Whoa. I knew many associations were having a tough time, but this is tragic. The National Child Support Enforcement Association has filed for Chapter 11 due to frozen travel budgets for many of their members. The biggest debt is to a hotel for canceling their annual convention this summer, an event that brings in almost 60 percent of their yearly operating budget. Their strategy now: webinars. Associations are getting very creative, so that means more opportunities for us to play. Remember, price your deals based on the relationship, not just a speech or webinar. The more attendees you bring to the party, the more valuable you are.
Archive for April, 2009
Cancellation forces association bankruptcy
Thursday, April 30th, 2009Internet splits in 2012?
Tuesday, April 28th, 2009Depending on the Internet for passive income and community building? Heads up: demand is slated to outstrip capacity by 2012 (when you’re my age, that’s right around the corner). No, the Internet will not freeze up. Techie advisors Nemertes Research Group predict a two-tier system: one with low-quality service and content, the other fee-based with souped up access and premium content.
Why should you care? This will hasten new answers to the age old question experts face: what content do we give away and what do we save for fee-based communities. Stay tuned…
The dark side of hope
Thursday, April 23rd, 2009My favorite thing about speaking: what I learn from the audience. A speech in Dallas last month showed me what happens when hope runs amok.
The audience was filled with professional speakers and trainers. They were justifiably concerned about the budget cuts and canceled meetings. But when I told them how to out-compete the celebrity speakers, well…my words created more confidence than I meant to give.
What I said: budget cuts hurt celebrity speakers the most. Buyers are willing to consider non-famous but credible folks with a strong educational meassage. What many in the audience heard: I am a free speaker with cool educational content, a great story and a unique perspective…so high-fee buyers will hire me in an instant. I’m good to go.
Turbo-charge client motivational speaker Dr. Steve Bedwell was in the audience and saw the train wreck coming. He explains it best: “The gap between what you would consider cool, counterintuitive content and what most speakers consider cool, counterintuitive content is vast…”
Busted. I got so excited about giving good news, that I didn’t emphasize the perceptions between buyer and speaker. I let the audience assume that all of them are ready to roll. And that’s why, when presented with an opportunity to get a market reality check, many of them felt they didn’t need it. My omission created false hope that buyers will quickly correct.
Moral of the story: hope is not an assumption that your work is done. It’s motivational fuel to do what it takes for a market that awaits you. This is a mistake I won’t make again.
Profitable niche in hospitality
Tuesday, April 21st, 2009Yes, many sectors in hospitality are in the midst of challenging times. Here’s a bright spot: corporate housing. This industry enjoys double-digit growth for the past two years so you better believe there are budgets to keep the party going. The challenges that will get funded: competing with extended-stay hotels, and marketing beyond the current targets of business travelers and relocating families. Growth and marketing experts, even real estate staging folks can cash in here.
Buyer’s motivation explained
Thursday, April 16th, 2009The key point from Tuesday’s Here’s the Deal call on low-fee markets: there’s plenty of gold if you understand the buyers motivation. Example: The burgeoning do-it-yourself market. When times are tough, the tough dig in and figure out how to make the new reality work.
The big mistake most experts make: assuming these folks are cheap. The truth: they are just as committed as the big-budget folks. These life-long learners just want to figure it out on their own. And they are willing to invest in your help; just in smaller (and multiple) doses. The key question: does your expertise fit their mindset? Check out the pros and cons. The mp3 file is now available: http://www.sullivanspeaker.com/HTDbranding.htm
Wellness that works
Tuesday, April 14th, 2009Heads up wellness experts: Corporate America still wants to reduce health care costs. What success looks like now: programs that employees actually use.
That puts behavior modification programs on the ropes, according to a recent study by HR consulting firm Hewitt Associates. What’s hot now? Onsite medical clinics, pharamcies and preventative services, such as flu shots.
Wellness wizards, don’t give up. Focus on employee participation and the employers will continue to find it. Focus on implementing already funded programs, and get your share of the budget.
Profitable low-fee niche
Thursday, April 9th, 2009Do all profitable niches have high fees? Not necessarily. Exhibit A: compliance issues. Historically lower fee than flashier soft-skill training, this niche is booming. Why? The fed’s emphasis on more stringent safety rules for the next four years. Workplace safety, toxic substance management will see bigger budgets and bigger training programs as the enforcement gets more attention from the Obama administration.
According to law firm Keller and Heckman in Washington, DC, inspections will be more comprehensive and intrusive. Criminal violations — rather than the standard civil route — will up the ante. Execs won’t be the only ones prosecuted either — U.S. Department of Justice is set to go after supervisors, middle managers, even line foremen. This low-fee niche just got higher on the food chain. Want more? Check out the next Here’s the Deal call on low-fee vs. high-fee brands on April 14th. To register: http://www.sullivanspeaker.com/HTDbranding.htm
Redefining high speaking fees
Tuesday, April 7th, 2009Should you brand for high-fee markets? Not necessarily. A great example is in the insurance industry. Yes, there are still great opportunities there. But because of the backlash of lavishness and dropping budgets, celebrities are out and training with motivation is in. Remember, low-fee is relative. If you are used to paying $20,000 for a sports-figure speaker, then $7,500 for a normal human being with killer content isn’t so bad. That’s what I’m drilling down on in this month’s Here’s The Deal call on low-fee vs high-fee branding. Click here for the inside scoop.
Going Hollywood
Thursday, April 2nd, 2009Do speakers need a book and demo videos to get booked? Not necessary. An example: tubo-charge client Linda Finkle made a short (less than five minutes) movie Screw the Elephant in the Room. Hiring Steven Spielberg was not necessary — just compelling photos with cool music and killer captions. Linda packaged her message succinctly. She called the game, reframed a common challenge and created a rallying cry.
Result: major health insurer saw it on YouTube and invited her to speak. At her full fee — no questions asked. Then booked her again for the next day.
This is not a fluke. When you combine a killer message with a new format, buyers will find you. Check out the movie here.
