How A Speaker Can Use A Signature Book to Increase Impact, Make Event Planner the Hero, and Get Paid Even From Events With No Speaker Budget

Every Speaker should have a signature book.

Or two or three.

But definitely at least one.

Until recently I thought this was implied - that it went without pointing out.

But then I heard some very prominent people- all of whom have several books of their own, and one who even has a revenue share with a "done-for-you" book writing company, speak from stage and say that Speakers don't need a book.

I was flabbergasted.

I had to understand why they would say this.

So I asked one of them, who immediately walked it back right there in our conversation and later from stage during the same event.

I realized then that these people were only focused on a book in terms of book sales as an ROI, while ignoring all the other ROIs that come from having a signature book.

And I agree- it is naive to write and publish a book with the belief that book sales will recoup the expense of the book, let alone create a profit.

So set that aside and focus on all the other reasons every Speaker should have a signature book.

1. Increase your impactI don't care how long you have on stage - 2 minutes or 4 hours - you will not be able to share the entirety of your story, expertise, or insight from stage. Even Tony Robbins, who runs multi-day events with grueling schedules, has books to supplement his events and speaking. A book is a stage.Your book is a portable stage that extends your voice well beyond the applause. Especially an audiobook - you are traveling with your audience. They are taking you with them on a trip, or a walk, or on their chores - they are not a captive audience member afraid to be seen getting up and walking out of the room. They are choosing to listen to your voice on their terms. I'm not really sure how that part is overlooked.
2. Get paid from an event with no speaker budget."I'd love to have you come speak. Unfortunately we do not have a budget for Speakers/our Speaker budget is less than your fee."How many times have you heard that ? There are only so many times you can speak for free even if you are able to sell from stage. Not every audience will be your client but every audience can still benefit from your insight, and your speaker footage could use some more clips. Ssssoooo... You reply can now be, "I understand and I can work with you. Just buy__ copies of my book at $__ and we have a deal! This works best for local events that don't require a travel expense. You can also arrange to sell your books at the event as an alternative. Your books are seen, the connection is made between you having a book and thus increasing your impression of expertise, and you make some money at the end of the day. Even $500 is better than zero dollars!
3. Make the event host/planner a hero.This is one of the best moves you can make in terms of increasing your curb appeal. "Hey, Event Planner - when you hire me to speak I will also bring __ copies of my book for you to give away." Whether they use your book to stuff swag bags, or as door prizes or raffles or surprise gifts... who cares? That's their choice and they get to decide how to use that to make themselves look like the biggest hero. Who doesn't like to be the generous benefactor? You might be the keynote speaker at the event, and the host will love jumping on stage after your standing ovation to announce this free gift they are giving. You might be a breakout room speaker who gets to tell attendees that their event host has generously included your book into their experience, etc. This added oomph also applies to the events that don't have the Speaker budget- the host still gets to pay you for your books and be the hero!

Your signature book has other superpowers, too. Every single chapter can be used as a foundation for a keynote talk or a workshop. That's how one of my books is laid out. What Not to wear to a Murder Trial (and other tips tragedy taught me) is my own spin on adversity and resilience. A reader knows exactly what it will be like to hear me speak when they read my book, and the book serves as the perfect supplement to any topic I speak on.

Maybe your entire book - like my first book, Front Toward Enemy, tells a powerful, moving story behind the scenes of real life events. In my case, I shared the personal side of surviving my husband's murder, raising my four young boys, and watching the capital court martial against the killer fall apart. I shared the real story behind the headlines.

Don't discount a fiction book, either! In my opinion, these are the hardest to write, even when the story and characters feel so real they practically write it for you. Your fiction books present a wide range of tie-ins for you to speak on. How to Woo a Widow, for instance, ties in beautifully to my story and speaking topics.

Your book's impact will appear in big splashy waves you can't miss, and smaller ripple effects you might never see. So if you truly believe in what your message is, if you just know your insight and story can help even one person... why aren't you writing your book?

One unexpected ripple effect my books have had, is that I am now helping other people write their books. Whether I am ghostwriting, co-author, editing or teaching writing workshops, I now get to help people with all budgets write their books.

And that is pretty cool.

If you'd like help writing your book, send me a message or email me directly [email protected]