I’m writing this blog article because after receiving several speaking inquiries in the past 30 days, I see brilliant, well-meaning speakers sending inquiries that aren’t likely getting the traction they would like to get on more stages.
There are speaking experts who I’m sure have other opinions, and here is mine. My intention with this information is to help speakers out there get noticed and get more gigs.
Since 2010 I’ve hosted over 100 live events – some small and some over 200 people.
Events have a lot of moving details and as a speaker, you can be a huge contribution to the success of an event, or you can be one more detail for the event host to manage. Which do you think an event host would like to experience with you speaking at their event?
I’ve probably gotten hundreds of emails in the past few years from speakers and aspiring speakers who would like to be on my stages and most people send an email from the energy of what the event/event host can do for them as the speaker. This is the first mistake I see over and over again.
If you approach the event host with what YOU as the speaker can do for them, their event vision and their attendees, it will be DIFFERENT from most people sending speaking inquiries and catch the attention.
Here are some tips:
1. Do your research and get the details right.
Why is the event a match for your message? What is the event called? Who is the event host?
And when you reach out to them, make sure you call the event the right name and you spell the person’s name correctly. (My name is spelled with two Ls.)
I’ve sent out emails with mistakes too because I’ve been in a rush – it sucks doesn’t it?
Slow down. Breathe. If you are in a rush, the event host can feel it. If you don’t take the time initially, why would an event host take the time to look at your site and check you out?
With so many moving details of an event, an event host wants to make sure their speakers/partners are paying attention to details also.
2. Know what your core message is and know how it contributes to the event vision and the attendees.
If your inquiry is vague about your message or says things like you have a variety of messages you could talk about, then that gives more work for the event host to figure out.
Event hosts don’t have time to figure out your message and if it’s a good fit for them. Make it easy for the event host by knowing what your message is.
I speak on _________ and participants walk away with ________(how they feel, benefits, etc).
In the initial communication with an event host – do NOT send your speaker’s sheet or a resume of your accomplishments. Below, you’ll see an example of a great initial contact with an event host.
Have a speaker’s sheet ready with your clear captivating topics and testimonials if you have them.
3. Know your speaking model and know the event model. There are four main speaking types: are you a paid speaker, or do you speak for free, speak to sell, or do you sponsor events?
If the event you are inquiring about uses a sponsor model, and you don’t sponsor events, then find that out first to see if the event is even a fit.
If you are opposed to the sponsor to speak model, that’s fine. Don’t be insulted and don’t insult the event host by saying things like “Don’t you know who I am? People pay me to speak at their events, why would I pay to speak at your?” (Um, yes I’ve received multiple messages like this from people and it’s not a great way to get me to refer you to other event hosts I know.)
You have a different speaking model – leave it at that and find the events who will pay you.
Or if you only speak to sell and the event doesn’t have selling happen from stage, honor your model by aligning with the events that match.
And if you do speak to sell or speak to get leads, please have a follow up system in place. I can’t tell you the number of people who are awesome on stage but make no money because their follow-up is an after-thought.
If you speak to sell and the event host gets a percentage of your sales, know what your conversion rate is. The event host is taking a risk on you and please don’t use their event as your first experiment with speaking to sell from their stage.
Yes, you’ve got to start somewhere, but if you position yourself as a seasoned speak to sell speaker, but you flop on your offer, you lost money, the event host lost money and the attendees are seeing this whole awkward thing go down. Yikes.
Bottom line: start where you are and grow from there.
4. Don’t be a diva.
I’ve gotten emails from speakers who give me the list of their demands; everything from they will only speak to audiences larger than a specific number of people, the kind of microphone they want, etc.
Mind you, these requests are in the first initial email I receive.
If you are a diva in your first email, chances are you will be a diva at the event, especially off stage and that is sooooo not a match for me or my events. Granted, it’s been a while since I’ve gotten one of those crazy emails but if you are doing this. Please stop the madness.
5. Make your initial inquiry about the event and event host, not about you.
In order to do this you need to know two core pieces:
Why does the event match your message? How can you contribute to the event?
In the first email, tell the event host what about their event really aligned with your message.
Tell the event host a sentence or two (be brief in the initial contact) about the match you see.
Then ask the important questions:
- Are they still accepting speakers for their event? If so, what is their speaker application process?
- What is their event model? Paid speakers, speak for free, speak to sell (if so what is the event-host percentage of your sales – average is 50/50 split), or speak to sponsor.
- Ask the event host what their event vision is and how you can support them.
THIS will be a breath of fresh air to event hosts who are used to seeing inquiry after inquiry about what the event and event host can do for the speaker. It needs to be the other way around to catch someone’s attention.
Example: (Make this your own, this is just an example)
Hello _____(spell their name correctly),
I saw your upcoming event ______ (get the name of the event right – it’s clear if you are doing copy/paste when you send the email and send it to the wrong person and have the wrong event name in the email) and love what you are creating. It caught my eye because _______(be authentic here).
Are you still accepting speakers for your event? If so, what is the speaker application process? If you aren’t accepting speakers for your upcoming event, perhaps we can start a dialogue for future events.
I’m a speaker who specializes in _________ and felt it could be a great contribution to your event because ______(use past audience/event host comments if you have that).
What is your speaker model? Do you pay your speakers, allow your speakers to sell or do lead generation, or are your speakers sponsors?
Thank you for your time. And thank you for ______(thank them for the contribution they are being in the world. It feels good for use event hosts to be acknowledged for the work we do to support a big vision. Live events are a lot of work – make it easy for them to include you.)
Thanks again,
Your name
Your phone number
Your website
Another example is even a shorter email that can work really well to start the dialogue quickly.
You aren’t asking them to check you out or anything, other than you are asking if there are speaking spots open and you seed the fact that you would like to help them with their event vision. (Make it about them, the event and the attendees and this will be different than most speaking inquires that are received by event hosts.)
Hello ________,
I saw your upcoming event ______ and I love that you are doing ________.
Are you still accepting speakers? If so, what is the speaker application process?
Thanks for your time! I know live events are busy times and I appreciate the opportunity to connect with you about the possibility of me supporting your event vision.
Thanks,
Your name
phone
website
6. Be authentic. Be honest. Be real.
If you say something like “I’d love to attend your event and I’m wondering if you have any speaking spots open. I do this _____” And when you don’t attend, it’s clear that wasn’t true, you just wanted to speak.
Say what you mean, mean what you say.
Consider that a way to get on someone’s radar as a speaker is to attend one of their events (live or virtual), engage with them on social media and nurture the relationship, and even promote the event just because you believe in what they are doing not just because you are an affiliate.
Don’t use a testimonial from your mom to show what a good speaker you are.
If you are new to the speaking circuit, cut your teeth on your own dime. Put yourself out there, practice and be willing to speak for free to local groups then expand from there.
Two final thoughts:
1. Be a good, kind, honest person.
I’ve seen it all when it comes to speakers. Speakers lying on order forms saying they didn’t sell as much as they really did so event hosts don’t get as big of a percentage. Speakers yelling at my staff because we don’t have a specific tea they like.
Speakers being great on stage, and being a diva behind the curtain.
Just be a good, kind person and approach the opportunities with how you can be a contribution, because you will receive more money, more referrals, and more opportunities than ONLY seeing what an event can do for your speaking resume.
This doesn’t mean to sacrifice the things you like, or put up with an environment or things that don’t work for you, but play nicely.
2. And most importantly, YOUR MESSAGE MATTERS.
If you have the desire to empower and transform people with your message, the people you are meant to touch are ready for you right now.
Don’t wait until you get it all perfect. Don’t wait until you get the perfect speakers sheet. Authentically connect with people and be willing to share your message and the opportunities meant for you will show up.
