National Speakers Association - Paid To Speak: Best Practices for Building a Successful Speaking Business
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Covering every aspect of launching, building, and maintaining a successful speaking career, Paid to Speak is a must-read for professional speakerswhether keynote speaker, motivator, coach, trainer, facilitator, or consultantas well as those aspiring to a speaking career.Divided into four sections, the content corresponds with the four core competencies that the National Speakers Association (NSA) has identified for success as a professional speaker:- Eloquence: platform mechanics, presenting, and preparing- Enterprise: business management, sales, and marketing- Expertise: topic development, authorship, and product development- Ethics: professional awareness and professional developmentThirty-four working NSA members who have built thriving speaking businesses weigh in with valuable insights and proven strategies on a gamut of topics, making Paid to Speak essential to any speakers list of reference materials. Learn how to- Create compelling presentations using stories and humor- Hone your presentation and facilitation skills- Convey a professional image through dress and body language- Market and sell yourself effectively- Develop an authentic and innovative brand - Partner with speakers bureaus- Spice up your writing, and sell book proposals- Establish yourself as an expert in your niche- Leverage the virtual world- Adhere to an ethical code of behavior- And much, much more!Read Paid to Speak from cover to cover, or open it to any chapter, for tried-and-true, hands-on information on taking your speaking careerand your bank accountto the next level.
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This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher and author are not engaged in rendering legal, accounting, or other professional services. If legal advice or other expert assistance is required, the services of a competent professional should be sought.
Published by Greenleaf Book Group Press
Austin, Texas
www.gbgpress.com
Copyright 2011 National Speakers Association
All rights reserved.
No part of this book may be reproduced, stored in a retrieval system, or transmitted by any means, electronic, mechanical, photocopying, recording, or otherwise, without written permission from the copyright holder.
Distributed by Greenleaf Book Group LLC
For ordering information or special discounts for bulk purchases, please contact Greenleaf Book Group LLC at PO Box 91869, Austin, TX 78709, 512.891.6100.
Design and composition by Greenleaf Book Group LLC and Alex Head
Cover design by Greenleaf Book Group LLC and Dan Pitts
Cataloging-in-Publication data
Paid to speak : best practices for building a successful speaking business /
[edited by] National Speakers Association. 1st ed.
p. ; cm.
ISBN: 978-1-60832-131-5
eISBN: 987-1-60832-140-7
1. Public speakingVocational guidance. 2. Success in business. I. National Speakers Association (U.S.)
PN4098 .P25 2011
808.5/1/023
| Part of the Tree Neutral program, which offsets the number of trees consumed in the production and printing of this book by taking proactive steps, such as planting trees in direct proportion to the number of trees used: www.treeneutral.com |  |
Printed in the United States of America on acid-free paper
11 12 13 14 15 16 10 9 8 7 6 5 4 3 2 1
First Edition
Introduction: Charting Your Professional Growth: Using NSAs
Professional Competencies
Jim Cathcart, CSP, CPAE
Chapter 1: The Elements of Eloquence
Glenna Salsbury, CSP, CPAE
Chapter 2: Whats Your Story?
Sam Horn
Chapter 3: The Impact of Stories
Max W. Dixon
Chapter 4: When Presenting Becomes Facilitating
Kristin Arnold, MBA, CFP, CMC, CSP
Chapter 5: Facilitation 101: The Six Roles of Effective Facilitators
Jonathan Tessier
Chapter 6: A Pause Can Build Applause
Lou Heckler, CSP, CPAE
Chapter 7: Improv Rules! Five Ways to Make Your Speeches More Powerful and Engaging
Gilda Bonanno
Chapter 8: Cooking Up Comedy
Molly Cox, Dale Irvin CSP, CPAE, Bill Stainton, and Ron Culberson, MSW, CSP
Chapter 9: Move Your Audience with the Right Body Language
Patti Wood, MA, CSP
Chapter 10: Dress for Success
Janice Hurley-Trailor
Chapter 11: From Backstage to Onstage: Prepare to Shine!
Kevin E. OConnor, CSP, and Cyndi Maxey, CSP
Chapter 12: Top Ten Biggest Challenges Professional Speakers Face Today
Nido R. Qubein, CSP, CPAE
Chapter 13: Seven Keys to Get Up, Get Speaking, and Get Paid
David Newman
Chapter 14: Simply the Best! Create a Compelling and Authentic Brand for Your Speaking Enterprise
Dick Bruso
Chapter 15: Monetize Your Message: Turn Your Presentations into Additional Income
Kim Clausen
Chapter 16: Power Partnerships: Working with Bureaus
Holli Catchpole
Chapter 17: How to Spice Up Your Writing
Dianna Booher, MA, CSP, CPAE
Chapter 18: Land that Book Contract!
Rich Gallagher
Chapter 19: Use Verbal Ping-Pong to Get a Rise from Your Elevator Speech
Brian Walter, CSP
Chapter 20: Your Name in Lights! How to Capitalize on the Power of Publicity
Pam Lontos, MA, CSP
Chapter 21: A Niche Can Make You Rich
LeAnn Tieman, CSP, CPAE
Chapter 22: Tell the Right Story at the Right Time
Bruce Hale
Chapter 23: How to Write a Compelling Book Proposal
Barbara Glanz, CSP
This book is the result of the combined efforts of individuals who were willing to share their expertise with the National Speakers Association (NSA). In addition to the authors who contributed their rich content knowledge, NSA also acknowledges the following individuals for their roles in the completion of this book:
Content Advisors/Reviewers
Francis Bologna, CPA
Frank Bucaro, CSP, CPAE
Mike Faber
Shirley Garrett, CSP, EdD
Eliz Greene
Martin Grunder
Louis Heckler, CSP, CPAE
Sam Horn
Max Jaffe, CPA
Michael McKinley, CSP, CPAE
Deborah Merriman
John B. Molidor, PhD
David Newman
Beth M. Ramsay
Gary Rifkin
Stephen Schumann
Marilynn Semonick, CSP
Linda Swindling, CSP, JD
Design, Marketing, and Publishing
Greenleaf Book Group, LLC
Editors
Stephanie R. Conner
Barbara Parus
Jake Poinier
Project Leaders
Barbara Parus
Mandy Schulze
Stacy Tetschner, CAE
One of the great tragedies in the speaking business is when someone becomes exceptional in one or two areas of competence, but hits a slump or fails because other competencies have been neglected.
One speaker might be great at selling and generating lots of bookings, for example, but never get repeat sales due to poor performance. For another, the reverse could happen: great performances that yield no bookings because of a poor professional reputation or lousy business management. Some speakers burn out from too much speaking and not enough development of products to carry the message and generate revenue when the speaker is at restwhat I call SWISS money: Sales While I Sleep Soundly. And then theres the exceptional communicator who speaks brilliantly until theres a glitch with the sound or lighting, or the speaker who has great natural ability that goes undeveloped for lack of investing time in topic research.
Speakers need to take time each year to stop and assess their professional growth. After all, thats what will determine results a year from now and beyond. I find it helpful to have a tool to stimulate my thinking and expand my awareness. The following Wheel of Professional Competency helps examine the balance between each of the eight key areas of professional growth that were adopted by the National Speakers Association in 1985 as the backbone of professional development. The current format is called the Four Es: Eloquence, Expertise, Ethics, and Enterprise; each of the four includes two of the competencies.
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