Great professional speakers are among the country’s highest earners and the spin-off benefits are phenomenal. If you can master the art of speaking, identify target-rich audiences of potential clients, and market yourself properly you will attract more clients than your top five competitors combined
New York, NY (Vocus) March 11, 2010
Want to get paid $5,000 or more for speaking to a room filled with prospective clients? Every attorney is qualified but few know how to join the lucrative world of professional speakers. There are 4 steps to winning practice-building paid speaking engagements according to personal branding expert Maggie Jessup, author of Fame 101.
Step 1 – Pick the right audience and venue. Most attorneys intuitively sense that speaking engagements can translate into a big inflow of new clients, and they are right, but for most their effort is doomed from the start: they pick the wrong venue. Lawyers believe that sharing their expertise with other lawyers at legal conferences will result in a thriving practice. While true to a modest extent, they will pick up the occasional referral, the big play is elsewhere. Events attended by prospective clients should be their focus. For example, a family law specialist will attract many more clients speaking at the California Republican Women’s Annual Conference than at the Idaho Family Lawyers 2010 Gathering.
Step 2 – Deliver the right message. Attorneys who do manage to get in front an audience filled with prospective clients too often waste the opportunity with the wrong message. These professionals, by definition, have massive amounts of specialized legal knowledge and want to share everything they know in the interests of completeness. Professional speakers know they are entertainers as well as educators and they are masters at selecting the right message for the audience. For example, the family law specialist with an amusing but informative speech entitled Nail the Bastard will attract more clients than one focusing on techniques to maximize the valuation of community property assets.
Step 3 – Prepare like a pro. Many attorneys are good communicators but there is more to speaking that simple communication. Great speakers, the ones with audiences that leap to their feet with applause at the end of the presentation, train to master the art of speaking. “Great speakers study their art with the diligence it deserves. No matter how good you think you are already, you must constantly be refining and improving your content and presentation style” said Maggie Jessup whose publicity and branding boutique uses speech writers and trainers for every client. According to Jessup, attorney-speakers will attract new clients in direct proportion to their proficiency as a professional speaker and to achieve that status requires a minimum of 1 hour training and practice for every minute on stage. The good news is that once your “Big Speech” is developed it can become the base material for another 20 presentations.
Step 4 – Pitch professionally. The gatekeepers to the 50,000+ paid speaking engagements annually in the United States are meeting planners. In good economic times or bad the planners have money in their budgets for keynote presenters at their regional, national, and international events. Professional speakers pick up checks of $2,500 to $20,000 for a 45 to 90 minute talk but surprisingly few are winning the opportunities. The reason? Would be speakers deliver the wrong message. The typical attorney will deliver a bio of cases won, articles published, and professional awards which meeting planners will throw away after a quick scan. The engagements go to speakers who develop compelling audience-specific content and package the offering in a way that captures the meeting planner’s attention; their qualifications, other than completed successful presentations, should be a simple addendum.
“Great professional speakers are among the country’s highest earners and the spin-off benefits are phenomenal. If you can master the art of speaking, identify target-rich audiences of potential clients, and market yourself properly you will attract more clients than your top five competitors combined” said Jessup.
Media Contact: jay(at)platformstrategy(dot)com 360.909.0527
About Maggie Jessup - Maggie, former investigative reporter turned publicity maven, is America’s leading publicist and a pioneering advocate for powerful personal branding. She works with best selling authors, celebrity scientists, iconic lawyers, and other remarkable people who want to expand their visibility, recognition, and income. Maggie Jessup co-founded Platform Strategy, a publicity and branding boutique with industry-diverse clients across the United States. Her team helps remarkable people achieve very big and very visible success with a proprietary personal branding process amplified by celebrity-level publicity. http://www.platformstrategy.com
About Fame 101 – Fame 101 (Sutton Hart Press 2010) Maggie reveals the promotion, business, and branding models of Martha Stewart, Gerry Spence, Suze Orman, Billy Graham, America’s best-known gardener, and 75 other members of America’s most-successful to demonstrate they all follow the same success formula. Fame 101 is the ultimate guide to personal branding, publicity, and other success components for anyone wanting to increase their visibility, capture the power of a compelling personal brand, and monetize the results.