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'Chutzpah 101: How to Approach Top Dogs
to Sell Speeches, Sponsorships, and Products'

Guest Expert: Ron Karr, CSP

The Program:

What if you knew how to get the attention of top decision makers? How to entice them to engage in conversation, then engage your services? Would your life — and bank account — be different if you could speak directly to those who hold the purse strings, versus going through lower-level gatekeepers?

Ron is an über-salesman. He knows how to get to decision makers through strategy, courage, persistence, creativity — and chutzpah! He'll share techniques he's used to get to Steve Forbes, Cathie Black (CEO of Hearst Publications), Tim Ferriss (bestselling author of The Four-Hour Work Week) and many more. He'll discuss how to adapt what he's done so you can apply it to your situations.

You will learn:

  • how to avoid the most common mistake that prevents speakers from reaching their targets
  • the proper etiquette for networking power brokers
  • the key to leveraging relationships
  • how to create an enticing value proposition for each top dog
  • how you can generate so much conviction that you can't not make the call — you have absolute belief you can help him/her
  • how how to uncover your prospect's hot buttons and wrap your offer around those
  • the best ways to get through to the top decision makers

More about our guest expert:

Ron Karr, CSP is president of Karr Associates, Inc., a business consulting firm that specializes in helping organizations and professionals generate remarkable sales and operational results with the The Titan Principle®. Karr Associates, Inc., helps companies design and implement positioning and sales strategies that accelerate both sales growth and overall profitability.

Ron Karr brings to the platform over 20 years of success speaking to hundreds of organizations throughout the world. His key areas of expertise include sales, negotiations, customer service and productivity. He has conducted seminars and keynote addresses before organizations of all sizes on three continents. His client list includes Hewlett Packard, Morgan Stanley Dean Witter, Met Life, Sprint, Marriott Hotels, UPS, Hertz, Agfa and Cognis Chemical, among others.

Ron is a national director and an active member of the National Speakers Association and is past president of its NY Tri-State Chapter.

www.ronkarr.com

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'Cut the Crap and PLAN to Make Money!
'

Guest Expert: Linda Keith, CPA, CSP

Additional resources for this seminar:

PLAN to Make Money for Speakers — (Excel, 60K)

The Program:

Have you said any of these (to yourself or to others):

  • With the economy in a mess, it is too hard to plan my speaking/training/consulting business.
  • Just when I start hitting my goals, a big client disappears and I am right back where I started.
  • Clients are booking closer and closer; it is impossible to budget.
  • This business is feast or famine. I'm either sitting on my thumbs, or so booked I can't market. How can I even this out?
  • I was setting aside money to update my Web site and WHAM, the tax preparer gave me the bad news.
  • Yes, I work weekends but I can't seem to get ahead if I don't.
  • I want to hire staff but I can't even pay myself enough!
  • Sure I'm well-paid, but if I don't stop this crazy schedule I'll lose my health and my family. Help!

Well, cut the crap. That's right, Linda shares her insights and tips on how to increase your profits and get your life back. She explains how you can plan and budget, even in uncertain times. How you can reconcile your fee, the money you want in your life, and the time you have to work. . .and still have a personal life. If the three don't work, how to tweak the model until it does. . .or recognize that your topic, your market, or your skills are not up to the task. If it really won't work, don't you need to know that? Soon?

You will learn:

  • why budget?
  • how to create a meaningful and realistic budget even when times are uncertain
  • how to factor in the unknowns of cancelled gigs, dropped contracts and economic crunches
  • what to do when we're dipping into recession
  • what is "concentration risk" and how to reduce it
  • how to even out the cash flow to survive the dips

More about our guest expert:

Linda Keith, CPA, CSP works with numbers all the time, her own and others. She provides on-site, open-enrollment and online training for bankers on tax return and financial statement analysis. She has a background in public accounting and training for business owners. And she personally uses the approach she'll be sharing with us at least annually to be sure she is on track and to plan a better future for her business and her life.

www.lindakeithcpa.com

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'How to Make Publishers Fall Madly in Love
with You and Your Idea'

Guest Expert: Wendy Keller

The Program:

You have a great book idea. But you're having trouble getting an agent or publisher's attention. What does it really take to get a book deal today?

Successful speakers already have one foot in the door of any publisher's office. So how do you get both in, and a nice, fat contract in your hands? It's more than just the power of positive thinking and a book full of clever acronyms. Literary agents (the publishing industry's gatekeepers) don't really sell content — they sell marketing plans. That means proving to the publisher that there's a huge market of people starving for your content and that you are already reaching them at some level. To do this, getting some media coverage now — before the book is put up for sale — is crucial. Radio, print, television and Internet exposure are the real secrets of success in the publishing industry. This program delivers some of the fastest tricks, tips, techniques and solid strategies to get you into the media immediately.

You will learn:

  • how you must build your "platform" now so your proposal includes proof that you and your topic already have the public's attention
  • how publishers think about authors with media experience vs. authors without, and how you can capitalize on your exposure
  • how to get on radio and TV right away — within 30 days of this session
  • how you can learn from how one blog got a pair of authors a $50,000 advance with a major publisher — in 4 days
  • how to get articles by or about you out there now

More about our guest expert:

Wendy Keller is a former award-winning print journalist and staff writer for PR Newswire. As a literary agent since 1989, she's sold almost 550 book deals worldwide. Wendy's newest company, Fame Finders, helps talented people develop and implement powerful, effective marketing strategies.

www.KellerMedia.com
www.FameFinders.com

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'Selling Your Audio Content Through Audible.com:
How to Get Your Recordings to an Online Audience'

Guest Expert: Jonathan Korzen

The Program:

You want to sell your audio products to a much larger customer base. You understand that the more people who hear you, the more additional products and services they will buy from you. Speakers are often a perfect fit with Audible.com, the leader in spoken audio information, entertainment and education on the Internet. You may have content that is right for them. If so, you'll get your work known to many more people than you would on your own -- and you'll earn a royalty for each download of your programs. Jonathan Korzen, Audible.com's director of corporate communications, will explain the ins and outs of becoming a provider of audio content to Audible.com. SNN has been a content provider for years, and we will add our experience to the discussion.

You will learn:

  • Audible.com's model -- what they sell and to whom
  • Why you should consider selling your content through Audible.com
  • What Audible.com is looking for in publishing partners/content providers
  • The kinds of things can you sell (MP3s, podcasts, etc.)
  • The process for getting your work accepted
  • If accepted, what you can expect -- royalties, promotion, etc.

More about our guest expert:

Jonathan Korzen is Audible's director of corporate communications and has been with the company since February 1997. Jonathan started his tenure at Audible as a member of the audio content acquisition team, and has held a corporate communications role for the last seven years. Jonathan recently spent a year in London, working on the launch of the Audible.co.uk business, but he's happy to be back "state-side."

www.audible.com

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'Filling Boot Camps with Happy Campers'

Guest Expert: Darren LaCroix

The Program:

Colleagues are filling their weekend boot camps with paying customers — even in a down economy. You want to do it too, but how? How can you offer programs for individuals and not lose your shirt in the process? What are the best practices in promoting and producing these events?

Darren has been offering boot camps (his are called Champ Camps) for 12 years. He shares what he's learned to make them successful and what to avoid.

You will learn how to:

  • design and execute your marketing campaign to get people to attend
  • give away seats to bring you more revenue
  • joint venture with co-presenters
  • ensure people walk away with high value *and* buy your products
  • get a meeting professional to take care of hotel logistics without paying him/her a dime
  • get eager volunteers to help set up and break down
  • make sure everyone is singing Kumbaya at the end of the camp

More about our guest expert:

Darren LaCroix has been doing his own Humor Boot Camp® since 1998. He's taught them as far away as Australia (his most profitable yet). He's joined forces with Hall of Fame speaker Patricia Fripp, Vegas headliner Vinnie Favorito, Judy Carter, and two other World Champions. He's always learning and believes multiple streams of income make it possible (even if it starts with just a trickle). Darren expanded his boot camp offerings in 2002, started over, and had 3 people show up. He got excited and his last big event, Lady and the Champs, had 150 attendees!

darrenlacroix.com

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'Got Product? Go from Zero Dollars to Six Figures
in Product Sales in 2 Years or Less'

Guest Expert: Darren LaCroix

Additional resources for this seminar:

Darren provided a detailed handout for his session. When you purchase the CD or MP3, we will email you a link for downloading the handout.

The Program:

Do you have as much book, CD and other product income as you want? If not, are you wondering why what you're doing isn't working? Or perhaps you're just stumped at where to start? You know you could make multiples of your fee every time you speak, or sell your products online, but you've tried and what you've done hasn't worked.

What could you learn from someone who quit his day job and survived on product sales alone? Currently 70% of Darren's income is derived from product sales, and he does not sound like an infomercial while on stage.

You will learn:

  • how to develop a "product mindset"
  • how you can start earning product income by next week, even if you don't have any products today
  • how much a speaker can expect to earn with product
  • how to choose what products to create
  • how to track your sales by speech and audience so you can hone your short "pitch" and predict your sales
  • how to price your product
  • how to sell from the platform without sounding like an infomercial

More about our guest expert:

In 2001, Darren LaCroix, the World Champion of Public Speaking, outspoke 25,000 contestants from 14 countries to win that title. Since that victory, Darren has traveled the world demystifying the process of creating a powerful speech. He has roused audiences in faraway places like Oman, Malaysia, and Taiwan with his inspirational journey from first-rate chump to first-class champ, proving anything is possible if you are willing to work for it.

His successful book Laugh & Get Rich: How to Profit from Humor in Any Business (6th printing), contains interviews with corporate executives who share his philosophy. Now translated into three languages, it is a mainstay on business bookshelves.

As co-founder of The Humor Institute and a co-creator of The Humor Boot CampTM, Darren directs seminars that help presenters wisely use the power of humor to "lighten up" their presentations. His program "Get Paid to Speak by Next Week"TM has helped many speakers receive their very first checks.

An award-winning producer, his film "Living and Laughing with Cancer: A Comedian's Journey" was honored at the Worldfest Houston Film Festival for its groundbreaking insights into humor and healing. This inspirational documentary about his best friend's battle with cancer brings humor and hope to those touched by life-threatening conditions.

Darren's unique brand of humor is featured in numerous corporate training videos. His extensive list of clients include Fidelity Investments, Sheraton Hotels, IBM, Blue Cross Blue Shield, Dunkin' Donuts, Motorola, EMC2 Corporation, CVS, and ERA Key Realty Services.

www.humor411.com

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'Maverick Marketing:
How to Stand Out, Get Better Results
and Wrangle More Business Right Now!'

Guest Expert: Terri Langhans, CSP

Additional resources for this seminar:

Handout-- (PDF, 170K)

The Program:

No one cares about your business. That's how it feels sometimes, doesn't it? To the people who hire us, many speakers, trainers and consultants are pretty much the same. Your topic is someone else's (or everyone else's). The economy this, the economy that. Blah Blah Blah.

Would you like creative ideas and tangible tools you can use right away to make your marketing more effective, meaningful and memorable — no matter how big or small your budget? (And even if you don't have a budget!) Terri will zero in on ideas you can apply now that get results quickly.

You will learn:

  • the four critical components your marketing message must have or do in order to be more effective.
  • how to distinguish yourself (and your one-sheet) from the competition, no matter how much you look like "the other guy/gal."
  • the one thing your one-sheet is probably missing that could make all the difference in the world in getting you business.
  • how to create direct mail that works. (And don't tell her you've tried it and it doesn't work. You'll know why after this seminar.)

More about our guest expert:

Terri Langhans, CSP is the author of the book The 7 Marketing Mistakes Every Business Makes & How to Fix Them, and former CEO of a national ad agency and marketing firm that she started from scratch and grew large enough (and profitable enough) to sell to a publicly traded Big Boy. She won the coveted CLEO for advertising, a New York Film Festival award for TV spots and the American Marketing Assn's EFFIE for the most effective campaign in the country in its category. Now she's a Certified Speaking Professional and COE (Chief of Everything) at Blah Blah Blah, her speaking business.

Blatant Testimonials (Are there any other kind?)

"I trust Terri with my life, and with your business. If you are looking for powerful and insightful new ways of looking at your marketing efforts, then you have to attend. Terri takes the mystery out of the process and creates an environment where creativity thrives. Don't miss it. She will enhance everything else you have ever learned about marketing professional services, programs, and products. And hang on for the ride!" —Mark LeBlanc, NSA Past President

"In 40 minutes I learned more from Terri about marketing than from the marketing firm I had hired could teach me in 4 months. If I had heard Terri initially, it would have saved me thousands in time, energy, effort and hard-earned cash!" —Monica Wofford, CSP, President, Contagious Conferences

www.BlahBlahBlah.us

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'Getting the Agent You Want
and Selling Your Book Fast for Top Dollar'

Guest Expert: Mike Larsen, A.A.R.

Additional resources for this seminar:

Handout-- (PDF, 700K)

The Program:

If you can write a salable proposal, getting an agent is easier than ever. And as a speaker, trainer or consultant, you have the huge advantage over other writers to help you get the agent you want and become a successful author. As the literary agent for many speakers, trainers and consultants, Mike will share how you can leverage your skills to get the best agent and book deal.

In this session you will learn:

You will learn:

  • 10 ways to find an agent fast
  • 3 simple steps for getting the agent you want fast
  • How to push an agent's hot buttons
  • Keys to writing an irresistible proposal, mini-proposal, and one-page query letter
  • Ways to test-market your book to guarantee its success

More about our guest expert:

After working in publishing in New York, Michael Larsen and Elizabeth Pomada started Northern California's oldest literary agency in 1972. A member of the Association of Authors' Representatives, Michael is the author of Literary Agents: What They Do, How They Do It, and How to Find and Work with the Right One for You and How to Write a Book Proposal, and Co-author of How to Write With a Collaborator and the Painted Ladies series.

www.larsen-pomada.com

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'Get Your Audiences Involved
and Get More Business'

Guest Expert: Karen Lawson, Ph.D., CSP

Additional resources for this seminar:

Handout-- (PDF, 108K)

The Program:

Today's audiences are different. Conditioned by their experiences in school and corporate training programs, they expect a presentation to be a learning experience, and they expect learning experiences to be active. Contemporary audiences are greatly influenced by computer games and simulations as well as videos and television. With a multitude of options at their fingertips, people are less tolerant of limited programming options. They want to be wowed by both quality content and quality entertainment, and it's incumbent on us as speakers to deliver.

Your goal is to connect with your audience, and one of the most effective ways to do this is to get them involved. Audience involvement requires a different approach. Sometimes speakers prefer to simply stand before an audience and deliver their message. The ability to actively involve the audience requires a different skill set that many speakers have not as yet mastered. They may want to, but don't know how.

Karen Lawson, Ph.D., CSP will share her practical, how-to approach to using interactive methods to increase audience impact and ensure speaker success whether an individual is delivering a keynote speech, making a sales presentation, or conducting a seminar or training session.

You will learn:

  • Identify trends, influences, and considerations that shape demand for interactive speaking
  • Use specific interactive techniques to increase audience participation
  • Adapt interactive techniques to "dry" topics
  • Adapt existing material to a more interactive style
  • Identify sources for interactive techniques

More about our guest expert:

Certified Speaking Professional Karen Lawson holds a doctorate in Adult and Organization Development. She is the author a several books on training and interactive speaking, including The Trainer's Handbook (now in its 3rd edition), Involving Your Audience: Make It Active, and 101 Ways to Make Training Active (co-author). Known for her outstanding ability as an interactive speaker, Karen has presented train-the-trainer programs in the United States, Canada, Europe, and Asia.

www.lawsoncg.com

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'Growing Your Business in a Down Market'

Guest Expert: Mark LeBlanc

The Program:

What does it take to get bookings in a down market? How do you get past the common objections and problems? What worked in the past doesn't work now, so you must know what works now to get business in the door. Mark will share his latest thinking and observations on a number of strategies and insights for getting your share of business in a crowded marketplace.

You will learn:

  • How to finally get focused, once and for all
  • An acceleration concept for producing results on a daily basis
  • The myth behind marketing and promotional tools
  • A new way to look at your fee schedule
  • Overcoming the trap speakers fall into when times are tough

According to Mark, there has never been a better time to be in this business. He will provide you with what you need to know and what you need to do, to thrive in the business of being an expert. He is the author of Growing Your Business!.

More about our guest expert:

Mark LeBlanc runs Small Business Success in Minneapolis. He works with and speaks for organizations that want their owners, members, or franchisees to grow their business or professional practice. His programs range from 30-minute keynote speeches to his three-day Achievers' Circle weekend business retreats.

Mark zeroes in on the core issues that owners and professionals face on a daily basis. He moves people in the right direction, challenges them to create an identity that supports them in the marketplace, and guides them in creating a laser-like focus. Understanding the marketing and selling process and creating a marketing game plan are central to his work.

Mark is an active member (since 1983) of the National Speakers Association and the 2007–08 past president.

www.achieverscircle.com

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