And that is the good news for us here today. We are going to talk about some real specific things to help you monetize a free speaking engagement. So with that said, let’s jump right in and get this baby started.
Number one when it comes to monetizing a free speaking event is engage in what I call a “mistake-driven countdown format.” Let me say that again: “Engage in a mistake-driven countdown format.” Let me tell you what that means.
How to Monetize a Free Speaking Engagement
Jan 13th (Fri) @ 9:30am EST
As someone who’s literally been doing this since 2001, people have often asked how I’ve been able to get over $100,000 in business from free speaking gigs. Well, that’s exactly what we’re going to talk about in my latest FREE WEBINAR.
(If you can’t make it, no worries…we’ll record it.)
A lot of times, I see coaches and consultants and service professionals, when they go speak, they give away so much good information that nobody buys. They literally give away the farm. And during a 30-minute presentation, you can’t really do that. You want to be able to give value obviously (you want people to know that you know your stuff again obviously), but you also need to make sure that you don’t give away the farm.
What I tell people is this: do a mistake-driven countdown format. So if it’s a 30-minute presentation, I might have three, maybe four, things. What I tell people is you go top three mistakes—just as an example, top three mistakes most coaches and service professionals make when delivering a free presentation. That could be my time when I’m talking to people.
I would go, “Mistake number three… mistake number two… mistake number one,” and bam, I’d be done, as opposed to just a “how to grow and monetize your reputation as an expert.”
You see, a lot of coaches and stuff like that (speakers, authors and service professionals), what we do (and what I used to do) is I would just have this arching dialogue. I knew so much about it, and I know you know a lot about your subject matter as well that, what happened, you just started talking, people started raising their hands, you called on them, you felt good, it feels good, but what happened (and this didn’t feel good) was at the end, no one bought anything. No one bought anything.
So, what you want to do is have three points, count them down—three, two, one—and go from there. Give value and make sure that people know what it is that you’re talking about without giving away the tool.
Number two, make sure that you hold your Q&A in the middle of the presentation, not at the end. This is super important. Pay attention, hopefully, on this one. A lot of times—and I’ve done it myself (and I’m sure you have too if you’ve spoken) and people teach this—you wait until the end and you hold your Q&A.
The problem with that—there are a lot of problems. Number one is that at the end of the presentation, that’s when you actually want to be asking for the business (and we’ll talk about that in a little bit). Number two is that it doesn’t create a conversation.
See, part of the whole deal with monetizing a free speaking engagement is the fact that there is a conversation going on, that people look at you not just as somebody who’s talking at them or to them or whatever, but it’s a conversation. It’s a back and forth.
Now, obviously, it’s a presentation, so you are the one that’s going to be doing a lot of the talking, but there’s nothing wrong with having a good dialog from your audience to be able to engage them in the topic.
Again, Q&A is absolutely the way you want to do that.
So, if it’s a 30-minute presentation like I was just talking about before, what I do, I’ll run through my first two points, maybe it gets me to around 12 or 13 minutes, I have a 5- or 6-minute Q&A, and then I finish off with point #1 and go from there.
So, hold your Q&A in the middle of the presentation. I am telling you, that will absolutely work!