SPEAKER SERVICES http://speakerservices.com Newsletter, December 2000 #26 Get Listed in the Directory: http://speakerservices.com/adv_pkt.html CONTENT: 1. A Word from the Publisher 2. New & Renewing Speakers 3. Articles: --Top Ten Questions for Interviewing Bureaus --10 Tips for Finding the Right Speaker ****************** OUR SPONSORS: Inspire others to excellence! AvidLearn is seeking experts to present live, online seminars. Enjoy tremendous exposure and unparalleled convenience. To find out more, register for our free "How To" course at www.avidlearn.com. For further information, contact an Account Executive at (888) 493-2100 or experts@avidlearn.com. ****************** Five Star Publications, Inc. Full Book-Publishing Services Since 1985 >>>From production to publicity, have it all with just one call! www.BookProducer.com and www.eBookery.com Your partner in electronic publishing. e-mail: radke@fivestarsupport.com _________________________ NEW & RENEWING SPEAKERS for Free & FEE 1. Jill Place: Registered dietitian and acting coach inspires you to change your mind about how you eat, exercise--and act 2. Fran Cannon: Motivational consultant promises better employee and manager performance for greater profits 3. Toby Earles: Health and motivational practitioner turns life's darkness into light 4. Dan Vigil: Internet advantages help businesses work faster, cheaper, and smarter 5. Carol Brown: Emmy-winning makeup artist shows every woman how to discover the Cinderella within _________________________ A WORD FROM THE PUBLISHER This month I decided to bring you information on the type of questions meeting planners ask potential speakers/bureaus when booking. On the other end of the spectrum I'm offering tips for speakers who want to work with bureaus. Whether you work with a bureau or book on your own the tips and information provided below will give you an overview of the materials that a speaker needs. Now let's define what a speaker's bureau is. A speaker's bureau acts as an agency on behalf of clients who are looking to book speakers for various events. Bureaus do not work for the speakers. Bureaus generally take a commission of 25%. How does an online directory work? Speakerservices.com is an online directory which brings speakers and audiences together. We act as a marketing tool for speakers to connect with meeting planners. When a meeting planner finds a speaker on our website they contact them directly either by telephone or e-mail. Our speakers are responsible for handling their own bookings and we do not take any commissions however, we do charge a flat fee for a listing. One of the essential elements for getting good bookings is to have a well produced video demo. Did you know that we offer that service in Los Angeles? Our next live shoot will be February, 25. It is a three camera shoot, 7-8 minutes with an hour of consulting with our speech coach Heidi Parr for $695. Did you know that Speaker Services is a full service agency? We offer marketing consulting, speech/presentation skills. Our team of experts include an audio facility, graphic design for book and audio, CD and video covers and website evaluation design and maintenance. If you feel that you could use some support and guidance, focus or perhaps branding please call the office I always answer the phone. We have been in the speaker business for nine years. We are on hiatus in December for Teleclasses and will resume in January with the following classes: Guerilla Publicity, Jill Lublin, Leveraging Your Speaking Engagements, Vickie Sullivan, Video Demo's, Ed Primeau and Storytelling, Barry Segal. Check out the following link for the exact schedule http://speakerservices.com/teleclasses/index.html. Remember audio tapes are available if you can't make the classes and we have the previous teleclasses on tape too. I'm off to Acapulco the first week in December for the International Conference on Business and Consciousness. I'll have lots to share in my next newsletter. Happy Holidays. Susan Levin Speaker Services _______________________________________ TOP TEN QUESTIONS FOR INTERVIEWING BUREAUS Jo Cavender, Northwest Speakers Connection (speakersearch@northwestspeakers.com) Fact Finding: First of all, do your homework. Review the bureau web site, directory, or other marketing materials and become familiar with their services prior to the initial contact. Check to see if the bureau has speaker information on their web site that explains how they work with speakers. Especially look for information on the bureau1s preferred way to receive speaker1s first contact. Basic Questions: 1. "Who should I talk to about speaker representation with your bureau? " 2. "How does your bureau prefer speakers to contact you?" If it is by phone, "What is the best time of day to make the contact?" 3. "Do you have a formal procedure for speakers to work with your bureau?" and "What is the best way to locate this information?" Deciding Factors: 4. "Are you looking for new speakers to represent to your client base?" 5. "Are there particular topics you are looking for?" 6. "What fee range of speakers do you focus on booking?" 7. "What services do you offer speakers for the commission you charge?" and "What is your commission percentage?" 8. "Who are the top 5 speakers you most often book?" 9. "What top 3 speaker traits do you most value?" 10. "What associations or organizations is your bureau affiliated with? Booking Questions: 1. "When a speaker gives you a gross fee, do you ever add on to that fee?" 2. "Do you provide a copy of the client contract to the speaker upon request?" Based on the answers to the above questions, speakers should decide if the mode of operations, personalities of the organization, vision and ethics are in alignment with their own. Realizing that speakers only need a few bureaus to make their marketing plan successful, they should spend 80% of their bureau marketing time on 20% of the bureaus (the old 80/20 rule). General marketing to all bureaus usually does not develop the type of relationship that makes you, the speaker, immediately come to the mind of the bureau sales people. Just because you make a connection with the bureau owner, or the one person responsible for speaker selection, does not endear you to the sales staff. Find ways to connect with the staff. Be prepared for the following question from the bureau: "Why do you want to work with my bureau in particular?" Choose your bureaus wisely. Your reputation is your most valuable asset. Remember: Never wrestle with a pig, you both get dirty and the pig likes it! What It Takes to get a Bureaus Attention: >>> Printed Materials - Judged on appearance, ease of handling, and overall content. Most effective are professionally printed one-sheets that include a short bio, summary of presentation topics, client quotes, and a client list. >>> Video Demo - First thing reviewed. This is the most important piece of PR Material to the bureau because it is, for the most part, the determining factor to clients. A good video is professionally done and must include portions of speeches or presentations to give the viewer a feel for the speaker1s style, sense of timing, humor (if appropriate) and presence. As always, appealing jacketing and presentation are a plus, but limit needless effects, etc. - content is most important here. >>> Fee Schedule - A specific, simple, and firm fee schedule must be included on a one-sheet in the speaker1s package. Limit the investigative work a bureau must do to accept you - fee is a major component. Include, 1-hour keynote fee, half-day fee, full-day fee, and local fees if any. If the fee schedule is missing, we do not review the packet until we receive it. In the meantime it goes to the bottom of the review list. >>> Topics - Provide topic areas and speech/presentation titles. Good to include for each topic/speech title is a short, one-line description as well as a more detailed summary. Bureaus look to how strong they are in certain topic areas and to what kinds of speakers they need to add in a given fee range - be as original as you can without misrepresenting yourself. >>> Complete PR Packet - Overall package impact, ease of handling, professionalism, space for bureau to add contact info, etc. >>>"Bureau Friendly" - Bureaus ask that all your PR Materials leave space for bureau contact info or have the info printed on them already. A bureau will not send out any speaker materials that contain personal contact information printed anywhere on them. _____________________ 10 TIPS FOR FINDING THE RIGHT SPEAKER by NSA for Meeting Planners Your speaker selection is one of the most important elements in a successful meeting. Selecting the right speaker for your meeting can be a daunting task, as speakers are available in every fee range and specialty topic. The National Speakers Association, composed of more than 3,600 professional speakers, has compiled these tips to help make your meeting a success. 1. Determine the needs of your audience: Thorough knowledge of the needs of your group is essential in selecting the right speaker. Does your meeting require that the audience leave with specific or technical information? Do you need someone to motivate the group to sell? Are you looking for after-dinner entertainment with a message? 2. Establish your date, time and budget: >>> Start looking for a speaker as soon as the date for your meeting is set. Many speakers book engagements up to a year in advance and you will want to get on their calendar as soon as possible. >>> Consider how much time you have to fill and where that time falls in your overall program. If your time slot is flexible, a professional speaker can often tell you the right amount of time for the job. A professional can also make recommendations about the order of topics/speakers if one presentation will follow another. (You may not want to follow a humorist with a detailed educational presentation.) >>> Factor in the fee you are willing or able to pay for a speaker. Your search for a speaker can be narrowed or broadened based upon your budget. 3. Identify the type of speaker who will best match the needs of your audience: A speaker's expertise in a given field may be the big draw, but a well-known name does not guarantee a professional presentation. High prices don't always mean high quality. Will your audience and the overall program benefit most from a celebrity; an expert in the field; a popular sports personality; a best-selling author; or a professional speaker who has a thorough knowledge of the appropriate topic? 4. Locate your resources: >>> Personal referrals are a great way to narrow your search. Ask colleagues for recommendations. >>> Speakers bureaus locate and book speakers according to your specifications and needs. A bureau can locate speakers and quote fees. Many bureaus specialize in particular speakers such as celebrities, authors or athletes. Speakers bureaus can often be found in your local phone directory under "Speakers Bureau" or "Agent." >>> The National Speakers Association publishes the Meeting Planners Guide to Professional Speakers. This annual, 400-page directory contains information on more than 3,600 speakers and is cross-referenced by topic and geographic location as well as alphabetically. This directory of speakers may also be found on the web at http://www.nsaspeaker.org. 5. Review your options and interview your speaker candidates: >>> A professional speaker will be a real partner in this process. Often they will ask questions about the needs of your audience and what they can accomplish for you. Ask your candidates for references and, if they are speaking in your area, ask if you can attend the program and observe them in action. >>> Assure that a potential speaker has addressed groups similar to yours. Talk with them about their experience. Ask for a biography, testimonials and videos of their presentations, preferably before a live audience. >>> Find a speaker who will tailor his or her presentation to your group. >>> Ask the speaker if they belong to professional associations. 6. Select your speaker: >>> Hire a professional and you'll hire an ally. Professional speakers understand that your reputation is riding on their performance. Their experience with hundreds of audiences can add to your peace of mind and to the success of the event. >>> When selecting your speaker, consider that you are not only paying for the time the speaker is on the platform but also for the hours spent researching, preparing and customizing the presentation. Some speakers may negotiate their fees when they are doing more than one program for you or when they are allowed to sell their products. Ask about your options. 7. Get it in writing: You should have a letter of agreement or contract that clearly outlines the expectations of both you and your speaker. Consider: travel arrangements and transportation; accommodations and meals; fees, reimbursements and payment terms; whether you want the speaker to attend social events; if the speaker may sell products and if so, how this will be handled; an agreement on any audio- or videotaping of the presentation; cancellation policies; audio/visual requirements; and legal implications, if any, your contract may contain. If you would like to see sample contracts, please call NSA at 602-968-2552. 8. Work with your speaker: Share information about your group or company. This will help the speaker become familiar with your organization, while facilitating a customized presentation. >>> Send your newsletter or anything which would include key people, buzz words or insider news and views. >>> Give the speaker a clear outline of what you expect. >>> Be specific about the size and demographics of your audience. >>> Let the speaker know in advance about other speakers on the program. This gives the speaker the opportunity to build on (and not duplicate) what the other speakers say. 9. Set the stage: >>> Make sure the room is set up for optimum impact. Consider the number of chairs and how they are arranged. Also consider room temperature and lighting. >>> Stay on schedule. Although a professional will be able to "make up" time or slow things down if needed, keeping your program on schedule will allow your audience to get the full impact of the program you have created for them. >>> Your speaker should be able to provide you with a good introduction of themselves and their topic. The introduction should be short, energizing and create positive expectations. 10. Evaluate the results: Have your audience complete evaluations on the speaker and his/her presentation. This will allow you to gauge your results and plan for future programs. Send copies of the evaluations to your speaker. The National Speakers Association stands ready to help you with the most important element of a successful meeting--finding the right speaker. Although we do not book or recommend specific individuals, we're pleased to answer any of your questions. ________________________________ SPONSOR THIS NEWSLETTER! Get your message out to speakers 2,000 plus and meeting planners in this fast growing newsletter. $50 a month, limit to 6 lines of text, 60 characters per line issues or 6 months for $275 paid in advance. Previous issues are available at http://www.speakerservices.com/nl/index.html To contribute information to this newsletter send via e-mail to: susan@speakerservices.com. Letters and comments are happily accepted. To remove yourself from this newsletter send an e-mail message to susan@speakerservices.com with remove in subject. ************************ Meeting planners looking for speakers for free and fee or entertainers for your programs check out Speaker Services: http://speakerservices.com. Get Listed in the Directory: http://speakerservices.com/adv_pkt.html Presentation skills and marketing workshops offered in the Los Angeles area. http://speakerservices.com/services/la.html Speaker Audio Tapes/Books http://speakerservices.com/products/index.html ************************ Speaker Services Susan Levin 4023 Meier Street LA, CA 90066 310-822-4922 FAX: 310-822-9025 Toll free- 877-773-2800 e-mail: susan@speakerservices.com website: http://speakerservices.com