Start Here to Build a Profitable Speaking Business: A Three-Step Framework for Success
Over my 20+ years as a speaker and coach to hundreds of speakers, I've developed a three-step framework essential for engineering your speaking business.
Whether you're a seasoned keynote speaker or just starting, this framework will guide you through every stage of your speaking journey.
Let's dive into the components of this framework, encapsulated in the equation: BS + OS + AS.
Before the Stage (BS)
Before you step on the stage, there are crucial elements you need to set in place to ensure your success.
Here are the ABCs of what you should be doing:
A: Attracting System You need an effective system to attract event planners, meeting planners, and conference organizers. This involves leveraging strategies such as organic marketing, showcasing your expertise, paid promotions, and search engine optimization (SEO).
Your goal is to attract the right clients ideal for your speaking business.
B: Booking System Once you’ve attracted potential clients, you must have a streamlined process for booking engagements.
Ensure that your topics, testimonials, and video footage are easily accessible, showcasing your capabilities and making it simple for clients to book you.
C: Conversion System Finally, you need a robust conversion system.
This involves effectively communicating with potential clients, convincing them of your value, and confidently discussing your fees and the return on investment for their audience.
Mastering this lingo and language is crucial for turning inquiries into paid speaking engagements.
On the Stage (OS)
Once you're on stage, your focus shifts to two main actions: speaking and squeezing.
Speak Your primary job on stage is to entertain, inspire, educate, motivate, teach, and train your audience.
Your message should resonate with the needs of the event and provide value to the attendees.
Squeeze The second task is to "squeeze" the audience members into your ecosystem.
Since you may never see them again, it's vital to capture their interest and information so you can continue to serve them after the event.
This involves encouraging them to join your email list, follow your work, and engage with your ongoing offerings.
After the Stage (AS)
After your speech, focus on monetizing your message.
This involves three key activities:
1. Book More Speaking Opportunities Develop strategies to secure more speaking engagements. Each event should pave the way for future opportunities.
2. Monetize Your Products Create and sell products like books, courses, audio series, and video training programs.
These should be offerings that do not require your direct involvement, allowing you to generate passive income.
3. Monetize Your Programs Offer high-ticket items such as coaching programs, mentorship programs, and live events.
These programs can provide significant revenue and deeper engagement with your audience.
Conclusion
To engineer a successful speaking business, you need to understand where you are in this framework: before the stage, on the stage, and after the stage.
By focusing on the right activities at each stage, you can attract more clients, deliver impactful speeches, and monetize your message effectively.
If you need help breaking down this framework and applying it to your speaking business, click below to learn more about how we assist speakers in monetizing their message and engineering their success.
