Becoming sought-after speaker no easy feat, expert warns

By Anita Bruzzese
Gannett News Service

You're an experienced businessperson who believes that your experience is worth sharing with others. You believe that you're more than qualified to give presentations or speeches (paid, of course) to all those clueless people out there who need your guidance and insight into the world of work.

Helen Thomas, a longtime White House correspondent, has made a successful second career out of paid speaking engagements. Successful speakers captivate an audience, experts say. Advertiser library photo

Certainly, this is a nice dream, but let's get real here. Landing a speaking gig is not only tough, but doing it well enough to land big bucks and be in high demand on the speaking circuit is a very hard row to hoe.

Just ask Amy Dorn Kopelan, a conference management guru and witness to some of the best — and worst — the field has to offer.

"I think the biggest mistake people make when they decide to try and get on the speaking circuit is not being realistic," says Kopelan, president of New York based Bedlam Entertainment.

Kopelan says that too many delusional "experts" believe there are millions of people dying to hear what they have to say because they have written a book or have a new project, when in truth, many people will be saying to themselves 10 minutes into the speech, "Let me out of this room."

"These people have not thought about how to captivate an audience," she says. "You've got to take your material and make it commercially viable."

That's why those who inundate conference planners with letters, phone calls, videotapes and press kits may be in for a huge disappointment. In reality, 99 percent of the time the planners go with someone who is famous, someone they know or someone who is receiving very good "buzz."

Still, Kopelan says those who want to enter the speaking circuit should not be defeated by such statistics because a good strategy and practice can make you more appealing. She advises:

• Starting small. Gain some experience and positive word of mouth by speaking to groups on a local level.

• Doing research. Find out where speaking opportunities exist through the Internet, local organizations or businesses and trade publications.

• Making personal contact. By attending trade shows, professional seminars, business meetings, etc., as an attendee, you can get to know the industry and its audience. You want to be known to conference planners and others as asking relevant questions and offering valuable insight.

• Have a hot topic. Kopelan says three popular subjects are: 1) getting richer; 2) being younger; and 3) getting healthier. But, none of these are guaranteed to get you a speaking gig on a national level unless your presentation is dynamite, she says.

And, while some blessed few seem to emerge from the womb with the ability to give riveting talks, many of us mere mortals are going to need professional coaching — and the hard work doesn't stop there.

"Having an unusual topic or perspective and an engaging delivery are essential, but they are only part of the equation," she says, noting that many speakers tend to overlook the nuts and bolts of the job.

For example, do you understand the interests of your audience, what they want to learn, and what will bore them silly?

Will you stand at a lectern or move about with a microphone? What about your clothes? Should you dress formally, or more casually for your message to come across?

Also, you'll need to consider whether you're going to use visuals, and the layout of the room where you'll be speaking. Failure to understand the venue can kill your speech before a word is uttered.

Notes Kopelan: "Speakers who put all the pieces together are the ones who generate the raves it takes to get on the A-list."