Get more paid public speaking opportunities with a business book

Is it worth investing the time and energy it takes to write, publish, and market a book, all while you’re focused on your public speaking goal?

Attracting more paid public speaking opportunities is a great goal to set yourself and your business: these opportunities bring in income, leads and kudos, as well as giving you great scope to develop your skills and your confidence.

So what does a book have to do with it? Is it worth investing the time and energy it takes to write, publish, and market a book, all while you’re focused on your public speaking goal?

We say yes – but don’t just take our word for it. Many successful public speakers have found that having a book to their name has helped them net more and better speaking opportunities.

One is Sarah Furness, who became a motivational speaker and leadership coach after 21 years as a combat helicopter pilot in the RAF.

Sarah tells us, “I actually started out wanting to be a mindfulness coach. I wanted to show people there is a way through the darkest of times…but mindfulness is hard to sell and most of my prospects just wanted to hear stories about flying. Then I realised I could do both: I could teach techniques and tools rooted in mindfulness, and use combat flying stories to bring these techniques to life and to prove that they work.”

In this post we’ll take a look at how a book helped Sarah achieve her goals – and how writing a book could help you, too.

Why do I need a business book as a public speaker?

Sarah initially decided to write a book to have something to hand out after her talks – “a book is harder to lose down the back of a sofa than a business card!”

But she quickly found that having a book helped her rise to many of the challenges of a public speaking business; not just building credibility and marketing yourself as a speaker but also:

• Networking. As Sarah said, a book is a huge upgrade from a business card. When you meet new people, you can give them a copy of your book. You can give your existing clients several copies to give to their friends. Giving books away is a valuable and memorable way to build your network.
• Shining amongst the competition. Struggling to stand out in a crowded market where many speakers vie for the same opportunities? A book helps set you apart.
• Branding. Sarah Furness has a strong and unique brand: she teaches techniques and tools that are rooted in mindfulness, using combat flying stories from her time in the RAF to bring these techniques to life and to demonstrate that they work. Having a book gives her the opportunity to showcase her brand so readers understand what they’ll get when they hire her to speak.

How can a business book help me close more speaking deals?

Nothing sells you like a book. It’s a more in-depth marketing tool than an ad or an email campaign, and more efficient than arranging multiple face-to-face meetings.

Sarah Furness offers her book to new prospects to help her close speaking deals. By sharing her book, she provides an opportunity for potential clients to learn more about the value of her public speaking services before they decide to buy. This approach allows her to establish a connection with her prospects, showcasing her expertise and insights more broadly and deeply than she could otherwise do.

But there’s more to it than that… A book doesn’t just help you make sales: it can bring warmer leads to your door.

If someone reads Sarah’s book and then approaches her about a potential paid public speaking opportunity, Sarah knows that they’re likely to be a good match – and finding good matches is what great sales is all about.

This pre-qualification means the leads Sarah engages with are more informed and more interested, ultimately leading to more successful and effective business relationships.

How can I use my book to generate repeat business?

Your book is an excellent way to stay top-of-mind with your audience. They loved seeing you speak, they benefited from your expertise and enjoyed your message – and now they have a lasting reminder in the form of your book, reinforcing your brand as a go-to expert in your field and keeping you relevant and memorable.

Sarah Furness uses her book effectively, not only as a follow-up tool after speaking engagements, but also as a thank-you gift for referrals. It’s a thoughtful approach, showing appreciation for those vital referrals and providing a tangible reminder of Sarah’s insights and stories, making it more likely that people will come back to her again and again for speaking events and/or to work with her in other ways.

Used in this way, Sarah’s book is more than a marketing tool: it’s key to her client retention strategy.

What if some prospects can't afford my services immediately?

A business book can bridge the gap for prospects who may be interested but can't commit due to budget or time constraints.

Sarah never misses an opportunity to use her book in this way. When a wealth management client asked her to speak at a conference, Sarah was unavailable but sent her book to ensure she stayed in the client’s mind.

Sarah explains her contact “Read the book and then emailed me straight away asking if she could book me for the following year. So far it’s been the highest-grossing deal of this financial year.”

This strategy helps maintain interest and build relationships until prospects are ready to invest in your services. By offering a potential client something of real value, you keep them engaged and thinking about how you’ll be able to work together in the future.

How can a book help in establishing my credibility as a public speaker?

Published content like a book creates ownership over your chosen niche or micro-niche, and tells the world that you are an authority in your field: it’s no coincidence that the word ‘authority’ has the word ‘author’ in it!

It’s easier for clients to trust you – and book you for speaking gigs – if they can see that you have both the expertise and the proven dedication to write an entire book on your subject.

For Sarah Furness, the process of writing her book with the help of a coach not only sharpened her message but also showcased her expertise. Her book became a testament to her skills and experiences, proving her credibility to new and existing clients.

Write a non-fiction book to build your authority as a public speaker with Book Magic AI

Ready to stand out in your professional network, hone your personal brand, reach more leads and wow them to generate repeat business as a public speaker?

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