1) Be Specific
It is important to get specific and know who you are speaking to and where you want to speak. So let’s get that sorted out.
Who is your main target audience?
For example: My main audience for the past 4 years has been the Education Market. That is the main umbrella but more specifically I speak to: Teachers, Parents, Kids, Youth, University Students, Support Staff, Executive Assistants, Principals and others. But they are all in the same category of education.
So write down WHO you want to speak to specifically and even brainstorm all the possibilities of people who would benefit from your message.
What types of events or conferences does this audience attend or host?
Now I want you to make a list of all the places these audiences hang out or gather.
For example: I speak at Professional Development Days, parenting conferences, assemblies in the schools, Leadership Conferences and so on.
I want you to list as many as you can think of and then get doing some research to find more.
2) Start Your Dream Event Calendar
Now it is time to do your research and create your bucket list of speaking opportunities. Google will become your best friend when looking for opportunities to speak.
The difficulty in booking speaking gigs is that usually you don’t know about them far enough in advance and when you finally start hearing about the event they already have their speaker line up.
Here is how you solve this problem.
You start a calendar, whether it is a physical calendar that you print off or write in or if you use excel or Google calendar. You figure out what works best for you to keep track of events.
Now every time an event catches your eye you are going to mark it down on your calendar because most events happen at about the same time every year.
You are going to write down the names of the people on the committee or the host and any contact information you need.
Then you are going to start reaching out to the key players in that event. Follow them on Facebook, Twitter and connect with them on Linked In. Start communicating with them and commenting, sharing and providing value to them.
You can reach out to an event organizer and send them your one sheet with your information and just say that you know they have probably already filled their speaker roster for this year but if anything happens to any of their speakers you would be available on short notice to present. Make sure you have made a connection with what you are speaking about and how it will benefit their audience.
Contact each of the events on your bucket list using the proper channels (do not send an email outside the submission form, if there is a submission form) with a clear vision for your speech (where it could be placed, why it’s a good fit, how long it will be). Include a link to your video. Event planners dislike uncertainty the most, so make sure you are specific and take out all the guesswork.
If you are able to find a current ‘call for presenters’ submission form then apply right away.
Because each application process is different, you have to tailor each proposal to the event planners’ and attendees’ needs.
3) Now it is time to build rapport and relationships with the key players.
I loved this article by the Whiptress, Erika Lyremark where she is talking about how she was invited to speak on the Spark and Hustle stage doing just this, building relationships.
Link: http://dailywhip.com/2013/06/how-to-get-big-names-to-endorse-your-products
As you build that relationship, it’s important to know that a relationship goes both ways and you need to be supporting and thinking what you can do for them.
Then at about 8 months out you need to be contacting them with information and your one sheet (this is just like a speakers resume. You need to have it look nice with a great headshot or speaking photo and then your topic headline and description, testimonials and contact info) to let them know that you are a speaker and how your speech will benefit their audience. This is about how early they begin to plan big events so getting it in now is key.
Then you can follow up with them in a couple of weeks (tell them you will follow up) and also ask them in the email when they will be officially calling for presenters and how you can be a part of that process
4) Word of Mouth Rocks
Be so good that those who hire you can’t help but refer you to others! This has been the way that I have booked my schedule year after year. You need to do an amazing job and really go above and beyond. Give back to those who book you. Gratitude and a simple gift go a long way. But also the key is to absolutely rock the stage and deliver because you never know what connections will happen with those who have hired you or those who are in the audience.
The people in charge of hiring speakers may not know you but they trust their friends and associates and when they recommend someone then they are likely to listen and book you.
Another tip: Whether you are doing a free or paid gig you want to be collecting a big list of testimonials and remember each speaking gigs provides hundreds of possible testimonials. Make sure to include a form to get feedback and use these as testimonials.
Also, ask for testimonials (written or video) from the organizers. I feel like the best time to get a testimonial from an organizer is right after you are done speaking they will most likely share their gratitude and you can just simply say, “do you mind saying just that in a video?” Then whip out your camera and get a video. If the video quality isn’t great you can always take their words for a written testimonial.
This is a great way to do it because they are busy and to ask them to send you one will be like pulling teeth. They are done the event finally and they just want to move on to other things.
5) Speak for Free
When you are just starting out you will need to add some free speaking gigs to your calendar so you can practice, gain confidence and get valuable exposure.
Some important tips when you are speaking for free is to make sure the audience is your target audience. If you want to be speaking at conferences for women entrepreneurs don’t be reaching out to big corporations. (Unless you are ok with that market as well.)
You need to find markets that will have those in the audience who can hire you for a fee whether for speaking or as clients.
Also, you need to get your feet wet and in the beginning you can speak for free to get confidence, to network and to get some killer footage or demo material.
If you speak for free, do it for something: get a referral letter from the organizer, get it videotaped (sometimes events will do this for you or see if you can bring your own videographer), get video testimonials and written testimonials from the audience and organizers, get pictures of you presenting and ask for referrals, written and video.
But no matter what, every time you speak you must be building your list!!
I always have a draw for some great prizes and I ask them to fill out a short feedback form with their name and email and let them know on there that they will also be added to your email list. Using a feedback form is double awesomeness because you get great testimonials to use, feedback and you get to build your email list while further adding value to their lives!
If you have a freebie offering or special offering this would be awesome to use because then you get to describe the ‘prize’ without sounding like you are pitching your program, you are just telling them about the amazing prize they could win. So this also is an opportunity for people to learn more about what you have to offer in a great, non-salesy way. I have never had an organizer not allow a free gift or offering because you just tell them that you are giving them a free bonus that will support them further.
Here are just 5 ways that you can get booked to speak. So pick one thing and start NOW to apply it in your business and watch the speaking gigs start rolling in!
