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by Dottie and Lilly Walters
"Success is NOT a Doorway, It is a STAIRWAY!"
(c) 1996, 1997 Dottie Walters,
Contact Walters Speaker Services now!
(DO NOT DUPLICATE WITHOUT PERMISSION)
A "booking" is a speaking engagement where you speak for
compensation. Usually this compensation is a fee, money paid in exchange for
the speaker's service. Speakers can also be paid in a variety of ways besides
money: additional engagements, business leads for the speakers profession or
business, or payment in trade for the client's services or products.
These are the steps you can follow to move forward, first in no-fee
speaking, then through that open door to high-fee speaking engagements.
Become THE expert. (see "Speak
and Grow Rich" chapter on "Become The Expert an LeadingAuthority").
It is expensive to bring attendees together in a meeting. Time itself becomes
more precious as so much information pours into the business world. To be
successful as a presenter, the information you present must be not only well
delivered, but challenging and unique. This comes from your diligence at
becoming the leading expert. Keep learning about your subject and your craft. Read
every publication in your field and in the world of speaking.
Put together a 20 minute speech. Present it at no-fee to service clubs
or any group who serve business people-Kiwanis, Rotary, Lions Club, church
groups, etc. There is no reason to make a "free" presentation. There
are many good reasons to present for "no-fee." (see "Speak
and Grow Rich" chapter on "Going From Free to Fee). The majority
of speeches in the world are done for no fee. Obviously, there are many benefits
of speaking for no-fee, or so many people wouldn't be doing them! Your talk must
give these people ideas to help them in their business and their life. Be
specific, entertaining and humorous. When you are VERY good at speaking, which
means you gave a message that will help THIS, that they also ENJOYED, a great
people will come up to you afterwards to ask what your fee is, and if you are
available to speak for another group. This is the moment when you become a
professional speaker.
Plan on booking YOURSELF, about 200 times for free.
Become very good at the craft of speaking. For help on the difference in
the presentation skills of a free speaker, and highly paid speaker, read the
best selling "Secrets
of Successful Speakers - How You Can Motivate, Captivate and Persuade"???
by Lilly Walters (McGraw Hill, 1993).
Read "Speak
and Grow Rich" (Prentice-Hall Simon Schuster) - Book by Lilly and
Dottie Walters, considered the Handbook of the Professional Speaking Business.
In 1996 this book was selected in an industry wide survey - by over 200% - as
THE most valuable book ever written for professional speakers. If money is a
difficulty The new edition, updated and revised, of "Speak and Grow
Rich" (Prentice-Hall Simon Schuster). For autographed copies, call, or
email us with a credit card. If money is a challenge, call any library. The new
book is also available through Money Book Club & The Book of the Month Club
International. In addition to all the best information available on how to
increase income as a speaker, trainer, or presenter, includes up to date
information on how speakers can market on the WEB, use Fax on Demand, video
conferencing, desktop marketing, mail bot, virtual seminars, E-mail newsletters,
etc.
If money is not a challenge, come to one of our Master
Speak & Grow Rich Weekends at the Walters' Ranch in Glendora, California:
LIMITED TO 12 ATTENDESS. Only $599 for two full days of intensive, and highly
compact, content on how to increase your income as a professional speaker.
Includes a gift package of many products to continue the educational process
after the program. and/ or the Master Marketing Summit, is four very full days,
$2,495 - $1,995, in Beverly Hills, California. A highly select group of top
marketing experts in all areas vital to the marketing efforts of professionals
speakers, trainers and seminar leaders presents here. Includes a very valueable
gift package of many products and consultationa. Consultations:
If you also need one-on-one help, Dottie or Lilly are available for Career
Consultations at many of these same locations or by phone, fax and E-Mail. Call
us today to reserve your time and to discuss your investment options, phone
626-335-8069.
Focus on the best markets for your program and begin a sales campaign
aimed at the meeting planners in these markets. (see "Speak
and Grow Rich" chapter on "Going From Free to Fee").
Your main source of leads of future bookings are sitting in your current
audiences. A good speaker averages at least 5 paid speaking leads from every
audience. Work on pulling business from those (see "Speak
and Grow Rich" chapter on "Going From Free to Fee" for ideas
on gaining repeat and referral business). For instance, bring a great typed
introduction for your introducer to use- one page, double spaced, giving your
credits and accomplishments (the club will assign someone to do this). Use the
form in your Speak & Grow Rich Workbook (given out at the Speak
and Grow Rich Seminars). Use the invitation to book yourself at the end.
Visualize the red doors of opportunity in the foreheads of your audience.
To gain prestige and publicity, and to market your expert topics to those who
pay for speeches and seminars, you must have the right tools of the
professional speaker's trade. Prepare your presentation folder with, fee
schedule, own demo tapes, etc. (see "Speak
and Grow Rich" chapter on "Marketing Materials"). We do not
suggest video as your first step.
Begin creating products. Speakers are actually in the information
business. As you develop your subject, study it, write articles about it, and
come to new conclusions, your body of knowledge becomes more valuable, and
salable in many other formats. You can create videos, audio albums, workbooks,
consulting sessions, CD ROM's, training materials, reports, calendars, posters,
magazine articles, posters, screen savers, software programs T-shirts, hats, and
even toys based on your expertise. Keep adding new products. (see "Speak
and Grow Rich" chapter on "Speaker Products-Triple Your
Income" also our album, "Triple
Your Income.")
Create a professional office! Buyers complain about the lack of
accessibility to a speaker more than any other issue. The reality of a speakers
life is that they are the "commodity" that is for sale, and that
commodity is often on the road. No business will survive for long if their best
salesperson, and main decision maker is always away from where and how their
clients can contact them. Yet, that is the dilemma for a professional speaker.
This does not necessarily mean a "real" space, it part the answer is a
'virtual office." Also, a 24 hour dedicated fax line that you or your team
have immediate access to, phone lines dedicated to your business. It also means
a system that allows 30 minute turn around on inquires and requests for
materials. (see "Speak
and Grow Rich" chapter on "Setting Up Your Business
Headquarters").
Speaking fees are paid according to how good you are as a speaker, how
unique, interesting, and informative your material is, and how well known you
are. In fact, the greater your celebrity status, the less effective you need
to be as a speaker! Many new speakers don't understand why it works this way.
They see a celebrity football player give a keynote at a banquet at which said
football player is horrible! They think, "Well, I'm better than that!"
True enough. But the world is willing to pay good money to be in the same room
with a celebrity. To be fair, the better the celebrity is at speaking, the more
they are able to obtain in speaking fees. In the same vein, once your clients
recognize your name, your fees will increase dramatically. (see "Speak
and Grow Rich" chapter on "Becoming Famous).
When your marketing materials for your topics are in tip-top shape, and your 1
hr fee is up to $3,000, AND you are booking yourself at least 75 dates at that
fee per year, you are ready to approach the speakers bureaus . Your goal should
be to be booked by as many appropriate bureaus as possible. Use the very
valuable International Directory of Speakers Bureaus & Agents we have given
you. (see "Speak
and Grow Rich" chapter on "The Advantage of Working With Speakers
Bureaus and Agents," and the audio album, "How
To Be Booked By Bureaus.").
Note there are 13 steps above, not just 12. Always give more than your
customer expects.
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