The Speaker Sheet:
As I said in my previous blog, there’s a science behind the speaker sheet.
The Speaker Sheet contains much of the same information as the media sheet, except for all the media-based items. There is no need for them, as event planners are not as impressed by the fact that you were on Fox News or the cover of the Huffington Post magazine. They just don’t care about the fact that you met Sr. Richard Branson or Oprah.
A Few Things the Event Planner Needs to Know Are:
- How are you going to make them look good?
- How are you going to help them be the hero of the day at their event?
- How are you going to serve their audience (while making them look good)?
Following up on my Story from the Previous Blog:
After that Conference in Arlington, my trip back to NY was grueling 16 hours of layovers and delays. I was stunned, there was no rain or snow, just mechanical problems with the plane. I thought “That’s comforting.” And then I started thinking about my conversation with those other speakers. I began to write down everything that I do every day to get booked as a speaker and all the tools that I use, dissecting each one so that I can find a way to help public speakers get booked and get paid.
And that is how I created the “Business in a Box for Public Speakers.”
One of the tools is a good Speaker Sheet.
It needs to be simple to read and uncluttered. That’s what the event planner is looking at. They want to see what your topics are of course, and what the audience will get out of it, but that information is usually on a media sheet. On a speaker sheet, you just list 3 or 4 topics, not a whole laundry list. If the event planner is not interested in the topic, they’re not going to ask you for more information. If they are interested in one of the topics, they may ask you for a description and what is in it for the audience. Until they get excited about your topics, they won’t hire you.
Your Niche Title™:
The speaker sheet needs to have the information and should also include your “Niche Title™”
After interviewing over 3200+ event planners for the past 5 years for my new book, I discovered my superpower. We all have one and we know what that is. I discovered event planners, while not looking for anything particular, need to be intrigued (I will cover more on this later). The “Niche Title™” is something that I created, that serves to brand you without letting anyone know what you are about? What is your title? Who are you?
I am a business coach for public speakers, but my “Niche Title™” is actually how event planners recognize the ultimate results they can expect. With me, the ultimate result is that I’m the “Sales Profiling Speaker.” That’s my niche title. For some people it means something, and for others, it means absolutely nothing. But to the event planner, it needs to sound intriguing enough that they would want to read on.
The “Niche Title™” depends on what market you are going after as well. I’m going after corporate sales teams. The “Niche Title™” also depends on who your target audience is. The event planner, however, doesn’t care who your target audience is, they just want to know what your “Niche Title™” is and is it exciting to them or their clients.
If the event planner can sell you, they’re happy. It’s always a challenge for an event planner to think, “Well how am I going to sell this girl? How am I going to sell her to my audience?” Right?
Also, on a speaker sheet, you want to have a couple of things that do give you credibility. Maybe a logo, or if you have one, the cover of your book. The speaker sheet should also have a headshot, not a full body picture which is usually used on a Media Sheet.
All of these elements are important, but they also have to be at the right place on the speaker sheet. It’s all about placement.
Have you been to a restaurant lately? When you open the menu, what is on the left-hand side? The appetizers and/or drinks. Do you know why? The normal analogy that people come up with is that we read from left to right and you usually start with an appetizer or a drink. But the real reason is that you make more money selling those items.
It’s the same principle on your speaker sheet. What does the event planner need to know right away about this speaker and what he/she will do for them?
Both the media sheet and the speaker sheet are needed in the business of public speaking.
There’s a science behind it that you must understand in this business or else you’re sending out things that are probably not getting noticed. The Speaker Sheet has to be nice and clean and tight with certain things in certain places.
Some speaker sheets don’t even get looked at. Why is that?
- The information about the speaker is not there.
Some people actually forget to include their phone number on the sheet, or the phone number is in such a small font that the event planner doesn’t see it, so it goes into the garbage.
- There is too much that the event planner needs to read.
What many speakers do is combine the speaker and media sheets into one document. For the event planner, it can be overwhelming to read so — you guessed it — into the garbage it goes. If presenting your information is that complicated, then you are most likely complicated as a speaker and the event planner may not want to work with you.
The business moral of this blog is you have to know your business.
Stay tuned for part 3 of this blog series!
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As a great professional speaker and a great networker for the past ten years, Orly has helped public speakers create their Business Model for Public Speaking. Her gift is to show them how to monetize their craft by taking it seriously and having what she calls “Bus. In A Box for Public Speakers”