How to make your speaking career a sustainable business
Becoming a professional speaker is no small feat, but maintaining and growing your speaking career as a sustainable business takes strategic planning, persistence, and adaptability. Here's a comprehensive guide on how to turn your speaking career into a thriving, sustainable business.
- Establish Your Unique Selling Proposition
To stand out in the crowded speaking industry, you need to offer something unique. Your unique selling proposition (USP) is that 'special something' that distinguishes you from other speakers. This could be your unique insights, speaking style, life experiences, or specific expertise. Clearly articulate your USP in your marketing materials, website, and presentations.
- Diversify Your Income Streams
Relying solely on speaking engagements for income can be risky, as it's often influenced by external factors like economic downturns or global crises. To safeguard your business, consider diversifying your income streams. Here are a few possibilities:
- Coaching or Consulting: Share your expertise on a one-on-one basis.
- Books and E-books: Write about your experiences or areas of expertise.
- Online Courses or Webinars: Utilise platforms like Coursera, Udemy, or your website to host courses on your subject matter.
- Paid Partnerships and Sponsorships: Partner with brands that align with your values and audience.
- Build a Strong Online Presence
Your website and social media platforms are your storefronts in the digital world. They should showcase your speaking style, areas of expertise, testimonials, and contact information. Regularly create and share engaging content to build your audience, enhance your brand, and attract potential clients.
- Leverage Content Marketing and SEO
Creating quality content for your website and social media platforms not only adds value for your audience, but it also boosts your visibility online. Incorporate SEO strategies in your content creation to enhance your visibility on search engines, bringing more traffic to your website and potentially increasing bookings.
- Develop a Network
Networking is an integral part of growing a sustainable speaking business. Connect with event planners, industry professionals, and other speakers to build relationships and gain referrals. Attend industry events, join professional speaking organisations, and leverage social media to build and maintain your network.
- Master Your Negotiation Skills
Every speaking gig is an opportunity for negotiation. Understanding your value and being able to articulate it is crucial. While negotiating, consider factors like the size of the audience, travel expenses, the prestige of the event, and the potential for future business.
- Provide Exceptional Value
Last but not least, always strive to provide exceptional value. Deliver outstanding presentations, be professional, and go above and beyond for your clients. Word of mouth is powerful in the speaking industry, and a happy client can lead to many more engagements.
- Continuous Learning and Improvement
Stay relevant and keep improving. Keep up with industry trends, audience preferences, and public speaking techniques. Continual learning and improvement are key to sustainability in the dynamic speaking industry.
Turning your speaking career into a sustainable business is a rewarding but challenging journey. With clear strategies, consistent effort, and a dash of creativity, you can build a successful and resilient speaking business. Remember, success won't come overnight, but with persistence, the payoff can be extraordinary.
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