A career-changing moment or experience
Writes of Passage
To say Dianna Booher, MA, CSP,
CPAE, “hit the ground running”
would be an understatement. Just
three months after starting her business in 1980, Booher attended a
seminar given by a popular consultant who ended his session with a Q&A period.
When an attendee asked the speaker how he
marketed himself, he admitted he didn’t.
Booher wanted to grow her business, but she
didn’t want to market either. She clearly wanted
to be recognized as the best in her field, so she
“ Fame is faster today, but can
be short lived for speakers,
thanks to the Internet. You
have to keep creating, ever
greater and ever better.”
wrote a book on writing. Potential clients
were impressed that she was working with
a major publisher—and the publisher was
impressed that her clients were well-known
companies. “Telling potential clients that I
was publishing a book was my calling card
from the very beginning,” Booher says.
Over time, Booher aligned herself
with household-name publishers and
producers for sub-rights to her products, including paperback books, videos and recordings. Sixteen years
after launching her business, Booher
recalls one night when she was flipping through and reading a pile of
mail. She noticed that eight items
referenced her work, including an
ad placed by her software producer
in USA Today, catalogs offering her
video and audio programs, a review
of her new book, and an excerpt
from one of her other books. She
knew then that prospective clients
wouldn’t miss her—she was everywhere.
Booher describes herself as an author and a
content creator who speaks. In fact, she didn’t
learn about NSA until 1986, when she joined
so that she could subscribe to the magazine.
Interestingly, Thom Winninger, CSP, CPAE,
whom she had never met, contacted her to
speak at NSA in 1990. That presentation was
her first NSA meeting.
Risk taking is important to Booher, who
credits her many small-business CEO friends
for teaching her that lesson and enabling
her to learn how various businesses operate.
Through these relationships, she observed
their goals, perspectives, hiring secrets and the
importance of taking risks.
According to Booher, “Fame is faster today,
but can be short lived for speakers, thanks to
the Internet. You can have a Web site up in a
week and be broadcast everywhere. You also
can be here today and gone tomorrow with all
the competition out there. You have to keep
creating, ever greater and ever better.”
Forty-four books later, Booher has eight
trainers helping her deliver programs on oral,
written, interpersonal and cross-functional
communications to organizations worldwide.
Dianna Booher, MA, CSP, CPAE, is the
CEO of Booher Consultants, Inc., a
global training company. A prolific
author, she has published with Simon
& Schuster/Pocket Books, Warner,
Random House and McGraw-Hill. For more
information, visit www.booher.com.
Stephanie Angelo, SPHR, who
interviewed Booher, consults on
companies’ costs and the impact
of domestic violence by raising
bottom lines and creating positive
organizational change. She also serves on the
Speaker editorial advisory board. Contact her