As we’ve discussed recently, there are a series of new rules that are dictating how much success you can have with speaker marketing in your business.

Today I want to drill in even more on the opportunity that IS available to YOU if you will learn, understand and adhere to the new rules of speaker marketing.

In part one, I said that you should be thinking more like a publisher and less like a speaker. A publisher is paying attention to the niches that are waiting to be served. They’re monitoring the hunger in the audience and seeking to feed this audience before someone else does.

Now, let me be clear. That does not mean that you should be trying to present yourself as an expert in other niches. Real success comes from being recognized as an expert – very often these experts are passionate about their topic. I’ve posted on this before.

If they are not passionate, you’ll find they are naturally gifted in the field that they’re recognized in. Before I get ahead of myself, lets start with the idea that success in speaker marketing starts with research.

I have a process that speakers hire me to consult with them on that lays out four stages.

1) Research
2) Planning
3) Infrastructure Development
4) Marketing (the fun stuff)

So lets take a closer look at research…

There are six distinct areas that I’ll do research in for a client, and when we’re through, we know how best to position them in their marketplace that just about guarantees them huge success.

Let me give you an example from my client files. I started working with a small business owner in the spring of 2009 who was seeking more success with his speaking business.

He had also written a book, but never really sold any copies. George, however, was excellent at squeezing unusual levels of profits from his 5 Subway restaurants.

Early research showed that he could be positioned as a “profit coach” and also as the “Subway profit coach”.

Quickly, he started to dominate the search engines for several key terms:
* Profit Coaching – he’s #3 of 9,120,000 listings in Google
* Profit Coach – he’s # 9 + 19 out of 1,770,000 listings in Google
* Subway Profit Coach – he’s #1 + 2 of 17,300 listings in Google

Want another example?

My client Doug has written several books and is a wonderful speaker but he wanted more. After doing some thoughtful research, Doug was originally positioned as America’s B.S.* Doctor (*that’s brain science). Overall results – not so good.

Now he’s been repositioned as the Brain Training Guy.

Just a few weeks later, you’ll find him on Google at #2 + 3 of 1,030,000 listings. Using good research to get top 5 listings is enormously critical.  Take a look at this chart from Google

traffic-by-rank

Relative Click Volume


  1. 42.13%, 2,075,765 clicks
  2. 11.90%, 586,100 clicks
  3. 8.50%, 418,643 clicks
  4. 6.06%, 298,532 clicks
  5. 4.92%, 242,169 clicks
  6. 4.05%, 199,541 clicks
  7. 3.41%, 168,080 clicks
  8. 3.01%, 148,489 clicks
  9. 2.85%, 140,356 clicks
  10. 2.99%, 147,551 clicks
  1. 3.5x less
  2. 4.9x less
  3. 6.9x less
  4. 8.5x less
  5. 10.4x less
  6. 12.3x less
  7. 14.0x less
  8. 14.8x less
  9. 14.1x less

We’ll talk more about what (and where) you’ll need to research in the next post, in just a few days.


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Related posts:

  1. The “New Rules” of Speaker Training And Speaker Marketing – Part One
  2. Speakers Marketing Services – Success Update
  3. Speakers Marketing Questions (and some answers)
  4. Speakers Marketing Case Study 2
  5. 5 Marketing Lessons I Learned Working For Jim Rohn

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Filed under: Articles • Product Development • Speaker Training • Speakers Marketing • Speaking Tips

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