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 Introduction
Getting
paid to deliver keynote addresses and other speeches is a viable and lucrative
income stream for some coaches. In addition to a speaker fee, income can be generated
from back of the room sales of products (i.e. books, audiocassettes, programs,
etc.) and coaching services.
Professional speakers often start by giving
free speeches to local groups and associations. These can also result in back
of the room product sales or new coaching clients. It also allows the new speaker
to edit and polish their material in preparation for paid opportunities.
Speeches
focus on a specific topic usually with the intent to inspire and entertain, or
to teach. The speaker's style and the presentation format may differ depending
on the purpose of the speech.
Real World Example
Marilyn Manning, PhD
mmanning.com | m@mmanning.com
 The year I decided to become a consultant
and coach, I launched my entire business by giving free speeches. Every Monday,
I would read through the business meetings' weekly calendar. I circled groups
that sounded like the audience might be potential mangers who could hire me.
 I wrote a speech on "Managing Conflict
in the Workplace." I then got on the phone every Monday and asked each meeting
planner if they would like a free presentation. I seldom got turned down.
I also packaged a one-hour audiotape on the same
topic. I produced these for less than $1.00 each. At the end of my speech, I asked
everyone to put their business card into a drawing box. I also asked them to put
"ML" on the card if they would like me to send them further information.
Most of the cards I collected had "ML" written
on them! I then conducted a drawing and gave away a set of my tapes. This started
my database for future mailings and marketing. As part of my offerings, I said
they would receive a free copy of my "Leadership Tips" newsletter. I send this
out 2-4 times a year. I also send out copies of articles I have published.
I also got lots of practice speaking, giving
away the "free" talks. I am now paid several thousand dollars for speeches. My
articles have become books. I have 6 published business books. Speaking is a great
way to build credibility, increase your mailing list, and develop potential clients.
Lyle T. Lachmuth
LyleTLachmuth.com | Turning_Point_Strategies@Yahoo.ca
Howdy! My name is Lyle Lachmuth
and I'm a professional coach and Organization Effectiveness consultant. Since
1985 I've built two thriving independent practices from scratch. Along the way
I've probably made every marketing mistake in the books. But, I learned how to
overcome those mistakes and discovered what really works for independents. In
fact, I'm writing an e-book about it called "The 5 Best Ways To Market and Grow
Your Independent Practice: A How To Guide For Consultants, Coaches, Trainers,
and other Freelance Professionals."
 I built my first practice, a leading
Western-Canadian Organization Effectiveness consulting firm, using these secrets.
One of my secrets is "Put Yourself In Front of Prospects," also known as "Deliver
Keynotes/Speeches." Here's how I went about using that secret.
Prior to becoming an independent
I had worked as corporate information systems training manager and had been a
member of several professional associations. Believing that it was best to start
with the folks I knew best, I offered to give presentations for these associations.
But, what was I going to talk about?
I decided to start with a subject
near and dear to my heart: consulting. I strongly believed, and still do, that
trainers and other professional advisors weren't being taken as seriously as they
could. I felt they needed to reconceptualize their role and begin to see and present
themselves as professional consultants. So, I crafted a presentation called, "The
Trainer As Consultant" which talked about ideas I was going to offer in workshop
form. Sure, it wasn't a very elegant title but it did get the idea across.
I consulted a leading trade journal
(which no longer exists) which listed the names and contact information for most
of the computer training organizations in Canada and the United States. I contacted
the program person for several of these organizations and was invited to speak
at three of them -- two in Canada and one in California (I went to graduate school
there).
The presentations were very well
received. And, at one of them an audience member came up and asked if I would
be willing to come back to town and give the same presentation to her IS manager
and his senior staff. Would I? Of course! Long story short: I made a presentation
to him and his staff and he asked me to train his entire computing department.
That company became one of the best
clients for the Consulting Skills for Professionals workshop I offered and I eventually
trained several hundred professionals throughout the entire company, in all different
departments, not just IS. All that business from a single 1-hour presentation!
Well worth it? You bet!
Speaking works because it gives
people a chance to experience YOU. After all, your clients are buying you, so
they want a way to sample that product. Speaking gives them that opportunity.
I'd encourage you to give it a try.
Suggestions Related to Delivering Keynotes and Speeches
Learn how to become an effective speaker. Join
your local Speakers Association or Toastmasters.
Pick a topic you're passionate about.
Practice, practice, practice. Get out there and
speak. Ask for feedback. You can do this at your Toastmasters group.
Speak in front of a small group until you feel
comfortable moving to larger groups.
Related resources
The VoiceMakeover.com A free 3
session real audio series on how to use your voice effectively.
All
services are from CoachVille.com. | 
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