42 | SPEAKER | March 2017
Speakers share their best strategies
Winning Strategies to Boost Your Revenue
When Villalobos started her business
in 2008, she made a lot of mistakes that
resulted in becoming an overworked
employee in her business. Years later,
she shifted her business model and created a lifestyle business she loves.
An early mistake was offering low-end services with the hopes of benefit-ting based on volume. Then, she moved
from paid speaking engagements, consulting and one-on-one coaching to
retreats, masterminds and a more
group-based model. That decision
impacted her income from low- to mid-six figures to more than seven figures in
just over a year.
Villalobos also hired coaches and
support staff to help her serve her
clients more collaboratively, enabling
her to focus on what she does well.
Since her mastermind is the highest
offering in her business, she’s protective
of its members. She will not take someone’s money if they are incongruent
with the group’s core values and mindset. Her best practice of being selective
with clients has led to repeat business.
She advises speakers to use speaking
as a marketing strategy to attract ideal
clients, while growing their tribes.
Marquesa Pettway, CSP,
business reinvention expert,
speaker and coach, is a former
CNN business news producer.
She helps create virtual busi-
ness models with a signature system for
Speakerpreneurs TM. For more information,
go to www.MLPspeak.com.
The speaking profession re- quires consistent innova- tion and reinvention. Speakers must constantly find ways to leverage their talents and skills to meet
clients’ needs. Here are a few strategies
to help boost your revenue.
strategy: Combine Spon-
sorships and Speaking
After being in the
business for 30 years,
Carole Copeland Thomas, MBA, has
mastered the art of staying relevant
to her clients. She identified a way
to expand her services while serving
in her passion space. Her mission is
to advance global diversity, multi-
culturalism and inclusion.
Being a social entrepreneur allows
her to combine her business savvy with
her commitment to community. This
led to her creating the face-to-face,
membership-based Multicultural Symposium Series (MSS), which has
resulted in engagements, major contracts and international tours.
All of Thomas’s events are underwritten by sponsors, who are known as
her partners. Sponsorships engender
collaboration between her company
and much larger organizations, and
lead to bigger events, audiences and
multi-year assignments. In the end,
Thomas says your value is enhanced as
a professional speaker when you connect your personal mission with
addressing your clients’ biggest needs.
strategy: Create Your
Own Media Platform
Lea Woodford combined
years of being a colum-
nist, publicist and media
personality to create an online maga-
zine called SmartFem in 2012. After
spending a few years building her mag-
azine, Woodford decided that speaking
would be a great strategy for growing
her business. She speaks at women’s
events to grow her subscriber base and
Woodford shares her message of
women’s empowerment via multiple
media platforms. She has a TV show on
Jeffrey Hayzlett, CPAE’s C-Suite Network, which features quality interviews
her team shoots all over the country.
Woodford says doors open more easily because of her media platform. One
of her best practices is leveraging her
access to the people she finds the most
interesting and creating relationships.
She advises other speakers to create their
own media platform and focus on the
issues that mean the most to them.
strategy: Focus on
When asked to speak for
free, Michelle Villalobos
smiles. It gives her a chance
to offer more hands-on work in the
Villalobos helps entrepreneurs and
professionals package and market
themselves. The core of her business is
serving clients for a full year in a high-end mastermind. She and her team
attract clients into the mastermind in