How to Get Paid to Communicate by Steve Adubato, Ph.D.

President George Bush is talking about what he would like to do once his presidency ends next year. He recently told author Robert Draper that he’d like to “…give some speeches, just to replenish the ol’ coffers.” The president made reference to his father, George H Bush, saying “I don’t know what my dad gets — it’s more than 50-75” thousand dollars a speech, and “Clinton’s making a lot of money.”

On the surface, you would think that an ex-president going on the speaking circuit would be a piece of cake. A no brainer. I mean who wouldn’t want a former president coming in to give a speech to their organization? But there is a catch. Being an ex-president or a celebrity only gets you so far as a communicator seeking to get paid for communicating. The same thing is true for super star athletes or anyone who has a name or image that looks great on paper.

Lots of people, particularly in the corporate world, envision themselves making good money for speaking in public. But that is easier said than done. What’s interesting is that former Presidents Clinton and Bush have honed their presentation and communication skills. It doesn’t just happen by accident. Regardless of who the speaker is, there are some concrete actions and steps that will help you to get ready to stand and deliver and get paid for doing it.

Q—What are the most important things someone who wants to be a paid speaker needs to do?

A—You need to figure out exactly what you have to say that is so important or special. What exactly is your message and why should people care about it? Figure out who else is saying something similar and again ask yourself why what you are saying is so special or different. How much passion do you have for what you are saying? (Getting paid to speak shouldn’t be your passion.) You also need to identify stories and anecdotes from your experience that drive home your message or make your presentation more engaging. For example, President Bush could tell a great story about a meeting he had with another head of state that turned out in a surprising or significant fashion. The most important thing a professional speaker can do is hone his or her communication skills by getting out there and doing it. For the average business professional, be willing to be paid little or nothing at first to get it right and make a name for yourself. The value of such an effort is priceless.

Q—How do you get your name out there as someone who is a speaker good enough to get paid for it?

A—Lots of people join up with speaker’s bureaus or agencies. The catch with this approach is that if you are not a super big name already, few agencies or bureaus will be interested in you. Further, if you are far down the priority list for these folks, you could feel ignored or insignificant. Why not write an article for a magazine or a newspaper that forces you to put on paper what you really want to say to people then use the reprints as a tool to communicate who you are and what you have to say. Further, the internet is an inexpensive and increasingly effective way of getting a message out there. Once you get out there and you are really good, there is no substitute for positive word of mouth about you. As I said in last week’s column, third party testimonials, particularly from people we respect, is still the best advertising and public relations out there.

Dr. Steve Adubato coaches and speaks on the subjects of communication and leadership and is the author of the book "Speak from the Heart." Write to him at The Star-Ledger, 1 Star-Ledger Plaza, Newark, NJ 07102, or click here to contact him through this web site.