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THE ART AND BUSINESS OF SPEAKING

may 2011

Build Your Blog Page 10

a r e yo u a

thought leader?

Tips on how to become one

App-solutely Amazing! Check out these hot apps The Power of the

Elevator Speech Effect

Mind, Body

& Spirit

Dr. Donese Worden, naturopathic doctor

Learn how to reduce stress and increase energy

T h e O f f i c i a l M a g a z i n e o f t h e N at i o n a l S p e a k e r s Asso c i at i o n • w w w. n s a s p e a k e r . o r g


Jimm RobeRts / oRlando


THE ART AND BUSINESS OF SPEAKING

May 2011

12

Mind, Body & Spirit

Dr. Donese Worden explains how to calm your body and spirit when faced with constant stress. By Stephanie R. Conner

FEATURES

16

Are You a Thought Leader? How to make the leap from “expert” to “thought leader.” By Matt Church

Dr. Donese Worden, naturopathic doctor

Amazing! a Rise out of Your 20 App-solutely 24 Get Speakers share their favorite apps Elevator Speech for business and pleasure. By Rick Jakle, CSP

A well-crafted pitch moves you one step closer to signing a contract or booking an engagement. By Terry Sjodin, CSP

CO LU M N S 6 Reality Check Putting a fine point on the speaking industry

8 Welcome to My World A snapshot into the lives of people who hire speakers

10 It’s Your Business Advice for enterprising speakers

D EPARTMEN TS 28 Relevant Resources Time-saving tools and technologies

30 Beyond Borders Exploring cultures, countries and comfort zones

32 What Would You Do? Casting a reality check on real-world conundrums

34 Turning Point

4 News from Headquarters

A career-changing moment or experience

36 Advertising Index 37 Calendar of Events

38 Humor Me Finding the funny in a speaker’s life Departments

National Speakers Association is a member of the Society of National Association Publications (SNAP). Speaker magazine has been honored with a bronze award in the prestigious 2009 SNAP Excel Awards in the Magazines: General Excellence Category for best writing, content, graphic design and overall packaging. May 2011 | SPEAKER | 3


news from headquarters

National Speakers Association Officers Kristin Arnold, MBA, CPF, CMC, CSP, President Laura Stack, MBA, CSP, President-Elect Ronald P. Culberson, MSW, CSP, Vice President Marjorie Brody, PCC, CMC, CSP, CPAE, Secretary Scott Halford, CSP, Treasurer Phillip Van Hooser, CSP, CPAE, Immediate Past President Stacy Tetschner, CAE, Executive Vice President/CEO

Reported by Stacy Tetschner, CAE NSA Executive Vice President/CEO

Paid to Speak – Order Now!

Founder Cavett Robert, CSP, CPAE

Thirty-three members who are working speakers contributed their knowledge and expertise to NSA’s first book, Paid to Speak, which will be in bookstores in June. To order at the special $15.95 member price (regularly $22.95), go to www.NSASpeaker.org or call (480) 968-2552. This price is good through June 1.

Board of Directors Kristin Arnold, MBA, CPF, CMC, CSP Marjorie Brody, PCC, CMC, CSP, CPAE Kirstin Carey, CSP Ronald P. Culberson, MSW, CSP Ed Gerety, CSP Scott Halford, CSP Shep Hyken, CSP, CPAE Ron Karr, CSP Linda Keith, CPA, CSP Scott McKain, CSP, CPAE John B. Molidor, PhD Ruby Newell-Legner, CSP Ed Robinson, CSP Ford Saeks Laura Stack, MBA, CSP Brian Tracy, CPAE Francine Ward, JD Liz Weber, CMC, MBA Phillip Van Hooser, CSP, CPAE

NSA All-PEG Pass – Only $100

Are you interested in joining multiple Professional Expert Groups (PEGs)? Buy an annual PEG Pass for only $100, and you will have access to teleseminars and Webinars for all 13 PEGS. You also will receive all PEG e-newsletters. Register now at (480) 968-2552.

In Memoriam Larry C. Colbert, 66, of Tempe, Ariz., passed away March 21 with his family around him. Colbert was only 28 when he was diagnosed with retinitis pigmentosa, a degenerative eye disease which robbed him of his sight. He overcame adversity to become an inspirational speaker and author, who motivated his audiences to live life to the fullest with “driving vision.” His service dog, Banner, was his constant companion.

NSA Foundation Scholarships The NSA Foundation awards four $5,000 scholarships annually to juniors, seniors

and graduate students who want to pursue a speaking career. To download an application, visit NSAFoundation.org. Application deadline: June 1.

2011 Convention Registration Grants Available NSA’s grant program assists members who cannot afford the full cost of professional development and continuing education through NSA’s educational meetings. Ten registration grants are available for the 2011 NSA Convention. The applicant must have been a member of NSA for a minimum of one year as of the date of application. To complete an application, visit NSAFoundation.org. Application deadline: June 17.

NSA Foundation This Foundation serves NSA members and the public through: • Financial help for NSA members and their families • Grants to NSA members who need help with their dues or meeting registration fees • Scholarships for students and professors • Oversight and funding for speaking-related research • Grants to help charitable organizations communicate through technology Founder and Chairman Emeritus Nido R. Qubein, CSP, CPAE Chair Stephen Tweed, CSP Immediate Past Chair Randy Pennington, CSP, CPAE NSA Foundation Board of Trustees Kristin Arnold, MBA, CPF, CMC, Scott McKain, CSP, CPAE CSP, President John B. Molidor, PhD Francis Bologna, CPA Terry Paulson, PhD, CSP, CPAE Lenora Billings-Harris, CSP Sam Silverstein, CSP Ronald P. Culberson, MSW, CSP Laura Stack, MBA, CSP Jane Jenkins Herlong, CSP Phillip Van Hooser, CSP, CPAE Don Hutson, CSP, CPAE Al Walker, CSP, CPAE Ron Karr, CSP Speaker Editorial Advisory Board Pamela Jett, CSP, Chair Mary LoVerde, CPAE Don Cooper Mandi Stanley, CSP Kelli Vrla, CSP June Cline, CSP Janelle Barlow, CSP

This Month on V o i c e s o f E x p e r i e n c e ®

NSA’s monthly audio magazine

Welcome: Bill Cates, CSP, CPAE Selling to Large Corporations: Jill Konrath NSA Convention Update: Randy Gage and Theo Androus

Managing Your Staff: Zemira Jones Million-Dollar Speakers: Steve Siebold, CSP Leading-Edge Tech Tips: Terry Brock, CSP, CPAE, with Brian Tracy, CPAE Feature Interview: Bill Cates, CSP, CPAE, with Marty Grunder 4 | SPEAKER | May 2011

Million-Dollar Consulting: Nancy MacKay, PhD Platform Skills: Lou Heckler, CSP, CPAE Creating Work-Life Balance: Jeff Davidson, MBA, CMC One Thing That’s Working: Roxanne Emmerich, CMC, CSP, CPAE President’s Message: Kristin Arnold, MBA, CPF, CMC, CSP

Editor in Chief Design Barbara Parus switchstudio.com barbara@nsaspeaker.org Editorial Office and Subscriptions National Speakers Association 1500 S. Priest Drive, Tempe, AZ 85281 Tel: (480) 968-2552 Fax: (480) 968-0911 www.NSASpeaker.org Advertising Sales Steve Camac Tel: (718) 710-4929 Email: Steve@NSASpeaker.org Speaker (ISSN 1934-9076) (USPS 012-886). Volume 5, Number 8, Published monthly except February and August by the National Speakers Association, 1500 S. Priest Drive, Tempe, AZ 85281. Periodicals postage paid at Tempe, Arizona, and at additional mailing offices. Contents Copyright 2009 National Speakers Association, all rights reserved. Subscription rate for NSA members is $35 of $425 annual dues allocated to Speaker; non-member sub­scription rate is $49 for 10 issues. Add $10 for Canadian or international postage. POSTMASTER: Send address changes to Speaker, National Speakers Association, 1500 S. Priest Drive, Tempe, AZ 85281.


The highly acclaimed, groundbreaking Million Dollar Consulting ... has been continually selling for 20 years, through four editions! Now, as only Professional Speakers Hall of Fame® Member Alan Weiss can do in that same innovative and distinctive style, two new works to accelerate your success! “Great Coaching is priceless. If you want to be a million dollar coach, read this book! In this fascinating work, master coach Alan Weiss puts forth his expansive knowledge and expertise to teach us what it takes to be great in this economy.” Marshall Goldsmith, World-Renowned, Executive Coach and author of the New York Times best-sellers Mojo and What Got You Here Won’t Get You There.

Order through McGraw-Hill, Amazon, or http://www.summitconsulting.com.

Alan Weiss has authored 40 books with 8 publishers in 9 languages. His credits include the Professional Speaker Hall of Fame and Fellow of the Institute of Management Consultants.

And for everyone in Professional Speaking at any level • How to earn 7 figures in the speaking business • How to succeed without staff, without bureaus, and without stress • Developing a “star” reputation • Diversifying your business • Staying off airplanes • Leveraging technology • How to choose your markets and find buyers

Coming Soon: Million Dollar Referrals — All from McGraw-Hill


realit y check Putting a fine point on the speaking industry

Why You Have to Make Anaheim

N

SA holds a convention every year. And every year the convention chair beseeches you to go. Then, you look at the airfare, hotel and other expenses, and look for your possible return on investment … as you should. So, what’s the real ROI you can experience by attending Influence ’11? Arguably, the best return you’ve ever gotten from an NSA event. Really. Influence ’11 is like no event you have ever attended. It’s going to be the most different event ever presented by the National Speakers Association. Different not for the sake of being different, but different because times like these demand it. The profession demands it. And, most important, you demand it. If you are a keynoter, seminar leader, author, coach, consultant or other leader who influences the world—you need to be there. It’s about growing your business, becoming a better communicator, and making a real difference. There are only four keynoters this year, so they had to be outstanding. And they are. Four different styles, four different business models, and four ways you can reach success. This year’s convention features four Master Classes, each conducted by a preeminent expert in their field. These divas and “divos” will amaze you, as they provide some of the most extraordinary training you’ll ever experience. Then, there are the professors of practical application. This faculty will 6 | SPEAKER | May 2011

astonish you, offering you in-depth topic expertise in specific areas. Bring extra cash to buy some CDs, because you’re going to want to experience them all! We’ve eliminated the segregation of the staff and partner tracks, so those attendees can choose from the programs that offer them the best value and learning experience. Of course, no event would be complete without fun, fellowship and entertainment. So we have all that. But the key word here is relevance. You won’t see any marching bands, choirs, or circus acts. You’ll experience amazing experimental sessions such as NSA Tonight, Real Time, So You Think You Can Speak, and the Running Your Trap game show that will be engaging, amusing, and offer real and powerful insights into the speaking profession. Each morning begins at the Contrarian Café to challenge your thinking. There will be no presentations at lunch, so you have adequate time for networking, making new friends and reconnecting with old ones. We’ll also continue the tradition of the Tuesday after-parties with music, dancing or the NSA Coffee House. There’s also a special Foundation dinner, where you can purchase an additional ticket to break bread with some of the rock stars of our business. Of course, we’ll hang the medals around the necks of our new CSPs, induct up to five new members into the Speakers Hall of Fame and award NSA’s highest honor, the Cavett Award, to one deserving individual. We’ll keep you updated on upcoming events, what’s

Save the Date! NSA ANNUAL CONVENTION Influence ‘11 Anaheim Marriott Hotel Anaheim, California July 30-August 2, 2011

happening with the NSA Foundation, the Global Speakers Federation, and the local chapters. You’ll learn the important trends and issues affecting our profession. If you’re a first-time attendee, you’ll want to attend a special orientation to help you get the most out of your experience. If you’re an old-timer, you can attend the 20-year reunion session. Your convention team has worked tirelessly to assemble the most powerful, intense and thought-provoking program ever done at NSA. You’ll have fun, learn new skills, make connections, and discover how to absolutely supercharge your business. Grab a ticket now while the discount offer is still on! Register now at http://influence11.org/ Randy Gage, Influence ’11 chair, speaks on how to manifest prosperity in your life. You can find out more about him at www.RandyGage.com.


welcome to my world A snapshot into the lives of people who hire speakers

Rx for a Healthy Speaker Relationship

S

tephanie Drake became the executive director of the American Society for Healthcare Human Resources Association (ASHHRA) in an unconventional way. After studying psychology as an undergrad and then earning an MBA, she found herself working in HR for the American Hospital Association (AHA). When the associate executive director position opened up at ASHHRA, it seemed like a perfect fit. Vicki Hess, RN, MS, CSP: What do you enjoy about conference planning? Stephanie Drake: It’s interesting to plan a

large event from beginning to end. We utilize project-planning tools and plan all year. I feel great after the conference is over, and then we start the process all over again. How do you select speakers for your annual conference?

We look for speakers who have expertise in healthcare and HR. We take notice when members mention speakers who do breakout sessions. We also work with the AHA Speakers Bureau, which has about 20 other organizations under its umbrella that plan similar events. What do you look for in promotional materials?

We want to see examples of speakers presenting for three to five minutes and engaging the audience. Sometimes we interview members about speakers they’ve seen. We do not want to see promotional videos. 8 | SPEAKER | May 2011

holograms. We are looking at video conferencing as a way to interact with participants in the future.

What qualities do you look for in a keynote speaker?

We look for high energy and audience engagement. It also depends on the year and what’s happening in our industry. In the past two years, we selected serious speakers. This year, we chose a very upbeat motivational speaker. How should speakers connect with you?

A short email with a link to their website and video clips is most effective. We do not want to receive lots of promotional materials. Is it important for speakers to publish a book?

It’s definitely an added plus, but not a necessity. Sometimes sponsors are willing to buy copies of the books for participants and that works well.

Do you have any other advice for professional speakers?

They should be able to understand what our audience wants in the healthcare and HR fields. We are interested in speakers who are active in social networking, especially LinkedIn, and who will comment and add value to our posts, which demonstrates their knowledge in our field. Stephanie Drake, executive director of the American Society for Healthcare Human Resources Administration

Do you rehire speakers?

(ASHHRA), has 14 years of HR experience in

Rarely, except when members repeatedly ask for a speaker to return.

the health care and IT industries. She has provided expert advice and insight to executive leaders on organizational matters, legislative

How do speakers sabotage their chances for getting hired?

Often, they lack an understanding of our membership and audience. Or they send too many emails and bombard us with unsolicited information.

issues, and general HR topics. Vicki Hess, RN, MS, CSP, is passionate about working with forward-thinking organizations to develop fully engaged employees and leaders who, in

What’s the future for professional speakers?

turn, deliver remarkable business results.

I think speakers need to be open to presenting virtually and even using

Healthcare Speaker for 2011. Visit www.

Recently, Speaking.com named Hess a Top 5 VickiHess.com.


It’s your business Advice for enterprising speakers

Build a Better Blog

B

logging can be a powerful way to promote your business. With an effective blog, you can demonstrate your expertise, bring people with similar interests together and provide readers with information they can use to improve their lives. Here are 15 simple steps to build a better blog: Provide unique content. Increase traffic by providing your visitors with innovative information. What problems are your readers trying to solve? Provide them with tools and resources needed to solve them. Provide accurate content. Always have your facts straight. You will lose credibility as an expert if you post inaccurate information. Provide well-written content.

Poor spelling and grammar will diminish your perceived expertise and credibility. Proofread every post at least twice before publishing. Keep your posts to 250 words or less. People want to receive useful

information in a concise manner. It is easier and more effective to create a series of short posts than one long post. Tell everyone about your blog.

This includes your clients, former clients, colleagues, friends and family members. Post your blog address. Put your blog address on your website, social media sites, business cards, letterhead, brochures, newsletters, articles, booklets, manuals, books and outgoing e-mails. If you are going to launch a new blog, consider distributing a press release. Update your blog at least twice a week. If you haven’t updated your 10 | SPEAKER | May 2011

blog for a month, you really don’t have a blog! Blogging is a contact sport—the only way to be successful is to participate frequently. Use comments effectively.

Respond to comments quickly and consistently (especially questions). Ask for reader comments in your blog posts and make comments on related blogs. Make your blog searchable.

Many people will visit the home page of your blog. Help them navigate your site with a topic index. Provide downloadable content.

Add links to your blog that provide readers with tip sheets, newsletters, white papers, articles and other resources you have produced. This is a great way to provide useful information and promote your business. Place your brand package on all downloadable content. Make sure

your business name, theme, logo and contact information appear on all of your downloadable content. Analyze your hit patterns. Identify your most frequently read content and develop posts on those topics. Use a blogroll. A blogroll is a list of links to blogs that you like and provides your readers with additional resources. Invite readers to subscribe to your blog. If readers find your blog

book chapters, manuals, e-books and books. You can do this by developing a series of posts around a specific, narrowly focused topic. This provides your readers with in-depth information and makes it easier for you to transform your blog posts into longer publications. Tyrone A. Holmes, CPT, EdD, LPC, is an author, speaker, coach and competitive cyclist. He helps his clients build successful speaking, coaching

useful, they may want to be informed about new posts. This is a way to make sure they receive all updated content in a timely fashion.

and consulting businesses as well as improve

Use your blog to create higher level publications. Your blog can

Visit him at www.holmesfitness.com and his

be a springboard for booklets, articles,

wordpress.com.

athletic performance. His latest book, Developing Training Plans for Cyclists and Triathletes, will be published this summer. Fitness Corner blog at www.doctorholmes.


If You Are a Speaker, Trainer, Author, Coach, Consultant or Other Leader that Influences the World— You Need to Be at:

2011 NSA Convention • July 30–August 2, 2011 Anaheim Marriott • Anaheim, California • www.influence11.org 4 Days and 5 Nights to Help You: • Increase Bookings • Get New Clients • Write Better • Mesmerize Audiences • Build Your Brand • Clarify Your Message • Define Your Market • Connect with Your Tribe • Explode Your Creativity • Challenge Your Thinking • Create Cash Flow • Manage Your Biz • Make a Difference!

Keynotes from some of the world’s best speakers

Glenna Salsbury, CSP, CPAE

Lou Heckler, CSP, CPAE

Kyle Maynard

Ken Dychtwald

Terri Sjodin, CSP

Nido Qubein, CSP, CPAE

Master Classes from Experts

Les Brown, CPAE

Larry Winget, CPAE

Powerful Topic-Specific Sessions from: Tony Hsieh, Scott Stratten, Jim Rhode, CSP, Jeffrey Gitomer, CSP, CPAE, Rebecca Morgan, CMC, CSP, Ford Saeks, Lisa Jimenez, and many, many more! • Contrarian Café • Running Your Trap game show • Social Media Marketing panel

• So You Think You Can Speak • NSA Tonight! • CSP/Bureau Speed Dating!

INFLUENCE ’11 is like no other event you have ever attended! Rad. Relevant. Fresh. Practical. Fun. Thought-Provoking. Register through May 31 to take advantage of early bird savings! www.influence11.org

Brought to you by:


Through healthy habits for mind, body and soul, Dr. Donese Worden keeps her energy levels high and her mind at peace. And you can, too.

12 | SPEAKER | May 2011


mind, body By S t e p h a n i e R . C o n n e r

spirit The body’s fight-or-flight response used to help us run from the occasional bear. These days, constant stress can have your body feeling like it’s running from a bear all day long. Dr. Donese Worden explains how to calm the body and find inner peace.

O

n her first day of medical school, Donese Worden, NMD, was asked about her career ambitions. She was embarking on a new adventure after a career in broadcast journalism. There had been a time she thought she might be a trauma surgeon. But as she started medical school, she had a different roadmap in mind. “I said, ‘I want to be a health advocate and educator,’” she recalls. “I wanted to have a television show where I could help people.” Today, Worden runs her own medical practice, Worden Medical

Specialties, which has two offices in the Phoenix metropolitan area and one in New York City. And her dream of having a health-related television show is coming to fruition. As a licensed naturopathic medical doctor, Worden combines a traditional Western approach to medicine with holistic and natural therapies. She spends the workweek caring for her patients and travels most weekends for speaking engagements—whether that’s providing continuing education training for other physicians or speaking to a general consumer audience about a particular health topic. She also responds May 2011 SPEAKER | 13


to corporate requests to address employees and talks to various business associations. And she frequently does radio and television interviews and conducts webinars on her lunch breaks, before-hours and after-hours. “At this point, I’m transitioning the majority of my time into education over patient care,” Worden says. “It’s how I can help the most people. I can help people become advocates for themselves. And that excites me.” That’s the point of her new PBS show, Dr. Worden’s Health Hot Seat, which will begin shooting this summer. She’ll sit down with experts in traditional and alternative medicine, discussing various health topics and the treatment options available in a debate format. She advocates that patients educate themselves on what makes sense—and ultimately what works—for them as individuals. “In the end, no doctor is going to save you,” she says. “You’re your own health advocate. And you need to make choices based on education and your intuition.” With as busy as Worden is—did we mention she’s also writing a book?— you might think she must be exhausted. Through healthy habits for mind, body and soul, Worden keeps her energy levels high and her mind at peace. And you can, too. Here’s how.

Declare Your Intention Regardless of the lecture topic or audience, Worden says there is a common thread in her talks, and that’s intention. “There are studies that show that when I’m treating a patient, if I’m thinking about something else, there’s a decreased effect in the treatment,” she explains. Patients, too, should be focused on what they want to experience as a result of treatment.

14 | SPEAKER | May 2011

Speakers, she notes, can benefit from practiced intention. “You need to set your intention for that day, for that moment, for that speech before you walk out on the stage,” she says. Here’s a hint. “It’s not to get another speech, not that you get paid and get asked back,” she says. “But what is your true intention with that audience?” It also helps to reflect on your intention for two minutes every morning. “This is not the list of things you want to do today, but what you want to be today,” she says.

Understand and Cope with Stress Speakers need their energy levels, but they also need calm. “You can have high energy and still be in a good peaceful state,” Worden advises. But a lot of speakers are burning the candle at both ends, she says. The stress of running your business, preparing for speeches, traveling and caring for your family can add up. Speakers can benefit from "practiced intention," Worden says.

Here’s what’s happening in the body, she explains. The autonomic nervous system (ANS) controls things like your heartbeat, libido, digestion and breathing—the things that happen without you thinking about it. One element of the ANS is the parasympathetic nervous system, which is responsible for the body’s activities while at rest, such as DNA repair. In opposition to the parasympathetic nervous system is the sympathetic nervous system, which was essentially for survival, Worden says. Simply put, this system controls our fight-or-flight response to help us survive, say, a bear chasing us. These days, we don’t typically need to run from bears. But the problem, Worden says, is that rather than the occasional bear, we have constant stress. “With our lifestyles, we’re running from the bear all day long,” Worden says. “Then, you lie down at night, and you have a busy mind. You can’t get to sleep and/or stay asleep. You’re still running from the bear even in your sleep.” This constant stress wreaks havoc on the body. The stress hormones adrenaline and cortisol help you pack on unwanted pounds (particularly belly fat), plus they disrupt your digestive system and even your libido. OK, but adrenaline pushes you while you’re on the platform, right? And you like it! “It’s fine if the body is making adrenaline while


you’re on stage,” Worden says. “But when you’re not performing, let the body repair in a calm state.” Without that rest, fatigue eventually comes. “Ultimately, the body says, ‘I don’t care if I have to survive, I just can’t do it anymore,’” Worden says. Learning how to manage stress is essential for maintaining good overall health and keeping those energy levels where you need them to excel in your job as a professional speaker. Worden recommends researching mindfulness techniques that help you remember what it feels like for the body to be in a restful state. Her personal favorite is yoga, which she advocates as exercise that’s good for the body and the mind. And while it’s wise to have a great cardiovascular fitness program such as running, she says, hitting the treadmill doesn’t bring the body back to a restful place. For non-yogis, activities like meditation and guided imagery can help combat an overworked sympathetic nervous system.

Tune into Your Physical Health A healthy mind should be complemented by a healthy body. “If the physical body isn’t in good shape, you’re going to have one more thing working against you,” Worden says. She encourages speakers to look at their health closely. If you travel, as many speakers do, you may have to be extra-vigilant about making time for healthy habits. To help make sure you’re getting the vitamins and minerals you need, she recommends taking a good multivitamin—just like your primary care physician has likely advised. She also suggests finding a protein drink that combines essential greens and proteins,

enzymes, omega-3 fatty acids, minerals and even probiotics (cultures that are healthy for the bell). She recommends having your vitamin D levels tested and taking a supplement in the evenings if you are deficient. Beyond nutrition, the body needs sleep. “When it’s time for bed, you’re probably thinking about the past day or about the speech you’re giving tomorrow,” Worden says. “How do you quiet your mind?” Sleep medications don’t let the body get into deep restorative REM sleep, she says. Instead, as part of your nighttime routine, she suggests listening to ambient music. “It lets the brain realize, ‘I’m ready for sleep mode,’” she says. There are many options out there, but Worden suggests Ambiology by Barry Goldstein. “The music has been set to the pace of a heartbeat in a relaxed state,” she explains. “It’s ideal for re-setting and preparing for sleep.” And you don’t have to sit there and listen to it, she says. Go ahead and brush your teeth or finish your notes while it’s playing. Using ambient music repeatedly can also be useful when you travel, helping you feel like you’re at home even though you’re miles—or even time zones—away. Take this music with you on your iPod or computer, she suggests. And aim for seven to eight hours of sleep nightly. (More than nine and less than six can increase risk for chronic diseases.)

“Speakers need to be on their game all the time,” she says. “And they can only run on empty for so long. If they keep pushing themselves, they’re going to shorten their lives — and most importantly, their quality of life.” The good news, she says, is if you’re running on empty, you can re-power. Re-powering is about more than taking care of your physical body. “You’ve also got to re-power yourself emotionally,” she says, encouraging mindfulness techniques like yoga or guided imagery or counseling if needed. “And you need to re-power your spirituality,” she says. “This is not about religion. It’s about feeling connected.” People who don’t feel connected to anything often have health issues, she says. “Sometimes, we need to reboot,” Worden explains. “And I can give you all kinds of things to mask the symptoms, but ‘re-powerment’ is about finding the root of the problem— then putting into the body what should be there and taking out what shouldn’t.” Once speakers are able to re-power physically, mentally and spiritually, and define their intention, they’ll see the difference, Worden says. “They will start noticing it themselves, and they will notice it in their audience,” she says. “Once they’ve learned how to have high energy yet underlying focus and calm, they’ll be able to better connect with an audience. Then, they will enjoy every single talk they give. It will be rare for them to have a bad day.” Writer and editor Stephanie R. Conner is constantly being

Re-Power Yourself

chased by a “bear,” in the form

For Worden, the keys to health and energy are setting her intention, taking care of her body and taking the time to “re-power.”

of deadlines. To deal with stress, Dr. Worden has inspired her to stick with her yoga practice. Conner can be reached at Stephanie@TheActiveVoice.com.

May 2011 SPEAKER | 15


16 | SPEAKER | May 2011


ARE YOU A

THOUGHT

LEADER?

W

hat is the difference between an expert and a thought leader? An expert knows something, but a thought leader is known as a recognized authority in a particular market or field of study. Thought leaders build authority by broadcasting their knowledge through the spoken and written word, using traditional and contemporary approaches to each.

By Matt Church

Traditional speaking happens on stage, as in delivering a speech, while contemporary speaking could be delivering a speech via video, as in YouTube. An example of traditional writing is publishing a book, while contemporary writing could be creating a blog. Speakers need a strategic blend of all broadcast platforms possible to achieve “cut through” in today’s marketplace. The graphic on page 18 illustrates the three channels for delivering your message: tell (speaker/author), show (trainer/mentor) and ask (facilitator/coach). May 2011 SPEAKER | 17


It Starts with a Vision In 1994, Joel Hurtzman, the editor of Strategy and Business, coined the term “thought leader.” He defined thought leaders as “individuals or organizations that are recognized by peers, customers and industry experts as someone who deeply understands the business they are in, the needs of their customers, and the broader marketplace in which they operate. Thought leaders have a distinctively original idea, a unique point of view or an insight.” Since then, the IT world has adopted “thought leader” to describe those with vision who are shaping the future in the technology space. Marketers also use the term to describe those in an industry who use their profile and platform to influence business. Some recent surveys by the Economist Intelligence Unit project show that thought leadership marketing is going to be a top priority for many businesses who have a B2B sales agenda. The survey also suggests that speaking at trade shows and conferences and writing white papers are key ways to attract new business. But what does it mean for you as a speaker? It means you have to stop thinking of yourself as only a speaker. You need to start thinking of yourself as a thinker.

Speakers Face Extinction If railways knew then what they know now, they would have owned airlines. If record companies knew then what they know now, they would have created iTunes and iPods. The speaking profession is facing a similar disruptive event that will affect speakers profoundly over the next decade or so. A small shift in the events industry is starting as a ripple in the IT industry, and it could spread like a tsunami throughout other industries. It is to speaking what Napster was to the music industry. Companies are paying 18 | SPEAKER | May 2011

organizers to use their subject matter experts on stage. These speakers are delivering presentations into our coveted paid time slots at conferences. This is a growing trend with companies that typically would sponsor events. Instead of paying for the networking and drinks slot, they supply thought leaders to speak at the conferences. Sponsors pay for these speakers, not the event organizers. Furthermore, the sponsors pay the organizer to have them speak. This example puts it into perspective. If a speaker charges the event organizer $10,000 to speak, the organizer can use a different speaker, thereby saving $10,000 in speaking fees and receive an additional sponsorship fee of $10,000. So, the choice becomes booking you for $10,000 (cost) or booking them for $20,000 (gain). But is the speaker as good as you are? Well, MP3s are not as good as CDs, but convenience often trumps quality. To illustrate, flat screens initially were not as good as “fat” screens in picture quality, but convenience outweighs quality in the lounge. Anyone in the IT space has witnessed the effects of this on conference stages all over the world. Cisco, for example, supplies awesome speakers to keynote marquee industry events and pays the organizer to have them present. In fact, I saw two terrific speakers who had multimedia presentations, customized content and world-class stagecraft to boot.

The Evolving Niche In recent years, there has been a lot of talk about business models in the speaking community—as if diversifying how you deliver your ideas is a choice, when it’s really not. If you want to be valuable to your clients, you need to go beyond diversifying the delivery of your ideas and make a difference to their businesses or their lives. This doesn’t mean you have to be a consultant. It simply means that you need to engage more fully with clients beforehand, work harder on customizing your speech, and offer ways for the message to continue after you’re done on stage. Developing a niche market is not a new idea, but it’s an important one for speakers who want to become an authority in a particular field. They also get the chance to niche their message.


It’s important to get your thought leadership angle just right. It’s a matter of considering your message, method and market at the same time and creating multiple clusters of specialization; for example, speaking to Realtors® on cash flow; training salespeople on developing product conviction; or facilitating leadership retreats on increasing employee engagement. You can accomplish these things at the same time and still take advantage of the power of specialization. You just need an overarching message context that hangs them all together. This context becomes your “word” and the aligning thread across all of your diverse specializations. The word, for example, could be “influence.” This word is not always marketed, but it gives you a lens for viewing the world and a filter for you to speak through. What’s your big meta word?

Move from Expert to Authority • Claim a space. You need to step beyond of the broad categories of expertise and own a message niche. For example, Don’t just do leadership; do ‘decentralized’ leadership. • Broadcast regularly. Write weekly newsletters, daily blogs, micro blogs, a white paper a quarter, a book a year. • Get ready for criticism. If you are a thought leader who pushes the envelope, people will push back. Take the criticism as confirmation of your move from expert to authority. • Extend the thinking in a particular field. Don’t be a thought repeater. Get beyond plagiarism and think deeply about what you want to say. • Get in the game. Contribute to (“Yes, and…”) and contradict (“Yes, but …”) the thoughts of others. Comment on their blogs and be active in forums and industry journals. • Think full spectrum. Appeal to bigpicture thinkers and those who need

THOUGHT LEADERS: Individuals or organizations that are recognized by peers, customers and industry experts as someone who deeply understands the business they are in, the needs of their customers, and the broader marketplace in which they operate. Thought leaders have a distinctively original idea, a unique point of view or an insight. –Joel Hurtzman rich examples, while appealing to logic and emotion simultaneously. • Be relentless and consistent. Anyone can have one or two thoughts, but thought leaders don’t stop at one or two ideas.

Put Yourself in Last Place Here’s a final word on flipping the focus from the speaker to the message. Audiences today need three core questions answered in this order. • Why is this message important to me? (If you provide a good answer, they will move to the second question.) • Why is this message urgent now? When you nail the “Why this?” and “Why now?” questions, you can move to the next question.

• Why are you the person to deliver the message? Many speakers mistakenly approach their presentations by delivering the answers to these questions in reverse order. First, establish credibility, then create a sense of urgency, and then flip the focus from the speaker to the message. Do this and you are on your way to being a thought leader. Matt Church is the founder of Thought Leaders Global, creator of the Million Dollar Expert program, and author of several best-selling books on the topic. Church co-wrote Thought Leaders with Michael Henderson and Scott Stein, which will be released in this month. Enroll in his weekly newsletter on thought leadership at www. mattchurch.com or learn more at www. thoughtleadersglobal.com.

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A P P – S O L U T E L Y A M A Z I N G ! Speakers weigh in on their favorite apps for increasing productivity and meeting their travel and lifestyle needs. By Rick Jakle, CSP

20 | SPEAKER | May 2011

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f he were in the speaking business today, I’m confident Will Rogers would say: “I never met an iPhone or iPad app I didn’t like.” His words echo my own sentiments. When iPhone apps were announced in summer 2007, I recall thinking maybe “one or two of them would be handy to have.” Boy, was I off the mark! I use iPhone or iPad apps every day to help increase my productivity, stay informed, learn new things or for pure entertainment. There are

more than 300,000 apps in 20 different categories, and there have been over a billion downloads. This article features three groups of apps focusing on productivity, travel and lifestyle, which were recommended by members of the National Speakers Association (NSA) and the Global Speakers Federation (GSF). Productivity Apps AudioNote. Roxanne Emmerich, CMC, CSP, CPAE,


is partial to AudioNote. It combines the functionality of a notepad and voice recorder. Emmerich says you can take notes and later click on a part of the note and the recorded audio pertaining to it comes up immediately. Bump. Craig Rispin likes Bump, which allows him to share contact information from iPhone to iPhone simply by bumping two phones together. iClicker allows you to control your PowerPoint® presentation on your iPhone or iPad.

Corkulous. NSA CEO Stacy Tetschner, CAE, loves Corkulous, which is a new way to collect, organize and share ideas. The app contains cork boards for placing notes, labels, photos, contacts and tasks—enabling users to group their ideas visually on one board or spread ideas out across several boards. Credit Card Terminal. Kim Snider says you can use this app to turn your iPhone into a mobile credit card terminal and accept customer payments on

the go. It’s a life saver when the backof- the-room product table is swamped! Dropbox. NSA past president Sam Silverstein, CSP, who presented a session on cutting-edge technology at the UNconference in Atlanta, recommends Dropbox. This app allows him to access, view, retrieve and share any of his files from anywhere—whether or not he has his computer with him. His files are always synched, one computer to another. Dragon Diction does a remarkable job of converting your spoken words May 2011 SPEAKER | 21


Stay in the Know on the Go Keep up with the world around you while you’re on the road with apps for AP Mobile, CNN, FOX News, NPR News, The New York Times, Time Mobile, USA Today and The Wall Street Journal. Other ubiquitous apps worth mentioning are: Flight Track Live, Kayak, Mapquest, Orbitz, Priceline, The Weather Channel, Travelocity, Urbanspoon and Yelp.

into text, which you can save or email. Evernote. According to its website, this app “turns the iPhone and iPad into an extension of your brain, helping you remember anything and everything that happens in your life. From notes to ideas to snapshots to recordings, put it all into Evernote and it instantly synchs from your iPhone to your Mac or Windows desktop.” Memengo. This jewel enables users to store all of their critical information: passwords, credit card data, auto registrations, passport numbers, website logins, etc. It syncs to the memengo. com website so users can see and edit their information via iPhone, iPad, PC, Mac or any Web-connected computer. Teleprompt+ for both iPhone and iPad turns your device into an almost professional-level Teleprompter for a modest payment, says Jeff Brady. By downloading Teleprompt+ Remote, you can go one step further and use your iPhone to control an iPad which contains your presentation text or notes. (Cue Cards is a less expensive alternative.) QuickVoice2Text. This app allows Chad Hymas, CSP, to stay in touch with family and friends quickly and easily “A community is only as good as its communication,” Hymas says. 22 | SPEAKER | May 2011

“QuickVoice2Text helps me be a good dad and husband—and I don’t have to type!” While not an app, Apple’s MobileMe is an incredible time saver. It allows you to synch all your computers and devices with each other for a modest annual fee. Travel Apps App Pro. While it is a cross over with other categories, App Pro is a great traveling companion. It includes an amazing array “31 apps in one,” including an alarm clock, currency converter, flashlight, translator, unit convertor, electronic wallet for passwords and sensitive information, date calculator and much more. A new “50 in 1” version is available for the iPad. Atomic Clock. Susan Friedmann, CSP, likes Atomic Clock for timing Webinars. Babelingo. This app is a language translator with phrases and topics useful for travelers. It also shows the translation visually so that you can show it to the person with whom you’re attempting to communicate. ConvertBot allows you to convert currency, length, mass time and much more. Over 440 different units are supported. The Daily is a substantial news offering designed specifically for the iPad. Flight Guru. Dan Poynter, CSP, who crisscrosses the world for speaking engagements, recommends Flight Guru, which gives air travelers a wealth

of information, including access to Seat Guru (so you can pick the best seat on each model of aircraft) and allows quick access to flight departure and arrival times as well as live flight status maps. GateGuru covers over 115 airports across the United States, Canada and Europe. It lists airport food, shops and services, including more than 20,000 reviews and tips and 4,000 photos from fellow travelers on airports, terminals and airport amenities. It also features excellent airport maps. Google Maps (already on your iPhone or iPad) is a must-have for traveling, according to Mike Domitrz, CSP. It quickly locates an address on the map, complete with phone number and directions for you. LED Flashlight Deluxe is handy when you’re staying in strange hotel room. Simply press one button to get light instantly from the LED FlashLight on your iPhone or the full screen. myLanguage Translator. Past CAPS and GSF president Joe Sherren, CSP, HoF, speaks highly of this app, which supports translation in 53 languages. It also enables you to listen to translations in 20 languages. MyTSA supplies real-time info for U.S. airports and shows wait times at specific checkpoints. Night Stand HD. NSA past president Chris Clarke-Epstein, CSP, says this app overrides the iPhone’s turn-off feature so you can use it as a clock when speaking. It has a huge list of features, including nine clock formats.


TripCase was named “Best Travel App” by Business Week and featured in USA Today and The Wall Street Journal. It aggregates and organizes all travel information, gets real-time flight alerts and shares your travel info with designated friends, family and coworkers. TripIt is a unique travel organizer that puts all your travel plans right on your iPhone or iPad no matter where your travel was booked. It’s like having your own travel assistant. “This is the musthave app of the century,” Craig Price says. “I can’t live without it!” White Noise, one of Kim Snider’s favorite apps, provides environments sounds to help you relax or sleep. Lifestyle Apps Allrecipes. Love to cook? Try this app filled with thousands of easy-to-follow, member-tested recipes. AroundMe. Scott Halford, CSP, said his favorite app (other than his own) is AroundMe, which supplies information about your surroundings; for example, the nearest bank or ATM, coffee shop, gas station hospital, etc., and exactly how to get there! He also enjoys Epicurious, featuring info for foodies. and iFitness, a full-fledged exercise guide complete with videos. And speaking of fitness, Patrick Henry says the free Weight Waters Mobile app helped him lose 16 pounds in one month. Find My iPhone is a free app that could save you a lot of grief. If you lose your iPhone or iPad, simply install this

app on another IOS device, launch it, sign in with your Apple ID and you’ll see your device’s location on a map. The app also can display a message or play a sound, remotely lock the device, or wipe it permanently clear of data. Flipboard. Technology guru Terry Brock, CSP, CPAE, says Flipboard is a fast way to flip through the news, photos and updates your friends are sharing on Facebook, Twitter, Google Reader and Flickr. It was the Apple iPad “App of the Year” and one of Time magazine’s top 50 innovations of 2010. Free Books. The name says it all. This no-cost app features 23,460 classics packaged in a spiffy interface. Check out 3D Classic Literature Collection, featuring (they claim) the world’s first fully 3-D ebook engine. It is designed for the iPhone, but it’s certainly usable on your iPad. Nike+ GPS. This is Clint Greenleaf ’s favorite app. It’s a running tool that enables you to track distance, speed and historical runs. It records and follows your progress to motivate you to go further. OpenTable. Looking for an available table at a restaurant near you? This app allows you to find open settings, make reservations and get confirmation on your iPhone. Pandora. Music lovers can use this app to create their own radio station featuring their favorite artists, songs or classical composers. Plants vs. Zombies has received over 20 “Game of the Year” awards. NSA

president Kristin Arnold, MBA, CPF, CMC, CSP, says she is addicted to the iPad version. Pocket Universe. Vinny Verelli is cranked up about this app. Simply hold up your iPhone in front of you and the app uses the built-in compass to display the same view of the sky you see—complete with names and information. Also check out Star Walk. Past NSA president Glenna Salsbury, CSP, CPAE, says she “can hold my iPad up to the sky in any direction from any place and identify every known star or planet in the sky, in addition to the sun and moon phases.” Spark Radio. This app supports over 24,000 radio stations worldwide and is constantly adding new ones. You can listen live to music, talk radio, news, sports, public radio and special programming from all over the globe. TED. Jim Cathcart, CSP, CPAE, recommends TED, which features talks from some of the world’s most fascinating people. There are more than 700 TEDTalk videos with more added each week. I’m going to get a new iPhone with more memory. I’ve added so many new apps that my current one is completely filled up! NSA past president Rick Jakle, CSP, is a motivational humorist. In addition to general motivational presentations, he offers a series of specific programs targeted at dealing with change in organizations, as well as attitude, sales and customer service. Visit http://jakle.com. May 2011 SPEAKER | 23


GET A

OUT OF YOUR ELEVATOR SPEECH By Terri Sjodin, CSP

24 | SPEAKER | May 2011


The impact and positive ripple effect of a well-crafted and beautifully delivered elevator speech in today’s changing and challenging market cannot be denied. When people expand their vision of what it can do, the elevator speech becomes a powerful communication tool that serves as a personal bridge from where you are to the future you envision.

I

n her book, Small Message, Big Impact: How to Put the Power of the Elevator Speech Effect to Work for You, Terri Sjodin, CSP, provides an entertaining, straightforward guide on effectively communicating a persuasive message in a short period of time. She offers an inspiring new perspective on the power of what she calls the Elevator Speech Effect, and demonstrates how to employ this amazing little tool to create influence in today’s market. Sjodin sat down with Speaker magazine to share tips for crafting short, powerful messages that can help speakers turn their prospects into clients.

–Terri Sjodin, CSP Speaker: What is an elevator speech?

What is the “Elevator Speech Effect”?

TS: It’s a brief presentation that introduces a product, service, philosophy or an idea. The term “elevator speech” suggests that the message should be delivered in the time span of an elevator ride—up to three minutes. It should intrigue and inspire listeners to want to hear more about the presenter’s complete proposition. The elevator ride is really a metaphor for unexpected access to someone you want to sell on some idea, project or initiative. It is not the actual length of time it takes to ride in an elevator, but rather the spirit of clear, brief and persuasive messaging delivered in a short period of time.

TS: The “Elevator Speech Effect” was inspired by MIT mathematician and meteorologist Edward Lorenz’s notion of the Butterfly Effect. That phenomenon, backed by the laws of physics, suggests that a small change on one side of the world, maybe even the slightest flapping of a butterfly’s wings, could result in a massive difference on the other side. On a fundamental level, we all understand how simple efforts in small ways can make an enormous difference over time. This is where the evolved elevator speech meets the concept of the Butterfly Effect. When one person

May 2011 SPEAKER | 25


In today’s busy world, we must communicate our messages persuasively and succinctly. delivers a simple elevator speech to another person, and that person becomes interested and intrigued by the message, it can lead to a more in-depth conversation, which can lead to another appointment, which can lead to the two people working together in some capacity, which can lead to a long-term relationship or partnership, which can lead to more opportunities, and so on. Although we cannot always track the direct link that occurs, we can begin asking the question, “What would have happened if I hadn’t delivered that first elevator speech, the one that got the snowball rolling?” We’ve all had that moment when we see the person we’d love to approach, we’d love to speak to. Instead, we start the negative self-talk: I’m not going to go up to her. She’ll think I’m a stalker. At that moment, most people just let the opportunity pass. Some people might have the guts to walk up to her, but they don’t know how to segue from, “Hi, how’s it going?” into what it is that they really want to say. Then, there are people who are too aggressive. They start pitching from the first hello. They’re the ones we’re all afraid we will become. I tell those people, “Don’t scare the bunny!” This is an innocent prospect. We’re not 26 | SPEAKER | May 2011

out to frighten her. We want to strike up a casual conversation and intrigue her enough to schedule an appointment and then move on.

competitive advantage in the moments of execution. Ask yourself, “If I were a meeting planner or bureau or agency, why would I book me? How can I make it easy for a bureau to sell me? What are three compelling reasons a client should book me for their next sales rally?” The elevator speech requires you to break down your selling proposition into specific case points, with clean, logical arguments for why a client should consider booking you. You also can adapt your elevator speech talking points for a longer sales presentation, a demo video, in your promotional materials and more.

Why do speakers need an elevator speech strategy?

Do you have more than one elevator speech?

TS: Everyone can benefit from an elevator speech strategy, whether they are selling a product, service, keynote or seminar. But it’s more than a generic tool for use in change moments. It’s a strategy for managing multiple talking points and communicating more complex ideas. Speakers are good at delivering keynote presentations and training seminars, but need to consider the sales presentation side of the business. They need to quickly and clearly define the specific persuasive arguments or talking points for why a client should hire them, why their message is valuable to the client’s organization and why people need to hear this presentation now.

TS: Yes, I have multiple elevator speeches and talking points. Some arguments apply to some prospects but not others. My goal is to craft a logical, persuasive case that meets the needs of each individual client. It keeps things fresh and helps me stay nimble.

Why do you concentrate on elevator speeches in your new book? TS: In today’s busy world, we must communicate our messages persuasively and succinctly. The elevator speech helps you focus on what makes you different and how to briefly phrase your

How did President Ronald Reagan employ this prepared talking point/elevator speech strategy? TS: President Reagan was a master of using small messages to create big impact. He kept an index cards filled with notes on multiple subjects in his pocket. They contained his talking points on everything from Social Security to world affairs. On any given day, he might deliver multiple presentations and talks, and the needs of the audience could be very different. So, depending on the audience, Reagan would flip through the cards, find the most relevant talking points for that group and tuck the rest of the cards away. He is known as the great


Plan to attend Sjodin’s Master Class on

“ Persuasive Presentations” at Influence ‘11 on Sunday, July 31, 2 to 3:30 p.m.

an article you wrote on LinkedIn and, as a result, your phone is ringing, and one of your contacts may be interested in having you speak to his organization. Or maybe someone watched your video on your YouTube channel and called your office about hiring you to conduct a workshop for their company.

Whatever the scenario, the question is the same: Now what?

This is where the evolved elevator speech meets the concept of the Butterfly Effect. When one person delivers a simple elevator speech to another person, and that person becomes interested and intrigued by the message, it can lead to a more in-depth conversation, which can lead to another appointment, which can lead to the two people working together in some capacity, which can lead to a long-term relationship or partnership, which can lead to more opportunities, and so on. communicator, but it’s important to note that he was very well prepared with clear messages that he blended together to meet his listeners’ needs.

How does social media marketing relate to your philosophy on elevator speeches? TS: Let’s say you just sent out a tweet that sparks interest among your followers. Or maybe you posted a Facebook message that starts a conversation on your fan page. Or perhaps you posted

At this point, your social marking strategies have done their job. These vastly different platforms have stimulated interest and generated inquiries via e-mail and telephone. Now it’s time to convert these interested prospects into actual clients. The next step in the sales process is where an elevator speech strategy can be very helpful. Now that you have attracted attention, you need to be prepared to communicate a compelling message in a short amount of time to secure a face-to-face appointment or more in-depth conference call at a later date.

What’s the key to wrapping up your elevator speech? There’s no way to close a deal in 30 seconds to three minutes. TS: I couldn’t have said it better myself. You’re not attempting to close a deal, just to advance the ball and get to the next phase of a possible relationship. Sometimes you’re closing for an introduction to someone else. Sometimes you’re closing for an appointment time. Sometimes your close simply asks your listeners to step farther into your tradeshow booth so you can show them something else. Remember, the elevator speech is not meant to replace your selling process in three minutes or less. It’s designed to enhance your selling process. The elevator speech is just

another tool to put in your arsenal. The sky is the limit if you’re prepared.

What are the key elements of crafting a short but powerful message? TS: A good elevator speech is one that works. There is an art to it, but you’re in good shape if you can hit three benchmarks: Build a strong, persuasive case. What is your point? Your presentation must have a case that is compelling enough to give your listener cause for pause. Be creative. You want people to say, “Wow I’ve heard that before, but I’ve never heard it put that way.” Speak in your own authentic voice. Deliver your message in your own unique style with your natural essence. Some people are one for three or two for three. But you’re shooting for three for three. If you have a solid case, laced with engaging creativity, and can deliver it in your own authentic voice, that’s a tough combination to beat. Ultimately, a good elevator speech moves you forward to secure the next win, and all speaker success stories always begin with small wins— one more contact signed, one more appointment set, one more speaking engagement delivered.

Terri Sjodin, CSP, is the principal and founder of Sjodin Communications, a public speaking, sales training and consulting firm based in Newport Beach, Calif. For more than 20 years, she has specialized in helping professionals sharpen their persuasive presentation skills. Sjodin is a popular keynote speaker on Capitol Hill and with Fortune 500 companies, academic leaders and industry associations. Visit www.sjodincommunications.com. May 2011 SPEAKER | 27


relevant resources Time-saving tools and technologies

Have a Seat When you sit for hours at a computer, a comfortable, well-designed chair should take a front seat in your list of office must-haves. Here are some of the hottest seats on the market and their wallet-friendly lookalikes—which offer features like one-touch adjustments, built-in lumbar support and revolutionary cushioning systems that work overtime to keep you comfortable.

3 The Office Favaretto We all need a little support now and then, so you might as well get it with a side of style. The SaggioTM Management Chair designed by Paolo Favaretto for United Chair offers plenty of both with integrated lumbar support, a sliding seat, adjustable arms and back height, and four-position tilt lock. Choose from over 30 color upholstery options and three state-of-the-art soft mesh backings. $399. www.SitBetter.com.

2 Let Freedom Ring

1 Think Tank What do you get when you combine engineers, environmentalists and intelligent design? Think®, a chair that understands how you sit and adjusts itself intuitively. Designed by Glen Oliver Löw and manufactured by Steelcase, Think is the first-ever certified level™ 3 product, the highest Business and Institutional Furniture Manufacturer’s Association (BIFMA) sustainability standard. Functional and aesthetic, Think’s features include individually shaped back and seat flexors, a flexible seat edge and four comfort settings in one dial. Starting at $589. www.Steelcase.com. 28 | SPEAKER | May 2011

With features like a dynamically positioned headrest, responsive pivoting backrest, synchronous armrests, and a revolutionary counter-balance mechanism, it’s no surprise that the Freedom chair by Niels Diffrient is a winner of 10 prestigious design awards. Featured in Popular Mechanics and Wired, Freedom is made primarily of aluminum and recyclable materials and weighs in at a mere 39 pounds. Users describe the chair as stylish, sophisticated and worth every penny. Starting at $1,090. www.Humanscale.com.

4 Set SAYL You don’t have to leave your heart in San Francisco, but you might leave it with the SAYL Task Chair. Designed by Yves Béhar for Herman Miller®, SAYL was inspired by the suspension system of the Golden Gate Bridge, which can be seen in the airiness of its signature back. Made of elastomer, steel and foam with a 100% recycled polyester seat, SAYL takes its name from the sailboats that pass under the famous bridge and the chair’s innovative Y-Tower structure. $399. www.DWR.com.


5 Task at Hand Made of 60 percent recycled materials, the Realspace PROTM Quantum Mesh Mid-Back Task Chair is a great alternate to Aeron. The chair’s mesh fabric back breathes to keep you cool, gel-padded armrests help relieve shoulder pain, and the seat cushion glides forward or backward to suit the length of your legs. With user-friendly controls, the sitter can adjust tilt and seat-height adjustment with just one touch of the finger, and its Aeron-like waterfall cushion promotes circulation. $299. www.OfficeDepot.com.

6 New Generation Designed by Formway Design, Generation by Knoll takes elastic design to a new level by allowing you to “sit how you want.” Made from a high performance elastomer that flexes in response to its user, Generation supports a range of postures and work styles typical in today’s workplace. Plus, its materials are durable and eco-friendly. Choose from a variety of colors to complement your office décor. Starting at $995. www.SitHowYouWant.com.

7 Seeing Stars If you want modern design without sacrificing comfort, look no further than the Office Star™ SPACE® Deluxe Leather Executive Chair. Complete with an adjustable headrest, the Office Star provides an ergonomic seating experience with one-touch pneumatic seat height adjustment, built-in lumbar, and 2-to-1 synchro tilt control with adjustable tension and padded arms. Finished in heavy-duty platinum with oversized dual wheel casters, SPACE is also GREENGUARD Indoor Air Quality Certified. $459. www.Staples.com.

Rock Out

8 Floating on Aeron Designed in 1994 by Don Chadwick and Bill Stumpf, Aeron remains one of the most popular chairs today. Departing from the typical cushion design, the chair’s innovative suspension, contoured form, patented tilt mechanism, and customizable extensions like lumbar and sacral support provide comfort to people of all sizes. Aeron’s distinctive design has inspired copycats worldwide and gained the chair a spot in the Museum of Modern Art’s permanent collection. Starting at $679. www.Store.HermanMiller.com.

Support your feet and legs and ease lower back pressure with the Humanscale FM500, an elegant foot machine with curved supports to encourage healthful rocking. $152. www.Humanscale.com.

Rest Up Rest your wrist on the IMAK® Wrist Cushion for Mouse filled with ergoBeadsTM .It’s designed by an orthopedic surgeon with you comfort in mind. $14.99. www.IMAKProducts.com. Lauren Aiken is a freelance writer who lives and works in Dallas, Texas. She sits in a Focus Work Task chair from SitOnIt Seating, but would rather be kicking back in an Eames lounge. Visit www.LaurenAiken.com.

May 2011 | SPEAKER | 29


Beyond Borders Exploring cultures, countries and comfort zones

Doing Business in Asia

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ot everybody likes Asia. It’s too foreign, noisy or crowded for some people. But for others, Asia gets in your blood. If you live in Europe or the Americas, then Asia is truly exotic. It is very exciting, especially if it’s your first business trip. I travel to Asia frequently and would like to share some important information for speakers who have an itch to work where they can emphatically say, “We’re not in Kansas anymore.”

Asia Is Not One Country Asia is a continent, comprised of multiple countries, cultures and languages. The Chinese people speak 26 different languages with hundreds of dialects. But, have no fear: Most Asian business people speak English as a second language. Some speak British English, and others speak American English.

Speak Slowly While many have been studying English since childhood, do not assume they comprehend your English. There may be a few who are fluent in English and you will be tempted be to talk to them when you are offstage. Then, you’ll present as if everyone speaks like that. Speak slowly, use smaller words and avoid slang. Allow time for the audience to comprehend what you’ve said. A PowerPoint® presentation rich in graphics can increase your audience’s comprehension. Ask your local contact person what is absolutely essential that your audience understands. Go for that, and avoid any extra content. If you sound like you broadcast for CNN, you’ll be easiest to understand because many Asians have grown up with CNN. 30 | SPEAKER | May 2011

Check Your Visa Every country has its own visa requirements. A U.S. passport will grant you entry into most Asian countries, but not India. If you go somewhere requiring a visa, get a multiple entry. Search requirements online and with airlines.

Determine Your Compensation Ascertain how you will be paid. Many companies have dollar, Euro and local currency bank accounts, so paying you in your local currency is fairly easy. Learn tax requirements. My contract states that my fees are net of taxes. You need to be sensitive about taxes, because a client may have to pay a sizable tax on you—an amount that could represent their entire profit.

Weather Research the climate of your destination country before you pack. Korea, Japan and Northern China are very cold in the winter. Thailand has three seasons: hot, hotter and hottest. If you pack thick woolens for a trip to Southeast Asia, you’ll be overdressed. If you do not have the right attire, you can buy anything in Asia. Chances are it was made there.

differently than you do. Link your conversation to their reality. Recently, some young Chinese were shown a picture of a man stopping a tank in Beijing, the iconic image of the Tiananmen uprising. This group had never seen that picture because it’s censored in China.

Asians Are Unique Expect Asians to be quite different from each other, with different races speaking different languages, imbued with distinct cultures. Filipinos are very friendly. Hong Kong Chinese tend to be more direct and blunt. Do not make the assumption that because you’ve worked in one Asian country that you know how to work in all of them. Janelle Barlow, PhD, CSP, is president-elect of the Global Speakers Federation (GSF). She co-authored two bestselling books, Emotional Value and A Complaint Is a Gift, which is available in 14 foreign languages. Over

Don’t Be a Know-it-All

100,000 people worldwide have attended

Asians are very interested in learning about the world, but they picture themselves

her speeches and training programs. Contact her at JaBarlow@tmis.com.


NSA Foundation half page 4/7/11 4:03 AM Page 1

Support the NSA Foundation at INFLUENCE ’11 J U LY 3 0 & 3 1 , 2 0 1 1 • A N A H E I M M A R R I O T T • A N A H E I M , C A BENEFIT SEMINAR Becoming a Master of Influence Saturday, July 30 • 9:00am–Noon There’s no better way to grow your speaking business than to increase the influence you have with your audiences, your clients and your meeting partners. Two of NSA’s own Masters of Influence award winners will share strategies and insights to increase your influence. Come out and get some practical, take-home tips and make a contribution to help another speaker in need.

BENEFIT EVENT Picnic with the Stars…A Feast of Masterminds Sunday, July 31 • 5:45pm–7:15pm Run, skip, do-si-do on over for some downhome good fun between general sessions on Sunday evening! Mingle with Influence ’11 general session speakers and experts while you enjoy an informal picnic meal. And don’t forget your competitive spirit as we help raise money for a great cause, the NSA Foundation!

Stephen Tweed, CSP Chairman

For more information and to register, go to the “Foundation” page at www.influence11.org.


what would you do? Casting a reality check on real-world conundrums

Desperately Seeking Attendees A public seminar lacks energy and impact if only a few people attend, and it can be very uncomfortable for those present. So, if I knew the attendance wasn’t going to improve, I would call the people who registered and tell them the event is being postponed. I would offer a prompt full refund, along with a free book, teleclass registration, etc.

I would reschedule unless I knew several attendees from other countries had booked airline tickets. In that case, I would increase marketing and call everyone who told me, ‘If you do a seminar on (insert topic), I will be there! —Patricia Fripp, CSP, CPAE San Francisco, Calif.

You’ve spent months planning a public Move forward with the event and: 1. Work your list. Contact every current and past customer and prospect via phone, postcard, e-mail, Twitter, LinkedIn, Facebook, teleseminar, and in person. 2. Make a special offer to the ‘rubber chicken circuit’—Rotary, Lions, chambers of commerce. 3. Ask your affiliates to recruit people. 4. Do joint ventures with other people who have similar target markets.

seminar. The event is only three weeks away, and registrations are abysmal. Now what? I would take the following steps: • Go to companies, such as Goldstar and Groupon, that can advertise the session at a discount for a percentage of the fee. • Contact some key influencers and offer them free admissions. • Contact the registered attendees and offer them a discounted price or free admission for recruiting other attendees. • Contact local companies and invite them to bring some attendees for a special price. —Arnold Sanow, MBA, CSP Vienna, Va.

—Ed Tate, CSP Tampa, Fla. What Would You Do? is a regular column that presents a real-life dilemma faced by professional speakers. NSA members are encouraged to submit a dilemma for possible discussion in this column. Please submit dilemmas to ethics@nsaspeaker.org. NSA reserves the right to edit submissions for length and style. All dilemmas will be anonymously attributed. Opinions expressed are those of the individual respondents, not NSA.

32 | SPEAKER | May 2011

—Kimberly Medlock, CPO Olive Branch, Mo.

This only happened once. When something is a dead dog, nothing will resurrect it. We sent out a notice that we were testing a new concept. There wasn’t enough market demand, so we cancelled and offered a refund or credit for another program. —Randy Gage Miami, Fla.

Send out email blasts and social media notices to generate excitement. Contact relevant asso-ciations. Remind those who signed up that their friends are welcome. Keep the momentum going and stay positive! —Lauran Star, ICF, CSP Bedford, N.H.

Reschedule the event. Learn how to market it, or partner with people who have big email lists and will promote your event in exchange for an enticing affiliate commission. —James Malinchak Henderson, Nev. Do it anyway! If you go through it, you’ll grow through it! After the event, ask yourself what you did right. What will you do differently next time? When NSA member Craig Valentine and I held a public seminar in Dallas, only three people came and we lost money. Recently, 200 people attended our event in Vegas. Focus on your tenth event, not your first. —Darren LaCroix Las Vegas, Nev.


CO “This powerful, practical book is loaded with vital ideas and insights that help you become an outstanding speaker and presenter on any subject. Having given 5,000 talks, I am delighted to see how much I still have to learn.”

MI

NG

SO

ON

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In bookstores June 2011, but NSA members can visit www.NSASpeaker.org or call NSA at (480) 968-2552 to order advance copies at the special member rate of $15.95, regularly $22.95. This rate is available only to NSA members through June 1, 2011.

Thank you to Greenleaf Book Group for your generosity in helping NSA produce and publish Paid to Speak.


Turning Point A career-changing moment or experience

This Magic Moment

I

like to integrate magic performances into my presentations to illustrate specific points. For change management and leadership, I perform a famous card trick called “Any Card at Any Number,” which is considered the “holy grail” of card magic. Here’s how it works: A spectator names a random card and a random number, and that card is then located at that position in the deck. It illustrates how leaders can work behind the scenes to align different forces and circumstances in their organizations to achieve a goal. Without divulging any secrets, there are many methods to achieve this effect. The experienced performer often selects the method based on the environment,

“I snapped my fingers over the card and asked the man to show the audience the two of clubs. There it was.”

34 | SPEAKER | May 2011

audience and circumstances. That fact is also part of my message. Recently, a spectator was more interested in proving he could prevent me from achieving the desired outcome than in grasping the point I was trying to illustrate. Whatever his motivation, he interrupted the presentation and insisted on inspecting the cards, shuffling them and holding them so I couldn’t do any sleight of hand with the deck. I decided to let him have his way, because I have enough skill to accomplish what I need to do in a variety of ways. By giving him a little rope, I thought I could diffuse his mild belligerence and still make my point. He shuffled the cards, cut them, reshuffled them and held them tightly in his hands. He announced that he wanted the two of clubs to appear at position 26 and that he was going to deal the cards himself. I told him to deal 25 cards and set the 26th card aside without turning it over. He complied. With all attention now focused on that card, I took the rest of the deck and prepared for my alternate conclusion. As I spoke to the audience about the test conditions that had been imposed, I looked for the two of clubs. It wasn’t there.

I double-checked—the two of clubs was not in the pack. I slowly realized what happened and had a glorious moment of understanding, which I had to conceal from the audience members. They were about to see magic that I had not planned, nor could I ever repeat for them. It was an unexpected bonus for them, but it was even more unexpected for me. I recounted everything to help the spectators cement their memories of what had happened, ensuring that they would be perfect witnesses to the strictly imposed conditions. I snapped my fingers over the card and asked the man to show the audience the two of clubs. There it was. After a moment of stunned silence followed by a couple of shocked expletives, he said, “OK, that was good. I have no idea how you did it.” Then, he joined in the audience’s applause. For magicians, an “out” is an alternate conclusion: a back-pocket way to achieve a successful outcome even if it is a different than the one intended when the trick began. “Outs” are answers to all of the “what ifs” you can conceive, and going beyond your presentation skills to achieve the desired outcome. For me, this particular “out” was truly a work of magic. Professional magician, speaker and emcee. Joe M. Turner is a corporate entertainment specialist, based in Atlanta, Ga. He creates customized magic presentations for promotional, motivational and entertainment events in the United States and Canada. Visit www.TurnerMagic.com and www.TurnerTalks.com.


AUCTION May 16–26, 2011

Prepare to be blown away as the NSA Foundation reveals up to 11 knock-your-socks-off, business-stimulating packages for the 2011 Online Silent Auction, May 16–26, 2011! It’s for a good cause! All proceeds go to the Professional Speakers Benefit Fund to provide assistance to NSA members facing a health or natural disaster emergency. Going once, going twice, sold! Don’t miss out on packages that include a VIP tour and business consulting with Nido Qubein, CSP, CPAE, a half day at the office of Brian Tracy, CPAE, or a magical coaching session with Giovanni Livera, CPAE. For more information, visit NSAFoundation.org.

WANTED :

Students for NSA Scholarships

Scholarship Grant - $5,000 Do you know a student who has a burning desire to become a professional speaker? He or she may be eligible for an NSA Foundation scholarship. The Foundation awards four scholarships annually to full-time college junior, senior and graduate students at an accredited university. Application deadline: June 1, 2011

For more information on NSA Foundation grants and scholarships visit www.NSAFoundation.org or call Mandy Schulze at (480) 264-4297.


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For more information on any NSA event, call (480) 968-2552 or visit www. NSASpeaker.org. Details for Global Speakers Federation (GSF) events are available at www.globalspeakers.net. May 2011 | SPEAKER | 37


Humor Me Finding the funny in a speaker’s life

Illegally Funny

I

never dreamed of being a college professor. Does anybody? When my third-grade teacher asked us about our dream job, Molly said astronaut. Evan: actor. Perry: Obtain a terminal degree and lecture on legal morasses. Whether your keynote is on law or career development, every college student wants a good laugh. Humor can be found in the most stressful situations. For example, I tell students that I can’t offer legal advice. But that didn’t stop “Steve” from calling me after class in a panic: The judge gave me 10 days for speeding. They’re taking me away! That night, I drove to the county jail, where the innkeeper ushered me into a tiny drab room facing glass. Steve appeared on the other side, looking weary and wearing an ugly orange jumpsuit. I never practiced criminal law, so I just put my hand up to the glass and spread my fingers apart because I saw that done on TV. Steve finally smiled and put his hand up to mine. He told me what happened, but all I could do was stare at our mitts and think: Hey, this TV hand thing really works! While Steve’s dilemma was no laughing matter, I use that story up front to set the tone for a class or keynote. Understanding the law is serious business and applied unequally to funny, young college students without counsel. But we will laugh and learn a lot together. Humor mixes audience participation with storytelling about the quirky world around us. The speaker and students form an improv troupe, working on the day’s subject. Here are my rules of engagement: 38 | SPEAKER | May 2011

Exaggerate to Illustrate Paint an implausible mental picture to reinforce a topic. When we discuss “self defense,” a limping crazy man wields a lumberman’s axe and approaches a student track star limbering up for a run. If the wild man is 200 feet away, does the student have a duty to retreat or can she pick up and use a submachine gun conveniently left on a park bench?

every time. Consider this recent headline: Man Pleads Guilty to DUI in Motorized Recliner. If the law is funny, so is any subject and, thus, provides an opportunity to add humor to your keynote.

Expect the Unexpected When a cell phone rings, the classroom rule is that I get to answer it. I just saw a comedian do that and then he put the phone down his pants for a photo. I doubt I could get away with that move! Another time, students were tuning out, so I asked a student to stand up as I gave her my whiteboard marker. Then, I ran to the front of the room, back facing the students, and instructed her to wing the marker at my head (missed me, wide right). Now you might be thinking that a college won’t let keynote speakers be jailhouse lawyers or encourage students to fling objects. That’s not the point. The most important rule is that funny sells

The Verdict I referred Steve to a criminal defense lawyer, but my student still spent three days in jail for speeding. It would’ve been none if he had an attorney at the outset, which shows that maybe nothing is funny about the law after all. Perry Binder is a professor at Georgia State University in Atlanta. He is the author of Unlocking Your Rubber Room: 44 Off-the-Wall Lessons, which forms the basis for his education keynotes. Binder is an NSA member and an MPI Platinum Program speaker. Contact him at www.PerryBinder.com.


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Speaker- May 2011  

Speaker magazine, NSA's official award-winning publication, is published 10 times annually in print and digital formats. Speaker provides me...

Speaker- May 2011  

Speaker magazine, NSA's official award-winning publication, is published 10 times annually in print and digital formats. Speaker provides me...

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