Setting Up a Speaking Business
Once you have a set of topics you have road tested and know will be in demand, the next step is presenting yourself as a professional speaker, which starts with a basic office and Web site.
Most new speakers will want to keep expenses under control by initially working from home. For under $20 a month, you can install a second phone line with voicemail that allows messages to be picked up remotely. List this as the office number, along with your cell phone, on business cards and stationery (if you do not want calls at all hours, indicate your business hours and time zone). The primary home line can be used for outbound calls, whether for business or personal, and can also be hooked up to a fax machine (receiving automatically when you are out). As you become more successful, you can add a separate line for personal calls.
Every professional speaker needs a Web site. Include your photo, contact information (including street address for packages), fax number, and e-mail (which should be checked every few hours). A basic site these days can be set up for free using software provided by your Internet Service Provider, or a professional can do it for under $1,000. If you want to sell merchandise and have credit card security, then you will need to add $500–$1,000 to the cost. You also need to be ready to fulfill orders frequently.
A common mistake in business is to turn over Web site design to a technology whiz who then puts in all the bells and whistles. You end up with a slow-loading Web site with a lot of distracting front elements or a requirement to install Flash video software to even enter the site. Instead keep it simple and visitor-friendly.
You will also need a presentation folder to hold a speaker kit, which should include:
A one-page biographical sketch that stresses your relevant career experience. This is not a resume, but a sales pitch on why you are the expert the public should listen to about your topic. Mention awards you have received, related articles or books you have written, and the most important venues where you have spoken. Or, if you are an expert, but are thin on evidence to support that claim, make a general statement that you are recognized as an expert in your field (by at least your former boss or customers).
A photo of you.
A few paragraphs about each of your subjects on separate pages (these are called one-sheets). Stress benefits to be gained by attendees.
If possible, an audiotape or CD of one of your presentations.
One or a few articles you have written on the topics you are promoting.
Articles others have written about you (nothing fluffy, such as photos of you at social events). If you have books, include a few reviews.
If you can get a testimonial praising the value of a speech someone heard, even if it was not paid for, include that, either on stationery from the organization or put a few recommendations together on a single page of short quotes.
A list of your services and fees (you can include short versions of your presentations for smaller groups at lower rates, as well as intensive weekend workshops).
A cover letter introducing yourself and referencing any conversation you had should go with the kit to prospective sponsors.
As you put money in the bank and raise your fees, you can upgrade the kit to include more impressive endorsements, a slick brochure, fancier folder, action shots of you speaking, a video, and so forth.
