{"id":880,"date":"2013-05-09T10:48:38","date_gmt":"2013-05-09T15:48:38","guid":{"rendered":"http:\/\/theshef.com\/wordpress\/?p=880"},"modified":"2013-05-09T10:48:38","modified_gmt":"2013-05-09T15:48:38","slug":"3-speaking-business-strategies-professional-speaker","status":"publish","type":"post","link":"https:\/\/theshef.com\/blog\/3-speaking-business-strategies-professional-speaker\/","title":{"rendered":"3 Business Building Strategies for New Speakers"},"content":{"rendered":"<p><em>&#8220;If I could just find someone to book my speaking dates, life would be great!&#8221;<\/em> says 90% of the speakers on the planet. Get over it. Unless you are a celebrity, or a very established speaker; it is up to you to fill your calendar. Successful motivational, sales, and other expert speakers invest 90% of their time \u00a0<em>marketing their speaking services<\/em>.<\/p>\n<div id=\"attachment_890\" style=\"width: 185px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-890\" class=\" wp-image-890  \" style=\"border: 2px solid black;\" alt=\"Jeffrey Gitomer, John Assaraf, Dave Sheffield, The Shef, keynote motivational speaker, Speakermatch motivational speaker, California motivational speaker, Dave &quot;The Shef&quot; Sheffield, Always Better Your Best\" src=\"http:\/\/theshef.com\/wordpress\/wp-content\/uploads\/2013\/05\/John-Jeffrey-and-I-602x640-e1368113490928.jpg\" width=\"175\" height=\"186\" \/><p id=\"caption-attachment-890\" class=\"wp-caption-text\"><em>John Assaraf, Jeffrey Gitomer, and Shef in San Diego, CA<\/em><\/p><\/div>\n<p>The way that you position your expertise and style to an event planner makes a <em>world<\/em> of difference with regard to the success you will enjoy as a professional speaker! Regardless of if you are just starting in the speaking business, or if you are a veteran; these strategies will help you produce great results:<\/p>\n<p><strong>1. Specialize and Customize to Monetize<\/strong><\/p>\n<p>If your message is <em>for everyone<\/em>, your message is for <em>no one<\/em>. &#8220;Helping people get the most out of their lives.&#8221; is a common reply that I hear when asking speakers about how an audience benefits from their message. With a few very rare exceptions, no one hires a generalist. An example of a better, more focused reply could be, <em>&#8220;I help women entrepreneurs with children build a successful business without feeling like they are robbing their family of their time.&#8221; \u00a0<span style=\"text-decoration: underline;\"><br \/>\n<\/span><\/em><\/p>\n<p>My previous post titled, <a href=\"http:\/\/theshef.com\/wordpress\/motivation\/3-tips-stick-speaking-business\/\" target=\"_blank\"><em>Un-Stick Your Speaking Business<\/em><\/a>, contains a few other ideas that will help you.<\/p>\n<p><strong>2. Ask the right questions<\/strong><\/p>\n<p>If you walked into your doctor&#8217;s office seeking relief from a broken leg, but he launched into a long conversation about allergies, you would still have a broken leg and would have wasted your time. Many speakers do the same thing. Your message is not a &#8220;One size fits all&#8221; type of message.<\/p>\n<p>Some typical information that I require when someone is booking me to speak includes audience size, gender split, income range, and the key objectives and problems that the client is hoping to address with this event. By asking the right questions, you are able to craft your language to become a solution for their problem.<\/p>\n<p><strong>3. Create Pretty Promo<\/strong><\/p>\n<p>My promo package used to include a cover letter and a few references thrown into a Priority Mail envelope with a couple of my books. When I first visited <a href=\"http:\/\/www.speakermatch.com\/ref382374.html\" target=\"_blank\">Speakermatch<\/a> (an amazing lead source for speakers), I looked at the professional-grade folders that other speakers were submitting.<\/p>\n<p>From that point forward, my promo information is not only customized, but is neatly tucked into a folder. I also include a one-sheet for them to review. <a href=\"http:\/\/theshef.com\/media\/documents\/One-Sheet.pdf\" target=\"_blank\">(Look at my Keynote Speaker One Sheet Here)<\/a>.\u00a0Many industries suffer from the same ailments, yet replacing a few words within your promo material can make a world of difference in positioning you as an expert in the client&#8217;s eyes.<\/p>\n<p>You cannot steer a boat that is not moving. The only way that you will transition from someone who can speak to a professional speaker is to get moving! Civic clubs are a great place to start. I wrote an awesome guide titled, Tapping the Goldmine of Civic Clubs, and it is yours for free. Just <a href=\"http:\/\/theshef.com\/contact.php\" target=\"_blank\">contact my office<\/a> and request it.<\/p>\n<p>What has been the most effective marketing for you as a speaker?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&#8220;If I could just find someone to book my speaking dates, life would be great!&#8221; says 90% of the speakers on the planet. Get over it. Unless you are a celebrity, or a very established speaker; it is up to you to fill your calendar. Successful motivational, sales, and other expert speakers invest 90% of [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[218],"tags":[506,507,57,461,61,504,505,414,458,508,191,25],"class_list":["post-880","post","type-post","status-publish","format-standard","hentry","category-building-a-speaking-business","tag-booking-a-speaker","tag-creating-promo-for-speakers","tag-dave-sheffield","tag-how-to-build-a-speaking-business","tag-iowa-motivational-speaker","tag-jeffrey-gitomer","tag-john-assaraf","tag-keynote-motivational-speaker","tag-marketing-for-speakers","tag-san-diego-area-speaker","tag-speakermatch","tag-the-shef"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>3 Business Building Strategies for New Speakers<\/title>\n<meta name=\"description\" content=\"Motivation, selling, and passion are important when building a speaking business, but without a solid foundation of business strategies; 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