The traditional model of booking a speech and earning all of your income from speak- ing is dead … and it has been for a while.
Sure, you can earn money—even big money—
from keynotes, workshops and training events,
but if that’s all you do, you’ll always be chasing the
next booking. The last couple of years were really
tough for speakers with that business model.
On the other hand, those who focused
on packaging their content in a variety
of methods through multiple distribution channels thrived.
If you’ve heard me present at NSA
or other conferences, then you know
that my primary question is “How do I
add value and make a profit?” I focus
on positioning my expertise as a valuable resource, and package the content
in multiple methods and formats.
The key is identifying and offer-
ing content in the method in which
my prospects want to consume it. That
ranges from free to fee, from physi-
cal to digital products and services, and
everything in between. They are avail-
able with several options, packages
and bundles, and all targeted to solve
a specific need or move the prospect
through the sales funnel.
Get leverage by repackaging and repurposing your content. Start by taking an
inventory of your main areas of expertise, target markets, revenue streams
and the main industries you serve.
An easy way to accomplish this is to
create a mind map so you can keep the
creative capture process fluid. This
shouldn’t take too long and it will be a
valuable asset in your repurposing.