How to Become an Expert Speaker
Many of the authors we’ve connected with lately have been wondering what it takes to get paid for speaking, and what the market is like right now. Do you need a book? An agent? Or something else to launch your speaking career? To illuminate and bring you all the answers, we spoke with our lecture agent partner, Tom Neilssen, principal of BrightSight Speakers and speakers representative to Gretchen Rubin, Pedro Dominguez, and Jake Wood, among many others.
First, is a speaking career right for you?
What does it take to become a speaker? What criteria do agents like you and other gatekeepers in the speaking circuit look for?
A number of varied factors go into performing successfully as a speaker, but the question I always look to answer is: does this individual have what it takes? Do they have the intelligence to continue to put forth great ideas, to be or become a great speaker in style and substance? Do they have the knowledge and the background to stand out in their particular area of expertise?
How does someone become a speaker in the first place?
Some individuals are pulled in by demand as they have some existing celebrity or recognition. They can be former politicians, best-selling authors, successful business executives, or sports stars. Others feel compelled to share their message. If there’s a specific and hungry audience with whom their message resonates, even if they start small, the connections they make and word of mouth can bring more attention to their area of expertise and the insights they have to share.
How does speaking tie in with publishing? Do you need a book to be a successful speaker, and does the book come first or second?
Not necessarily, but it can certainly be helpful. Not all speakers are authors, though most of the speakers we represent are. Sometimes a successful speaking career can lead to a book, as publishers love to see proof of concept and an audience that’s already clamoring for your ideas. More often, though, it’s the other way around, with organizations interested in hosting a speaker after having become familiar with their book(s).
So, is it worth it? How much can one make from a speaking career on a monthly or annual basis?
There’s a spectrum, of course, and it ranges from zero to millions, and everything in-between. Celebrities can make a lot quickly, but often not over the longer term. A successful best-selling business author, with 5 books over a 15 year period can achieve $250,000-$2,500,000 a year on average (…but that’s the top tier. As in many businesses, the top 1% of speakers take 90% of the revenues).
Are there any drawbacks to a speaking career? What are some inconvenient truths someone considering speaking should know about the industry?
This is not a linear business; as we’ve seen, world events (9/11, Covid) can have major impacts on industries across the board, and speaking is certainly one of those with ups and downs. Customer demand changes, regularly, even without the influence of global events. Don’t assume that one good year means you’ll have 10 good years. I usually advise new speakers to put aside 50% of their earnings in a rainy day fund. Those who haven’t heeded my advice and went out and bought a big new house or the fancy car they always wanted eventually felt the economic pain of those decisions at some point. Even the best speakers and agents can’t create business out of thin air.
So, despite the challenges, you’re intrigued. Speaking sounds like a rewarding and potentially lucrative avenue to pursue. How do you get started? Simply click here to read the rest of the article and learn how to jumpstart your speaking career, find representation, and best position yourself in today’s market!
