How to Develop Speaking Engagements and Corporate Bookings
One of the most common desires expressed by prospective clients is the wish to secure more speaking and corporate engagements. Building one's authority within a specific sector often brings the ambition to expand one's influence. Speaking at conferences, summits, and corporate gatherings is an excellent way to grow your brand and network. Additionally, it feels gratifying to be recognized by peers and colleagues as a thought leader worth hearing.
So, how do you go about growing your speaking calendar? Hoping that the phone will ring and you will be discovered as an untapped fount of knowledge is not going to cut it. You have to be proactive and develop a strategy. The speakers' space is highly competitive, so what are you doing to stand out and build your market demand? Here are some tips for Consciousness Practitioners looking to build their Speaking and Corporate Engagement Calendar:
Amplify Your Brand DNA
First and foremost, understand that the DNA of your Brand needs to be defined and represented to the world if you wish to be an authority. Your brand’s “genetic instructions” are what make you different from others in your field. It's important to represent it clearly to the marketplace. Frame your voice and point of view (POV) consistently in your publishing, podcasting, blogging, and social media. Singularity is crucial for focus and attention when trying to ascend the professional ranks, so avoid presenting conflicting representations of yourself. While you can make adjustments to your POV as you grow, these should be minor, as it takes far less energy to align at a higher level. A rocket uses most of its fuel to get off the launch pad, not to orbit in space. Make your efforts count toward a focused direction.
Do Your Homework
Being an informed seeker makes it easier to navigate the path to success. Once you know your Brand DNA, you can begin to define your goals. Make a list of aspirations and create vision boards. Research which corporations have internal programs related to your topic of expertise. Track the leading speakers at conferences, summits, and gatherings. Learn how others frame their ideas and produce content. Understand the successful template formats for each social media platform. Network and listen to the word on the street. Join forums and meetups, learn who the attendees are, and target the people you want to meet. Be prepared.
Surround Strategy
People rarely accept a new idea the first time it's introduced. Think of your Personal Brand as a new idea that needs to be seeded in someone's mind. The best way to become an "earworm" is to surround your target audience with the idea of you until you become a necessity for them. Achieve this by defining your Brand DNA and doing your Homework on your space and the marketplace it encompasses. Affects as many touchpoints in someone's decision-making process as possible. From your research, identify the conferences, summits, and gatherings you need to attend. Know which blogs and daily publishers you should write for and collaborate with. Understand the profiles of other authorities in your field and build relationships with them. Frame your POV uniquely and amplify it through the content you create and share. When your surround strategy is activated, use your network's strength to set targets, knowing your Personal Brand DNA is becoming established in the market.
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Solicitation
When it's time to push out into the Marketplace, be efficient with your energy. Think about the person on the other side of the desk. If you have defined your Brand DNA, done your Homework, and developed a robust surround strategy, you can be confident in your approach. When reaching out with a specific ask, be clear about the value you offer. Be direct yet polite in stating your authority and why you are someone worth engaging. Be willing to grow with the opportunity. Find your way in the door, do your best, and build case studies for future work. Make it easy for the recipient to do their homework on you. Include links and attachments of your work, media, and press in emails. Apply your research in your introductions, knowing what the person has booked in the past or what events were successful for them. Show that you have put in the time before reaching out. Some humility and flattery go a long way. Tailor your approach to each person and opportunity, but always maintain respect and determination in building your sphere of influence.
Follow Through
Persistence is key in the battle of attrition, which applies to the world of professional speaking engagements. It is easy to ignore requests, emails, and social media messages. With direct calling out of fashion, gatekeepers are well-protected from external requests. It is your job to find a way in. Be tenacious, and organized, and work until you get a clear "YES" or "NO." "Maybe" should not be an acceptable answer. A "NO" helps you align your efforts more accurately. Stay in the fight longer and with more presence. Your persistence will pay off when recognized for your tenacity and expertise. Use all available tools to stay on task. Set reminders for calls and emails. Write posts, blogs, and articles about your topic and publish them. Amplify your Brand DNA, do your Homework, apply your Surround Strategy, hone your Solicitation skills, and always Follow Through.
Famed football coach Lou Holtz said, “When all is said and done, more is said than done.” Be the opposite: do what you say, and you will succeed.
Here are some highly recommended books on developing speaking engagements and corporate bookings:
These books offer valuable insights and practical advice for anyone looking to enhance their public speaking skills and secure more corporate engagements.
For more expert tips on growing your emerging brand, reach out to us at alex.fredericks@gmail.com
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