DAVID NEWMAN, CSP, is the author
of Do It! Marketing, the creator of the Speaker
Profit Formula mentoring program, and a
member of the Million Dollar Speakers Group.
Earn your Certified Speaking
Professional™ (CSP®) designation.
The CSP is the highest earned designation
from NSA. Ordinarily, I couldn’t care less
about obscure industry acronyms after
your name. But let’s look at it from the
buyer’s perspective. For association executives, meeting planners, and corporate
decision makers, the bottom line is if 12
percent of speakers have it, and 88 percent don’t, guess who they’re going to feel
a lot better about hiring? Let’s be clear:
This is not an ego trip about how great
a speaker you are. It is a risk-reduction
strategy for your buyers! Having earned
your CSP lets buyers know you’re serious.
You truly are a professional speaker.
Sure, I hear what you’re probably
thinking, “Hey, David, there are plenty of
great speakers who are not CSPs.” I agree
with you. But the question I’m asking is:
“How many CSPs are terrible speakers
whom buyers will regret hiring?” The
answer is extremely few. Thus, you’re a
safer bet. And the safer bet gets booked
Start working on your CSP
application right now.
and download the CSP tracking spreadsheet and application packet. It’s very
easy to record the stats as you go, and it’s
very difficult to reconstruct the what,
who, when, and where five years down the
road. Trust me, I speak from experience!
Work harder on fewer things—do more
on less. And focus exclusively on the marketing and business-building activities
that you personally find easy, effortless, and
enjoyable. Because those are the only ones
you’ll end up doing. And those are the
ones that will yield results—this month,
next month, next year, and for the rest of
your professional career. ■
Build your thought-leadership platform.
Whether you are in year one of your speaking business or year 30, you
need to continually maintain and upgrade your visibility, credibility, and
book-ability. The best way to do that is to never stop building and expanding
your thought-leadership platform. This is the collected body of wisdom,
expertise, tools, tactics, strategies, sound bites, and philosophies that you
are known for. It is the DNA of your expertise.
New technologies and new media come and go. The one thing that does
not change is the requirement that as professional speakers, we maintain
our position as thought leaders.
Writing is writing. Ideas are ideas. If Ben Franklin were alive today,
he would be a blogger. Not because of the technology, but because of the
power of reaching a great number of people quickly with ideas that positively impact their lives.
The sound bite is “Create content daily.”
Meeting planners want to see your thinking. Show your buyer meaty articles
with lots of specifics and do-it-now tactics. Don’t be stingy in sharing the
ideas that you’ll share with their audiences if they hire you. In your articles,
don’t just tell people what to think about your topic. Show them what to do and
how to do it. Make your articles actionable.
Here’s a one-word shortcut to great articles: Repurpose. Keynotes
become articles, articles become special reports, special reports can
become audio programs, transcribed audio programs can become the rough
draft for your book! Once you have a solid thought-leadership platform,
the different ways to package and profit from your ideas are limited only
by your imagination.