Getting More Keynotes
There comes a point in every speaking career when you say to yourself, "I'm good enough (funny, motivating, etc.) to give keynote presentations." The truth: you're probably right.
The sad truth: it doesn't matter.
Why? Because being a good speaker isn't enough in the keynote market. Here are three areas that separate keynoters vs. concurrent session speakers in the buyer's mind. Ironically, none of them have to do with telemarketing or presentation skills.
Your identity
Unless you are a humorist, it's who you are that gets you on the keynote short list. Buyers are looking at the "cool people" who speak to brand their meeting and fill the seats. Everyone is a success in the keynote market, so your being a "successful business owner" won't differentiate you. Credentials used to be in vogue -- now it's "identity".
The market wants to know: "What have you done that makes us want to listen to you?" Your best answer: Specifics that involve other high profile, easily recognizable, "WOW" factors. Example: popular keynoter Jamie Clark climbed Mt. Everest three times.
Your message
Once your identity establishes you as "worthy" of keynoter status, the next big issue is message. There has to be a way the audience can apply your experience to benefit them. This application is the biggest strategic decision you will make.
Many potential keynoters get tossed at this stage because 1) the message is too much about them and not enough about the audience, and 2) the market doesn't see the message as a good "fit". Do develop your message with care, and with your most profitable market in mind. The snappy titles, concepts and clever slogans you create need to be on target the first time. (See Winter 02 issue of Splash for more ideas on this issue.)
Your visibility
What makes you look as good as you are? Your buyers want to know what other high-profile media say about you. Buyers really pay attention to what media you've been featured in. (That's why so many keynoters have books.) For many keynoters, publicists are the best fee-building investment they can make. Be sure to list media appearances on your promotional material -- the more well-known the better.
Yes, buyers want their keynoters to mesmerize the audience. But they also look at other factors FIRST in selecting keynote speakers. Position your expertise, tools and sales conversations toward these three areas--identity, message, and visibility--to be competitive in the keynote market
Pitches that Work
For the past two years, I've broadened my market research by becoming one of "them": a program chair that selects speakers. On behalf of three organizations, I volunteered to be bombarded by both free experts and professional speakers for both concurrent and keynote sessions. (I feel a new book coming on...). I've noticed three simply approaches that made me stop in my tracks and choose them on the spot. Here they are:
Be a good fit
Potential speakers who proposed a topic just for my audience got on the short list fast. They seemed to know what the hot issues were for our audience and provided a different twist to that challenge. It appeared that some thought went into their proposal; I appreciated the effort.
I was shocked by how many speakers tried to sell me on "their" topics, which had everything to do about them and nothing to do with my audience. These experts got the "sure, send me information" response. (And guess where that paperwork went?)
Be flexible
Some proposals had great topics but the content didn't quite fit our audience. I called several speakers to see if they were willing to customize their program. The professional speakers called me back promptly and were willing to work with me. I got a sense of their expertise, and they got a sense of our vision for the conference. These folks were in.
Many of the experts didn't return three phone calls and weren't considered further. I couldn't believe it--all that time to complete their proposal just went up in flames.
Be easy to work with
Presenters who completed the RFP's (request for proposals) in the format we requested and gave me everything I needed made it easy to evaluate their program. I also assumed that they would be easy to work with (and they were).
For some unknown reason, many speakers thought they knew better than we did about what we needed. Many proposals had two-page outlines instead of 100-word descriptions, demanded more time, or didn't even fill out the form, giving me a bio instead. (As if knowing how great they are was all I needed.)
This practice came off as being egotistical and gave me a great reason to put their material in the bottom of the pile. After all, the proposal was incomplete.
Bottom Line: Put in a little effort in the content, and a lot of attention to basic professionalism. Figure out how you can be a good fit; be flexible; be easy to work with. Trust me, you'll be ahead of so many of your competitors...
The word is out...
Because free experts are dominating the concurrent sessions, many speakers are looking to the keynote market for higher fees. Just because you're getting a few general sessions, doesn't mean that you can get 30 keynotes per year... Watch for articles in Professional Speaker Magazine and in the Trainer/Workshop Leader PEG newsletter in May on getting advice in the speaking industry and making the transition from training to keynoting.
I understand that most speaking engagements are obtained by using advocates, or those who already know my work. I've talked with several colleagues, who have passed my name along but the referrals have gone nowhere. What's the next step?
Working with your supporters is usually the quickest and easiest route to fill your speaking calendar. However, there are three common pitfalls in implementing this strategy: 1) your advocates simply give you a contact, rather than actively promoting you to the buyer, or 2) your advocates aren't well-connected themselves to promote you, or 3) you don't have as strong a relationship with them as you thought you did.
Referring you isn't enough in
this competitive marketplace. If your advocates are
only willing to pass along contact info or the association's
main office number, you may need to go with more direct
routes, such as cold calling or direct mail. A good
place to start: with your local visitors and convention
bureaus, who have calendars of upcoming meetings in
your area. Find out more about Convention and Visitors
Bureaus at http://www.iacvb.org.
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