Public speaking can be an
author’s greatest marketing tool. It opens up unique promotional opportunities.
It can supplement the author’s income. It sells books! And in today’s market,
authors need to employ every possible angle.
At its most basic, speaking
places the author in front of real human beings. The lure of the Internet has
prompted more and more authors to remain hidden behind a website. While blogs
and social sites provide a certain measure of interaction, it cannot replace
real-world contact and physical appearances. Readers like to know about the
creator behind the book, and meeting an author in person provides a human
quality that is lacking online.
Not every writer is destined
to be a professional speaker, but learning the craft is vital. For the
introverted author too nervous to speak in front of two people, let alone a
crowd, training is required. A media coach teaches poise and confidence. An organization
such as Toastmasters offers critique sessions in a secure environment. Public
speaking courses are available at almost every college. There are ample
opportunities to train and prepare for public speaking.
Remember, there is power in
the spoken word! Now, how do we use that power?
At the very least, every
author should be able to discuss his own book. This will be required for
signings, book readings, and library appearances. Book clubs and writer’s
groups are also open to the author. These opportunities provide more than just
a personal touch, as promotional materials distributed by the author can
influence later sales.
However, magic happens when
an author moves beyond his book and develops a platform around his area of
expertise. This should be a natural transition for the non-fiction writer. His education,
skills, and experience led to the book’s creation, and he can build a platform
around this very knowledge. This doesn’t preclude the fiction writer, though.
Every book requires research, and a level of expertise is required to write
fiction as well. Regardless of genre, all authors possess the ability to
develop a platform and message.
The author who markets
himself as a speaker gains several advantages. Professional speakers usually
receive payment for their services. Speaking engagements can supplement
royalties (which are rarely enough to live on) and the income from day jobs. These
events often allow for back of room sales, netting additional income. An author
with a platform is also more appealing to the media, as they want experts who
can inform and entertain. The author who delivers what the media seeks and
desires gains exposure to a far greater audience.
The list of venues for
speakers is endless: libraries; businesses; schools; churches; colleges; writer
and book festivals; organizations; clubs; conferences; etc. All of these
provide an opportunity to reach a wider audience and generate greater books
sales. Once established as a professional speaker, the author’s reputation will
drive the sales of future books as well, thus laying the groundwork for a long
career!
With six published books and another in revision, I can say my dream came true. My name is on a book cover!
