You are previewing Million Dollar Speaking: The Professional's Guide to Building Your Platform.
O'Reilly logo
Million Dollar Speaking: The Professional's Guide to Building Your Platform

Book Description

Make your move into, or improve your position in, the powerful world of professional speakingIf you think you have what it takes to speak professionally, or you’ve already been doing so with insufficient reward, now is the time to make your move.

Table of Contents

  1. Cover Page
  2. Million Dollar Speaking
  3. Copyright Page
  4. Contents
  5. PREFACE
  6. ACKNOWLEDGMENTS
  7. PART ONE Savvy
    1. CHAPTER 1 When Are You a Professional?
      1. After all, we’re all speaking, often simultaneously
      2. Whither Goest?
      3. Why Sizzle and Steak Are Both Required for Fine Dining
      4. The True Speaker Is Not a Performing Seal
      5. Alan’s Million Dollar Speaking Profile
      6. The Diverse (and Daunting) Speaker Scenarios
      7. The Vagaries of the Trade
      8. Summary
    2. CHAPTER 2 Establishing Your Market
      1. Whom do you want to listen?
      2. Creating Value Propositions
      3. Get the Dummy Off the Cover
      4. Alan’s 12 Steps to Creating Market “Reach”
      5. The Litmus Test of Real, Imaginary, and “Woo-Woo” Markets
      6. Organizing Your Approach: The Easiest Route Is Usually the Best
      7. Summary
    3. CHAPTER 3 Positioning and Becoming an Object of Interest
      1. Tell them what they need to know, not everything that you know
      2. Being Around a Long Time Makes You Older, but Not Necessarily Better
      3. Transforming Intellectual Capital into Intellectual Property
      4. Establishing Viral Interest
      5. Nine Best Practices to Increase Your Business
      6. If You Don’t Blow Your Own Horn, There Is No Music
      7. Fish Swim, but Different Strokes for Different Folks
      8. Summary
    4. CHAPTER 4 Establishing Fees
      1. How much do you charge? How much have you got?
      2. The Three Basic Fee Ranges You Must Create
      3. Taking Out the Middlemen: Dealing Only with True Buyers
      4. Providing the Choice of “Yeses”
      5. Turning an Event into a Process and Tripling Your Success
      6. 40 Ways to Increase Your Fees
      7. Increasing Fee Velocity
      8. Summary
    5. CHAPTER 5 Modern Marketing
      1. I don’t care about the cost; get me Jane Jones!
      2. The Magic and Myth of the Internet
      3. Working (or Not) with Bureaus and Avoid Being a Hired Hand
      4. Trade Associations: Make Money and Market Concurrently
      5. Where and How to Publish
      6. The Zeitgeist of Marketing: The Market Gravity Cycle
      7. Summary
    6. CHAPTER 6 Lean and Mean
      1. You don’t need a staff, unless it’s a stick to walk through the woods
      2. Wealth Is Discretionary Time
      3. Alan’s Five Essential and Legitimate Staff Characteristics
      4. You’re a Professional Speaker, Not a Hired Hand
      5. The Sources of Sound, Objective, Professional Feedback and Why Unsolicited Feedback Will Kill You
      6. Small Print: Incorporation, Legal, Accounting, Insurance, Taxes, Yada Yada
      7. Summary
  8. PART TWO Steak
    1. CHAPTER 7 Accelerating and Accentuating Your Appeal
      1. Becoming the “go-to” resource
      2. The Amazing Secret Leverage of Process Trumping Content
      3. The Myth of “Shelf Life” and the Creation of Long-Term Intellectual Property
      4. Why You’ll Seldom Get Tossed Out for Using Common Sense
      5. The Use of Metaphor, Visuals, and Pragmatic Change Devices
      6. 15 Immediate Expansion Sources for Your Speaking Business
      7. Summary
    2. CHAPTER 8 Creating Great Speeches and Workshops
      1. The rules and regulations for formulating great content
      2. Using Original Sources with Your Own Original Material
      3. People Learn in Differing Ways: Not Everyone Is as Smart as We Think We Are
      4. The 90-Minute Rule
      5. Summary
    3. CHAPTER 9 From Steady, to Surfer, to Star
      1. Hey, aren’t you . . .? Why, yes, I am!
      2. Refusing Business (Yes, Refusing Business)
      3. Rising above the Crowd by Avoiding Meat Market Mentalities
      4. The Three Kinds of Speaker and Why Only One Gets Wealthy
      5. Parachute Examples
      6. 15 Conditions That Support Raising Fees
      7. Summary
  9. PART THREE Sizzle
    1. CHAPTER 10 Stage Work
      1. The speech was five minutes . . . there were dull stretches
      2. The Myth of Body Language, Gestures, and Movement
      3. Alan’s 10 Interpersonal Techniques (and Expert Devices) to Engage the Audience
      4. 20 Great Ways to Engage Almost Any Audience
      5. Biding Your Time
      6. Adjusting for Trouble
      7. Turning Errors and/or Troubles into the Extraordinary
      8. Summary
    2. CHAPTER 11 Yawn: Passive Income
      1. How much did we make overnight?
      2. 10 Ideas for Product and Service Revenue Generation
      3. The Accelerant Curve
      4. Building Communities: REV—Creating Evergreen Clients
      5. Summary
    3. CHAPTER 12 Preparing for Success
      1. Go ahead, treat yourself
      2. TIAABB: There Is Always a Bigger Boat
      3. Ethical Considerations: A Speaker’s Creed
      4. Personal and Professional Rewards
      5. Paying Back
      6. Summary
  10. EPILOGUE
    1. Alan’s Accelerators for New Speakers
    2. Alan’s Accelerators for Veteran Speakers
    3. Alan’s Advice for Bureaus
  11. ALAN WEISS INTERVIEWS PATRICIA FRIPP
  12. APPENDIX
  13. INDEX
  14. Footnote
    1. ch01_fn1
    2. ch01_fn2
    3. ch01_fn3
    4. ch01_fn4
    5. ch01_fn5
    6. ch01_fn6
    7. ch02_fn1
    8. ch02_fn2
    9. ch02_fn3
    10. ch02_fn4
    11. ch02_fn5
    12. ch02_fn6
    13. ch02_fn7
    14. ch02_fn8
    15. ch02_fn9
    16. ch03_fn1
    17. ch03_fn2
    18. ch03_fn3
    19. ch03_fn4
    20. ch04_fn1
    21. ch04_fn2
    22. ch04_fn3
    23. ch04_fn4
    24. ch04_fn5
    25. ch04_fn6
    26. ch05_fn1
    27. ch05_fn10
    28. ch05_fn11
    29. ch05_fn2
    30. ch05_fn3
    31. ch05_fn4
    32. ch05_fn5
    33. ch05_fn6
    34. ch05_fn7
    35. ch05_fn8
    36. ch05_fn9
    37. ch06_fn1
    38. ch06_fn2
    39. ch06_fn3
    40. ch06_fn4
    41. ch06_fn5
    42. ch06_fn6
    43. ch06_fn7
    44. ch07_fn1
    45. ch07_fn2
    46. ch07_fn3
    47. ch08_fn1
    48. ch08_fn2
    49. ch08_fn3
    50. ch08_fn4
    51. ch08_fn5
    52. ch08_fn6
    53. ch08_fn7
    54. ch09_fn1
    55. ch09_fn2
    56. ch09_fn3
    57. ch09_fn4
    58. ch09_fn5
    59. ch09_fn6
    60. ch09_fn7
    61. ch10_fn1
    62. ch10_fn2
    63. ch10_fn3
    64. ch10_fn4
    65. ch11_fn1
    66. ch11_fn2