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CITATION

Weiss, Alan. Million Dollar Speaking: The Professional's Guide to Building Your Platform. McGraw-Hill, 2010.

Million Dollar Speaking: The Professional's Guide to Building Your Platform

Authors: Alan Weiss

Published:  October 2010

eISBN: 9780071745673 007174567X | ISBN: 9780071743808
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  • Contents
  • Preface
  • Acknowledgments
  • Part One: Savvy
  • Chapter 1 When Are You a Professional?
  • After all, we’re all speaking, often simultaneously
  • Whither Goest?
  • Why Sizzle and Steak Are Both Required for Fine Dining
  • The True Speaker Is Not a Performing Seal
  • Alan’s Million Dollar Speaking Profile
  • The Diverse (and Daunting) Speaker Scenarios
  • The Vagaries of the Trade
  • Summary
  • Chapter 2 Establishing Your Market
  • Whom do you want to listen?
  • Creating Value Propositions
  • Get the Dummy Off the Cover
  • Alan’s 12 Steps to Creating Market ‘‘Reach’’
  • The Litmus Test of Real, Imaginary, and ‘‘Woo-Woo’’ Markets
  • Organizing Your Approach: The Easiest Route Is Usually the Best
  • Summary
  • Chapter 3 Positioning and Becoming an Object of Interest
  • Tell them what they need to know, not everything that you know
  • Being Around a Long Time Makes You Older, but Not Necessarily Better
  • Transforming Intellectual Capital into Intellectual Property
  • Establishing Viral Interest
  • Nine Best Practices to Increase Your Business
  • If You Don’t Blow Your Own Horn, There Is No Music
  • Fish Swim, but Different Strokes for Different Folks
  • Summary
  • Chapter 4 Establishing Fees
  • How much do you charge? How much have you got?
  • The Three Basic Fee Ranges You Must Create
  • Taking Out the Middlemen: Dealing Only with True Buyers
  • Providing the Choice of ‘‘Yeses’’
  • Turning an Event into a Process and Tripling Your Success
  • 40 Ways to Increase Your Fees
  • Increasing Fee Velocity
  • Summary
  • Chapter 5 Modern Marketing
  • I don’t care about the cost; get me Jane Jones!
  • The Magic and Myth of the Internet
  • Working (or Not) with Bureaus and Avoid Being a Hired Hand
  • Trade Associations: Make Money and Market Concurrently
  • Where and How to Publish
  • The Zeitgeist of Marketing: The Market Gravity Cycle
  • Summary
  • Chapter 6 Lean and Mean
  • You don’t need a staff, unless it’s a stick to walk through the woods
  • Wealth Is Discretionary Time
  • Alan’s Five Essential and Legitimate Staff Characteristics
  • You’re a Professional Speaker, Not a Hired Hand
  • The Sources of Sound, Objective, Professional Feedback and Why Unsolicited Feedback Will Kill You
  • Small Print: Incorporation, Legal, Accounting, Insurance, Taxes, Yada Yada
  • Summary
  • Part Two: Steak
  • Chapter 7 Accelerating and Accentuating Your Appeal
  • Becoming the ‘‘go-to’’ resource
  • The Amazing Secret Leverage of Process Trumping Content
  • The Myth of ‘‘Shelf Life’’ and the Creation of Long-Term Intellectual Property
  • Why You’ll Seldom Get Tossed Out for Using Common Sense
  • The Use of Metaphor, Visuals, and Pragmatic Change Devices
  • 15 Immediate Expansion Sources for Your Speaking Business
  • Summary
  • Chapter 8 Creating Great Speeches and Workshops
  • The rules and regulations for formulating great content
  • Using Original Sources with Your Own Original Material
  • People Learn in Differing Ways: Not Everyone Is as Smart as We Think We Are
  • The 90-Minute Rule
  • Summary
  • Chapter 9 From Steady, to Surfer, to Star
  • Hey, aren’t you . . . ? Why, yes, I am!
  • Refusing Business (Yes, Refusing Business)
  • Rising above the Crowd by Avoiding Meat Market Mentalities
  • The Three Kinds of Speaker and Why Only One Gets Wealthy
  • Parachute Examples
  • 15 Conditions That Support Raising Fees
  • Summary
  • Part Three: Sizzle
  • Chapter 10 StageWork
  • The speech was five minutes . . . there were dull stretches
  • The Myth of Body Language, Gestures, and Movement
  • Alan’s 10 Interpersonal Techniques (and Expert Devices) to Engage the Audience
  • 20 Great Ways to Engage Almost Any Audience
  • Biding Your Time
  • Adjusting for Trouble
  • Turning Errors and/or Troubles into the Extraordinary
  • Summary
  • Chapter 11 Yawn: Passive Income
  • How much did we make overnight?
  • 10 Ideas for Product and Service Revenue Generation
  • The Accelerant Curve
  • Building Communities: REV—Creating Evergreen Clients
  • Summary
  • Chapter 12 Preparing for Success
  • Go ahead, treat yourself
  • TIAABB: There Is Always a Bigger Boat
  • Ethical Considerations: A Speaker’s Creed
  • Personal and Professional Rewards
  • Paying Back
  • Summary
  • Epilogue
  • Alan’s Accelerators for New Speakers
  • Alan’s Accelerators for Veteran Speakers
  • Alan’s Advice for Bureaus
  • Alan Weiss Interviews Patricia Fripp
  • Appendix
  • Index