you notes to the client and potentially their boss.

Leverage live opportunities. Invite potential clients in the area to see you speak live. National conferences are great for visibility among many decision makers. Even smaller gigs can lead to significant future business if you deliver a great talk and provide excellent service, as seen in the example of the FBLA conference leading to national bookings.

12. Know when and how to scale your business beyond just speaking fees.

At a certain point in your speaking career you may wonder, as Kendra did, if this is all there is.

Time is a limit. As a speaker, your income is often tied directly to the hours you spend traveling and speaking. This can lead to burnout or limit earning potential if you can't significantly increase your fees or travel more. Scaling involves diversifying your income streams beyond the stage.

Evaluate your Income Pie. Analyze your current revenue sources to understand where your money is coming from and how it aligns with your time and enjoyment. Identify opportunities to increase profitable activities or cut back on less rewarding ones. Visualize your ideal income mix and the steps needed to achieve it.

Diversification options. Speaking can be a powerful platform to launch or grow other ventures that leverage your expertise:

• Teaching: Online courses, in-person workshops/seminars (like Dustin Hogan).
• Coaching: One-on-one or group coaching (like Kendra Dahlstrom).
• Authoring: Writing books or other information products (like Dr. Sue).
• Consulting: Offering specialized advice to organizations.
• Influencing: Monetizing your audience through affiliate marketing, ads, etc.

Scaling allows you to reach more people, create recurring revenue, and build a more sustainable business model that fits your lifestyle goals.

Last updated: May 17, 2025