I hear you. Maybe you're a consultant who speaks, a coach who delivers keynotes, or the CEO of a thriving business who takes to the stage.
Carla Johnson knows this dilemma all too well. For years, she positioned herself as a marketing expert. With nine books published, consultations for major brands, and a seat on the board of respected marketing associations, she had the credentials to back it up.
We wrote a whole chapter about Carla in The Referable Speaker.
But despite her impressive background and engaging presentations, Carla struggled to land high-paying keynote speeches. She was stuck in the trap of being seen as a consultant who happens to speak, rather than a professional speaker who happens to consult.
Should you position yourself as a speaker first?
It's a dilemma many face. Do you need separate websites for your speaking and your "other business"? Should your speaking be just another service you offer?
Today, let's dive into why positioning yourself as a speaker first can be a game-changer for your career and your bank account, using Carla's journey as our guide.
The Power of Speaker-First Positioning
When Michael Port and I wrote "The Referable Speaker," we emphasized this crucial point. Here's why it matters:
1. Perceived Value Skyrockets
When you position yourself primarily as a speaker, event organizers sit up and take notice. They understand the unique skills required to deliver an impactful, transformational experience.
Carla discovered this firsthand. Despite her marketing expertise, she struggled to secure high-paying keynote speeches when positioning herself as a consultant who speaks. But everything changed when she flipped her positioning.
2. Fee Structure? Cha-ching!
Let's talk money.
