As I tell my students in my workshops, classes, and my Expert Author Mastermind Programs, speaking is the number one way to get out there and make money from your book and the programs and packages you’ve created from your expertise. It’s low cost and highly effective because your audience gets to meet you in person. As you get out there and speak, keep in mind these 3 essential components to optimize your sales and have potential clients pursuing you: 

  1. Offer Forms. Always have Offer Forms ready to hand out to get your audience opted in to your program. Have your Offer Forms handed out closer to the end of your talk when you are ready to go through the Offer Form and explain exactly what you would like them to do. Make sure the Offer Form looks professional and asks for a phone number and email address so you can build your list. You can offer them a free strategy session with you so you can sign them into one of your programs or some other offer you are currently running. If you do offer a free strategy session be sure to follow up with your prospects promptly after event.
  2. Seeding. Seeding means sprinkling your talk with enticements for your services. These can be stories of successes you’ve had with other clients and customers who have taken your programs. Just by mentioning that a client made $7,000 in three days or conquered their fear of flying in one session, you are seeding the audience for success.

    First, you’re describing your program in a way that makes people want to have the same kind of transformation that your clients had. And you are also seeding the steps and benefits of your particular formula or system. Second, you may be able to sell a higher-ticket item by mentioning a success story you had with a one-day/one-on-one mentorship client, so they can hitch a ride on the fast track to success.

  3. Scarcity. By invoking scarcity, you create a desire in the client to take action. You can generate scarcity by limiting the amount of applicants in your next program. Time limiters create scarcity – your audience has until the end of the workshop to sign up. Price limiters are also effective – this price is good for today only, then it goes back to your regular price. 

Remember that you are the expert and the audience expects you to act with authority. It’s up to you to state your offer clearly and to tell your audience how to respond. By taking the speaker and leadership role, you can significantly increase your business and transform more lives.

Lessons Learned

February 14th, 2012 by Bob Burnham

I’d nearly signed a potential client when he cancelled after calculating that my program added up to $333.00 an hour. I love my customers and I’m grateful for all of them, but I was saddened when I heard him say there was nothing I could tell him for $333.00 an hour that was going to help him.

I immediately thought that was a belief he needed to work through, as he called me because things just weren’t working for him. He said he was missing a piece of the puzzle, and he wanted to know how I was able to have a successful business.

There are many lessons budding entrepreneurs and expert authors can glean from this experience:

–Don’t take it personally. This is where this client is stuck. Maybe he’ll get unstuck and maybe he won’t, but it’s not about you or the quality of the products and programs you’ve created from your book.

–You get what you pay for. If I counted up all the money I’ve spent on different programs, it would be well over $100,000, and the specific information I share in my programs cost me $2000 an hour.

–Experience counts. Experience can be worth much more than study. Mentors know the ins and outs in their business. Day to day, they are making real-world decisions, learning from every success and failure. For example, I know how to shape chapter titles. Just reading the table of contents can spur someone to buy your book; and I’m an expert at front and back covers that optimize sales. Yes, people do buy a book by its cover!

–People don’t value what they get for free. Clients who are not invested are often not seriously committed. Many times the amount of money invested in your programs is commensurate with the effort they make.

–You get what you pay for. Sure $333.00 an hour is not cheap, but if you call someone who charges $100 an hour, you’re going to end up with a $100-an-hour business. Why waste time? If you really want to make a lot more money and have a successful business, get your information from the best.

That reminds me of a story. A power plant’s generator failed. Each repair person they contacted could not get it started again.

Finally, an expert was called in. He evaluated the situation for about an hour, marked an X on the generator, then hit it with a hammer. Everything started working again.

When he billed them $1,000, the company asked him to itemize his rate of $1000 an hour. The expert replied:

“$1.00 for hitting the generator with a hammer. $999.00 for knowing where to hit the generator.”