Most speakers wait for the phone to ring or the email to ping
Most speakers wait for the phone to ring or the email to ping. Which isn’t a great business strategy, similar to hope, also not a great strategy. Of course, if you’re good, referrals will come. But if you’re starting out, moving into a new market, or simply want more paid gigs, you need to do some work.
Here are 7 practical ways to approach bookers without annoying them:
1. Research first
Know the events they run, who attends and what matters to them. Tailor your approach. No mass automation. If you can’t be bothered to personalise it, don’t send it.
2. Keep it short
Bookers are busy. They need to know three things:
- Who are you?
- What do you speak about?
- Why are you right for their audience?
Give them easy access to your bio, topics, testimonials and video. Done.
3. Follow up properly
If you haven’t heard back after a couple of weeks, follow up. But please don’t write, “Just checking you got my last email.” Forward the original and add something useful: an article, a tool, a relevant insight, perhaps a chapter of your book.
Give them a reason to open your email.
4. Get an introduction
A warm introduction beats a cold email. If somebody in your network knows the booker, ask them to introduce you. Not recommend you. There’s an important difference.
5. Offer a taster
I can already hear some speakers shouting, “I don’t speak for free.” This isn’t free speaking. It’s marketing. A carefully chosen showcase can put you in front of exactly the people who may book you later, particularly if you’re building your profile or need better video.
Just make your normal fee clear and explain why you’re waiving it on this occasion.
6. Be flexible
Especially while you’re building your business. Send what the booker needs. Respond quickly. Be open to tweaking the topic if it makes sense. Make yourself easy to work with.
7. Build the relationship
Don’t treat every gig as a one-off transaction. Send a thank-you afterwards. Stay in touch. If you don’t get the booking, make a note to go back when they’re planning the next event. When I was an agent, I could count on one hand the number of handwritten thank-you notes I received from speakers. Most came from the same speaker. I remember them.
Getting booked isn’t just about being good on stage. A lot of the work happens long before you walk onto it, and long after you walk off. Mary Tillson-Wharton and I will be going much deeper into all of this at Find It, Win It, Grow It in Guildford on 29 October. Details here: https://find-win-grow-speaking-a6bwqdr.gamma.site/
At time of writing we have half a dozen places left.
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