Years ago I hired one of the best publicists in town to promote my product. I paid $5,000 month, which is a lot now, but a fortune back then. After 4 months I was out of money and they had only booked me one magazine. Since I had no money left, I was forced to do it myself. So I learned on my own how to be a publicist.
I was only doing it for myself, but I soon had other people calling me to do their publicity. Before long I was working for large corporations, and kept raising my prices to keep up with the demand. I never advertised my services or went on a single job interview. It all came from word of mouth referrals.
It’s ironic because I never really wanted to be a publicist. I didn’t have a college degree, so I wouldn’t have even thought to send in my resume. But, here I was making a great living and working for big companies who would probably never hire me based on my resume. They hired me because of one thing – results! I worked hard for my clients and got them results, which is an issue with many publicists who take your money and do nothing, like what happened to me.
Easiest way to book a speaking job
To get referrals you’d better be damned good at what you do and work hard for your clients. It’s pretty simple.
So, how does this relate to the speaking industry? The easiest way to book a speaking job is through referrals. It’s also the easiest way to get your full fee as a keynote speaker.
The words every speaker wants to hear
I remember getting a call from a meeting planner who said “what is your fee and where do I send the contract”? Just like that. She said “Someone on the committee saw you speak, you came highly recommended, and we took a vote. So, are you available?” Ah, the words every speaker wants to hear “Are you available”?
But this didn’t happen overnight. It took years of hard work and proving myself in the market. I can’t tell you how many speakers and actors complain that they’ve been trying to get work for several months and haven’t gotten anything. The entertainment industry in general, whether you’re a speaker, actor, writer, musician, etc. is not about being an overnight success. If it does happen it’s very rare. Most people who make it have put in the hard work and established themselves before that happens. Nobody owes you anything as an artist. It has to be earned, over and over again.
When I worked in casting for films, I would rarely take a chance on a beginner for any leading roles. It wasn’t worth me being wrong, no matter how talented someone was. I wanted to see lots of proof that they were professionals and that they could handle a leading role. I would hire them for a smaller role if they were a beginner, but would not take the chance on a bigger role. There is too much on the line.
Prove yourself as a speaker
This is the same way it is in the speaking industry. You have to prove yourself and keep looking for the open door where someone will take that chance on you. In the meantime, keep working on your craft. Keep improving. Keep learning. No matter how long you’ve been in the business.
If I thought an artist just needed some help to push them over the edge I would work with them, on my own time and my own dime, because I thought they really had potential.
I remember reading a script that was so unique and had such a different voice with characters that jumped off the page, but the grammar and spelling were horrible. I couldn’t pass that script on to my boss, but I knew the writer and the script had potential. So I went through and edited it myself.
I had numerous conversations with the writer to make sure I was on the right track with him. He was more than willing to listen to critique and improve. He had no training as a writer, which really kind of worked in his favor because he didn’t allow his writing to be guided by some template from a university or writing school. That’s what made it so unique. It was a script written about great characters who had unique voices and a lot of heart. It was like no other script I had ever read. That happened only a handful of times where I found those kinds of artists.
Be the complete package as a speaker
But not everyone is going to take the time to help shape you. It’s a business, and they simply don’t have the time to do it. You need to be the complete package right off the bat. If you’re not, then start cutting your teeth in places where people will take a chance on you. About half of all the speaking jobs out there are free ones. Meeting planners need good speakers even if they can’t pay them. I know plenty of established speakers who will still book free speaking jobs to test out new material. I think this is smart. But if you’re doing it for free, you might as well make money by getting a sponsor for your speech. This is how I’ve never spoken for free. I would test new material in a free job, but get a sponsor. That way I got paid while shaping a speech, getting audience reaction, and improving my craft.
The actors and writers I would hire for smaller roles still had to prove themselves. The ones that showed up early, never complained, prepared for their parts, didn’t act like divas, and were willing to go above and beyond were the ones that I would keep in the file.
Keep working as a speaker
To get referrals as a speaker you have to be working. Someone, somewhere has to see you. That’s what happened when I got the call asking where to send the contract. Someone had seen me speak. Someone who had enough clout and enough passion in me to convince the committee to use me. This is the easiest way to book a speaking job.
This is the place you want to get to in your career. If you ever wonder why the same handful of people seem to book all the speaking jobs, this is why. They have reached a point where they’ve proven themselves in the industry. The easiest way to book a speaking job is to be a speaker everyone wants to work with and get referrals because of it.
It’s really simple. Be the best speaker, actor, writer, musician, entertainer you can possibly be. Be easy to work with and go above and beyond for every single job. Keep working and keep improving. Then one day you will get that call about sending the contract. The more you move up the ladder, the more of those calls you will get. And one more thing… resist ever becoming a diva. I could tell you many behind the scenes stories about actors who did this. Most of them aren’t working today. Be nice, be good, prove yourself, and love what you do enough to stay in it for the long haul.