For an author, a proven method for connecting with people is speaking engagements. Usually these are small: local libraries, chambers of commerce, rotary clubs and other business organizations.
All of this expands dramatically when you become a bestselling author. Suddenly the small venues become large trade shows, conferences, and sales meetings. At all of these, the audience now consists of people who are self-identified members of your industry or profession: prospective clients.
The first step in securing these types of opportunities is to promote yourself to the event organizers. Speaking engagements are highly sought after. For the organizers to select you, they need to know that your book is a bestseller and that you are an industry Thought Leader.
To achieve this goal, the writers I work with create an Author’s Promotional Flyer. This is an 8.5”x11” sheet that prominently displays a photo of your book. Above the image is a call-out that reads: Available on Amazon.
Other elements include a short bio accompanied by a smaller photo of yourself. The final element of your author’s sheet is a short list of topics you are available to speak on. All of these topics are taken directly from your book to ensure that they are of interest to the event’s targeted audience.
A short promotional video is another way to market yourself as a professional speaker. The video does not have to be expensive. It also doesn’t have to be produced by a professional videographer. You can simply have a friend or colleague use a smartphone to shoot a short clip of you speaking about your book with your office as a background. This is enough to give an event’s organizers a sampling of your expertise.
Once you’ve secured a speaking gig and are at the event, my suggestion is that you give your book away -- for Free. Why? There are two reasons. The first is that you’re not really giving it away for free. When you are negotiating with the event organizers, work out a deal where your book becomes part of your fee. That way, they pay for the cost of the printed books, not you.
The second reason is that you want to get as many books as you can into the hands of the people in the audience. Remember: these are your best prospects. A single project from a few of these people can be far more profitable than the money you make selling books.
John Rovito
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