Table of Contents
Program Content
Speaker Business Plan
Home
Bonus Content
Way to go! You’re here because you’re commitment to “tech-ing things up a level”! Below, you will find the slides from my Speaker Business Blueprint program, including the piece you saw (like “Market Like a Minivan”) and more.
Have question or need something else? Just drop me a note!
Program Content & Resources
I covered a lot in this program, I know! But, here is the big message…BE INTENTIONAL AND STRATEGIC about your speaking business. Try But most of all … ENJOY YOUR BUSINESS! Below are some of the resources I shared during our time together.
PROGRAM SLIDES
(PDF)
AI PROMPTING GUIDE
(PDF)
CUSTOM INSTRUCTIONS GUIDE
(PDF)
SIMPLE BUSINESS PLAN CALCULATOR
(Google Sheet)
BUSINESS SCORECARD
(PDF)
Program Notes: Market Like a Minivan to Sell Like a Superstar
Introduction
- The session focused on identifying and positioning your speaking business for success by understanding your market, targeting the right buyers, and selling strategically.
- Julie emphasized intentionality in every aspect of her business, ensuring that every decision aligns with her broader goals.
The Secret to Predictable Sales: Knowing Your Buyer
Key Takeaways:
- Speaking success isn’t random – it’s built on strategy.
- Selling effectively means deeply understanding who buys you, when they buy, and why they buy.
- The “Sweet Spot” occurs when your ideal prospect needs exactly what you offer, and you communicate that effectively.
Action Items:
✔ Identify your perfect prospect – who is most likely to book you?
✔ Assess your speaking brand – does your positioning align with what buyers need?
✔ Ensure your marketing materials build confidence in potential buyers.
1. WHO BUYS (AND WHO DOESN’T)
Key Takeaways:
- Not everyone is your audience. Focus marketing and outreach on those who align with your speaking style and content.
- Understanding who does NOT buy is just as important as knowing who does.
Julie’s Example:
- She targets associations rather than corporate buyers for direct outreach because:
- Associations have predictable annual events.
- Corporate buyers don’t always know when they need speakers.
- 70,000+ associations exist in the U.S., making it a rich market.
Action Items:
✔ Identify your top buyer persona (industry, role, event type).
✔ Make a list of five conferences or organizations that would be a perfect fit for you.
✔ Define your secondary markets (those who may buy occasionally).
2. WHAT THEY ARE BUYING (AND NOT BUYING)
Key Takeaways:
- Know why they book you – what unique value do you bring?
- Understand why they don’t book you – common objections, mismatches, or missing elements.
- Your expertise, background, and credibility are key selling points.
Julie’s Example:
- As an AI speaker, she markets herself as:
- A tech founder, which gives her credibility.
- A dynamic and engaging speaker, using live AI demonstrations.
- A female speaker in tech, helping balance diversity at events.
Action Items:
✔ List three key differentiators that make you stand out.
✔ Identify what clients prioritize when selecting speakers.
✔ Develop marketing messages that reinforce your credibility and value.
3. WHEN THEY BUY
Key Takeaways:
- Timing matters. Understanding when buyers book speakers increases success rates.
- The 5 Booking Triggers:
- Before: What past event indicates they need you? (e.g., a company merger)
- After: What’s coming up that aligns with your topic? (e.g., AI adoption trends)
- Inside: Internal organizational shifts (e.g., new leadership, restructuring).
- Outside: Market shifts (e.g., industry disruption, AI trends).
- Scheduled: Annual events that always need speakers.
Julie’s Example:
- Julie targets associations because they always have events scheduled.
- She focuses outreach 5-7 months before an event.
Action Items:
✔ Identify which booking triggers apply to your target market.
✔ Research event planning timelines for your industry.
✔ Set up a calendar reminder to reach out at the right time.
4. WHERE TO FIND BUYERS
Key Takeaways:
- Find your audience where they are. Not all platforms are effective for speaker outreach.
- LinkedIn is Julie’s primary platform for reaching potential bookers.
- Avoid wasting time on platforms where bookers aren’t active.
Julie’s Example:
- Associations & meeting planners are on LinkedIn, so she prioritizes LinkedIn engagement over Facebook.
Action Items:
✔ Identify where your buyers engage (LinkedIn, industry forums, email).
✔ Build a LinkedIn strategy to stay top of mind.
✔ Avoid marketing to the wrong audience (e.g., social media followers who aren’t buyers).
5. WHY THEY BUY
Key Takeaways:
- Buyers book speakers for three reasons:
- Education: They need expertise (but this is the minimum requirement).
- Entertainment: They want a compelling, engaging experience.
- Enthusiasm: They need an energy boost for their audience.
Julie’s Example:
- She differentiates herself by using live AI demos in keynotes, making her sessions interactive and high-energy.
Action Items:
✔ Ensure your marketing highlights engagement, energy, and impact.
✔ Ask past clients why they booked you – then use those insights in future outreach.
✔ Refine your speaking topics to align with buyer priorities.
6. HOW MUCH THEY HAVE TO SPEND
Key Takeaways:
- Not every event can afford your rate – and that’s okay.
- Ensure your target market has the right budget for your business goals.
- Research who they’ve hired before to gauge their budget.
Julie’s Example:
- She checks past event speakers on eSpeakers to determine their fees.
- She prioritizes events that pay professional speakers.
Action Items:
✔ Research past speakers at your target events.
✔ Set your pricing strategy based on market rates.
✔ Avoid investing time in groups that can’t afford you.
7. HOW MANY BUYERS ARE THERE?
Key Takeaways:
- There must be enough demand to sustain your speaking business.
- If you can only find a handful of ideal buyers, your market may be too niche.
Julie’s Example:
- She maintains a target list of 200+ events but only needs 40-50 bookings per year.
Action Items:
✔ Estimate the total market size for your speaking niche.
✔ Create a target list of at least 50-100 potential events.
✔ Ensure your business model is scalable and sustainable.
Selling Effectively: You Are Selling Confidence
Key Takeaways:
- Buyers book speakers they trust to deliver a great experience.
- Every piece of marketing collateral (website, speaker reel, testimonials) builds confidence.
Julie’s Example:
- Her website, speaker kit, and testimonials are designed to reinforce credibility.
- She ensures her online presence instills confidence in potential clients.
Action Items:
✔ Review your marketing collateral – does it build trust?
✔ Ensure your website demonstrates credibility and experience.
✔ Position yourself as the safest, most reliable choice.
Final Thought: Don’t Run Your Business by Accident
Key Takeaways:
- Success requires intentionality and strategy.
- Set goals, track results, and refine your approach continuously.
Action Items:
✔ Develop a clear sales process to maximize bookings.
✔ Track and analyze what’s working (conversion rates, outreach success).
✔ Regularly update and optimize your marketing materials.