"What topics do you speak on?" I asked. "Everything," he replied. "Who is your audience?" I queried again. "Everyone," he responded. I said, "Could you be more vague?" That scenario took place during my last Speakers School, a full-day training course for aspiring, practicing and professional speakers. My attendees' answers flashed me back to my first NSA meeting when I was asked those very same questions.
I became honestly introspective. The answers became the foundation for my career as a professional speaker. My challenger looked at my business card and when he saw 9 topics he said, "You couldn't possibly be an expert in all those areas?" (Ex•pert (eks'pert) n. ex: a has been; spert - a little more than a drip.) It can be intimidating to a newcomer to be so boldly confronted by a "pro" or it can be a stepping stone for growth through awareness. I analyzed. I contemplated, I pondered, I decided! I am an expert in 9 areas as I have had 9 successful careers and life experiences.
Okay, confidence restored. I consider the other issue, who really is my audience? Who will "pay" to hear me speak? It became obvious that the very industries I were leaving were my initial marketing targets. As professional speakers we must constantly redefine ourselves. We must not only be a change catalyst for clients but for ourselves as well. Although these initial lessons served me well and I listened and learned at every opportunity -- attending all NSA events, going to hear speakers whenever they came to my town, becoming an avid reader, tape listener and acute observer -- I quickly learned the most important lesson of all. Be yourself, be unique!
I have been known all my life as a flamboyant dresser and personality. Whatever possessed me to take the well meaning advice of yet another professional and take to the stage in a classic business suit with little pearl button earrings. It was only when I opened my mouth to speak did I and probably the audience realize the two did not match. I am what I am and I quickly came to terms with the fact that perhaps my style of dress or presence may not be right for everyone and that too was okay. The next time I was on stage, it was really me -- big hair, big flashy jewelry, bright clothes and a presentation style to match. In fact, I chuckled when reading a past NSA article on image where I was anonymously described by my attention getting jewelry. Unfortunately, the writer missed the point that so many of us miss along the way. My jewelry doesn't get in the way of my message. My jewelry is the message as is my hair, my clothes, my personality, my aura -- get the picture! I am my message and if I'm not true to myself then I have no right to expect any audience to listen or believe.
In my first three years as a professional speaker, I spoke to the Million Dollar Round Table, a well-known coveted speaking opportunity, I presented at The White House, I spoke for Fortune 500 companies and on every continent. I was featured on the front page of the Wall Street Journal. Many congratulated me, many had sour grapes, many in controversy. For me, another highlight. I took advice from Stew Leonard's keynote, "don't walk away from negative people - run!" It's my sixth year, I'm represented by some of the top bureaus, I have a full-time staff of three, an exciting but not always full calendar (don't always believe everything you hear), a great income and lifestyle, products and product opportunities. I didn't have a demo video for those first three years, I use the same media kit now as I did then (less that $10.00 per) and I've broken many rules. The only rule is "There are no rules." I speak on more than 9 topics now but they're part of three umbrella areas so it doesn't sound as scattered. I have no niche industries although some have "niched" me. As my friend and respected peer Larry Winget said of himself, "I am a generalist" and I concur. To quote Robert Kriegel in his book If It Ain't Broke, Break It : "Leaders who stick with conventional formulas will not only miss great opportunities but find their organizations struggling."
When my video editor wanted to omit the part where the body mike fell off my jacket I insisted he leave it in. It was more important to have people see how I react to challenges rather than pretend they don't exist. I want my humanity with all it's imperfections to be as obvious as my knowledge and talent so audiences can connect with the real me. Trust your instincts -- when another "pro" looked at my purple media kit and suggested I change to gray, burgundy or corporate blue, I knew I picked the right color -- for me. As Rosita Perez once wrote to me "In a world of apples, you are a kumquat." May you all be kumquats! All this, and I still don't have a brochure. |
