Do It! Speaking: 77 Instant-Action Ideas to Market, Monetize, and Maximize Your Expertise

by David Newman

Overview

Discover the principles, practices, and insider secrets of paid professional speaking success in 77 instant-access “microchapters” that will help you market your smarts, monetize your message, and dramatically expand your reach and revenue.

For thought-leading CEOs, executives, consultants, and entrepreneurs, the true test of your personal brand comes down to one simple question: When you speak, do people listen?

Nationally-acclaimed marketing expert and host of The Speaking Show Podcast David Newman teaches you how to build a thriving speaking career. Regardless of the speaking venue: in-person events, virtual appearances, conference stages, and any other place where you are being paid to share your expertise with an audience, the powerful articulation of your value, relevance, and impact is what makes experts stand out. But where do you start when you’re trying to build your speaking platform?

In Do It! Speaking, Newman shares advice that helps you:

• Develop your speaking-driven revenue streams.
• Quickly commercialize your knowledge in today’s economy.
• Bolster your visibility, credibility, and bank account.
• Become a better messenger of your company’s message and dominate your marketplace.

Do It! Speaking shows you the inside track on marketing, positioning, packaging, prospecting, outreach, sales, and how to get more and better speaking gigs on behalf of your company, your brand, and yourself.

Product Details

ISBN-13:	9781400214846
Publisher:	HarperCollins Leadership
Publication date:	01/07/2020
Pages:	224
Product dimensions:	6.10(w) x 8.40(h) x 1.00(d)

About the Author

David Newman is a Certified Speaking Professional (CSP), marketing expert, speaker, and founder of Do It! Marketing, a strategy and done-for-you services firm that specializes in working with executives and entrepreneurs who want to speak more profitably. He’s also the creator of the Speaker Profit Formula^® seminar and mentoring program. David has worked with over six hundred executives and entrepreneurs to monetize their message; his clients and audiences include forty-four of the Fortune 500, such as IBM, Microsoft, Oracle, QVC, Merrill Lynch, and American Express. David hosts The Speaking Show, the #1 podcast for experts who want to speak more profitably. David’s previous book, Do It! Marketing, is an international bestseller and was translated into six languages.

Table of Contents

Prologue ix

Introduction xiii

1 Stop the Craziness! 1

2 Your Strategy in Four Questions 2

3 What Is Your Topic Niche? 5

4 What Is Your Target Market? 8

5 What Is Your Identity? 12

6 If You Want to Drive the BMW, You Need to Master the GNW (+U) 14

7 The Biggest Marketing Mistake Speakers Make 15

8 It Always, Always Starts with Who 18

9 Write Your Letter to Aunt Sally 18

10 Find Your "Hungry" Market 20

11 Build Your Marketing Language Bank 22

12 The Magical Power of Deciding 26

13 What's Your Mission for Today? 27

14 Performer, Teacher, or Catalyst? 31

15 Your Competitive Scan 35

16 Google Is Your Friend! 38

17 Deepen Your Search 40

18 Five Keys to Developing Your Unique Message 41

19 Seven Reasons to Own a Niche 46

20 Be Careful How You Label Your Services 52

21 You Attract What You Define 54

22 How Much Money Do You Want to Make? 58

23 You Are Here: The Turning Point 64

24 You Win the Race by Inches, Not Miles 65

25 Elevate Your Fees to Pro Status 66

26 Laser-Focus Your Expertise 67

27 Stop Small Potatoes Thinking/Doing 68

28 Professionalize Your Selling 71

29 Interviews as a Prospecting Strategy 72

30 The Only Three Problems You Can Solve 75

31 You Solve People Problems 80

32 You Solve Process Problems 82

33 You Solve Profit Problems 83

34 Why Hire You? 85

35 If You Write the Test, You Get an "A" 89

36 Speaker Website Rule #1 93

37 Speaker Website Rule #2 98

38 Speaker Website Rule #3 99

39 Speaker Website Rule #4 101

40 Speaker Website Rule #5 102

41 Speaker Website Rule #6 102

42 Speaker Website Rule #7 103

43 Speaker Website Rule #8 104

44 Don't Be an Idiot About Your Fees 106

45 Avoid Taxi-Meter Pricing 107

46 Don't Charge Like an Amateur 111

47 Don't Start Too Low or Go Too Slow 113

48 Avoid the "Wrong Work" Pricing Trap 115

49 Seventeen Great Answers to "How Much Do You Charge?" 116

50 Salt and Pepper Your Fee 119

51 The First Number Should Never Be Your Fee 123

52 Context of Value and Contrast of Scale 124

53 What Does 1 Percent Look Like? 127

54 "Can You Put a Number on It?" 128

55 "Your Fee Is Too High" Is Always a Lie 133

56 Use Bridging Language to Seal the Deal 134

57 What Your Sales Pipeline Isn't 136

58 Killer Sales Questions for Speakers 137

59 Be Willing to Walk Away. Really. 140

60 Five Strategies for Corporate Executives to Get More From Every Speaking Gig 147

61 Seven Building Blocks of Executive Speaking Success 150

62 How the TED Talks Craze Has Changed Business Conferences 156

63 Short-Talk Venue Summaries 159

64 Your Three Main Goals in a Short Talk 161

65 Avoiding Death by PowerPoint 163

66 Eight Keys to Giving a Great Speech 166

67 How to Put the Wow in the Start of Your Speech 169

68 Measuring the Effectiveness of Your Speaking Program 172

69 The Shame of Success 177

70 Stop the Marketing Monkey Work 180

71 The Speaker Profit Formula 182

72 The New Rules for Experts Who Speak 184

73 The Golden Triangle 185

74 How to Crush It This Year and Every Year 187

75 The Four Levels of Marketing 189

76 Seven Things Smart Speakers Do Daily 192

77 Ten Questions to Spark Your Success 193

Continue the Journey 195

Acknowledgments 199

About the Author 201

Index 203

Editorial Reviews

'David Newman has created an invaluable step-by-step guide for every CEO, executive, and entrepreneur who wants higher visibility, greater influence and more business. Reading this book will help you build your personal brand, your company brand, and your bank account.' — Dorie Clark, author of Entrepreneurial You and Stand Out and adjunct professor, Duke University's Fuqua School of Business

'Do It! Speaking is the CEO's handbook to speaking success. Nothing is left out, and nothing is assumed. This is the A-to-Z reference for how to dominate as a CEO who speaks.' — Scott Jordan, CEO of SCOTTeVEST, keynote speaker, and author of 'Pocket Man'

'David Newman's 'Do It! Speaking,' is a miracle. In brief compelling chapters, without any fat, he walks you step-by-step through the creation of a speaking business that's smart and lucrative. Whether you're a beginner, seasoned CEO, or a Hall of Fame speaker, this book is a must.' — Mark Levy, Founder of Levy Innovation LLC and creator of Your Big Sexy Ideaand reg;

'This is the expert book the experts are reading! Few people have their pulse on the speaking industry better than David Newman and he shares it all in Do It! Speaking. It's money-making idea after money-making idea in every single chapter.' — Mark Hunter, CSP, author of High Profit Selling and High Profit Prospecting

From the Publisher