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Behind News and Information for the Speaking Community by SpeakerMatch

What’s Inside

Letter From the Editor . . . . . . . . . . . . . . . . . . . . . . . . . . 2Free Must-Know Publicity Secrets from One of the Country’s Leading PR Experts . . . . . . . 2A Perfect Event Can Be Easy . . . . . . . . . . . . . . . . . . . . 6Use These Simple Social Media Techniques for Marketing Your Expertise with Maximum Results . . . . . . . . . . . . . . . . . . . . . . . . . 8Six Tools for Six Figures Approach Can Help You Earn Thousands More in Revenues . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

continued on page 11 continued on page 5

Tip of the Month

PODIUM

www.speakermatch.com

Increase your online visibility with SpeakerMatch

One of the best ways you can increase your Web site’s ranking is to link to other quality Web sites with related content. Try adding your SpeakerMatch profile URL on your personal Web site and you might be surprised at what this can do for your Google ranking when searching for your name and/or expertise. You can obtain your profile URL by clicking on “view profile” within your member center.

By Bryan Caplovitz

The following article, although written for the meeting planner, provides a wealth of information for speakers as well.

Employee training is essential. Every business leader knows this, but it’s often the first thing

cut from the budget when times get tough. It’s important to remind yourself every so often that you can’t afford NOT to properly train your employees. Just one extra sale often covers the cost of training an entire sales force. And one saved customer can easily justify the cost of customer service training.

Although you understand the long-term benefits of training, you may still be unable to locate the proper trainer, speaker, or workshop leader. Maybe you’re too busy or you have no idea where to look. By using the following seven tips as a guide, you’ll be able to find the perfect speaker for your event:

Book your speakers far in advance.

Many companies notate official training days on their calendars months in advance so that employees and departments can schedule accordingly. The location, catering, and even seating arrangements are also made in advance. The selection of an actual speaker or trainer, however, is often put off until just a few weeks before an event. By booking well in advance, you improve your chances of securing the most talented speakers and trainers. Doesn’t it make sense that the best talent is in high demand, and that they get booked first? By waiting too long, you are taking a big risk that your employees will have a less enriching experience.

Little known fact: Speakers often charge more for their services when they

Meeting Planning Made Easy: 7 No Fail Tips for a No-Hitch Event

NewsYou Should Know

Creative Marketing of Services Will Put You at the Head of the Speaker Pack

More than seven million jobs have been cut nationwide since the onset of the recession. These job cuts have caused the unemployment rate to double to 10.2 percent. This being the case, you may have heard from other speakers that jobs are drying up and that resources are being cut. But this doesn’t mean there isn’t work out there for you.

It does mean that it may be time to rethink your strategy.

Here are a few ways to ensure that you generate a reasonable income for your speaking business even when budgets for speakers are shrinking:

• If you have a book or other services to provide, a “training” budget may be available to cover those expenses.

• Ask the meeting planner to provide

New: SpeakerMatch Custom URLs!Login at speakermatch.com/members to

customize your profile’s URL.

Vol. 1, Issue 5 • December 2009 • $24.95

2News and Information for the Speaking Community by SpeakerMatch

Letter from the Editor

Smooth Event Planning Requires Taking Care of the Tedium Through TeamworkBryan Caplovitz

Planning a smooth event requires a considerable amount of effort on both the part of the meeting planner and the speaker. And while both parties have the mutual goal of a successful event, how best to accomplish this goal may be up for discussion.

The December issue of Behind the Podium features that discussion in an open dialog of sorts through articles that help give a voice to both speakers and planners as they share vital tips for what they think can help ensure a successful event.

Everyone wants to feel confident that their event will be the best it can be, so make success inevitable by reading the article entitled Meeting Planning Made Easy: 7 No Fail Tips for a No-Hitch Event. Meeting planners have their say in this month’s LinkedIn forum with the lively discussion topic of “Meeting Planners: What’s the # 1 Thing that Speakers Do that Anger, Annoy, or Frustrate You?”

Also, be sure to check out MUST KNOW Publicity Tips for Outstanding Success by Annie Jennings to learn how you can gain more credibility with your audience.

Teamwork is the foundation of a smooth event. Hope this issue helps bring things together a bit more.

Sincerely,

PR is everything in the speaking world. Getting your name out there and building your reputation as a top-notch speaker and authority in your field is vital to your success. Experience the ultimate success by obtaining new clients effortlessly, and gain influence and power as a thought leader by following these fundamental tips:

Create an Expert Web Site the Media Will Love

Pack your media Web site with info pertaining to your expertise along with the materials the media will need including a .jpg image of your book’s cover – if you’ve written a book, your professional media picture, a previous demo video of a TV show appearance, links to media coverage in magazines, newspapers, and other online media outlets, a list of topics you can discuss, your immediate contact info, and a well-developed media bio that quickly outlines your credentials, education and experience.

Become a Socially Relevant Expert and Learn How to Tie Your Messages into the News of the Day

Position yourself as an expert and apply your knowledge and wisdom to the issues of interest to society today. Start blogging on timely news events or other stories that are covered in the major media and on newsmaker Web sites such as FOXNEWS.com, CNN.com and MSN.com. You will learn to apply your message to socially relevant issues that matter to your audience.

Get Media Training so You are Ready to Go

Learn how to make the most of each and every media opportunity and appearance. You’ll need to practice, plus get feedback to become your own personal best. This way, when the media

calls to book you, you’ll know just what to do. Media training teaches you how to be conversational and engaging while providing lots of essential information.

Be Precise and Confident When Speaking with a Journalists and Producers

Answer questions directly and do not ramble or go in another direction. Journalists and producers have an end result that they would like to achieve when speaking with you. The conversation is either a pre-interview for a segment or an interview for an article. Be sure to give them the information they’re asking you as this helps them move their agenda forward.

Actively Build Your Platform

A platform is everything that you bring to the table such as accomplishments, education, business awards and successes, your reputation, your contribution to your industry and what you stand for, that is, your mission statement and lots more. A platform showcases you and allows people to understand who you are and how you can help them. A platform is similar to the spokes in a wheel, each spoke is separate yet each one is important to the whole. The more powerful the spokes, the more powerful the wheel, and the more powerful your ability is to get the “six-figure book advance,” and get “the account” or “close the deal.”

Be Everywhere at All Times

That’s right, stay in front of your target market by appearing on local, regional and national TV shows, radio shows, newspapers and magazines as much as you can. Your clients love that they are working with a celebrity who’s making it into the headlines!

By Media Strategist & National Publicist, Annie Jennings

continued on page 3

MUST KNOW Publicity Tips for Out-standing Success

3www.speakermatch.com

Have a topic or expert you would like to hear on SpeakerMatch Radio? Send your suggestions and comments to teleseminars@speakermatch.com.

SpeakerMatch Teleseminar Agenda

Behind the Podium (ISSN 1949-5544) is published 12 times a year as a resource for emerging professional speakers, business leaders, technical gurus, educators, and other subject-matter experts. Editor Bryan Caplovitz welcomes your input. Please e-mail any comments or suggestions to Bryan at editor@speakermatch.com.

Panel of Experts

Bryan Caplovitz, Founder of SpeakerMatchPatricia Fripp, Executive Speech

Coach, Sales Trainer and Professional Speaker

Daniel Hall, Co-Founder of Cruise SpeakingAnnie Jennings, Media Strategist and

National PublicistDan Kennedy, Speaker, Consultant and

CoachTony Rubleski, Author, President of Mind

Capture GroupDave Sheffield, Author and Professional

SpeakerVicki Sullivan, President of Sullivan Speaker

ServicesBehind the Podium publishes the opinions

of experts and authorities from many fields; however, the use of those opinions is no substitute for accounting, legal, investment, or other professional services. Material may not be reproduced in part or in whole in any form whatsoever without the written permission of SpeakerMatch. SpeakerMatch is the world’s largest source for speaking opportunities.

Behind the Podium is published monthly, by SpeakerMatch, 4807 Spicewood Springs Road, Suite 2118, Austin, TX 78759-7944. $149/yr, $24.95/issue (US funds). Periodicals postage pending at Austin, TX and additional mailing offices. Behind the Podium is a trademark of Simply Speaking, Inc. Copyright © 2009 by Simply Speaking, Inc. POSTMASTER: Send address changes to SpeakerMatch Subscription Department, 4807 Spicewood Springs Road, Suite 2118, Austin, TX 78759-7944.

Subscription information: Direct subscription inquiries, payments and address changes to SpeakerMatch Subscription Department, Behind the Podium, 4807 Spicewood Springs Road, Suite 2118, Austin, TX 78759-7944. To resolve service problems, call (866) 372-8768 or visit our Web site at www.speakermatch.com. On occasion we make our subscribers’ names available to companies with products or services in which you may be interested. If you do not want to be included in these mailings, please notify us in writing.

Schedule is subject to change.

MUST KNOW Publicity Tips for Outstanding Successcontinued from page 2

Visit speakermatch.com/radio to view the most current

information.

Achieve National Expert Status

Lead your field to new levels of success by creating a powerful, new strategy that moves your industry forward. Feel free to share your newest and cutting-edge creations with your industry so everyone can perform better. Your clients will quickly identify you as an industry leader and will naturally be drawn to you!

Don’t Forget to Blog

Have a blog in which you apply your knowledge to the issues that are important in your area of expertise. A blog will help you become a top-notch expert. A blog format is conversational in nature and is exactly the format that the media likes — thoughtful and concise commentary presented in a conversational tone. If you are blogging on the top news stories and developments, you’ll learn the skill set that you’ll need to be successful on radio and TV shows.

Create a Media-Friendly Book

Be sure to include lots of topics that are timely and newsworthy. It’s a great idea to include talking points at the end of each chapter that summarize the essential elements presented. This way, a producer or journalist can quickly capture a segment or story idea. You will want to think about the publicity aspect of your book while you are writing it so you can create a media-friendly and segment rich book.

Anticipate the News and Create Talking Points for These Topics

Be aware of the breaking news and headline stories that fall into your area of expertise. Follow the articles

written by your target journalists so you can anticipate the next step or logical development in the topic or story.

There is an Expert Commentary for Every Media Event

You should have opinions, commentary and reactions on events happening in your industry. As news develops in your area of expertise, you can personally call your target media or e-mail your commentary so they see how you can contribute to the story.

Create a Media Professional Bio

Create a well-developed bio for yourself that showcases your

credentials, experience and education. Lead with top credentials, education, special

areas of expertise and follow with accomplishments, awards or any other special positioning statements. Include impressive media you

have secured to show that you are experienced and media savvy.

Create a Media Target List

Watch the target shows in which you would like to appear, and subscribe to your target print media. Also visit your target Internet sites to familiarize yourself with their reporting style.

Annie Jennings is the CEO and Founder of the national PR firm, Annie Jennings PR. For more information, visit www.anniejenningspr.com.

Get your free CD “STRIKE IT RICH: Real Story Of

Clients Who Have Made A Mint With Radio Interviews”

all with traditional media at www.anniejenningspr.com/

experts.htm.

4News and Information for the Speaking Community by SpeakerMatch

“The only thing we have to fear is fear itself.” Yes, the famous quote from former President Franklin Delano Roosevelt has been on my mind lately when I meet with

business leaders to discuss marketing strategies and the present state of the U.S. and global economy. I get various reports from many of them on how sales and profits are doing. My goal is to push you to think differently about the current recession and what you can do in spite of what the media, talking heads, and others around you are saying.

So let me ask you a direct question: What is your business doing to not only maintain, but to position for growth right now and in the future?

Regardless of your title or position, or what product, service or firm you represent, your mindset should be that of a good marketer. And good marketers are relentless — they are always promoting their message in good times and bad regardless of what’s happening with the economy.

They protect their mindset carefully and often ignore the doubters who attempt to sabotage or bring them down. Many people are actually having a decent year, and while they don’t blast it from the rooftops in the village square, they do have one key thing in common that we can ALL learn from: They are consistent, disciplined and good at marketing, not only within their company, but also when promoting themselves.

When times were easier they never became complacent in the sales and marketing function. And when a challenge arose in their field of work, they were prepared to diversify and capitalize on particular industry changes. This is what I describe as offense versus defense thinking as it relates to marketing.

Far too many businesses are stuck in a state of constant defense right now. Unless they change their thinking and keep the marketing pump primed, they’ll risk not only market share, but also future growth chances when hungry, aggressive and marketing-driven competitors appear.

Here are three quick ways to keep your marketing ax sharp and at the ready:

1. Read every day. Behind the Podium, trade articles, and timely books are a great way to combat the negativity in most traditional media outlets. Ignorance is not bliss in the digital age. Unfortunately, ignorance often means extinction for those companies that refuse to adapt and understand that things are changing, and changing quickly. Staying current and aware of trends that help your business is a smart strategy that also provides you with needed confidence to navigate rough waters.

2. Invest in Ongoing Education. This could be listening to audio podcast seminars, CDs or attending live programs. Serious students of success allocate a healthy percentage of their gross income, regardless if their employer reimburses them or not, to ongoing education. I can

tell you that I’ve easily spent two to three times more on my continual learning over the last 14 years versus what I paid to get a four-year college education. In addition, I would easily estimate that 80 to 90 percent of what I learned at the university is outdated. Heck, the Internet was just starting when I turned the tassel and threw my hat high into the air upon graduation.

3. Keep a swipe file. This is a common term in direct marketing circles. What it means is simply keeping a file of great ads, books, promotions and marketing exhibits near your work area that you can reference when you need inspiration or a great idea. In my opinion, it’s often a huge waste of time to start with a blank slate when creating promotions or brainstorming.

The world is full of great ideas, templates, and proven promotions that I’d rather review and modify (not outright copy), if it makes sense. Time is precious. Great sales, marketing and promotional ideas are abundant and plentiful.

Don’t let fear be the obstacle to your success. Diligence and dedication, no matter the economic climate, will give you the marketing advantage you need to thrive.

Tony Rubleski is a best selling author and the president of Mind Capture Group. Contact Tony by e-mail at tony@mindcapturegroup.com or visit www.MindCaptureGroup.com.

Sharpen Your Marketing Edge and Give Fear the Ax Through Three Easy StepsBy Tony Rubleski

Tony Rubleski

“ Good marketers are relentless — they are always promoting their message in good times and bad regardless of what’s happening with the economy.”

5www.speakermatch.com

professional video services when you speak. It can be worth $1,000 or more, and will help you in putting together a current demo video.

• Offer all-inclusive pricing to help with budgets.

• Offer a “package deal” with a keynote, breakout sessions, and/or a full-day training.

Being creative in putting together the best deal for meeting planners will make you stand out from the great majority of speakers who haven’t yet figured out what’s working right now.

NewsYou Should Know

Creative Marketing of Services Will Put You at the Head of the Speaker Packcontinued from page 1

Being an approved cruise enrichment presenter is the greatest gig on the seven seas. The deal is simple: Furnish the cruise lines three or four 1-hour talks on subjects you

love and receive a free cruise for you and a companion. The best part is the presentations are usually scheduled on sea days, so you’ll have every port day totally free to explore. Additionally, you’ll cruise as a passenger (not a crew member) so you’ll get every other passenger perk, too.

Although it is relatively easy, there are some pitfalls to becoming an approved cruise presenter. Don’t let these common mistakes sink your chances of becoming a cruise enrichment presenter before you even leave the port:

1 Not Doing Your Homework:

Learn which cruise lines have enrichment speaker programs and what topics they generally seek. The cruise line contacts will know if you aren’t asking intelligent questions. And you’ll only be able to sound intelligent about their programs if you’ve done your homework. Being labeled as an amateur because you have not done the required up-front work will be the kiss of death to your application.

2Not Selecting “Good Fit” Topics:

The speaking topics you pick must succeed on two fronts. First, they must fit what the cruise lines seek. Second, you

must be passionate and knowledgeable about them. This is really easier than it sounds. From your homework you’ll learn the types of lecture programs the cruise lines like to have onboard. Once you have an understanding, find topics within your personal knowledge base that match what’s popular on the cruise lines. You may have to make a list, but everyone has at least two or three topic areas in which they have proficiency, if not expertise. However, if your topics are all wrong, you’ll fail before you start.

3 Not Making a Professional and Cogent Presentation:

You’ll need to sell yourself and your talks to the cruise line contacts, so take the time to do it right. Be prepared to talk about how the presentation (s) fit within the cruise line’s format, why passengers will like the programs, and why you’re qualified to talk about it. And get to the point. If you botch this initial communication, the cruise line contact won’t have much faith that you can communicate in front of their passengers. Consequently, you may not get the chance.

4 Sending an Unpersuasive Lecture Packet:

If you’ve done a good job with the initial contact, the cruise line will want you to follow-up with more information about yourself and your programs. Think of this information as a mini-press kit that may contain a video or audio of your lecture. Your lecture packet must continue the sale that you started with the initial contact, and if it doesn’t, you’re in trouble.

5Not Being Flexible: You’re trying to get your foot

in the door. It will pay to be as flexible as possible about when you can cruise. Remember, you are there to help the cruise line management entertain/ educate their guests. If you limit the time you can cruise to a specific week of the year, you may never set sail. Show as much flexibility as your schedule will allow and you’ll dramatically increase yours odds of getting approved.

6 Not Educating Yourself On the Approval Process:

Learn all you can about how to be approved as a speaker. It will streamline the process, take the guesswork out, and will also significantly increase the likelihood of success.

Mix business and pleasure while adding to your speaking portfolio. Get started on making a name for yourself as a cruise enhancement presenter today.

Daniel Hall is the world’s foremost expert in how to trade your talents as a speaker for free luxury cruises. He has a one-of-a-kind training program at www.speakerscruisefree.com.

Daniel, along with Bryan Caplovitz, CEO of SpeakerMatch.com recently launched the only cruise speaker directory in the world. www.cruisespeaking.com is the place cruise lines go to find speakers just like you. Go to www.cruisespeaking.com to claim your listing if you would like an opportunity to get selected to speak and cruise free.

The Top Six Mistakes That Can Sink Your Opportunity to Cruise for Free as a Cruise Enrichment Presenter

By Daniel Hall

Daniel Hall

6News and Information for the Speaking Community by SpeakerMatch

Business Owner Know Hows?

You are planning your company’s next meeting and you want everything to be just right. You’ve got a location, theme and date. The only thing left is to hire the speaker. Where do you turn? And how do you

know what kind of speaker is best for your meeting? Follow these six simple steps to make your next event picture-perfect.

1. Do your homework. Many organizations and associations keep a database on speakers — who is good, who is not, who is reliable, who cancels at the last minute, etc., so see if your group has one. If you had a speaker last year that you loved, use him or her as a resource to recommend someone who will be a good fit for your group.

2. Star? Or partner? Don’t assume that only a celebrity will do. Consider your reasons for having a speaker. Is it to attract more people to the meeting? Is it to motivate the sales force to go out and work harder? Is it to bring information that the audience could not get elsewhere? Or is it to start the meeting off with a bang so that everyone is in a receptive mood for the real working sessions? If you think a ‘Big Name’ is necessary to attract the numbers you want, the investment may be worth it. Otherwise, you may want to consider using two more moderately priced

speakers who will adapt their presentation to your group and even show up at the cocktail party to meet the members.

3. Communicate your needs clearly. A common mistake in choosing a speaker is not being clear about your expectations and needs. Some meeting planners feel nervous about giving instructions to a celebrity, but whether you are paying $2,000 or $20,000, the speaker is there to do a job for you. The clearer you are about what you expect, who is in the audience, and what previous meetings have taught you, the easier it is for the speaker to do a good job — and the happier you will be.

4. Brief your speaker. Don’t assume he or she knows all about your organization or industry. Send information about your company, no matter how well known it is. Too much background is better than not enough. Julia Carey, Employee Communications and Customer Service Manager for the Meredith Corporation, says, “If we are bringing in an outside speaker, I make sure I provide that person with enough information about the company to help him or her be successful. They need to know about our company culture, our key players, and our businesses when they talk with our people. I provide company publications and a write-up about the ‘mood’ of the company.”

5. Treat the speaker like an attendee. Make sure your speakers get all the advance mailings and information

kits the attendees do so they know who else is speaking and if their time slot has been changed (but no one remembered to tell them). When your speakers arrive, make sure they have a complete itinerary and phone numbers of contacts. This way, you and they will have a restful night. Suggest they call you as soon as they check into their hotel. I make a habit of this and am amazed how often my clients tell me I am the first one who has even done it!

6. Schedule wisely. Putting the right speakers in the wrong time slots makes them the wrong speakers. Don’t schedule an economist or someone with highly technical information just before lunch or after dinner when everyone tends to be tired. Use them in the morning when the audience is fresh. A good rule of thumb is the later in the day, the lighter the content.

Planning a successful meeting is simple, if you work sensibly. Keep this easy-to-use list handy when planning your next event.

Patricia Fripp CSP, CPAE is a San Francisco-based executive speech coach, sales trainer, and professional speaker on sales, customer service, promoting business, and communication skills. Contact Patricia by phone at 1-800-634-3035, and through her Web site at www.fripp.com.

6 Points for Meeting Planners That Can Promise a Picture-Perfect EventBy Patricia Fripp

Christmas Deco CrosswordAcross1. Engine need4. Band performance7. La Scala highlight9. Dotty10. Huckleberry ___11. Midterm, for one12. Like some glass14. Clock standard: Abbr.15. Glut19. Large butte20. Arthurian lady22. Big-ticket ___23. French novelist Pierre24. Driveway surface25. Votes against

Down1. Blockhead2. Camera part3. Fluff4. Old German duchy name5. “Good grief!”6. Tartan cap8. Rearrange letters9. Refined13. UN agency15. ___ good example16. ___-friendly17. Knowing, as a secret18. Josip Broz, familiarly19. Cambridge sch.21. Criticize, slangilyThe headline is a clue to the answer in the

diagonal. Key on page 12

Patricia Fripp

7www.speakermatch.com

“Every year back spring comes, with nasty little birds yapping their fool heads off and the ground all mucked up with plants.”

So said: (a) W.C. Fields or (b) Dorothy Parker or (c) Woody Allen.

Dorothy Parker, and if you haven’t read her, you’ve missed one of the most vicious biting wits and grand cynics of all time. When you visit NYC, you can stay or have a drink at the Algonquin Hotel, home for years of Dorothy Parker’s famous roundtable, where literary lions met to drink and spar.

“You can be married and bored or single and lonely. Ain’t no happiness nowhere.”

So said: (a) Chris Rock or (b) Elizabeth Taylor or (c) Ann Landers. The correct answer is Chris Rock.

It seems few people are really happy or even content with much. We are all too eager to complain, myself included – and I stop myself often. Truth is, everybody does have something to complain about because no business, no career, no relationship, no one’s health, and no life is ever free of problems, hassles, annoyances or disappointments for very long. Having a lot of money helps, but I doubt there’s enough money, period, to insulate anyone from things worthy of complaint.

I certainly have been willing to spend any sum, and have spent quite a bit, bringing in a dozen experts, technicians, and people from the manufacturer to fix my fireplace, but after five years of trying, I still have a gas fireplace that sometimes works and sometimes doesn’t, with no rhyme or reason. It’s not as worthy of complaint as, say, coming home from Iraq missing a leg. But it’s still worthy of complaint.

Well, we’re never going to stop others or ourselves from complaining at times when we should be celebrating and giving thanks. To a degree, our ever-restless dissatisfactions and complaints are the forces leading to invention, innovation and, in some cases, improvement. But I offer this observation, for what it’s worth – the most successful people I know keep more of their complaints to themselves than they air, and they

operate in a broad, general way, are happy, enthusiastic, and “on fire” about what they are doing and where they are going.

I talk to a lot of people who complain about parts of their businesses, some of the work they must do. Charlie ‘Tremendous’ Jones says, “If you can’t get excited about the miserable job you’ve got right now, you’ll never get a good job worth being excited about.” I think that’s true hour-by-hour, day-by- day. Certainly there are lots and lots of people who would follow you into your lucrative business if they could only do the pleasant tasks – like kids licking the crème filling out and discarding the rest of the cookie or cake.

The reason there’s so little competition at

the top levels of the prosperity pyramid in America is not barriers erected to keep out riff-raff and the elite small in number; it’s predominately because most people won’t get their hands filthy doing all the ugly tasks that are required in order to get to the pleasant ones.

When I was speaking frequently, I was approached at least 1,000 times by people who wanted to be on stage and speak to thousands and make $100,000 in an hour or two. I found none were eager to learn the craft, create and perfect a presentation. They were also not eager to study the 100 or so speakers and stand-up comedians I suggested, and they weren’t enthusiastic about finding inconsequential venues like local car dealership sales meetings and Chamber meetings to practice. They were also not keen on creating their own business filling seats so they could prove they could sell from the platform before asking someone to give them a valuable slot. Additionally, these people were not committed to developing marketing materials and relentlessly mail to people who might hire them, and were reluctant to write books and articles and newsletters to create prominence.

And it doesn’t take long for most people to complain a lot about the endless hours in airports, the delayed or missed flights, the bad hotels, and the bad food. Everybody would love to be rich, but most people just aren’t willing to put up with all the crap you have to shovel and occasionally swallow for the privilege. In this American life, you pick your place and the prices you will pay for admission – so you really have little right to complain about either.

So if this is one of those days, think twice before complaining. Because the secret of secrets that we know and never

continued on page 12

8News and Information for the Speaking Community by SpeakerMatch

A recent survey cited that 35 percent of associations have custom-built social network systems, and when you own the structure of social interactions, you own

the community. And that’s a target-rich environment for experts looking for speaking leads within a particular industry.

How to start from a position of power? My best clients use the learn, lurk, and link strategy. Here’s how it works:

Learn: Don’t do anything until you go to the publication section of the association’s Web site. This will provide you with the latest challenges in the industry, as well as the latest thinking.

Then ask yourself, “What can I add to this conversation that hasn’t been said before?” (Tip: The last four words of this question are the most important.)

Lurk: Go to the network and just listen in. Don’t respond at first. Look past the comment and check out the author. Is the person a board member? An opinion leader? Create a targeted list of the top guns.

Link: Now is the time to strike. Add your comments with material that has not been presented. And lead with your best strength: original research, anecdote about a prominent client, killer sound bites, whatever makes you stand out. Also reach out to your targeted list by asking questions and inviting them to join in the conversation. If they like what you

have to say, these buyers will check out your Web site, ask to publish your special reports, etc. And the rest, as they say, is history.

Associations choose speakers with material that is relevant to their members. When you showcase your perspective to the opinion leaders, you generate interest. Interest generates the next step, which is usually a visit to your Web site. If the topics are relevant, and your video shows compelling footage, an invitation isn’t far behind.

Vickie Sullivan is President of Sullivan Speaker Services. Contact her by phone at (480) 961-4318, or visit her Web site at www.sullivanspeakeronline.com.

Learn, Lurk and Link Strategy Maximizes the Power of Social Media in Generating Speaking Leads

By Vickie Sullivan

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Key on page 12Key on page 12

WORD Search Monthly SurveyDo you plan to advertise

your speaking services more aggressively in 2010? Post your

response online, and see how you compare to others at

www.speakermatch.com/survey

Vickie Sullivan

9www.speakermatch.com

Linked in Forum

I’m not a Meeting Planner, I’m a speaker, but what angers, annoys and frustrates me is speakers who read their PowerPoint® presentations word for word because they don’t know their material well enough.

Also, PowerPoint® presentations that are designed for the presenter and not for the audience — can you say 12-point font?!

~ Rick Gillis

Just back from a conference, so here they are in order: 1. Low-contrast slides 2. Too small font. 3. Too much type.4. Too many bullets. 5. Reading their slides. 6. Letting their slides do the presenting, vs.

them doing the presenting and using slides only as a way to reinforce key points.

~ Stephanie Weaver

1. Not speaking about what we’ve asked them to speak about. Once we booked a very big name speaker at a big price, told him specifically in advance what we needed him to focus on, and when he spoke, he said the word, just one word, about our conference topic and then launched into 45 minutes on his latest topic that was irrelevant to our conference.

2. Not customizing their talk just a little bit to the specific audience they are addressing.

3. Not engaging with the audience by remarking on something about them, the venue, the weather — anything to show they know where they are and what day of the week it is.

4. Making unreasonable demands.

~ Greg Ward

Don! Great question and the answers you are getting back are perfect! I'm paying attention!

~ Rick Gillis

My comment relates to speakers who conduct a full day's training workshop. What annoys me is when they conduct the workshop like it’s a one-day keynote —

talking and talking and not involving the audience. Training is very different than speaking. I expect trainers to alter their approach when conducting a one-day workshop. With group discussions, feedback, Q&A, role plays, etc., I don’t expect them to talk for long periods, in fact, no more than 20 minutes in such training without some group activity. And please, at the end of the session, don’t TELL participants what they have learned, ASK them!

~ Shirley Taylor

I remember Zig Ziglar’s advice that every professional speaker must have stories and examples that directly relate to that particular audience. The only things I would add to that is that they must also, like Zig, REALLY know their topic, and be filled with enthusiasm about it.

Specific stories presented with insight, humor, sympathy, and passion are the most riveting! From my own experience, the points made by the speaker can be in PowerPoint®, but the stories are best told using your facial expressions and voice, either looking directly into the camera that’s putting you on the big screen, or looking directly into the eyes of audience members, if you can see them.

My best talks are usually when I can walk among attendees as I speak with a lavalier microphone. That way, I can also touch them physically. If I need notes, I just take them with me and make them a natural part of my actions, like Billy Graham used to do with his Bible.

My favorite technique is to take questions throughout the talk. I can always steer around the ones I need to defer, but sometimes, I have an audience with a thought process that follows mine, and I can get them involved in answering questions and providing the segue stories from point to point, spontaneously. It doesn’t always work, but sometimes it’s better than anything I could have prepared. People learn best when they are guided through their own stories with thought-provoking questions posed by the speaker.

Audiences learn most from speakers and teachers who are real people with grounded and important messages, illustrated by stories with a humorous or emotional edge.

~ Glen J. Cooper

Not providing value throughout the event — save the blowhard stories for the bar afterward.

And absolutely — reading the PowerPoint® slides!

~ Richard Geasey

Thanks for starting the dialog. As a speaker, I think it’s a sin to bore people, but I have at times been guilty of doing some of the stupid stuff mentioned here. The best technique I now employ to keep me out of these self-absorbed or insensitive behaviors is to “sing it like it’s the last song I will ever sing,” to pour my complete self into every gig, to see every person in the audience as if they are the last person I will ever have the privilege of influencing, and to honor the lives, the opinions, and the journeys of each member of my audience.

~ Pam Boyd

Years ago, I selected speakers for an industry conference, and what bugged me were the speakers who promised me something, then did the opposite when they got on stage.

My second pet peeve is trainers who say they can keynote, and then get up there and start training in their keynote slot. That only has to happen once for all trainers-turned-keynoters to be banned from consideration.

Greg, you may know the difference but others clearly don’t. And what makes it worse is when folks pretend to listen to their clients, then do whatever they want.

Some trainers get into keynoting because it’s less time/more money.

~ Vickie Sullivan

Meeting Planners: What’s the #1 thing that speakers do that anger, annoy or frustrate you?Don Cooper–The Sales Heretic™

10News and Information for the Speaking Community by SpeakerMatch

The next time you have a speaking engagement, show up at the venue and drop a $100 bill on the ground. As you are about to take the stage, drop three more $100 bills. As you

finish your program, empty another $100 bill from your pocket and let it fall to the stage. Before you leave, lighten your wallet of $200. Two weeks later, roll down your car window and let five $100 bills fly out the window.

Does this sound crazy? Most speakers leave so much money on the table by not preparing for their event that the $1,200 described above is pocket change compared to the potential lost revenue. The first thing that I impart on all of my coaching clients is that this is a business!

The following are the six revenue producing tools leading up to and during an event that produce immediate results:

Tool #1 – The Agreement: I don’t care if I’m doing a promotional (or free) program, or if I’m being paid $10,000, the agreement is in writing. Within that agreement we cover program length, venue, cost, and deposit. I also make it a must that I get a 50% deposit on any paid date, because the minute I commit, I cannot market that day. This makes the client put their money where their mouth is. I also stipulate that I will be paid the remainder of the fee prior to taking the stage or there is a $500 handling charge. I’m not going to wait for the “check fairy” to pay me whenever they feel like it.

Tool # 2 – Scouts: I will invite scouts from area businesses or organizations to attend the program. Some companies will not allow this, and I honor their wishes. However, I have found that someone seeing my program is the best marketing ever.

Tool #3 – Meeting Planner Checklist: The week prior to the event, I send the meeting planner a checklist

that includes the following: balance of payment due, a/v needs, the set-up of two tables near the back of the room for the book signing, an intro, extra pens and pencils, and a master workbook.

Tool #4 – The Introduction: Trust me, you don’t want them to “wing it.” Prepare an introduction that touts your areas of expertise and experience. This builds credibility. The following phrase also adds huge value, “A limited number of books

and other resources will be available for signing immediately following the program. I strongly suggest that you look at these resources.”

Tool #5 – Collection of Cards: The power is in the list! I find the following to work almost every time: “How many of you like free stuff?” (Hands go up) “I’m giving away books today, so just place your card or name and e-mail address in the box as it passes you.”

Tool #6 – The Thank You: I will send the meeting planner a nice card with our photo on it and a box of brownies. The card reads, “It was a treat working with you. Enjoy the brownies! If you could think of 1-2 people who would benefit

from a program like this, would you send them my way?” 90% of the event planners will call to thank me for the gift, giving me an opportunity to ask for referrals. I use an automated service that handles the custom cards, brownies, and shipping for about $15. If you’d like a free trial of this service, visit www.sendoutcards.com/theshef.

I recommend that you think of this business as a business, not as a performance. If you do, you will be able to afford performing for a very long time.

Dave “The Shef” Sheffield is a best-selling author and successful speaker. He has helped over 400,000 people through his speaking and books. He also is an expert at helping speakers grow their speaking business very quickly. You can contact his offices through his Web site at www.theshef.com. For a complimentary Speakermatch coaching assessment, e-mail him at info@theshef.com.

Dave Sheffield

SIX TOOLS for SIX FIGURES Approach Can Help You Earn Thousands More in RevenuesBy Dave Sheffield

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are booked at the last minute. They are more willing to negotiate a better price if you can guarantee a date well in advance.

Pinpoint the ideal location.

Find a location for your training that will allow employees to focus completely on the day’s event. The use of pagers, cell phones, laptops, and handheld devices should be limited to breaks only. Having a training session in your company’s conference room is perhaps the worst place you could choose. It’s too tempting for employees to duck out for “just a minute” to check voicemail, return a telephone call, or sort through e-mail. I attended a training session in a conference room in which an employee left to make a quick call and returned two hours later! A manager spotted him in the hallway and pulled him into a meeting — it was just too easy to change his priority.

Bottom line: Although on-site training may seem to be the most cost-effective, you probably will benefit from paying to have the event elsewhere.

Identify your training goals.

A good trainer will help you target what you need to accomplish. Ideally, the trainer you choose to work with will ask you to fill out a questionnaire that helps to focus your objectives and provides the trainer with insight into your organization and the training audience. The trainer should let you know which expectations are realistic, and give you some ideas about how to reach your ideal goals. Consider the speaker or trainer’s expertise and exposure to others in your industry as an excellent source of information.

Important: Make sure your employees complete a post-training survey to measure success. The trainer should customize this survey based on your needs. This survey can help you maximize your investment on future training sessions by letting you identify the most — and least — effective aspects of the session.

Set employee expectations for the training.

Employee expectations for training are notoriously unrealistic. It’s not uncommon for employees to think that a four-hour training session on the new corporate database system should provide them with all they need to be certified as an expert user. Their unrealistic expectations of the training lead to disappointment, criticism of the trainer, and thinking that training is never worthwhile. This leads some managers to decide that training is a waste of time.

It’s important that everyone is in consensus about what constitutes a successful training experience. The trainer has the ultimate responsibility for setting expectations in the beginning, but you’ll have a more successful session if you brief your team on what will happen before the training starts. Ask your trainer for a one-page flyer that informs employees of the topics that will be covered, new skills they will learn, and certifications, if any, they will earn.

Good idea: Ask for the flyer in electronic format for posting on your company intranet or for sending to employees via e-mail.

Evaluate several speakers before making a final decision.

There are countless speakers available on just about any topic you can imagine. Only a small percentage of them are really great at what they do, and an even smaller number will meet all of your criteria. Find out how many times per year each contender speaks in public. How many times have they spoken to audiences in your particular field? Do they have a portfolio with video samples of their work? Have they published articles or books on the topic? What have previous clients had to say about them? Client testimonials are good, but they are not enough to ensure a good choice of a speaker. Ask for references.

No one is going to provide a reference from someone who could give a bad evaluation, so be sure to ask objective questions. Did the speaker furnish a pre-session survey? Has the speaker been asked to return? Cost alone is almost never a good indicator of a speaker’s talent,

and certainly not a good indicator of how good a match any one speaker is for your needs, yet this is the most common way of selecting a speaker. Be sure to look at the entire picture.

Best approach: Have a couple of employees help you with the evaluation. These employees will become vested in putting together a successful training session. Speakers often offer some of the best tips they have in their portfolios, so it’s a great opportunity to glean some “free” training.

Use a speaker locator service to ensure results.

Consider using a speaker locator service to assist you in your search. Unlike a speakers’ bureau, which represents a stable of speakers, a speaker locator works for clients. The locator service first identifies your exact needs and requirements, and then searches for a match from numerous possibilities. The service works similarly to a real estate agent, wherein the buyer is presented with options until an ideal match is found. The service is free to the client; the speaker pays a commission. Why not use an expert to assist you, especially when the service is free? This will save you precious time and money.

Wise tip: Ask the speaker locator to collect the portfolios of each speaker and summarize the pros and cons of each selection.

Put all agreements in writing to prevent problems.

To avoid any misunderstandings, it’s always a good idea to get training agreements in writing. Make sure that all parties are clear about deadlines, financial issues, and what to do in the case of schedule changes. To protect themselves, most speakers require a nonrefundable 50 percent payment up front before guaranteeing any dates. Although it’s rare, if the speaker needs to back out or can’t make it at the last minute, be sure the written agreement is clear about

Meeting Planning Made Easy: 7 No Fail Tips for a No-Hitch Event continued from page 1

continued on page 12

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Coming Soon in

Join us in January for Business 101, the first segment of the three-part series Speaking of Business – The Business of Speaking. Jam-packed with sensible and sound advice, this series will go a long way in

helping you get your speaking business off to a good start in 2010.

speak of is that exceptional success and prosperity has only a little to do with all of the things we think it does – such as education, expertise, who-you-know, luck, etc. What we know that we won’t speak of is that it mostly has to do with a willingness to do a lot of things others can do but won’t.

The Why People Fail articles are provided by Dan S. Kennedy, serial entrepreneur, from-scratch multi-millionaire, speaker, consultant, coach, author of 13 books including the No B.S. series (www.NoBSBooks.com), and editor of The No B.S. Marketing Letter.

continued from page 8

what should happen. If you are using a speaker locator, they can help you plan for any unforeseen problems as well.

Essential: Setting up a training session is a wise but very expensive investment when you consider the cost of total hours employees are not “at their desks.” Guarantee your return on this investment by making sure you have a backup plan ready, such as a video training seminar.

Making sure that your event is value-packed and value-conscious is easy to accomplish by having some established goals in mind. Use these tips to get the most out of your event.

Meeting Planning Made Easy: 7 No Fail Tips for a No-Hitch Event continued from page 11

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