Tuesday, May 13, 2025
There’s much more to being a great keynote speaker than simply having on-stage skills that inspire and amaze. It’s about creating moments—those powerful, emotional points that bring an audience to the brink of tears or laughter—and then sending them out the door feeling their time was not just spent but invested in something personally and professionally meaningful.
But if you want to earn a living (as opposed to earn a hobby), you must run a business—not just take the stage. You have to be memorable, bookable, and repeatable.
When I was asked to speak to an NSA chapter, I decided to compile 10 rules I’ve learned in building a 7-figure speaking business over 20+ years—without consulting, workshops, or courses. (Whether that’s smart or stubborn is another article). That list has since grown into 10 things I did right and 10 I did wrong. Here are a few to get you started.
RIGHT: Be YOU, on and off Stage.
Too often I’ve met speakers whose stage persona doesn’t match their backstage professionalism—or lack thereof.
And trust me, the audience will see you again. Maybe not in the way you expect, but they remember you.
Photos in airports. Book signings mid-flight. Magic tricks for their kids in the hotel lobby—or even in the airport terminal as they’re heading home.
Like it or not, you become a face of that conference, that brand, that moment. Act the part—always. Yes, I know you’re tired. Do it anyway. That’s what you signed up for.
WRONG: I Didn’t Get a Coach Early in My Career.
I had confidence in my abilities as a performer and presenter. So why would I need one?
Because I was wrong.
Having someone who really sees your words, your movement, your emotion, timing, and delivery—that’s invaluable. It’s not always fun to hear the feedback, but it sharpens your craft. And in the end, it creates a better product, a stronger connection, and greater ROI for your client and their audience.
That said—beware the course sellers. With the explosion of people trying to sell speaker training, I’ll say it loud and clear: Please. Please. PLEASE be careful. There are a lot of slick talkers out there who just want your money.
Ask a few CPAEs for recommendations—and make sure the person they suggest isn’t themselves.
RIGHT: Track Your Numbers.
Do you know your trends by month or quarter? Can you name the weeks that will always book?
Pro tip: Don’t take a reduced-fee day on Columbus Day. And most multi-day conferences won’t happen during Memorial Day or Labor Day weeks.
What’s your average rate per stage day across the year? If you want to hit a new revenue goal, what would it need to be, especially if you’re only doing X number of gigs per year?
If you do one charitable event at half rate, how many full-rate gigs do you need to offset it?
What percentage of your bookings are direct, and how many come from agents, bureaus, or planners?
WRONG: I Tried To Do Everything Myself.
I like editing video. I’m good at it. But it takes me way too long.
I like analyzing numbers. But a good accountant can do it better—and faster.
There comes a point where you must let go to grow.
Start small. Hire contract or part-time help. Focus your time on what truly drives your business: creativity, client connection, and delivering unforgettable experiences.
RIGHT: Always Travel With a High-Speed Hard Drive—and a Gift.
Yes, clients often say you can get a copy of the video. But once the events over, the priority of delivering that footage drops from a six to a two.
And 4K video is huge. Uploading it is a pain.
So:
- Get permission from the planner—in front of the AV team.
- Say to the video tech:
“I know this is a hassle. I brought a high-speed drive—and here’s something for your trouble. I really appreciate your help. Can I grab you a coffee after pack-up?”
WRONG: I Have So Much High-Quality Video… and I Do Almost Nothing With It.
Still working on this one. No wisdom here—just honesty.
RIGHT: I Relentlessly Learn About My Customer.
Gone are the days of “insert company name here” presentations. If you want to be referable, you need to do your homework.
Learn the acronyms. Know the product names. Find out who led a key initiative and reference them by name. When you edify others for the amazement they’ve created, you elevate your own relevance and impact.
Use your prep call wisely. Set up Google alerts for the company, key executives, or upcoming initiatives.
You don’t have to be an expert. But you do have to understand the who, what, and why. Because when you walk on that stage, they need to feel like you didn’t “just show up”—you came with intention.
Those are just a few to get you started.
In the end, being a low-risk, easy-to-work-with, highly-referable speaker goes way beyond the stage.
I hope these quick insights—these Rules for Amazement—help you grow your speaking business so your clients can’t help but say: “Do it again.”