The SPEAK Framework — Lesson 5

Welcome back to the SPEAK Framework training. I am again, Grant Baldwin, founder of The speaker Lab. So excited that you are here as we continue this journey toward helping you spread your message with the world and getting paid in the process. So let’s look back on the journey that we’ve taken so far.

We’ve been covering the speaker success roadmap, starting with that as selecting a problem to solve. Remember you want to speak to one specific audience solving ones. No problem. Don’t try to be all things to all people. The next we talked about P preparing your talk and why that matters. Why your speech is your most important marketing asset.

In E, we talked about two key marketing assets that you need your website and your demo video to establish yourself as the expert and the AI. We talked about acquiring paid speaking gigs, nine different ways that you can find gigs. And those that may be hiring and looking for a speaker like you. And then today, we’re going to be talking about the K know, when to scale.

Now it’s important to recognize it. Generating revenue and impact as a speaker. Isn’t limited to just speaking from stage. So I want you to start to kind of expand your mind of what is possible as a speaker. It’s important to note that there’s no right way to build your business beyond the stage. There are some speakers that we work with and know who do and want to do 50 75, a hundred speaking gigs a year, and nothing else beyond the stage and others that want to do.

Five gigs a year or 10 gigs a year, because I also have some other projects that I’m doing or I work full time and I don’t want to give that up and that’s all fine. That’s all well. And good. So it’s important that you realize that you can kind of slice and dice things in the way that makes the most sense for you.

Now here, let me give you nine different ways that you can get paid beyond a speaking fee. So a book, a curriculum, a price. Coaching consulting webinars, uh, online training course train the trainer advertisement sponsorships, and I’ll give you a bonus 10th one here, referrals. So there’s a lot of different ways.

These are actually all different ways. I have personally been paid beyond just a speaking. Now, whenever it comes to speaking, there are really three different speaking business models. And again, they’re going to vary depending on what your goals are, what it is that you want to accomplish with speaking.

So let me give these three to you and you see which one resonates the most with you. Number one is speaking to sell services. So the idea would be that you go speak somewhere. And your primary goal here is to speak to that. You can do lead generation that may lead to coaching consulting, perhaps for more speaking, another way, a business speaking model is speaking to sell products.

So if you are speaking from the stage and you were offering some type of book or course or training program, some type of digital or physical product, and then the third one is speaking to grow an audience. So you’re building an email list or affiliate revenue. And again, all of these are well and good, but they’re each kind of different nuances to who you’d be speaking to what you’d be speaking about.

And kind of what your business model is as a speaker. That’s important as we look at these that you realize, like you, you got to slow down because it’s easy to say, well, I want to do kind of just do all of them. Right? All of those different ways that you listed grant about how I can, I can earn revenue from beyond the stage.

I want to do everything. You can do it all. You just can’t do it all at once. So where do we go from here? Where do we begin? Well, you have to begin with what your audience actually needs. Let me give you an example. Back in, uh, high school. I remember one of my favorite days was when we would get a lot of snow and we we’d get a snow day.

Right. You remember snow days, snow days were the best. Right? And so one of the things that we would do is me and a buddy, we would go to the nicer neighborhoods in the area and we would go door to door asking if we could shovel their driveways. And we reasonably did this. And the reason. Was that we began with what the audience needed.

They had snow in their driveway. And what we could do is we could make that snow disappear. And so we have to begin with what the audience actually needs. So the question is what is the problem that you can solve for. Audience, what is the problem that you solve for your audience? This goes back to all the way back to the S selecting that problem to solve.

The more clear you are on this, the easier it is for you to come up with a solution to solve that. Now, once you understand what your audience needs and how you can solve. Problem for them. Then you can make, then you can select the offering that makes the most sense. So next you have to figure out the how to generate leads and build awareness for that offering.

So once you’re clear on this is the offering that solves this problem that they have. How do I actually generate leads for that offer? Let me give you five tactics for generating leads. Number one is building an email list. Okay. I can’t overemphasize enough how important it is to build an email list.

Number two is social media marketing. Number three is content marketing or blogging. Number four is podcasting. And number five is guest posts and appearances. And the truth is, is that these all work, you have to really figure out which one makes the most sense for you and focus on that for building and generating leads.

Now at this point, let’s assume that you you’ve, you’ve got your offering. You’ve built some awareness and now it’s time to actually sell. You have to realize that your product or service won’t sell us up. Just like you, you can’t just sit back and passively, wait to book gigs. You have to be proactive. And how do you go about doing that?

Let me give you five tactics for making sales. You can use webinars, you can use affiliate partnerships, you can use launches, phone sales, or do something that’s more evergreen and automate it. Now, again, each of these work we’ve used each of these here at the speaker lab, but how you set it? Is largely determined by what you sell, meaning it may not make sense to do a long webinar if you’re just selling a book.

For example, it may not make sense to do a phone sales if you’re offering, um, just a, a small course or training program. Right. But it may make sense to do phone sales. If you’re offering some type of large scale consulting, for example. Now, let me give you an example from a, a, a student that we’ve worked with, Thomas Frank, who is a very successful blogger and YouTube.

He said, I first met Grant as a freshman in college, and I’ve had the pleasure of learning from him over the years. I was also one of the first to take is booked and paid to speak program. Since then, I’ve been able to build a business, a brand with over a million YouTube subscribers and over 200,000 email subscribers.

And along the way, I’ve been able to leverage the brand to speak up multiple universities and events like VidCon, the insights I’ve gained from grant. I’ve been a huge help in the process of building both my speaking business and my brand as a whole. And so I share this with you so that you understood.

That there’s a lot of opportunities that you can build your business and build your brand beyond the stage beyond just speaking. Now we’ve covered a lot in this journey, but ultimately you have to put in the work. So I want you to go back to the email that sent you here. I want you to complete that homework and keep moving forward in your speaking business.

So that, again, the goal here is that you can share your message with the world, that you can make an impact and an income with that message.