The world of a professional public speaker is exciting, fast-paced and potentially very rewarding monetarily. But truthfully, as is the case in any profession, there are a few that earn top dollars and for the rest it is more or less a part-time pursuit. But there are some tips to increase the likelihood that you can make this a viable career.

Training & the NSA

The first item on the agenda is training. You can’t just get up and speak and expect to captivate an audience. You need to watch the so-called experts, either in person or on a DVD or CD. The legendary Zig Ziglar is an example. Also, watch certain TV evangelists as they whip up the congregation. Notice how they make a point. Be aware of their mannerisms. Consider taking a course in public speaking (see the article “How to Become A Fear-less Speaker”). You also might think about joining the National Speakers Association, headquartered in Phoenix. This is the national organization for professional speakers. Admittedly it is somewhat of a cliquish group, especially for those at the top who have already “made it,” but it still provides a place for networking, and that is a key to success. The organization sends its annual roster to organizations who hire speakers so it is a good way to get noticed. And they hold seminars all over the country where members can come to hone their speaking skills and get marketing ideas. This includes meeting in local chapters all across the country.

How To Start

After an initial training period you need to decide what you’re going to speak about. As you see what others are doing, you’ll quickly notice that they are looking for a niche to set them apart from hundreds of other speakers. The bottom line is that in order to succeed you will need to have a topic that in some way shows people how to make more money in one way or the other, or to be more successful generally. This also most often means making money.

At one recent NSA seminar a lady was very pleased with herself because she had come up with an unusual topic of doing a parody of “Winnie The Pooh.” As good as it was it had very little appeal to the business world and a couple of speaking veterans told her so. If she wished to pursue it “for free” and do library readings for children that’s fine but it was unlikely that a company would hire her.

One way or another you need to get your feet wet, so to speak. It is doubtful you’ll be hired right away by a company so many speakers approach service clubs and community groups. They are always looking for speakers and although they don’t pay they provide a platform for learning. And you can get some nice glowing testimonial letters for your marketing portfolio. The next step is to approach small businesses or organizations in your community. It’s all about getting the experience.

Who Hires Speakers?

Normally companies both large and small hold periodic meetings, mostly sales oriented. They recognize that their employees get tired of hearing from the same bosses within the organization so they routinely hire outside sales, marketing, and success experts to come in and motivate the troops and make everyone feel good. Trade organizations and associations also hire speakers for their conventions. There is an association of professional meeting planners and they scour the country looking for something new. So the opportunities certainly exist.

Marketing Yourself

This is at least as important as the art of public speaking. So many would-be speakers have failed because they don’t know how to market. First, you need to come up with a brochure that explains your topic as well as yourself. Ever notice that most motivational speakers are company presidents? Why not? They form their own motivational speaking company and become the CEO. It helps if you have credentials so a business background is going to be fairly crucial. That’s why many motivational speakers come into the profession after at least a short career with a few companies. Another important part of the marketing plan is to have some referrals; in other words, testimonial letters from groups you have spoken to. And some association leaders want to see you in action so they’ll want a CD or a DVD of a speech. Then there are the cold calls. This is where most speakers fail. They either won’t or can’t make calls to people to try and sell themselves to a meeting planner.

Using Humor

The famous question that’s always mentioned in NSA gatherings is, “do you need to use humor in public speaking?” The answer always is, “only if you want to get paid.” Using humor in the form of stories of jokes is not easy for everyone. It many times is a learned art. The truth is that when you’re speaking to an organization they are probably going to be nodding off a bit after their company’s day-long meeting agenda so they probably won’t be hanging on your every word. They want to be entertained so most successful motivational speakers use humor sprinkled throughout their speeches. It provides a welcome change of pace.

Selling Products to Sell Yourself

Now here’s a secret about selling products at a speech. If you notice that many speakers have tapes, CDs, DVDs, books, etc. that they sell during a presentation. Tony Robbins, who was mentioned earlier, excels in this. And if you watch TV infomercials you’ll see that there are any number of speakers with their get rich quick pitches, seemingly giving away a ton of material for a nominal price. For a speaker it brings in a nice extra income and it is not that difficult to do because of a simple fact. The vast majority of people will be whipped up with a speech on how to make money and they’ll quickly buy the material but surprisingly they only get through the first CD, or read the first half of a book. That’s human nature for the American consumer. Just like a new diet, they jump at the chance and then the bloom comes off the rose as they get busy with their everyday life. So, many speakers make the first CD or DVD really worth something, or the first few chapters of a book (which is probably self-published). Then the rest of the material is mainly repetition, rephrasing, and so on. No one really cares. And all that talk about “satisfaction guaranteed or your money back…” well, very few people ever bother to return the product because they think one day they’ll get around to it.

How Much To Charge

The reality is that you’re not going to get rich right away. Once you are somewhat established you can probably get $150 to $500 for a local engagement. For a national or regional speech you can probably charge between $1000 and $1500, plus travel expenses. Unless you are a true celebrity your top price will probably run about $5,000; but if you can get regular bookings that’s not a bad income. Oh, and if you’re successful, expect to travel.

Professional Public Speaking can be fun and exciting. Be prepared to live out of a suitcase for much of the year. Remember what the key to successful real estate is? Location, location, location. To make money as a professional speaker it is…”networking, networking, networking.”

External Links:

• National Speakers Assocation - National Speakers Association