Speaker- Sept 2010 by ⌘ ⇧ ⌥

THE ART AND BUSINESS OF SPEAKING

s e p t e m b e r 2010

Is it Time to Reinvent

Yourself?

Reclaim Your Dream and

Purpose Change Agents Four speakers ventured down

new paths

Hire

a Business

er ManaE g 8 PA G

PLUS: 2010 NSA Convention Highlights

Ross Shafer From pet shop manager to TV game show host to speaker (whew!)

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Jimm RobeRts / oRlando

THE ART AND BUSINESS OF SPEAKING

s e p t e m b e r 2010

Keep the Change Serial reinventor Ross Shafer talks about the philosophy and skill behind switching career gears. By Jake Poinier Ross Shafer nimbly makes career transitions.

When Is it Time to Reinvent? Step back periodically to view your business and seize opportunities for change. By Joe Calloway, CSP, CPAE

FE AT U R E S

2010 NSA Convention Highlights

Be the Same 38 Never Reclaim your dream and purpose. By Mark LeBlanc

42 Change Agents Reinvention paid off for four speakers who dared to venture down new paths. By Kelli Vrla, CSP, CRM

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

8 Itâ&#x20AC;&#x2122;s Your Business Advice for enterprising speakers

10 Beyond Borders Exploring cultures, countries and comfort zones

D EPARTMEN TS 12 What Would You Do? Casting a reality check on real-world conundrums

46 Relevant Resources Time-saving tools and technologies

48 Welcome to My World A snapshot into the lives of the people who hire us

50 Turning Point

4 News from Headquarters

A career-changing moment or experience

52 Advertising Index 53 Calendar of Events

54 Humor Me Quips, tips and parting shots

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. September 2010 | SPEAKER | 3

news from headquarters

National Speakers Association Officers Kristin Arnold, MBA, CPF, CMC, CSP, President Laura Stack, MBA, 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

Founder Cavett Robert, CSP, CPAE

It’s Nomination Time! NSA will elect up to five members to the board of directors in spring 2011. To recommend an NSA member to serve on the board, submit a written nomination before Friday, Nov. 5, 2010, to: NSA Nominating Committee, NSA, 1500 S. Priest Drive, Tempe, AZ 85281. For more information, call (480) 968-2552 or email Stacy@NSASpeaker.org.

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

Find Membership Information Online You probably noticed that your Speaker magazine poly bag did not contain an updated 2010-11 Annual Member Handbook. To access information about everything NSA, including the NSA Foundation, the Academy for Professional Speaking, Chapter leadership, Professional Experts Groups (PEGs), NSA’s professional competencies, elections, bylaws and more, visit www.MyNSA.org.

SpeakEZ Call for Proposals Deadline: Sept. 30, 2010 NSA is proud to announce SpeakEZ, a bimonthly publication designed to help speakers gain proficiency on a wide variety of topics within the speaking profession’s four core competencies. Each issue will contain time-saving job aids, checklists, reading lists, case studies, worksheets and more in an easy-to-read format. Give back to the speaking community by sharing your knowledge on a specific topic. For more information, see page 13.

FREE 2010 Convention Photos Download 320-plus photos free of charge, courtesy of NSA’s official convention photographer, Flash

Gordon Murray, at SuperPhotoVideo. Visit www.gallery.me.com/flashgordon/100527. To purchase reprints of 420-plus photos, visit http://superhero. photoreflect.com (NSA album).

Sixty-five applicants vied for four scholarships in the 2010 NSA Foundation scholarship program. The recipients are: Shanna Decker, Winona State University, Cavett Robert Scholarship; Saint Ranson, Jackson State University, Nido Qubein Scholarship; Nicole Marie Sanseverino, The University of Texas at Austin, Earl Nightingale Scholarship; and Christine Kitchenmaster, California State University at Northridge, Bill Gove Scholarship.

NSA’s monthly audio magazine

Turn Ideas into Income: Lynne Waymon with Sam Horn

PEG Tips: Dick Bruso, Writers and Publishers PEG How the Best Get Better: Jim Snack, CSP

Leading-Edge Tech Tips: Terry Brock, CSP, CPAE

Coaches Corner: Suzi Pomerantz, MT, MCC

Feature Interview: Maribeth Kuzmeski, MBA

Million-Dollar Idea: Steve Siebold, CSP President’s Message: Kristin Arnold, MBA, CPF, CMC, CSP

4 | SPEAKER | September 2010

Founder and Chairman Emeritus Nido R. Qubein, CSP, CPAE

NSA Names Scholarship Recipients

This Month on V o i c e s o f E x p e r i e n c e ® Welcome: Bill Cates, CSP, CPAE

NSA Foundation This Foundation serves NSA members and the public through: • Financial help for NSA members and their families who are facing health crises or natural disaster emergencies • Grants to NSA members who need help with their dues or meeting registration fees • Scholarships for speech/communications students and professors • Oversight and funding for speaking-related research • Grants to help charitable organizations communicate through technology

Chair Stephen Tweed, CSP Immediate Past Chair Randy Pennington, CSP, CPAE NSA Foundation Board of Trustees Ron Karr, CSP Kristin Arnold, MBA, CPF, CMC, 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 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

Editor in Chief Design Barbara Parus switchstudio.com Publications Specialist Rhona Melsky 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 Tel: (480) 968-2552 Email: Advertising@NSASpeaker.org Speaker (ISSN 1934-9076) (USPS 012-886). Volume 4, Number 1. 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.

realit y check Putting a fine point on the speaking industry

NSA’s New Value Proposition

his issue of Speaker magazine focuses on reinvention amid a changing economy. It provides information on how speakers can reinvent their topic (the what), readjust their distribution mechanism (the how), redesign their delivery (the wow!) and re-evaluate their audience (the who). Many seasoned speakers probably have reinvented themselves in one or more of these areas after analyzing the “business basics,” including their products and services, current customer data, the marketplace and future possibilities. NSA is no different. Over the past year, the NSA board of directors has been analyzing its business basics to ensure NSA is offering tangible value to its members. So, who are our members? Data indicates that members are keynoters, trainers, facilitators, consultants and coaches. They are experts who deliver content via the spoken word to an audience face-to-face or virtually. But no matter how a presentation is delivered, the love of speaking is the glue that holds this association together. Each member has different needs, wants and aspirations. One size does not fit all in this economy, especially for speakers who want to be relevant and add value. To meet our members’ needs, NSA will offer more segmented programming with the majority of its 6 | SPEAKER | September 2010

Kristin Arnold, MBA, CPF, CMC, CSP 2010-11 NSA President

efforts focused on the sweet spot: fulltime working speakers. Members will see a concerted effort to enhance their NSA experience. Every time they connect at the local, regional and national levels, they should feel included and connected to other members and to the association. NSA has a strong culture of caring, sharing and inclusion, and we intend to build on this foundation to create an environment for diverse community groups to connect and continue the legacy. The board also is committed to doing for the profession what each speaker cannot do alone, such as conducting research, data mining, disseminating relevant information, and developing concierge services to quickly answer members’ questions. Professional speakers know the importance of stories when communicating their expertise to their clients and audiences. NSA faces the same issues. Over the next few years, NSA

will dedicate considerable energies to create a powerful story so its members’ clients and other stakeholders in the meetings industry will want to hire NSA speakers. NSA also needs to get much better about telling its story to existing members and professional speakers who aren’t yet members. We aim to provide so much value that members speak more, speak better, and speak with confidence because they are on the leading edge of this profession. For more information on the NSA Strategic Plan, see the insert included with this issue or go to www.NSASpeaker.org.

Kristin Arnold, MBA, CPF, CMC, CSP 2010-11 President National Speakers Association

Missing another family vacation? Don’t let your small business run your life If you’re like Bill, you know what it’s like to miss out on family vacations. Maybe there are too many fires to put out at the office. Maybe you haven’t hit your revenue goal and are worried about making payroll. Or maybe you don’t have anyone to manage things while you are away. Whatever the reason, you have become a slave to your business and that’s not okay. Infusionsoft can help. We have helped thousands of overwhelmed entrepreneurs reclaim their lives through the power of automated follow-up. We give you the tools you need to systemize and simplify your business so you can spend more time with the people you love.

It’s your business Advice for enterprising speakers

Get Down to Business

he phone was ringing, my business was growing, and I was spending more time speaking while out on the road. Marvelous, right? Yes, but there was one glitch that was becoming a real issue: My schedule was out of control! Occasionally, I would double-book myself, leading to embarrassing—and sometimes costly—conversations with clients. Details slipped through the cracks, and my follow-up after speaking engagements was abysmal, at best. Administrative tasks usually do not fall under most speakers’ areas of expertise, and certainly are not the best use of their time, talent and resources. So, what’s the solution to administrative overload? Hire a manager! A top-notch business manager can be a real boost for business. Instantly, existing and prospective clients perceive you as a successful professional speaker. With confidence, you can say, “Have your people call my people.” Before hiring a manager, scrutinize how you run your business. What is

Interview Questions • How long have you been in business? • How many speakers do you manage? • How many speaker bureaus do you work with? • How do you keep my clients separate from your other speakers? • How do you communicate with me? • How do you negotiate speaking fees? • How do you charge for your services?

8 | SPEAKER | September 2010

involved in day-to-day management? Just as clients carefully determine what type of speaker to hire for an important event, you need to hire the right manager who can satisfy your business needs and make the music happen.

What makes a good business manager? Your support person should have extensive experience and knowledge in the speaking industry, an excellent reputation with speakers’ bureaus, and a first-rate reputation with other speakers.

What type of manager do you need? Every business is different, so your manager selection depends on your needs. You may need a part-time or a full-time person to work on-site. You also could consider someone who is on call for only certain types of projects. My business benefits from a part-time employee and a virtual assistant.

How do you compensate your manager? There are many types of speaker managers, and each works differently depending on the compensation structure. For example, some managers receive commission on top of a retainer, while others get paid when the speaker gets paid or booked. Make sure you are comfortable with the payment arrangement before you hire a manager.

How important is attitude? An enthusiastic, can-do attitude, combined with customer relations experience, is an essential ingredient. How your support person treats you is indicative of how your clients will be treated.

What about organizational skills? Top-notch organizational skills are critical to keep the business running smoothly and efficiently. If you rely on EventPro, ACT or FilePro to stay organized, make sure your support person is knowledgeable about the system’s intricacies. A little training goes a long way. Routine office follow-up should be part of the deal, including sending information packets via email or snail mail, immediate and courteous response to clients, fee negotiations, client activity updates, event details, scheduling conference calls, and the list goes on. Marsha Petrie Sue, MBA, CSP, is known as “The Accountability Master” because she dares her audiences to take personal responsibility for their communication, relationships, choices and success. She is author of Toxic People and The Reactor Factor: How to Handle Difficult Work Situations Without Going Nuclear. Visit www. MarshaPetrieSue.com.

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Beyond Borders Exploring cultures, countries and comfort zones

How to Go Global

ou have a great topic, some terrific speeches, and a desire to speak to a wider audience. All you need are some overseas bookings, and you’ll literally be flying, right? Well, possibly. One thing to bear in mind, though, is what works here may not work there. Like me, I’m sure that you think long and hard about your audiences when you prepare a speech. What do they need? How might they react? What do you have that will enlighten and entertain them? Audiences around the world have one thing in common: They need to hear you. They also have some differences. They may be more or less willing to volunteer information, participate in audience exercises or ask questions. They may want more information and less motivation. They may rush the stage at the end of your talk to buy your book. If you give your speech through headphones via an interpreter, then you really need to take great care with the content and style of your delivery. In short, you may need to reinvent your style, your content and your materials. That’s not as daunting as it sounds. There is a global network of information available to you without leaving your desk. There are thousands of professional speakers around the world who have the information you need and are willing to share it. In fact, some of your best relationships may be with speakers from other countries who share your values and interests.

10 | SPEAKER | September 2010

As a member of NSA, you also are a member of the Global Speakers Federation (GSF) and all of its resources are available to you free. Visit www.globalspeakers.net. Even if you think you will never speak to audiences in another country, this may change with the increasing use of webinars and social media. You probably have spoken to international audiences without leaving home, and there will be more opportunities to do so. By reinventing yourself as a global speaker, you can reap rich returns. When you meet a fellow professional speaker in a distant land, use the secret phrase and the secret gesture. (Commit this to memory.) Offer a warm handshake or hug and say, “Hi, great to see you! How can I help?” Alan Stevens, president of the Global Speakers Federation (GSF), is a public relations expert, media coach, author and journalist. For more than 30 years he has appeared regularly on CNN, BBC and Sky News. His client list includes Virgin, The Savoy, Sony Ericsson, Mumm Champagne and BMW. Contact him at alan@ alanstevens.net, or on Twitter @mediacoach.

Reinvent Yourself as an International Speaker Get some advice from professional colleagues in the targeted country or region. To connect with colleagues, go to www.globalspeakers. net. Consider how you can adapt your style to better suit an audience with more or less audience participation. Remove any cultural references from your speech that might be misunderstood or not understood at all. Think about phrases and idioms that may not translate. Travel. Make time to see meeting professionals and conference organizers socially. Face-to-face contact still works in this digital world.

“There is nothing like the feeling of making people laugh!” Dear fellow NSA Member: Do you wish you were funnier? Do you believe “funny people” think differently?

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

Stand by Your Brand “When you’re an expert in something and reinvent yourself, the new expertise is layered on top of the old expertise. So if 1) the prospect is someone I really want to work with, 2) the audience would seriously benefit from my old expertise, and 3) the client wants to pay my full fee for an open date on my calendar, I would take it. I also would try to add a breakout on my new expertise to give the client a taste for next year’s program.” —Carolyn Strauss Denver, Colo.

If he were a prospect, I would refer him to a colleague who has both the expertise and the passion for that topic. If he were a long-standing client, I would do it as a favor. However, I would reinforce my new direction with the client so I could be hired for my new stuff in the future. —Ava Diamond Fort Collins, Colo.

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.

12 | SPEAKER | September 2010

Going back to old material does not really negate the new identity. With a little finesse, it could allow me to introduce my new material. The question is, ‘Do I have something I want to contribute to the client’s event?’ and ‘Can I do this with a willing heart?’ —Barbara Brannen, LMEC Littleton, Colo.

After a lot of time, effort and anguish, you’ve reinvented yourself. Then, a prospective client calls and requests one of your old presentations—a topic you have eliminated from your repertoire because it does not align with your new brand, direction or focus. What would you do?

This actually happened to me more than once. In keeping with my brand, I apologized and said I have SHED! I no longer do these presentations. I referred the client to someone else. ‘Shedding’ old programs has been painful at times, but it has always catapulted my business to another level. —Kathy Dempsey, CSP Scottsdale, Ariz.

If I were completely booked delivering presentations with my new brand, I’d decline. But if I had openings in my calendar, then why not? One gig—if you can deliver it with expertise and it’s close to your main brand—will not shake the apple cart. —Valerie Cade, CSP Calgary Alberta, Canada

“I would ask the prospect: ‘Why did you call me? What do you want to accomplish in this event? What problem do you want to solve?’ Then, I would steer the client to my new presentation, but only if it met the need. If the client still wanted me to deliver my old presentation and was willing to pay, then I would agree to do it.” —Jim Mathis, CSP, MDiv Canton, Ga. This column was compiled by Don Cooper, The Sales Heretic™, who helps salespeople, business owners and professionals dramatically increase their sales. Find free sales-boosting resources at www.DonCooper. com or follow him at www. Twitter.com/DonCooper.

CALL FOR PROPOSALS!

Deadline: September 30, 2010

Finally! A publication that puts the “ease” in professional speaking. SpeakEZ is a one-stop destination for concise, practical resources to help speakers gain immediate proficiency on a wide variety of topics within the speaking profession’s A WHITE PAPER PUBLICATION four core competencies: Expertise, Eloquence, Enterprise and Ethics. Subscribe | Available bimonthly, the 20-page publication will feature valuable information on best practices, time-saving job aids, case studies and more, all in an easy-to-read format available by subscription or single purchase. For information, go to www.NSASpeaker.org. Share | You are invited to submit a proposal to contribute to SpeakEZ and share your knowledge on a specific topic, enhancing your credibility and the market’s awareness of your expertise by being published by the National Speaker’s Association. NOTE: SpeakEZ papers also can be coauthored by two more members.

For contributor guidelines, go to www.NSASpeaker.org. Click on Aspiring Speakers, and then SpeakEZ. Suggested topics include, but are not limited to, the following: •Branding •Product development •Building a niche •Self-publishing •Business models •Social media •Internet marketing

Review Process | All proposals will be reviewed for merit and relevancy by an editorial review board. Authors will receive guidelines upon acceptance. Find out more about the review process at www.NSASpeaker.org.

DON’T MISS THE PROPOSAL DEADLINE:

SEPT. 30, 2010

Submit | You can submit a proposal through the NSA website. For questions on topics or the submission process, email SpeakEZ@NSAspeaker.org or contact Barbara Parus, director of publications, at (480) 968-2552.

Keep

Change Serial reinventor Ross Shafer talks about the philosophy and skill behind switching career gears.

14 | SPEAKER | September 2010

By Jake Poinier

American Bandstand’s Dick Clark was Ross Shafer’s (below) mentor on business longevity.

any of us know Dick Clark as the ageless guy with perfect hair who introduced us to cool dance moves on American Bandstand, flipped the calendar with his New Year’s Rockin’ Eve, and entertained us with the Pyramid game shows as they escalated from $10,000 to six figures. But for Ross Shafer, entrepreneur, author, professional speaker and fellow former game-show host, Clark was a mentor on business longevity. “When I was in TV, Dick took me aside and said, ‘Television is terminal, Ross,’” Shafer says. “‘You’re going to have to go through a series of reinventions, but don’t worry about canceled TV

shows—I’m looking forward to my next 10 cancellations.’ That’s when it clicked for me: To stay relevant, you can’t be stuck in cement shoes.” In fact, Shafer had experienced the need for reinvention in his first job, before he even knew there was a word for it. “My most challenging transition was going from being a pet shop manager, cleaning cages 24/7 in a little town of 5,000 people, to network broadcasting—a profession in which I had no connections,” he says. “It was a big leap, but it taught me that no matter how big a leap is, you can make it as long as you’re nimble and make course corrections with regard to your knowledge.”

September 2010 | SPEAKER | 15

Although the process took six years, it gave him the confidence that anything was possible so that subsequent reinventions were easier. Switching gears is a skill, he says, and you set yourself up for a lifetime of being able to adjust to changes you can’t even predict.

Turning the Pages Along the way, Shafer bounced through stints in advertising, community theater, stand-up comedy, local radio and TV before achieving his goal of reaching millions as a national TV talk and game show host. When he lost his television gigs, Clark’s words about reinvention resonated as Shafer transitioned from broadcast media to producing human resources training films before ending up on the speaking circuit. “Because I had a fair amount of television exposure as a comedian and TV host, I got work on the speaking circuit as an after-dinner entertainer and emcee,” he says. “I did well, but I knew it wouldn’t sustain, especially after my TV shows were canceled.” Intuitively, Shafer understood that his aspirations to become a business speaker would require writing a book. His first effort as an author, Nobody Moved Your Cheese!, lampooned icons such as Jack Welch, Tony Robbins, Spencer Johnson and Dr. Laura (Schlessinger), among many others. “It’s a funny book, but I was told by a number of speakers’ bureaus that I was committing career suicide by taking shots at these experts,” he says. “I took a chance anyway. I needed to be that bold to attract attention to myself in a new way. It worked much better than I could have imagined. The timing was perfect, because corporate America was starting to question business self-help books. I was often at meetings with the Who Moved My Cheese? people as the counterpoint.” Next, Shafer sought to leverage the human resources training films on 16 | SPEAKER | September 2010

Shafer made many career transitions before ending up on the speaking circuit.

Freshen-up Fixes • Consider the age of your demo tape. Spruce it up with new material if needed. • Write blogs, articles and books. If you don’t publish, you will perish. • Change your physical appearance with a new haircut or hairstyle, new clothes or lose weight. Look healthy and vibrant.

customer service he had made. The resulting book, The Customer Shouts Back, was a no-holds-barred look at the decline of customer service and his proposed remedy for resurrection. It also appealed to his entrepreneurial yearnings: To further his mission to become a respected expert in the field, he formed an alliance with California State University at Monterey Bay to create the “Customer Empathy Institute” as an educational consulting arm, which has diverse clients from the U.S. Navy to a software company. Tapping into the country’s financial woes, Shafer’s most recent topic shift captured the best practices of companies that weathered the recession better than others, encapsulated in the book Are You Relevant?12 Reasons Smart Organizations Thrive During ANY Economy. “This was a really fun project for me, because it was organic to my interests—I am driven to find

• Be the acknowledged leader of a new topic, not just another speaker on a popular subject. • Sharpen your interpersonal skills with bureaus, fellow speakers and clients. • Be friendly and flexible. Nothing kills a speaking career more than “being difficult.”

out who succeeds and who suffers extinction … and why,” he says. (Not surprisingly, the follow-up program, “Are You Ready for the Recovery?” helps organizations navigate the next phase of the economy.) Shafer describes his book, The Wrong Meeting, to be released later this year as a narrative about a man who advances his career by going to meetings and getting ideas outside his industry, which is fine until his boss finds out. “It will be a shorter book, but the goal is to encourage people to sneak into the wrong meetings,” he says. “It’s remarkable what you can learn outside of your silo.”

Playing the Percentages With all of the shifts from topic to topic and into different industries, Shafer carefully notes that he never works without a safety net. “I’ve never jumped

from one career transition completely to the other,” he says. “That means I moonlighted doing both jobs or speaking about both subjects until I made enough money to make the fully committed leap.” He learned that during the early years working long hours at the pet shop during the day, while playing comedy clubs at night. Those clubs, as well as his time as a TV producer, underscored the value of experimentation and honing in on audience reactions. “In comedy, 90 percent of the jokes are going to flop, but the 10 percent that worked were worthwhile,” he says. “You learn that you shouldn’t be arrogant enough to think you know what the audience would laugh at—the audience will find it for you.” So, too, goes the life of a serial reinventor. Shafer describes his process as serving up bite-sized portions of new material in between his killer bits, much like he’s test-marketing a new breakfast cereal to see if anyone likes the taste. “Probably 70 percent of the time, my inspired ideas would end up wasting everyone’s time,” he says. “But if one of my ideas turned out to be lame, I would scrape it off my fingers like hot cheese and move on. I’m like every speaker. I want a long career in this business, and you can’t do that by standing still, staying married to a bad idea, or giving the same speech for five years. “On the other hand, I’ve never reinvented myself without a good reason—or to change just for change’s sake,” he says. “I’ve always had a plan, a new program or book idea, and it’s hitched to the goal that I would be able to contribute something original to that field.” Contributing writer Jake Poinier recently executed a reinvention of sorts, launching a Dear Abby-style advice column for creative freelancers at DearDrFreelance.com.

6 Rules of Reinvention

Reinvent yourself before it becomes necessary. If you wait until your career is gasping for air, you will play catch-up amid a field of cutting-edge experts.

Regularly ask yourself, “Am I still relevant to my clients and customers?” The game has changed. In the old days, you could make a good living being an average speaker spouting platitudes. Today, if you aren’t offering quantifiable return-on-investment and original thoughts/answers, the client won’t hire you.

Never chase what you think are the “hot topics.” Fads don’t build a long-term career, but tapping into your deepest passion does. If you try to be an expert in a field you don’t care about, your performance will come off inauthentic and contrived, and you will wonder why lesser speakers are getting more work.

Understand the impact of the reality TV trend. Meeting planners in their 20s and 30s grew up on reality TV, and they expect you to be you. Don’t be perfect. Be emotional and give something from your heart, not just from the page. That’s a reinvention that any speaker can do.

Don’t force the creation of a reinvented “brand” or “character.” The audience members always will determine that for you—and you may be surprised with what they decide is your brand.

Consider the famous catchphrases and identifiers of these celebrities: • Joan Rivers: “Can we talk?” • Rodney Dangerfield: “I don’t get no respect.” • Dana Carvey: “Isn’t that special? • Lewis Black’s angry guy character • Larry Winget’s “Pitbull of Personal Development” character

There are some traits that you shouldn’t reinvent. Don’t reinvent your fundamental talents. Keep building on your bank of subject knowledge. Continue to exploit your best skills. You’ll need that broad foundation, regardless of what topic or format you decide to reinvent.

There’s Your Sign } These warning flags signal that it’s time to reinvent: • Your income drops dramatically. • Demand for your services (or topics) is waning. • Your phone stops ringing. • You are no longer asked to be a part of panel discussions as “the expert.”

• Fans are canceling their subscriptions to your newsletter. • Your best repeat clients ask,“Do you have anything new to talk about?”

September 2010 | SPEAKER | 17

18 | SPEAKER | September 2010

When Is it Time to Reinvent? Step back periodically to view your business and seize opportunities for change. By Joe Calloway, CSP, CPAE

n challenging economic times, many speakers ask, “What should I do now?” They could throw everything out, start over and completely reinvent them-

selves. But, based on the collective wisdom of some of the best minds in the speaking business, a complete overhaul might not be the most productive approach to reinvention. Some people consider me the grand master of the dramatic reinvention. One person asks, “What’s Calloway doing now?” Another replies, “I don’t know. I haven’t heard him speak in over a week. I’m sure he’s moved on to something else.”

September 2010 | SPEAKER | 19

It might come as a surprise to many that I have been speaking on improving business performance for more than 20 years. Before that, I was a motivational speaker. And before that, I was a trainer on a wide range of topics. Even then, my programs were designed for business audiences, so I haven’t reinvented myself away from my established groove. But my expertise and the delivery of that expertise has evolved over the years. This reinvention process has been natural, ongoing growth, rather than a series of dramatic events in which the old is discarded in favor of something shiny and new.

Focus and Reinvent Jane Atkinson of Speaker Launcher, who has worked as a business development coach with some of the top speakers in the business, views reinvention as a process. “The process I see with the top 3 percent of speakers is to focus and then reinvent,” Atkinson says. “Focus on one brand, one lane, one idea for three or four years (the time frame varies) and then shake things up.” Atkinson’s time line closely matches my own reinvention process. In one major reinvention, I changed my focus significantly from motivational speaking to business speaking. Since then, I have stuck with—as Jane says—“one brand, one lane and one idea.” I shake things up every three or four years with subtle shifts; for example, I moved from speaking on how businesses deal with change to the topic of improving customer experience. That evolved into branding, which shifted into culture, mind-set and innovation. All of this occurred within the “brand” or “lane” of improving performance in business. “Reinvention may not mean scrapping your existing lane altogether,”

20 | SPEAKER | September 2010

Atkinson says. “It could be subtle shifts: A leadership expert hones in on steering change or building innovative culture. A sales expert chooses to focus on closing skills.”

Reframe versus Reinvent Sometimes reinvention can take you too far from your roots, as in the case of leadership expert and speaker Wendy Mack. For eight years, Mack ran a successful training firm, but was bored with teaching the same courses over and over. She was using other people’s ideas more often than her own, and she felt she had limited influence as a “trainer.” “Since my goal is to be one of the 100 top thought leaders in the field of leadership, I started writing books, articles and blogs,” Mack says. “I stopped doing most of the training classes I was known for, and emphasized speaking in my marketing materials.” Was Mack’s dramatic reinvention successful? Well, not exactly. “The phone stopped ringing,” Mack says. “Even people who praised my writing didn’t know what to hire me for. “Only recently have I realized that I threw the baby out with the bath water,” Mack says. “Ninety percent of my supporters and advocates are in learning and development! My favorite forum is not the main stage; it’s working on real issues with 50 to 100 leaders from one company in a workshop setting. I’m learning that the key to my success is not complete reinvention as much as it is reframing.”

Grow Where You Are Randy Pennington, CSP, CPAE, agrees with the idea that the best place to reinvent or grow is right where you are. “Before you run off and reinvent what you offer to the market, invest

some time and energy reinventing how your current offering provides usable and visible value,” Pennington says. “It seems to me that the really successful folks continuously evolve to better serve their clients and who they are at that time.” Pennington believes that reinvention “is simply the continuing process of discovering your strengths and bringing them to market in the most effective ways.” “Some of what we think of as ‘reinvention’ may be just finding the space in which you are most effective,” Pennington says. “If you are constantly evolving in a way that serves your clients and positions you for the future, reinvention is a natural evolution. If you are not being intentional about growth and positioning, you have to ‘reinvent’ to catch up.” Visibility and marketing expert David Avrin has a similar perspective. “Reinvention is not about throwing out all the old and starting over,” he says. “It’s about building on past insights, bolstering content, infusing presentations with timely references, and enhancing your perspective to make it imminently ‘fundable.’ You are smarter and wiser today than you were last year. You know more, you’ve experienced more, and gained fresh insight based on your ongoing experiences of what works and what doesn’t in life, love, work and relationships.”

The Market Demands It Speakers who have high bookings in a changing economy are constantly reinventing and evolving, according to Brian Palmer, National Speakers Bureau. “The people we book over a generation are constantly evolving what they say and how they help customers achieve their event aspirations.”

Reinvention is not about the next “hot topic” as much as it’s about continuing to develop your expertise. Rich Gibbons, Speak Inc, says, “I’m always circumspect about the speakers who ask, ‘What are the hot topics these days? What should I speak about?’ I feel that’s the tail wagging the dog. I want to respond, ‘Shouldn’t you know what subject matter is most personal to you?’” Gibbons adds, “The reason a company hires a speaker in the first place is to glean insight from that person’s optics and wisdom on a given topic based on his life experience and conviction. The speaker is passionate on the topic when he cares about it. Audiences have a nose for someone spewing hollow platitudes versus someone leaning into an idea because he believes in it.” It is a mistake to reinvent simply because your business is down or you are on a quest for that next hot topic. “Reinventing rarely works as a reactive strategy,” Pennington says. “If you are reinventing because you don’t have any business, that is probably a sign that you didn’t make your focus relevant to customer needs from the outset or you haven’t kept growing.”

What’s in it for me? For many successful speakers, the evolutionary reinvention process is as much for personal gratification as for market positioning. Reinvention is not so much a question of “Why should I reinvent?” as much as “Why shouldn’t I reinvent?” “Reinvention is as much for the speaker as the client,” Atkinson says. “We need to breathe some new energy into our businesses. And it’s a good reason for a website makeover.” Unfortunately, too many speakers view reinvention as a daunting and

painful prospect, according to Avrin. “In reality, change is a gift. Growth is energizing—not just for you, but for your audiences as well. Continuously sharing new content, new approaches and teachings relays not just what you know, but what you’ve learned.

Create and Evaluate Whether your personal reinvention process is one of tweaking, or involves a major teardown and rebuilding, it’s a matter of being able to take a fresh look at what you do. You have to step outside of yourself with a new perspective of what you’re doing and why. Speaker Joy Baldridge, CSP, CPC, sums up the reinvention process: “Reinvention means being open to a new perspective on obtaining and

sustaining success. A speaker should stand back and look at what he is doing with fresh eyes. What does he see? What does he like? What would he change? Minor change can result in major impact. The key is to change before it is necessary. Doing this allows more freedom without pressure. Create, evaluate and watch what evolves.” Joe Calloway, CSP, CPAE, is a partner with Engage Consulting Group. He also is a business author and speaks frequently at corporate events on improving business performance. Calloway is the author of several business books, including the best-selling Becoming A Category of One. Visit http://joecalloway.com.

Reinvention Do’s and Don’ts DO:

DON’T:

• Constantly develop your expertise. In the past year, everything has changed: your clients, the market, technology, society. Your expertise must keep pace with the changing landscape. • Look at what you do with fresh eyes. Ask colleagues, current and past clients, and clients who chose not to work with you: “How would you describe or define what I do?” Their answers may be the catalyst for further evolutionary reinvention. • Evaluate your expertise in terms of today’s market. Always ask: “Am I telling this audience anything that they don’t already know?” If the audience can obtain your information from other speakers, you run the risk of becoming a commodity.

• Chase the next hot topic. By changing topics in a never-ending quest to be relevant, the market will see you as irrelevant and find a speaker who is grounded in his expertise. • Abandon everything that you’ve worked years to build unless you are completely burned out. Regain enthusiasm and increase your value to clients by narrowing your focus or changing delivery channels. • Kid yourself about the value of your offerings. If you think your speech is great but you can’t get work, you may need to reinvent. Listen to what the market says and deliver real value.

September 2010 | SPEAKER | 21

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2010 NSA Convention

HIGHLIGHTS Cavett Award winner Jim Rhode, CSP, CPAE (center), with 2010 CPAE Speaker Hall of Fame速 recipients, (clockwise from top left): Steve Spangler, CSP, CPAE; The Passing Zone duo of John Wee, CPAE, and Owen Morse, CPAE; Captain Charlie Plumb, CPAE; Bill Cates, CSP, CPAE; and Mary LoVerde, CPAE.

It's a rat race: The comedyjuggling duo, The Passing Zone, got down (or up) and dirty juggling rat traps while they hightailed it over Scott McKain, CSP, CPAE, during their acceptance speech.

CONTENTS 24

Opening Session Highlights Convention Team

General Sessions Monday with the Masters

Fast Facts

Concurrent Sessions Cavett Institute

NSA Foundation Events

New CSPs Philanthropist of the Year Master of Influence

Presidentâ&#x20AC;&#x2122;s Award Cavett Award New President Induction

GSF Awards New GSF President Induction Youth Program

Reunions Web Links Convention Sponsors

Chapter Members of the Year

NSA Board of Directors

Special Thanks

OPENING SESSION HIGHLIGHTS

The 2010 NSA Convention opened with a ceremony by the Color Guard (5) from the 164th Air Defense Artillery Brigade, Florida Army National Guard. Based on the "Imagine" theme, entertainment spotlighted youngsters imagining what it would be like to aspire to their dreams, and adults who already have made their mark. Sophie Robitalle, 10 (1), sang Somewhere Over the Rainbow, followed by the vocal stylings of NSA member Rita Allen (2). Cellists Juan Morrell, 12 (7), and Evan Drachman (8) displayed their musical talents, and 12-yearold Phoebe Obrecht (6) delivered a seven-minute presentation. Then, Wintley Phipps (4) wowed the audience with his inspiring keynote. The event was held at the Orlando World Center Marriott in Orlando, Fla., 2 July 17â&#x20AC;&#x201C;20.

Outgoing 2009-10 NSA President, Phillip Van Hooser, MBA, CSP, CPAE (3), addressed attendees. 24 2010 NSA Convention Highlights

2010 CONVENTION

TEAM 5

The Florida Army National Guard (above left) during the Color Guard Ceremony. Young keynote presenter Phoebe Obrecht (above) spoke.

Phillip Van Hooser, MBA, CSP, CPAE 2009-10 NSA President

Cellists Juan Morrell (left) and Evan Drachman (right). 7

Mark Mayberry 2010 Convention Chair

Jolene Brown, CSP 2010 Convention Vice Chair

Convention photography courtesy of Flash Gordon Murray 2010 NSA Convention Highlights 25

GENERAL SESSIONS

Mark Gungor was animated while exploring the differences between men and women.

Chad Hymas, CSP (above), touched attendees' hearts through his personal and inspirational message. Mask-maker and speaker Rob Faust (left) remained silent, but spoke volumes about each presenter through body language.

MONDAY WITH THE MASTERS 1

3 2

Emcee Ed Robinson, CSP (above), hosted the fastpaced innovative general session with five of NSA's notable members. Joachim De Posada, CSP (1), described the importance of waiting to eat the marshmallow with his grandson Orlando Joaquin Rodriguez-Posada. Jean Gatz, CSP (2), captivated us with her original stories. Ruby Newell-Legner, CSP (3), hit home with how to turn customers into loyal fans.

26 2010 NSA Convention Highlights

2010 CONVENTION

Fast Facts

Total Conference Attendees

1,225

Total First-Time Attendees

312

Past Presidents in Attendance

Karen Cortell Reisman, MS (above), referred to letters from her cousin Albert Einstein. Humorist Brian Walter, CSP (left), entertained the audience.

Stef du Plessis, CSP, MPhil (above), shared insights on age-old African wisdom to help guide the way.

Youth Program Participants

115

Foundation Hoop-La! Attendees

178

Number of countries represented, including U.S.

Ty Boyd, CSP, CPAE (4), reminisced about his years as a professional speaker and offered advice for those in the speaking business. Mike McKinley, CSP, CPAE (5), brought out the laughs even as he delivered his serious message of learning to have greater accountability in business. 2010 NSA Convention Highlights 27

CONCURRENT SESSIONS

More than 60 concurrent sessions offered attendees the opportunity to learn about everything from business strategy and publishing to social media.

CAVETT INSTITUTE Chris Clarke-Epstein, CSP (right), shared her wisdom from lessons learned and offered tips to become a successful speaker.

Gary Rifkin (above) spoke about building confidence and competence to take great speeches to the next level.

28 2010 NSA Convention Highlights

FOUNDATION EVENTS Foundation Hoop-La!

Hoop-La attendees enjoyed a fun-filled evening of camaraderie, dinner and three-point shooting competitions against former NBA players Mark Eaton, Walter Bond, CSP, Ted Rogers and Winston Bennett.

Foundation Benefit Seminar

Nido Qubein, CSP, CPAE; Don Hutson, CSP, CPAE, (pictured); Marjorie Brody, PCC, CSP, CPAE; and Stephen Tweed, CSP, shared information on how speakers can book more speeches in a challenging economy. 2010 NSA Convention Highlights 29

2010 CERTIFIED SPEAKING PROFESSIONALS The CSP is the speaking professionâ&#x20AC;&#x2122;s highest earned designation of professional achievement. It recognizes a commitment to ongoing education, proven speaking experience and ethical behavior. Terry Adams, CSP, MEd Rob Bell, CSP, CPA Andreas Buhr, CSP Michelle Cederberg, CSP, MKin, BA Pysc Joachim de Posada, CSP Stef du Plessis, CSP, MPhil

Doug Dvorak, CSP Pegine Echevarria, CSP, MSW Marilyn Jones Gould, CSP Gustav Gous, CSP, PhD Annie Greeff, CSP Markus Hofmann, CSP

NIDO QUBEIN PHILANTHROPIST OF THE YEAR AWARD

2010 Recipient: Roxanne Emmerich, CMC, CSP, CPAE, is flanked by Stephen Tweed, CSP (left), and Nido Qubein, CSP, CPAE. This award honors those who have made a significant contribution in our world by being examples of philanthropy and stewardship. 30 2010 NSA Convention Highlights

Deri Latimer, CSP Judi Moreo, CSP Lothar Seiwert, CSP, PhD, HoF Cy Wakeman, CSP, MS Stan B. Walters, CSP Rick Wemmers Jr., CSP

MASTER OF INFLUENCE AWARD This award is presented annually to an individual who has significantly influenced people around the world through his exceptional speaking ability, and whose distinguished career has brought honor and recognition to the speaking profession. 2010 Recipient: Wintley Phipps

PRESIDENT’S AWARD FOR DISTINGUISHED SERVICE This award is given annually to those who have provided exceptional service and demonstrated dedication to the Association.

2010 President's Award Recipients, pictured left to right: Gerard Braud, Jolene Brown, CSP, and Ronald P. Culberson, MSW, CSP.

CAVETT AWARD Jim Rhode, CSP, CPAE, is the recipient of the 2010 Cavett Award. It is presented annually for accomplishments that reflect honor and admiration in the Association and speaking profession, and for actions that parallel the career of NSA Founder Cavett Robert, CSP, CPAE. Since joining NSA in 1975, Rhode served as a business mentor to aspiring and established speakers, advising in the purchase and development of NSA’s headquarters building, serving in leadership roles on committees, the board of directors, the NSA Foundation and as the 2001–02 NSA President. He and wife Naomi were the first married couple to each serve as separate NSA Presidents and now the first husband and wife to be awarded the Cavett Award in separate years.

Phillip Van Hooser, MBA, CSP, CPAE, 2009-10 President, hands over the reins to Kristin Arnold, MBA, CPF, CMC, CSP, 2010-11 President.

The 2009-10 NSA Board of Directors was recognized for its leadership and service.

“Receiving the Cavett Award was an incredible surprise and is a huge honor. Being recognized as a reflection of Cavett's passion for service and caring is a treasured privilege. Thank you!” —Jim Rhode, CSP, CPAE 2010 NSA Convention Highlights 31

GLOBAL SPEAKERS FEDERATION

International Ambassador Award 2010 Recipient: Jim Rhode, CSP, CPAE, and Naomi Rhode, CSP, CPAE, with GSF President Lindsay Adams, CSP (right).

Lindsay Adams, CSP, 200910 Federation President (right), passed the gavel to Alan Stevens, FPSA, Incoming President (left).

NSA YOUTH PROGRAM

The 2010 NSA Youth Program, chaired by Hayley Foster, MEd, gave attendees, ages 10 to 16 years, a fun and creative environment to interact with leaders and learn to lead successful lives. This yearâ&#x20AC;&#x2122;s program included sessions on social networking, making a difference in the world and teamwork. 32 2010 NSA Convention Highlights

REUNIONS

THANK YOU to our 2010 Sponsors GOLD SPONSORS: PR/PR www.prpr.net

eSpeakers www.espeakers.com

Infusionsoft www.infusionsoft.com The Class Reunion Breakfast gave NSA members who joined the same year the opportunity for “a walk down memory lane.”

CONVENTION SPONSORS: CoachInc.com www.coachinc.com

David T Fagan www.theiconbuilder.com

20-Plus Year Reunion: NSA members of 20-plus years were treated to a special celebration.

NSA WEB LINKS Convention Photos http://gallery.me.com/flashgordon#100527 Convention Post Links NSAConvention.org/PostLinks.aspx

Entrepreneur Press www.entrepreneur.com/ houseauthors/

Inscape Publishing www.inscapepublishing.com

We appreciate your support of NSA! For more information on becoming a sponsor, contact the NSA office and ask for the advertising and exhibits coordinator at (480) 968-2552 or Advertising@NSASpeaker.org.

Convention Recordings SoftConference.com/MyNSA Convention Volunteers http://nsaconvention.org/volunteers.aspx NSA Event Calendar MyNSA.org/Events/FullCalendar.aspx NSA Meetings Blog NSAMeetings.wordpress.com NSA Member News Blog NSAMemberNews.wordpress.com Winter Conference NSAWinterConference.org

Attendees had a chance to step up to the Speakers Corner to spout tips and ideas in just two minutes. 2010 NSA Convention Highlights 33

2010 NSA CHAPTER MEMBERS OF THE YEAR Congratulations to the 2010 Chapter Members of the Year! These individuals were nominated by their chapter boards and recognized for their volunteer efforts that exceeded above and beyond the call of duty to help create a memorable experience for the members in their local chapters.

Dr. Terry J. van der Werff, CMC NSA/Alabama

Don Thoren, CPAE NSA/Arizona

Patrick Henry NSA/Carolinas

Kathy Potts NSA/Central Florida

Shari Harley NSA/Colorado

Susan Baker, CSP NSA/Connecticut

Liz Weber, CMC, MBA NSA/DC

Ken Okel Florida Speakers Association

Jon Schwartz NSA/Georgia

David Jensen, MSc NSA/Greater Los Angeles

Kelly Tyler NSA/Heartland

Lillian Bjorseth NSA/Illinois

Jean Palmer Heck NSA/Indiana

Gary Montgomery NSA/Kentucky

Kim Nelson NSA/Las Vegas

Pam Wyess NSA/Michigan

Robin Getman, CSP NSA/Minnesota

Jeri Mae Rowley, MSHRM NSA/Mountain West

Steve Lishansky NSA/New England

Greg Williams NSA/New Jersey

Richard Melancon, CPA NSA/New Orleans

Ron Volper, PhD NSA/New York City

Beth Henry NSA/New York State

Steve Waterhouse, CSP NSA/North Florida

Karen Cortell Reisman, MS NSA/North Texas

Joanne Black NSA/Northern California

Tamela Moore, MBA NSA/Ohio

Shari Alexander NSA/Oklahoma

Richard Fenton NSA/Oregon

Carol Ritter NSA/Philadelphia

David Jakielo NSA/Pittsburgh

Doug Devitre NSA/St. Louis

Sandy Griffin NSA/Tennessee

Ron Chapman NSA/Virginia

Patty Hendrickson CSP, MBA NSA/ Wisconsin

34 2010 NSA Convention Highlights

2010-11 NSA BOARD OF DIRECTORS Officers

Secretary Marjorie Brody, PCC, CMC, CSP, CPAE Jenkintown, PA marjorie@brodypro.com

President Kristin Arnold, MBA, CPF, CMC, CSP Scottsdale, AZ kristin@extraordinaryteam.com

President-Elect Laura Stack, MBA, CSP Highlands Ranch, CO Laura@TheProductivityPro.com

Vice President Ronald P. Culberson, MSW, CSP Herndon, VA Ron@FUNsulting.com

Treasurer Scott Halford, CSP Denver, CO scott@completeintelligence.com

Immediate Past President Phillip Van Hooser, MBA, CSP, CPAE Princeton, KY phil@vanhooser.com

Executive Vice President/CEO Stacy Tetschner, CAE Tempe, AZ stacy@nsaspeaker.org

Board of Directors

Kirstin Carey, CSP Scottsdale, AZ kcarey@nourish123.com

Ed Gerety, CSP Exeter, NH evgspeaks@gmail.com

Shep Hyken, CSP, CPAE St. Louis, MO shep@hyken.com

Ron Karr, CSP Westwood, NJ ron@ronkarr.com

Linda Keith, CPA, CSP Olympia, WA linda@lindakeithcpa.com

Scott McKain, CSP, CPAE Fishers, IN Scott@ScottMcKain.com

John B. Molidor, PhD Haslett, MI molidor@msu.edu

Ruby Newell-Legner, CSP Littleton, CO Ruby@RubySpeaks.com

Ed Robinson, CSP San Antonio, TX ed@edspeaks.com

Ford Saeks Wichita, KS Ford@saeks.com

Brian Tracy, CPAE Solana Beach, CA mschiller@briantracy.com

Francine Ward, JD Mill Valley, CA info@fwardlawyer.com

Liz Weber, CMC, MBA Greencastle, PA liz@wbsllc.com

2010 NSA Convention Highlights 35

SPECIAL THANKS Convention Chair: Mark Mayberry Convention Vice Chair: Jolene Brown, CSP Backstage Manager: Kendall Wright, MA Cavett Institute Chair: Gary Rifkin Chapter Event Champion Chair: Jocelyn Toolie Garner Chapter Leadership Chairs: Gary Minor and Jan Dwyer Bang, CSP, MBA Convention Marketing Consultant: Maribeth Kuzmeski, MBA CPAE/Cavett Awards Banquet Chairs: Mark Sanborn, CSP, CPAE, and Mark Scharenbroich, CSP, CPAE Exhibitor Video Emcee: Delatorro McNeal II First Timers Chairs: Glenna Salsbury, CSP, CPAE, and Judson Laipply Foundation Benefit Seminar and Hoop-La Chair: Stephen Tweed, CSP General Session Announcer: Gerard Braud General Session Concierge: Joanne Dennison, CMP, MSEd Hospitality Chairs: Frank Trunzo and Margaret Martin Host Chapter: NSA-Central Florida Ideating Session Coordinator: Michele Payn-Knoper, CSP International Host/Liaison: Barbara Glanz, CSP Meet the Pros Chair: Lorri Allen NSA Class Reunion Breakfast Host: Jean Houston Shore, CSP, CPA, MBA NSA’s Got Talent Coordinator: Mark Mayfield, CSP, CPAE People Movers Chair: Susan Friedmann, CSP President’s On-site Assistant: Rick Metzger, CSP

V 2011 Winter Conference un Unconventional ideas, unscripted sessions, unbelievable learning

Session Host Chair: Rosemary Ward, CSP, MA Speakers Corner Coordinator: Jolene Jang Staff Track Chair: Tim Richardson, CSP, MS Youth Program Chair: Hayley Foster, MEd

Our goal is to help you speak more, make more money and have more fun.

Youth Program Vice Chair: Manny Diotte

36 2010 NSA Convention Highlights

February 18–20, 2011 Lowes Atlanta Hotel Atlanta, GA

www.NSAWinterConference.org or call (480) 968-2552.

Save $100:

Thank you also to... Michelle Cullison Doug Devitre Sandy Geroux Kris Young

Save the Date:

Neen James, CSP Gina Schreck,CSP 2011 Winter Conference Co-Chairs

National Speakers Association

Attention: nSA MeMberS

Important Information Regarding our Voluntary Insurance Program — Health Insurance: Major Medical & Short-term Medical Our voluntary insurance program includes the option for you to shop for medical insurance for you and your family. We offer two types of individual medical insurance plans. Major Medical. Our insurance advisors will help you choose from a variety of deductibles and copayments that can fit your budget. They can also explain the benefits of Health Savings Accounts (HSA). Short-term Medical. If you have a family member that is in between jobs and without medical insurance, a short-term medical plan will help provide coverage during this gap.

Go to our Voluntary Insurance Program link below to find out how affordable major medical insurance can be. Our insurance advisors will work with you to get a plan that provides the most protection at the least possible cost. Look under the “Supplemental Health Insurance” button to request information about health insurance for you and your family members. Because this is individual insurance protection, coverage is not guaranteed.

Other Available Plans • Life Insurance—term and permanent • Return of Premium Term Life • Critical Care Coverage • Accident Insurance

Visit www.miQuotes.com/nsaspeaker or call 877-647-8683 ext. # 1. National Speakers Association 1500 S. Priest Drive | Tempe, AZ 85281 | Tel: (480) 968-2552 | www.NSAspeakers.org

Never

Be the Same Reinventing yourself means reclaiming your dream and original purpose. By Mark LeBlanc

hat exactly is reinvention? It’s definitely not getting a new logo and developing a slick website. It is not spending more money on a demo DVD. It isn’t even a walk across Spain, although I did that in fall 2008, but not for the purpose of reinvention. After serving as president of NSA and going through a series of personal and professional highs and lows, a much-needed break was in order. It’s amazing how powerful a 30-day break is and how it can impact a career. Reinvention begins when you re-examine your life and work. Reinvention happens when you let go of something that isn’t working for you. Reinvention happens when you have the courage to let go of something that is working, but possibly not serving you well. Reinvention can sneak up when you step into the land of personal transformation. On Sept. 9, 2008, I started walking the 500-mile Camino de Santiago across northern Spain. It is one of the three great pilgrimages of the world with Rome and Jerusalem being the other two. After 33 days and more than 1 million steps, the walk was over, but my journey was just beginning. Things would never be the same. It would spark a reconnection to my original dream of being a professional speaker, my own personal transformation.

To Speak or Not to Speak In 1983, I joined NSA at 22 years of age for the sole purpose to become a professional speaker, with the goal to speak better and to speak more. Over the years, distractions, a lack of confidence and suggestions from well-intentioned peers proved to be a deterrent.

38 | SPEAKER | September 2010

September 2010 | SPEAKER | 39

It was easy to justify, defend or rationalize my decisions, although the nagging truth was always a close step behind. I accepted bookings that came by accident, not by design. I grew my coaching practice and developed products, distributed other products, and even looked into Internet marketing as an opportunity. Envy got the best of me when other speakers filled their calendars with speaking engagements. As a person with expertise in marketing and business development, I now know how to grow a business or professional practice. In 28 years as a business owner, I always marketed for more business. Wasn’t it enough that my business was successful, even if I wasn’t living my dream?

Dream a Little Dream Hindsight is 20/20, but only if you have the courage to look at it truthfully, with your eyes wide open. When in doubt, look at your numbers. They always tell the real story when compared with your actual dream. Reinvention matters. It is a matter of focus. The more focused you are, the easier everything gets. What you focus on usually is what you get. It begins with a commitment and continues with a commitment to consistency. For me, it began with my statement: “I am a professional speaker. I am not a coach who speaks or a consultant who speaks. I am not an expert who speaks or a businessperson who speaks. I am a professional speaker and proud of it.” This statement re-directed my focus. As I developed a heightened sense of awareness and profound sense of urgency with respect to what I always wanted to do, I zeroed in on the actions and activities that would move me in the direction of my dream. I worked harder than ever before on my presentation skills, on my storytelling skills, on adding humor to my speeches. I studied stand-up comedy, 40 | SPEAKER | September 2010

added more why-to to my how-to grow your business presentations and seminars. I began to market myself as a speaker more than ever before. Consider this interesting equation: The better I speak, the more I speak. The more I speak, the more coaching clients I attract. The more I speak, the more products I sell. The more I speak, the more I speak. Most important, the more I speak, the more impact and influence I have with the people I serve best.

Transform Your Life and Career Do something for 30 days. Some people climb Mount Everest. Some people compete in the Ironman World Championship in Hawaii. Some hike for six months on the Appalachian Trail. Others sail around the world. There are even those who dogsled across the North Pole. These are extraordinary accomplishments by truly extraordinary individuals. Few of us will ever attempt these experiences. Walking 500 miles across Spain is an extraordinary accomplishment that any ordinary person can do. Find something big that is meaningful. Here are some examples: • Volunteer to serve in a mission for a month. • Spend an extended period of time in another country. • Learn to play a musical instrument. • Learn a second language. • Go on a 30-day silent retreat. A sabbatical may do more for your life and work than anything else. Do something every day for 30 days. While in Spain, I learned the meaning of commitment. In my own backyard, I discovered the meaning of consistency. In June 2009, I tackled 30 individual hikes in 30 days within 60 miles of my Minneapolis home. Each daily hike was three to six hours and was followed by a blog post full of information, which led to enriched

presentations for my audiences. Here are some things you can do each day for 30 days in your own hometown: • Walk five miles. • Take a yoga class. • Go to Mass. • Make a business development call. It’s not always about what you do; it’s about reaping the rewards of consistency. Even small steps taken on a consistent basis can create astounding results over time. Since reclaiming my dream and reshaping my business, 75 percent of my marketing efforts go into my primary profit center: speaking. My calendar began to fill up with more keynote speeches, general session presentations and seminars. When not speaking, I create my own public seminars and presentation opportunities. The results have been surreal as I do more of what I love to do.

The Measure of Success Success is not determined by your results. Success is determined by your momentum, which is fueled by how you feel. And how you feel is determined by the consistent daily application of the best you have within you. If you fall down, simply pick yourself up and start all over again. Be creative. Find your way. You will never be the same when you do more of what you are called to do and compelled to do. Then, create a new logo. The last time you saw Mark LeBlanc, he was sliding across the main stage at the 2008 NSA Convention in New York. You can read or listen to an excerpt of his new book, Never Be the Same, at www.NeverbetheSamebook.com. LeBlanc can be reached at (612) 339-4890 or www.MarkLeBlanc.com.

Build your brand and grow your business A positioning strategy behind the world’s most successful speakers, including Donald Trump, Robert Kiyosaki, and Suze Orman, branding yourself as both author and entrepreneur seems like a marketing must for all speakers seeking to share their expertise, grow their personal brand and their business. Sure, you’ve thought about it—having the credit “best-selling author” accompany your name. The prestige, immediate credibility, and competitive advantage that come with authoring a book are undeniable, and it’s no secret that published speakers command higher fees. Chances are you’ve already considered taking your message from the stage to the page, but have been stumped by what to do next.

-Glenn Croston, author of 75 Green Businesses You Can Start to Make Money and Make a Difference and Starting Green

Is your goal to build your reputation, increase your recognition and grow your business? If so, a self-published book hiding in the back of a room isn’t going to do the trick. Knowing this, Entrepreneur Press, a leading publisher in the small to midsize business category, developed a new publishing option: Entrepreneur House Authors. Entrepreneur House Authors is a fullservice, publishing and marketing solution perfect for speakers seeking to grow their brand and their business by leveraging their book. Under this innovative publishing program, Entrepreneur Press and its parent company Entrepreneur Media Inc. present visionaries, like you, with the

means to publish your book, gain exposure by the millions, and ultimately, become the recognized expert in your field. “We help speakers share their expertise through publishing a book, and then we work with them to use that book to further define their identity, establish their credibility, build their reputation, and grow their business,” explains Leanne Harvey, director of marketing, Entrepreneur Press. “We do this using the reach, media exposure, business partners, and publishing expertise of Entrepreneur—something that no other publishing option can compete with.” Combining Entrepreneur magazine’s readership of three million, and Entrepreneur.com’s six million unique visitors per month, with a multitude of esteemed online business partners including AOL.com, MSNBC.com, FoxBusiness.com, and WashingtonPost.com, Entrepreneur offers “author-preneurs” invaluable face time with millions of potential clients worldwide. “Working with Entrepreneur Press has given me the opportunity to broaden my online platform and in turn, grow my business and my company,” says Susan Gunelius, author of Kick-Ass Copywriting in 10 Easy Steps. “Little did I know that partnering with Entrepreneur Press would lead to my becoming a featured columnist on Entrepreneur.com reaching millions of readers per month. My relationship with Entrepreneur Press has opened a multitude of doors for me to network with people around the world, share my passion and expertise about marketing, branding and copywriting, and grow my business significantly.” Partnered with Entrepreneur Press, speakers seeking publishing success get the editorial benefit of working with a traditional publisher and the backing of Entrepreneur Media, Inc. a respected voice in the media community and trusted brand for more than 30 years.

“The team at Entrepreneur Press has literally helped me create an entirely new brand and career. No other publisher I have worked with so fully supports their authors with publicity, marketing expertise, and the type of creative brainstorming that comes with only the best of the best,” says Dr. Dani Babb, author of Finding Foreclosures and The Online Professor’s Practical Guide to Starting an Internet Business. “Without their expertise, incredible exposure, early assistance and believing in my work with a real strong partnership, I would have had a much tougher road to get to this place today. Thanks to Entrepreneur kicking off things, I have a two hour weekend show on Entrepreneurship on Fox Business and am the go-to person for numerous national media outlets. They are THE BEST!” If you’re writing a book and are seeking a publisher who will help you elevate your brand and grow your business, visit:

entrepreneurhouseauthors.com.

ChangeAgents I

Comedian-turned-speaker Steve Rizzo, CPAE, changed careers 15 years ago and never looked back.

42 | SPEAKER | September 2010

magine you are at the pinnacle of your career, with a list of HBO, Showtime comedy specials and other TV shows to your credit. Comics like Dennis Miller and Rosie O’Donnell open for you, and you’re sharing the stage with Eddie Murphy, Rodney Dangerfield, Jerry Seinfeld and Ellen DeGeneres. After much soul searching, you decide you want to do something more profound. You tell your roommate, comedian Drew Carey, “That’s it. I’m going home.” Carey says, “You can’t leave now. You’re too close.” That’s when it hits you: “How can I be close to something I don’t want anymore?” This sounds like a fairy tale, but it was the real deal for comic-turnedmotivational speaker Steve Rizzo, CPAE. After 18 years as a soughtafter comedian, Rizzo realized things inside him started changing. “I didn’t like what I was becoming,” he says. “I started having problems with who I was, so I started reading every self-help book, going to seminars, listening to Tony Robbins and others. Something inside me said, ‘You can do this.’ Then, it shifted to ‘You should do this.’ And finally, ‘You’re going to do this!’” “This” was motivational speaking. Rizzo’s reinvention started brewing a few years before he made his decision. Not everyone was aware of his inner frustration. His manager, agent and publicist thought he was crazy. When his agent begged him to see a psychologist, Rizzo said, “I already am.” Who in his right mind would walk away from a success level many aspired to reach? Apparently, Rizzo would—and did—15 years ago.

Reinvention paid off for FOUR speakers who dared to venture down NEW PATHS.

By Kelli Vrla, CSP, CRM A Passion to Make a Difference

“I wanted to make a bigger difference in people’s lives,” Rizzo says. “I knew making them laugh made a difference, but I wanted to do something on a more profound level, and I had no idea how to do it. I had no experience speaking in front of a group. The tough part is going through it. When you realize you’re committed to it and you’ve surrendered to it, so much pressure is off.” Rizzo reminds speakers who are thinking about or embarking on their own reinvention: “It’s not always easy when you have bills to pay, a family and other responsibilities. You may have a cut in income. It sounds cliché, but you really have to follow your heart.” Once Rizzo realized that he wanted to become a motivational speaker, he became open to signs pointing him in the right direction. At a New Jersey comedy club, a man complimented Rizzo after his show. Rizzo said, “This might sound stupid to you, but I really want to be a motivational speaker.” The man laughed, and said he must be Rizzo’s angel. He introduced himself as Al Parinello, president of the NSA New Jersey chapter. Parinello encouraged Rizzo to attend an NSA workshop, where he was fairly well known to members who’d seen him headline all over the country. After the workshop, Rizzo was asked to present “How to Add Humor to Your Presentations” at an upcoming NSA national event. While Rizzo reinvented himself, he still had comedy bookings to honor. Nancy Lauterbach, founder of Five Star Speakers and Trainers, approached

him after a show in Orlando, Fla., and asked if he’d ever considered being a speaker. She took him under her wing and helped him structure his presentation. In his first showcase, Rizzo ranked dead last out of 23 speakers because he tried to sound like a “serious motivational speaker.” He soon realized his humor was the key to his authenticity. “I was light years ahead of many professional speakers because I had command of an audience,” Rizzo says. When Rizzo incorporated humor in his next showcase, buyers immediately hired him. He signed an exclusive agreement with Five Star, and his speaking business took off. Rizzo credits Lauterbach with helping him establish a foothold in his new career. “Don’t expect to reinvent yourself all at once or to finish at a certain time,” he says. “There will be growing pains. How you experience challenges determines what you will become. How you grow will determine who and what you become as a person. “Now is the time to reinvent, to tap into that part of you that has been lingering because you’ve taken it for granted when times were lucrative. You have to generate business using your own unique assets. You have to get off your butt and do something!” From comic to “attitude adjuster,” Rizzo’s journey had many twists and turns. Now, while making people laugh, his mission is helping others be happy and successful, regardless of their circumstances. Reinvention has its merits: Two publishers now are fighting over his new book, Oh Shift: The Ultimate Attitude Adjustment Book.

George Walther, CSP, CPAE, survived a plane crash in 1992.

Reawakening Sparks Reinvention Since 1980, George Walther, CSP, CPAE, has been known as a business topic speaker with several books published worldwide on communication, sales and customer service. A couple of years ago, Walther experienced an awakening and realized that he was passionate about a non-business topic: living an adventure-filled life. So, he repositioned himself as a keynoter who delivers an inspirational message: “Life Is Far Too Short; What Are We Waiting For?” “It’s not an either/or path. I haven’t stopped delivering high-content seminars to business audiences,” he says. “I’ve just expanded the solutions that I offer my clients.” In addition to delivering the opening inspirational keynote for a client’s event, Walther can provide a meaty seminar or two. For Walther, reinvention is not a one-time occurrence. In 1992, he crashed a plane and survived. “From the flames, I sort of arose phoenix-like, reborn and determined to seize every day of my ‘bonus’ life,” he says. “I plan to have many dramatically different phases in my life. If you don’t reinvent, you’re choosing stagnation.” September 2010 | SPEAKER | 43

Reinvention-Plus Carolyn Strauss enjoyed a highly successful 20-year career as a top plus-size fashion model with the Ford Modeling Agency in New York. She parlayed that success into The Carolyn Strauss Collection, a multimilliondollar apparel company that regularly is featured on the Home Shopping Network (HSN). While CEO of her apparel company, she transitioned into a business speaker and communications expert. She has appeared on HSN, CNN, Entertainment Tonight, Maury and Sally Jesse Raphael, and hosted her own radio show, The Perfect Image with Carolyn Strauss.

She also is a published author of several books including, Specialty Modeling, A Healthier You, and the upcoming E.G., a children’s book for increasing self-esteem in young girls 5 to 8 years old. Strauss’s advice for speakers: “The minute you get bored, so will your audience. Find something that you are passionate about and brilliant at, identify what you do better than anyone else, and make that a huge part of your next thing. Also learn everything you can about your new topic and the needs of your new audience.”

Pick a Lane Liz Weber, CMC, MBA, looks differently at reinvention. She doesn’t refer to her transformation as a reinvention. Rather, it’s a true clarification of her expertise and services. About six years ago, Weber realized that she needed to make it easier for prospective clients to understand how she could help them and their businesses, while making it easy for them to understand what she was not qualified or interested in doing. “I realized I needed to be viewed as a consultant and not as a trainer with my targeted clientele,” Weber says. “Instead of applying a buckshot training type of company (i.e., any topic, anywhere, any time), I needed to become a more focused speaking, consulting and training company.

Find Your Focus “I simply decided to focus on and market just the three main services and topic areas I wanted to provide— those topics I loved presenting and working with clients on, such as strategic planning, leadership succession programming and leadership development,” she says. “Each area is still huge, but by focusing on just three service areas, it provided tremendous focus for me, my marketing efforts, and current and prospective clients. I specifically chose these three service areas because they feed off of one another.” Weber credits NSA for helping her fine-tune her transition. Each month

Former plus-size model Carolyn Strauss turned her love of fashion into a multimillion-dollar apparel company.

44 | SPEAKER | September 2010

I realized I needed to be viewed as a “consultant and not as a trainer with

”

my targeted clientele.

–Liz Weber, CMC, MBA

she reviewed other speakers’ websites, devoured Speaker magazine and listened to Voices of Experience. She held to her conviction by declining work on topics and projects that didn’t fit into her three areas of focus. Weber points to tangible benefits from “picking a lane.” It changed her stress level, and she was more focused on closing the right types of long-term clients. “The more I focused on my three zones, the stronger I became with the topics in those zones,” she says. “I was getting deeper by being more focused and enjoying the subject matter more.” Think of reinvention as your job security. In the famous words of Aristotle, “To know and not do is the same as not knowing.” The universe rewards action, not good intention. So, as Steve Rizzo would say, “Get off your butt and do something!” Kelli Vrla (Ver-lah), CSP, CRM, a Texas-based corporate communications consultant, has

Weber decided to focus on and market just three main services and topic areas.

enlightened and “entertrained” thousands in the United States, Europe and Central America with her festive, content-filled programs. Vrla shares more than 30 years of lessons and experience: 16 years as a broadcast sales executive in radio and 14 years as CEO of her own people development firm. She is most proud of her GPE designation: Greek Pastry Enthusiast. (Baklava is her favorite food group.) Visit www.KelliV.com

The Reinvention Starter Pack What to ask: What types of clients do I enjoy working with the most: industries, departments, level of employees, job titles? What topics do I present that really “click” with my clients? What topics allow me to go deep on the fly? Which topics do I really know? How do I provide exceptional service to clients?

What to do: Live in new and different places Research new topics Craft new speeches Foray into unfamiliar locales Experiment with new learning styles

September 2010 | SPEAKER | 45

relevant resources Time-saving tools and technologies

Opportunity Knocks

Photo credit: www.boundlessjourneys.com

If the hottest theme of the day is reinvention, you’ll want the latest books, games and ideas to keep you one step ahead of the pack. They will keep you on track and open to new opportunities—personally and professionally.

3 Play with a Full Deck Don’t get “whacked” just because your mind is on the fritz. Leave those bad, habitual thought patterns behind and learn to take a fresh approach to everything you do. Created by Roger von Oech, the Creative Whack Pack is a “creativity workshop in a box.” With 64 cards each featuring a different strategy, it will make your best ideas shine brighter. $16. www.creativewhack.com

4 Strategize for Change

1 Adventure Knows No Bounds There’s no greater escape than one offering breathtaking locations and inspired itineraries to travel outside your comfort zone. Guided by experts, Boundless Journeys provides experiences like no other, filled with spontaneity, hiking and fraternizing with locals. Let your hair down and your imagination soar while you visit classic spots such as Ireland, the Canadian Rockies or a less trendy locale such as Palau. www.boundlessjourneys.com

2 Have Gym, Will Travel Train at home or on the road with the TRX® Suspension Training system, an effective portable gym. A Navy SEALdesigned nylon-strap suspension system, TRX® pits body weight against gravity to work the muscles. Designed to be used anywhere and developed by Fitness Anywhere, you can strap it to a pole or behind the door, and use it to work every part of your body to improve balance, speed, agility, core strength, shoulder and leg strength.TRX Pro Pack. $189.95. www.fitnessanywhere.com 46 | SPEAKER | September 2010

Not satisfied in your career? Need a change or an escape plan? The Reinvention Strategy Plan eKit will help you navigate through the process so you can start fresh. The eKit includes a 40-page downloadable PDF with worksheets, and a 60-minute downloadable MP3 audio teleclass to create a strategy plan for success. $79. www.reinvention-institute.com

7 In With the New The road to possibilities is paved in books about taking chances and redefining oneself.

The Compound Effect By Darren Hardy Is 2010 the year you redefine your success? The book is a distillation of the fundamental principles that have guided the most phenomenal achievements in business, relationships and beyond. Here you’ll learn what drives success, and the strategies you’ll need to practice and master so you can achieve it. $18. www.TheCompoundEffect.com. ChangeThis

5 Pump It Up

Brainwashed: seven ways to reinvent yourself

edelf ainwashyours Br seven ways to reinvent

Seth Godin No matter where you are, your cell phone can help you exercise, lose weight and get flexible. With PumpOne Mobile, you can recharge your body and receive special goal-based workouts with visuals directly on your phone. More than 80 workouts are available anywhere, at any given time. It’s your very own personal carry-along trainer that’s ready to get you pumped at home or when you travel. www.pumpone.com/pumpone/new/mobile.html No 66.01

By Seth Godin If this pithy treatise on reinvention doesn’t get you off your duff and move you to the next level, nothing will. This e-book was created to be handed out to the masses to deliver a message: Years of brainwashing have stunted us all. Think outside the box and get on the road to real possibilities, and enjoy the freedom to be different. Free! http://sethgodin.com/sg/docs/brainwash.pdf 1/14

Info

Making Money Is Killing Your Business

6 Pick a Card, Any Card When you’re on the road to change, you need a new card to back it up. Your business card is a reflection of the new you. Next Day Flyers, an online printing company, offers custom work for your printed business cards and all your other marketing materials. The company provides top-notch materials in fast turnaround times. www.nextdayflyers.com Mary LoVerde, CPAE, is an internationally recognized expert in life balance strategies, and the author of three best-selling books: Stop Screaming at the Microwave, Touching Tomorrow, and I Used to Have a Handle on Life but It Broke. She served on the faculty of the University of Colorado School of Medicine for 15 years as the director of the Hypertension Research Center. Currently, she is a professor at Chapman University. Visit http://maryloverde.com.

By Chuck Blakeman This book will help your business make money while you’re on vacation. Gone is the idea that small business is a 30-yeargrind. Instead, you’ll get used to a better concept, one that has your business running itself in three to five years so you can enjoy it for the long run. $28.95. www.makingmoneyiskillingyourbusiness.com

F.U.E.L.: Focused-UnlimitedExtraordinary-Life By Trisha L. Moore Is it a book or a journal? It’s both and a onestop tool designed to protect and nourish your mind-set. Inside you’ll find simple, daily worksheets to organize everything you need to reinvent your mind, from goals, affirmations and dreams to bucket lists, favorite quotes, and personal and business mission statements. Two for $24.95. www.amazon.com.

September 2010 | SPEAKER | 47

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

Reinvention Tips from the Trenches

he speaking business has forever changed! So, unless you’ve been asleep at the wheel or your calendar always has been a “little light,” you’re probably experiencing a downward shift in your business. If this happens, the natural thing for a speaker to do is to find new ways to book more business. Sound simple? Not so fast—some speakers reinvent themselves and actually drive their speaking businesses into a ditch. Six meeting professionals weighed in with advice for speakers who are considering reinvention. “In the past 21 years, I have seen many speakers reinvent themselves. What bothers me most is when a speaker picks a topic simply because it is currently ‘hot,’ not because of the speaker’s area of expertise. Then, another hot topic comes along and the speaker says, ‘Oh, I can do that, too!’ Picking the hot topic du jour can make a speaker appear shallow—a jack of all trades and a master of none. That said, speakers need to be true to themselves when reinventing.” –Andrea Gold, President, Gold Star Speakers Bureau “Reinvention is important, especially if a speaker’s material is outdated. If a speaker is perceived as high maintenance, the reinvention process is irrelevant. Speakers are just one part of an extraordinary meeting. If a speaker is hard to communicate with, doesn’t research the audience, or misunderstands the meeting’s goals and objectives, it creates more problems for the meeting planner.” –Jamie Cook, CMP, President, Strategic Meetings, Ltd.

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“Past the age of 30, everyone wants to look 10 years younger. When speakers are reinventing, they should make sure their photo or video isn’t celebrating its 6th birthday. When observing speakers, I didn’t recognize some of them until they started talking. Fashions change, but we still see video of women wearing big shoulder pads. If the video is old, the implied message is that it’s been a long time since the speaker did his or her best work. Speakers should omit old clips because it’s distracting when they ping-pong between different looks and ages.” –Susan Masters, Vice President, National Speakers Bureau “Speakers tend to get stuck in the ‘same old story’ mode. They go through the process of repackaging their exterior, but the internal contents don’t change. For example, a speaker changes the title of a talk by adding the words “in challenging times,” and then delivers the same old material. Reinvention doesn’t mean simply changing program titles; speakers need to research, refresh and update their content.” –Jean Cadwell, President/ Owner, Elite Ideas, LLC “Growth and reinvention are vital, so speakers should build on an existing foundation. If they have a brand and market presence, they should develop a fresh approach, cleaner imaging and updated keynotes. But, speakers should not abandon the message and expertise for which they are known. More than ever, organizations are searching for value and expertise.” –Shawn Hanks, Vice President, Director of Speaker Relations, Premiere Speakers Bureau

“During the reinvention process, it is important for speakers to increase their level of customization to clients. No canned presentations! They need to research the organization to understand its products and processes. That will ensure maximum impact on the audience, and that is exactly what I need!” –Holly Hamilton, Director of Human Resources, Symbius Medical Interviewer Deborah Gardner, CMP, is a TV-radio personality, and the CEO and founder of COMPETE BETTER NOW! LLC®, teaching how to identify your competitiveness the healthy and productive way. She also is the author of How to Sell to Men Without Wearing a Low-Cut Dress. Visit www.DeborahGardner.com. Interviewer Joe Contrera is the CEO and founder of ALIVE@ WORK® LLC, a leadership consulting firm that works with organizations to motivate and engage their people at work. He also is the author of LIGHT ’EM UP! How to Ignite the Fire in Your Sales Team in Just 21 Days. Visit www.aliveatwork.com.

The Ultimate Online Source for Speaker Education

Do you want to hone your presentation skills and increase your knowledge of the speaking profession —but you don’t have time to attend meetings and conferences? Now you can learn what you need to know to take your business to the next level—right in the comfort of your own home, office or even while you’re on the road. NSA University is your online education destination for obtaining digital recordings from conventions, meetings and other content-rich programs, and participating in the:

NSA-U Webinar Series September 2010–December 2010 Get expert-level content delivered by expert presenters whenever and wherever you want education.

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Program Schedule for September: SEPT. 13, 1 P.M. to 2 P.M. EDT Sticky Content: Using Mini Brands and Production Values to Make Your Messaging Memorable Brian Walter, CSP SEPT. 27, 1 P.M. to 2 P.M. EDT The Future of Speaking: People, Business, and Technology Trends Transforming the Speaking Business Craig Rispin, CSP

EACH

Sign up today! For more information about the NSA University Webinar Series, to register for a Webinar, and for a complete listing of NSA University offerings, visit www.NSASpeaker.org or call (480) 968-2552.

Ed Gerety, CSP Dean, NSA University

Laura Stack, MBA, CSP Webinar Director, NSA University

National Speakers Association

Turning Point A career-changing moment or experience

Reinvent or Revise?

einvent is a popular buzzword. For some, declaring a “reinvention” or complete remake of one’s self/ business is a liberating decision. For others, the thought of reinventing their business because it is not meeting their needs or expectations is overwhelming. Maybe your business just needs a tweak, which is making a slight adjustment to something to improve or fix it. How do you know if it’s time to reinvent or tweak? Committing to change does not mean you have to throw out everything you do to effectively change your business. I can attest to that because I achieved amazing results by tweaking my business, rather than totally reinventing my offerings. I help others increase their productivity. People come to me when they feel overwhelmed by their to-do lists, email, and lack of time management and organizational skills. If I’ve heard it once, I’ve heard it a million times: “I know I really need to take a time management class, but I just don’t have time!” So, I took those laments seriously and started offering telecasts and seminars to reach the people who can’t (or won’t) make the time to work with me in person. This business tweak enabled me to “invent” a brand new product and reach a whole new audience that I

50 | SPEAKER | September 2010

otherwise would not have been able to help. It also eliminated the need for frequent travel—an activity I wanted to spend less time doing anyway. Was it a radical change to add seminars and telecasts? Not really. Most people know you can’t always completely dissect an issue in a 30- to 60-minute telecast, but you can do your very best to provide awesome content. The great appeal of seminars is they allow you to shine because you have to get to the point. Your participants leave thinking, “Wow! I got so much value and information from this in such a short amount of time.” My goal for a successful webinar is for attendees to say, “This was a great payback on the use of my time and money, and I’ll be back for more.” By being a good listener and acting on my clients’ refrain, my income has

increased 10 percent to 25 percent per month since I incorporated telecasts into my program. I’ve increased my own productivity by offering one to six monthly classes to fill gaps in my speaking calendar.

Kimberly Medlock, CPO, speaker, trainer, coach and author of What NOT to do at the Office, is known as the productivity expert. As a Board Certified Professional Organizer, Microsoft Outlook Specialist and someone who hates to waste precious time, she teaches about the amazing power of time management and organization and its profound impact on all aspects of personal and professional lives. For more information, visit www. kimberlymedlock.com.

PASS IT ON! Help us build our NSA community and increase awareness of the speaking profession! By passing on an issue of Speaker magazine, you are joining over 1,000 NSA members who are getting the word out about NSA. After you have finished reading this issue of Speaker magazine, simply pass it on to someone who might be interested in learning more about NSA. Or leave the information in a public place for someone else to discover; for example, on an airplane, at your doctor’s office or in a beauty salon. All editions of Speaker magazine are available in digital format at www.nsaspeaker.org. So, what are you waiting for? Pass It On!

Thank you for helping NSA expand its reach. Questions? Please contact our offices at (480)968-2552 or email information@nsaspeaker.org

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Humor Me Quips, tips and parting shots

Spineless in Australia

hen I lived in Australia, my travel companion was a lifesize, flexible plastic spine that I used for teaching several concepts. As a practicing physical therapist, it was old hat to handle and carry it around. It wasn’t until I became a speaker that I found it difficult to pack. It was easier to drape the spine over my shoulder with the pelvis at one end and the connected vertebrae hanging down the front. It looked like a gun when I covered it up, so I couldn’t do that if I was catching a flight. And it did not fit in a suitcase. Needless to say, I received many stares when I walked through airports! In Australia, people rarely make comments. They would look, but seldom asked me to explain myself. When I moved to the United States, it was a whole different experience. The oh-so lovely, warm and friendly Americans would see me and my shadow (er, spine) and call out from gate lounges: “Oh, my gosh! Harry, come and look at this.” Then, they would rush over and ask what I was carrying. After many of these close encounters with Americans, I found it easier to refer to the spine as my ex-husband. It earned the most laughs, too. As I raced to make my next flight, I would hear, “Oh, my. She said it was her ex-husband. Harry, quick, come and look!” I also received many priceless comments as I would board my flight and try to move my way down the aisle to

54 | SPEAKER | September 2010

find my seat. Trust me, the aisle is much longer when you are carrying something as big and cumbersome as a plastic spine smacking seated passengers in their faces. But nothing beats trying to stuff a plastic spine into an overhead compartment while telling other nearby passengers (who have brought everything onboard except the kitchen sink) to be careful of my spine—or my ex-husband, depending on the circumstances. Then, there’s the piece de resistance. Picture me at Sydney Airport walking to a gate lounge. I had the 5-foot spine with the pelvis at the back of my shoulder and the remainder of the spine hanging down the front. It was perched there, balanced. This good old Aussie bloke walked up to me. He was dressed in a T-shirt, scruffy shorts and flip-flops. With a completely dead-pan face, he said, “Excuse me, lady, but I think your parrot’s dead.” And he walked away. I couldn’t stop laughing for a week! To top it off, I used that line in many presentations over the years. I’ve learned that my funniest lines usually come from the audience or when I travel. If you give audiences a chance to interact, it’s amazing how they will shout out the most humorous things at the most critical times. During one presentation, I asked audience members to raise their left hands with their fingers spread apart. I asked, “What’s between your fingers?” They answered, “Space.” Then, I asked, “What’s meant to go in that space?” I thought they would say “Another hand.”

But, no. Some woman shouted, “Diamonds!” I have used that story ever since, and it always makes people laugh. Is there a moral to my story? I’m not sure, but I still chuckle when I think about the dead parrot. Amanda Gore, CSP, CPAE, is a communications and performance expert. For more than 20 years, she has used the science of the heart, and the principles of emotional intelligence and neuroscience, to help business leaders achieve the results they need by getting people engaged in, enthusiastic about and aligned with corporate goals and vision. Visit www.AmandaGore.com.

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