Professional Speaking: How to Work with Speakers Bureaus

The dream of most professional speakers is to be represented by a speaker bureau or lecture agent. Unfortunately, professional speaking is like the acting industry. You can't get an agent until you're known. Bureaus have more than enough speakers. What they want most is more clients who will hire their speakers.But, if you have a unique and compelling message and a track record of excellence they may take a chance on you.

What is a speakers bureau? It's a middle man, or broker, for speakers and entertainers. They market to corporations and associations and match them with the perfect speaker for their event. They take an average 25-30% commission from the speaker's fee. The bureau or agent owns the client and any spinoff business.

Brian Palmer. President of the National Speakers Bureau in Libertyville Illinois, recently spoke at the NSA convention. He shared with us what buyers have told him about working with speakers. These are the mistakes they see, which he passed on to us. Here are a few of the highlights from his talk:

1. Pricing.

a.) Scrutinize your price and get it right. b.) Have a written policy under which conditions you'll alter your fee. c.) Measure the gap between your fee and what you actually book each month.

When you say you won't lower your fee, the average response from the buyer is "I had to ask that question."  Brian tells his clients if they want the speaker to lower the fee, they must put the offer in writing. "Make me an offer". It changes the equation.

2. Too many topics.

Have no more than three topics with great titles and descriptions. You can test topics, but don't list a bunch of topics. Customers care how you dress, how you speak, how you listen, table manners, interacting with the audience, your behavior. Be extra polite. It matters what happens off the platform. Companies want you to be aspirational.

3. Missed or ineffective pre-conference calls.

Brian calls these "hurdle raisers". Most of the time the conference calls are missed by the speaker. Don't do it. Prepare for the call and don't use a cell phone. The number one issue is talking too much when being briefed. It's important to be excellent on those calls. Be lively. Brian lost his client because the speaker was a "zero" on the phone.

4. Lack of personalization.

Companies bring you in to achieve some business end. Build your business around helping them achieve their goals. They don't hire you to hear what you have to say.

5. Selling too much.

Asking three times on the phone if they want to buy books is a bad sign. Don't go over their heads. He cited Joe Calloway as someone who gets hired over and over again. Joe gets brought in for consulting after his speeches. Don't ask before you go on stage if you can mention your book.  When you pitch, it takes away from your message. And, Brian cautions, "Don't add people to your mailing list unless they ask for it".

6. Image.

How you answer the phone, your responsiveness, impacts whether a bureau wants to represent you. Show up, be on time, be prepared.

7. A presentation that does not include both head and heart.

Phyllis Diller analyzed her laughs. Motivational speaker, Walter Bond, aims for less than a minute between big laughs. Every two or three minutes there should be a laugh. It could be a nodding moment, but there must be an emotional connection!

8. Poor quality demo videos. A speaker demo video should be longer rather than shorter. A three minute video scares people. Include audience shots and enough footage so the client can see a flow. Customers want an excellent speech.

The goal is to have a great video of a great speech. Brian mentioned Amanda Gore's 2004 preview speech as being one of the best. It was 20 minutes long and there was a thunderous ovation at the end.

9. Not being authentic.

People want to hire smart people that happen to speak. It's not good to have a website that's filled with speaker poses. Your website should not look like a speaker site.

While there may be many opinions about how to work with speakers bureaus, Brian gave the audience some good food for thought and valuable tips for developing a good relationship with speakers bureaus.

Can Your Audience Still Hear Your Voice After Your Presentation?

Does your audience still hear your voice after your presentation? This was one of the provocative questions asked at the 2013 National Speakers Association convention. The event was held in Philadelphia, the City of Brotherly Love. And I was loving this event!  I came back excited and with new ideas to share with you.

Here are some thoughts from these memorable keynote speakers to help you take steps toward speaking success:

Walter Bond

Former NBA player and rising star in the speaking business.

1. You can have a pity party for 3 days, and then you better have a plan.
2. Validation is a lost art.
3. Always look like success. Always look like money. And if you're not that good, look good and be quiet.
4. The likeability factor is the best kept secret in business.
5. Can your audience still hear your voice after your keynote?

Bruce Turkel

Helped create some of the world's most compelling brands

1. People don't buy what you do, they buy who you are.
2. A good brand makes people feel good. A great brand makes them feel good about themselves.

Phillipp Riederle

18 year old podcast genius from Germany focusing on New Media and youngest ever NSA convention speaker

1. Make your customers your friends.
2. The hormone Oxytocin increases when using Facebook, Twitter, texting. It feels like we are cuddling.
3. Communication today = more contact, access, publishing.

Connie Dieken

Executive coach and former award-winning journalist

1. Your outer presence is how you make people feel.
2. There are three layers of presence: stability, credibility, likeability.
3. We're living in a world that demands perfection and craves authenticity.

I'm still hearing the voices of several keynote speakers a week later. Why is that? Walter Bond told a joke every two or three minutes and was a master storyteller. He really kept us engaged. Bruce Turkel gave everyone a harmonica and taught us how to play a song. Phillipp was remarkable for his youth and his cutting edge research. Connie went out into the audience from the stage and interacted with individuals. She asked people, "What is your one word?"

Does your audience forget your message as soon as they leave the room? Learn to make your message memorable!

How to Be a Professional Speaker

August 7th is Professional Speaking Day. Do you want to be a professional speaker? I've been a professional speaker and executive speech coach for a long time. Aspiring  speakers ask me all the time how they can become professional speakers. So in honor of Professional Speaking Day, here are some tips about the exciting, rewarding, and very challenging business of professional speaking.

1. Professional speaking is a business. People fall in love with the glamor of being on stage before a live audience. But the truth is this. Delivering a one hour keynote or workshop is a fraction of the time that's required to make that speech happen. First and foremost, professional speakers are in the sales and marketing business. You're not a professional until someone pays you. Treat speaking as a business.

2. Professional speakers provide value. You must have a compelling story to tell or content that improves people's lives and careers. It takes time to research current trends and develop content that is relevant to your audience. Who is your market? Who will pay to hear you speak? What do they want and need to hear? What kind of return will they receive for their investment in you?

3. Professional speakers are experts. What is your expertise? Paid speakers have credentials and experience that give them credibility to speak on a selected topic.Unless you're a celebrity or reality star, you won't be hired unless you have a track record of success..That's why you don't see that many young people in the professional speaking business.  A jack-of-all trades or someone who speaks on a wide array of topics will not be taken seriously.

4. Professional speakers are paid. Yes, we all do pro bono speeches for charity and for marketing to our target audience. But professionals earn their living from speaking and also maintain fee integrity. That means they have set fees for their services.

5. Professional speakers have multiple streams of income. In these challenging economic times, it's the rare speaker who earns 100% of his/her income from keynote speeches. Most professionals speakers have add-on services such as, workshops, facilitation, boot camps, consulting, coaching, off-site retreats, books and products.

6. Professional speakers are members of the National Speakers Association. I've been a member of NSA since 1991. Not all speakers are members, but if you're serious about the profession of speaking you need to get to a meeting. Join your local chapter. I'm a member of the New York chapter. NSA will change the way you think. Many speakers also belong to toastmasters. What's the difference? Toastmasters is for anyone who wants to improve their platform skills. NSA is for professional speakers who want to learn the business of speaking.

7. Professional speakers have a coach. Why? Because speakers continually need to raise the bar. Even the top speakers use a coach to fine tune their message and platform skills. If you're just starting out and can't afford a coach, find a mentor. Watch TED talks and youtube videos. Go to live events and conferences and take note of how the best speakers own the room.

Fundraising Presentations? Father Knows Best

Political candidates spend millions of dollars on advisers, media training, speech coaching, and advertising campaigns. They curry favor with influential movers and shakers to get them to speak on their behalf. But the best political strategy is rarely utilized. Robert F. Kennedy used it. George W. Bush used it. Even Andrew Cuomo used it. A political candidate's best bet is often a public speaker in his or her own backyard. When Robert F. Kennedy's campaign was floundering, he brought in Rose Kennedy who quickly took the mic. Jenna and Barbara Bush both spoke on behalf of their dad, George W. Bush. Andrew Cuomo had his younger daughter speak about his softer side (kids are often the best fundraisers). All three candidates won.

You don't need professional speakers. Have your family speak on your behalf.

Public speaking is not simply about good rhetoric. The messenger is as important as the message. I was reminded of this when I received this fundraising email from a candidate's father. While this is by no means a political endorsement, I do admire and commend the approach and the message. This is more powerful than any other kind of presentation, whether spoken or written. It's all about family.

Diane,

I’m just a few moments away from boarding a plane bound for Uganda. This is the first time my family will set foot in this country since we were expelled in 1972.My daughter, Reshma, can’t be with us today because she’s in New York fighting for people like me, like us.

I came here as a political refugee. I had to change my name from Mukund to Mike, so I could find work. It wasn’t easy for us.

Reshma saw us struggle, and she learned to fight to create better opportunities for families like ours.

Now, Reshma’s opponent has launched the first attack in the Public Advocate campaign. She’s saying that Reshma is out of touch with working people.

Out of touch? Not my daughter.

Reshma is a former Deputy Public Advocate, and the founder of Girls Who Code. Reshma has spent her life fighting to create better opportunities for underserved and disadvantaged people.

She needs your help right now to fight back. Will you help her out?

Sign up now and tell your family, friends, and neighbors that Reshma is committed to fighting for opportunities for all New Yorkers.

If you can’t volunteer, will you please donate $19.72 now to help her out?

Thank you for supporting my daughter.

Best, Mukund Saujani

Presentation Lessons from the Mad Men Board Room

This is a guest post from Cable.tv's Roger Kethcart. The most difficult part of an advertiser's job isn't coming up with game-changing, original ideas. That's what they do day in and day out. The most difficult part is selling those ideas to clients—or, the pitch.

Advertisers have to be on their A-game when pitching to a client. In a short period of time they must not only captivate the client, but also make their idea better than the competition's. Hit a home run and they win the client. Miss, and they are sent home with their tails between their legs.

Though the stakes may not always be as high, anyone who is presenting an idea to an audience is essentially doing what the ad men are: selling an idea to an audience. So whether you're presenting on financial upticks over the last fiscal quarter or pitching a new product line to potential investors, here are some lessons from the board room of AMC's Mad Men that you can apply to your own presentations.

Prepare for Your Presentation

Don Draper, the principal pitcher on Mad Men, likes to shoot off the cuff, spending little time preparing and practicing for his client presentations. In fact, he often forgets when he is even meeting with clients. But he, in his Hollywood enhanced glory, is the exception.

Most of us wouldn't see the same success if we followed in Don's footsteps when it comes to prep time. Most people in the real world agree that a presentation should be rehearsed several times, just not so many that it seems rehearsed. Having run through the presentation at least a few times helps to bring your ideas to the forefront of your consciousness, allowing you to remain focused and continue if there are any surprises or distractions.

It is also recommended that when dealing with nerves you don't resort to alcohol or drugs to combat them. It goes without saying these influencers can have a dramatically negative impact on your presentation. It might have flown in the 60s, but certainly wouldn’t be seen as professional today.

Speak Eloquently

Eloquence in speech is one of those things that is hard to define, but you know it when you hear it. The right words and the right timing working in harmony contribute to powerful, eloquent speech that is capable of moving an audience to tears or firing them up for action.

A great example of eloquent speech is observed when Don presents Kodak with a name pitch for their new slide projector. His presentation literally leaves the clients speechless, but in a good way. Even after he is done speaking, his profound words linger in their consciousness.

One will observe the specific timing and words chosen during the presentation. Don's words reach deep into the soul, drawing out memories of comforting nostalgia. And his rhythmic cadence with deliberate pauses allows his audience to "feel" what he's saying, giving them time to process and marinate the words.

In addition to Don's presentations, there are many other resources out there to help you speak more eloquently. A quick internet search will yield hundreds of helpful tips.

Have Confidence in Yourself

Confidence plays a big part in establishing credibility and gaining your audience's trust. Look confident and you'll quickly look like someone who knows what they're talking about. Speak with conviction and your audience will also have confidence in what you're saying.

This is also where body language comes into play. Stand up straight and look the audience in the eye and you'll radiate confidence. Your audience will find it more difficult to listen to you if you slouch and look down at your notes the whole time.

How well prepared you are and how well you "know" your idea can also impact how confident you are. Preparing for and facing objections and sticking by your words shows passion and helps to persuade those who would normally stand unwavering. Don does just this despite second thoughts from an unsure client in this clip.

While you may not frequent any ad industry board rooms any time soon, chances are you will have to give a presentation of your own at some point in time. Take it from Don and remember to prepare for your presentation and exude eloquence and confidence while giving it, and you'll be able to sell your ideas to any audience.

How to Present Complexity With Clarity

I recently came across this cartoon and started laughing out loud. It really resonated with me. I relate to that guy who's defaulting to something he knows and something he can understand. It's that old adage: Keep It Simple, Stupid.

Yet, so many presentations are like coming face- to-face with big data. And they make you want to jump out the window. This is especially true with financial, technology, and scientific presentations. I know how it feels when I buy a new piece of technology. I can't bear to look at the user manual. I'll either watch a how-to video or call upon my technical assistant because she speaks 'Geek' and English.

Apparently, there's too much geek being spoken in the workplace.

Wouldn't it be great if you could transfer your data into the minds of your listeners as easily as pushing a button? Recently, the actor Alan Alda was on the morning news promoting a new career. He's coaching scientists how to present to Congress. When scientists present to congressional committees, their audience doesn't understand what they're recommending. Their gobbledygook is as confusing to Congress as legislation is to the rest of us. The impact is they don't get the funding they need.

When I coach executives and leaders who are presenting at high-stakes venues or before the executive committee, the complaint is that they aren't succinct. Here are 5 tips for communicating simply and clearly.

1. Avoid using acronyms, buzz words, and jargon. Never assume your audience knows the meaning of company or industry jargon. Use the complete word or description initially. Later in the speech, you can use the acronym - after you've defined it.
2. Use analogies and metaphors from every day life. When speaking about something complex or technical, an analogy or metaphor will boil it down to its simplest essence. Recently a client was presenting about clinical trials. The slide was busy and there were a lot of complex details. I recommended that she refer to the clinical trial timeline as a dashboard. The dashboard metaphor simplified the timeline so the audience could understand the details without getting lost in the weeds.
3. Less is more: use shorter words and fewer of them. There is a misconception about using a large vocabulary when presenting. While it can make you sound smart, it can also confuse your audience. Simplicity equals clarity. Most marketing copy is aimed at an 8th grade reading level. While this makes the most erudite public speakers bristle, it ensures that the message is heard. The question is this: Do you want to be clever or clear?
4. Tell stories. A story has a natural sequence. When you have a lot of data and it's wrapped in a story, it has the same effect as using an analogy or metaphor. People can follow it. They get involved.
5. Start with the big picture. The biggest mistake technical presenters make, is they get lost in the detail. Start with the helicopter view. Listeners need a roadmap. So give them context. Give them the big idea, and then drill down for details. If you ordered a turkey sandwich and it came with the meat on top of the roll, you would send it back. Well that's the experience your listeners have when you start with detail. Save the meat for the middle of your presentation. Use a speech template and plug in your data to keep your presentation organized and simple.

Use these tips to present big data with clarity, and your presentation will become a data transfer system that your listeners understand.

Craft and Deliver Your Presentation With Clarity, Confidence and Impact.

The Secret to Persuasive Fundraising Presentations

Persuasion is an art. When you're making a presentation pitch for funding or donations, the landscape can become competitive. When I was on the board for New York Center for Interpersonal Development, a non-profit, we made a lot of presentations to solicit donations. In typical fashion, these presentations involved showing the history of the organization, the mission, a video presentation, and highlighting the non-profit's results. The executive committee and board members would speak on behalf of the organization and would try to persuade potential donors to support their cause.

At one point, we discovered the most potent, powerful means of persuasive presentations. No matter how eloquent we thought we were, we were not as successful as the time we gave the floor to a couple of teenagers who spoke about their experience. Instantly, people started reaching into their pockets. Our mantra became, "Shut up and let the kids speak."

JDRF, a non-profit dedicated to curing Type I Diabetes, has realized this powerful technique. Recently, I found this video of a 13 year old boy who will represent Pennsylvania at the 2013 Children's Congress. Take a look, and see for yourself why kids are the most persuasive presenters.

The 5 Levels of Public Speaking

Speaking is a leadership skill. This infographic represents John Maxwell's 5 Levels of Leadership. As a thought leader, he recognizes that leaders have to earn their followers. It's the same way with public speaking.

I started to reflect on the many trainings, seminars, and speeches I've given over my career. I have to say that this coordinates very well with public speaking and audiences. There is a saying in the training industry: "There are two kinds of learners: prisoners and vacationers." Actually, there are five.

Prisoners are level one. They came to listen to you because they're required to be there. Their boss sent them to learn a skill or to hear a message, and they don't want to be there. They feel like prisoners.

The second kind of learner is the vacationer. They came to your presentation willingly. Their boss most likely sent them, but they see it as time off the job. So while you're not getting open resistance, you don't have a committed audience.

At level three, people are there because they know the results that you bring to an organization. Many consultants, trainers, and professional speakers have audiences that fall into this category. They may not have experienced the results first hand, but they're aware of your competence, so they're interested in listening.

Level four is when you start to experience real influence. Because at this level, you're satisfying both organizational and personal needs. That means as a public speaker, you are meeting the objectives for which you were hired, but you're also personally liked. There's a relationship with the audience and the person who hired you. Here is where you begin to move from being a vendor to a partner. There is a trust at this level. The audience knows, likes, and trusts you.

Level five is the ultimate of professional or public speaking. Here is where you are a thought leader. Beyond satisfying organizational and personal needs, your reputation precedes you. You may even experience celebrity in a sector or niche industry. You may not be a household name, but you're a known and respected expert - someone who is an authentic leader on the platform.

Hillary Clinton's Face Improves Women's Public Speaking

Fear of public speaking continues to be a top fear for both men and women. Overcoming public speaking fear is a must for anyone who is serious about success. I know a lot about boosting public speaking confidence. I use a number of techniques to help my clients master public speaking and overcome their fear and anxiety. In the 20 years I've been in business, I've utilized  many approaches including breathing, NLP (neurolinguistic programming), acupressure, etc.

But for the first time, there is a technique that never occurred to me.

According to a study in the May issue of the Journal of Experimental Social Psychology, women and men each spoke before an audience. The researchers placed a picture of Bill Clinton on the back wall in one room and a picture of Hillary Clinton in another room. Some back walls were blank. The women who presented in the room with Hillary's picture on the wall performed better and gave longer speeches. The evaluations were more positive for the women who spoke in the room with Hillary's photo.

This study takes the impact of female role models to a whole new level. While I don't recommend simply pasting Hillary's picture on the wall and expecting a standing ovation, presenters who've worked on their speaking skills and still feel anxious may benefit by imagining their role model. To read the entire article, click here.

Here are some of my resources for public speaking fear and nervousness:

• Fear of Public Speaking YouTube playlist
• Conquering Nervousness YouTube video
• Knockout Presentations (Chapter 3)
• Training Workshops
• Executive Coaching
• Client Results

How Is a Public Speaker a Catalyst?

catalyst: noun \ˈka-tə-ləst\ an agent that provokes or speeds significant change or action

Catalyst.org is a non-profit that works with businesses and the professions to build inclusive environments and expand opportunities for women at work. Public speakers are catalysts. When you speak, you touch lives, change minds, spread ideas, and move people to action. I started to think about how I am a catalyst from the platform.

On the catalyst.org website, they're collecting videos of people who are catalysts in their lives. Here's the video I submitted. Speaking is only one way to be a catalyst. How are you a catalyst for change?

Get Out Of My Face!

What Successful Public Speakers Know About Space

"Get out of my face!" If you've ever heard someone say that, you have experienced pragmatics. Space is a form of communication. The best public speakers know how to use space strategically to communicate a message and influence group dynamics. Watch this video to learn more.

What's Executive Presence Gotta Do With It?

What is executive presence? And why does it matter? You know it when you see it. But it's difficult to describe. At some point a career will be stalled because the person doesn't look, speak, or act like a leader. That's when a company will call me to work on the leader's executive presence. Executive presence is the tipping point for getting promoted. How do you get it?  Watch this video to learn more.

Do It Yourself Marketing - Create Your Own Video Ad

June is "DIY" (Do It Yourself) Marketing Month. I've said it before and I'll say it again - today more than ever, your success depends on your ability to communicate your value to the market. There are many ways you can do this, and one of them is through online video marketing. A smart, crisp brand will help your products and services stand out from the crowd. Promoting your brand doesn't have to be expensive. Here is a free tool you can use to create a 30 second ad: animoto.com. Don't forget to create your own YouTube channel. YouTube is a high visibility, cost-effective marketing approach.

Here's the video I created for my book, Knockout Presentations:

Keep Your Eye on Pragmatics When Presenting

Public speaking is not just about the spoken word. As a presenter you must know your content and your audience. But you also need to know about pragmatics. Pragmatics is the relations between words, expressions, or symbols and their users. And nothing communicates more powerfully than the eyes. Watch this video to learn about eye contact and public speaking.

Presentation Pragmatics-Key to Effective Communication

Do you know the meaning of pragmatics? Most people believe that public speaking is about the spoken word. But what about the unspoken meaning? Public speakers and presenters who rely solely on the spoken word are at a disadvantage. Presentation excellence depends on so much more. Watch this video to learn one of the secrets of effective communication - presentation pragmatics.

Your Brain on Stage Fright

Some call it flop sweat. Others call it stage fright. Whatever you call that tightness in the pit of your stomach, sweaty palms, and racing heart, we've all experienced it. Public speaking still ranks as a top fear. Even professional speakers feel nervous when the stakes are high. Fear of public speaking has always been a mystery. Why does it happen? How does nervousness manifest? Why does the thought of public speaking send some people into a tailspin? Imagine going about your day, and suddenly your manager says you're expected to give a speech. In an instant, nervousness descends like a wave washing over you. What's going on in the brain?

When I polled people for my book, Knockout Presentations, I asked them why they felt nervous speaking in public. The thread running through most of the responses was the fear of humiliation. Well, it turns out that we're hard wired to worry about our reputations.

Did you know that fear is a primitive reaction to protect our bodies? Some people get more nervous than others and there is a reason for that. There are three main things that affect how you experience stage fright.

Find out in this article on the science of stage fright.

Body Language is the Message

A professor once said, "Words conceal rather than reveal". If that's true, how does the listener hear the real message? The answer is the study of pragmatics. Non-verbal communication is as important to every public speaker as the words they prepare. But too often, public speaking becomes an exercise in memorizing words without much thought to their physical presentation.

If the public speaker is unprepared, it will be communicated through nervous body language. The body will betray the presenter every time. Most of the message is non-verbal. For that reason, it's imperative that public speakers study pragmatics. Watch this video to learn about body language.

Give Fear the Finger

If you're like most people, you avoid public speaking like the plague. But that's a recipe for failure. Successful people must have good presentation skills and speak to build their reputations and expertise. What most public speakers do, is resist their fear and what you resist, will persist. Here's another idea. Instead of trying to control your thoughts, use your body and give fear the finger. Watch this video to learn how:

http://youtu.be/BxKEBN2RqR0

Press Release: Students Rock FWA Dinner Speeches

For Immediate Release DiResta Coaches Student Award Winners for Annual FWA Awards Dinner

New York (April 29, 2013) — Two students, Ashley and Fang Fang, stole the show last night as they gave their two minute acceptance speeches to 600 attendees at the Financial Women's Association annual dinner.

Diane DiResta, President of DiResta Communications, Inc, and a member of FWA, volunteered to coach the student presenters for the third year. The coaching involved helping them craft their speech and deliver it with confidence from the main stage.

Click here to read full Press Release.

Get Your Morning Mojo and Communicate with Impact

I spoke at the Morning Mojo networking group held at Citibank about Communicating with Impact. Business is not about the numbers. Business is about communication and the numbers simply reflect how well you communicate. Watch this short video segment to learn how to communicate with impact. http://youtu.be/S8HnrGcF6oY