Do you become a well-known speaker before you write a book? Or, do you write a book and use that as leverage to become a well-known speaker? It’s a bit of a chicken or the egg question! But, speaking and writing a book are BOTH great ways to get your worthy message out into the world.
So, if you know you want to become a speaker in addition to being an author, there are some tactical ways to grow your visibility and increase your chances of booking high-visibility conferences and events.
CREATE A SPEAKING REEL
Realize that YOU know your content inside and out, but the world doesn’t know you and how well you interpret your content for an audience. Therefore, you need a speaking reel.
WHAT IS A SPEAKING REEL?
The usual reel contains highlights of your speaking style, including clips from more than one talk. It should be short enough that the person watching doesn’t lose interest, but not too jumpy/quick that the person watching starts to wonder if you had to edit out tons of “ums” and “you knows” to make your reel seem professional. It’s also beneficial to include an audience in your reel. Bureaus and other conferences want to see you in front of a group of people and they want to see their reactions and engagement.
HOW DO YOU GET A SPEAKING REEL IF YOU DON’T HAVE TALKS?
Ah ha! Here’s where you may need to stick your head out a few times and offer your services for “free” — knowing that you’re building your brand while “giving away” your content. Think about how you could get out into your community and start speaking about your topic.
While a group may seem “too small,” remember that it’s always a chance for you to hone your message and practice engaging with audiences of varying types. (Note: I’m not saying you do this for years on end, but 3-5 times so you have enough content to edit into a quality reel.)
TAKE IT TO THE NEXT LEVEL
If you want to start being paid to speak at conferences, you need to start going to conferences first. What can you offer conference organizers where you hope to speak one day? Can you do a poster presentation or speak on a panel? Even if they just offer you a travel-only stipend, each event you participate in will help increase your brand awareness. Don’t go overboard with the free engagements, but each time you do agree to work with an organizer, s/he/they are more likely to keep you in mind for future gigs.
Wherever and whenever you speak, wow them with your introductory presentation and good things will come!
We also want to share some of the nitty-gritty specifics that you’ll need to know after you’ve landed a few events and feel more comfortable on the stage.
WHEN YOU HAVE AN EVENT IN THE PIPELINE
THINGS TO ASK
Will the organizers be filming the event? If so, can you get a copy of the footage? If not, may you record (or hopefully have someone else record) your presentation? If they are recording you, will they charge you for the footage? How long will post-production take? If you’re speaking to a group that is run by volunteers, these are key questions to ask. Pro-tip: get a recommendation and hire a videographer and provide the videographer with a formal shot list s/he should record.
WHAT TO WEAR?
What clothing will help (subtly) reinforce your branding? One of our team member’s former clients with orange in his brand continues to wear orange suede shoes to all his speaking gigs. While you may not take it that literally, think about TV anchors and their clothing: I’m not telling you to get out the hairspray and go big, but I am warning you to stay away from strong patterns and contrasts in your fabrics. Create 3-5 go-to “speaker outfits” that coordinate with each other so your reel won’t clash.
THINKING BIG PICTURE: WHAT’S YOUR PITCH?
How will multiple speeches work together? If you have a voiceover in mind before you start the process, it will be easier to find the right clips and edit them into a strong speaking reel.
- Write out a 2-3 minute pitch that explains your WHYs.
- Why is your take on the topic unique? Why do audiences like to hear your message? Why should someone pay you to talk to their group?
Recently, a client asked us if it’s more important to have intelligent content or if the entertainment factor outweighs content when seeking to land conferences and relationships with speaking bureaus. Obviously, both are important; however, we think that audience engagement pulls ahead as the key factor when deciding between the two. Remember to include it in your sizzle reel!
Hone your message, ask good questions, and be prepared!
Previously published as a contractor for Worthy Marketing Group
