Bare-ass shortcuts to speaking business success


by Burt Dubin on June 10, 2010

Bare-ass shortcuts to speaking business success

How do top-shelf speakers do it?   How do they get there?  How do you do it . . . and how do you do it faster?

1. Know your subject. Know it inside out, upside down, backward and forward.  Study your specialty tirelessly, endlessly, relentlessly.  Make it your bare-ass intimate other.  Love it with a passion that knows no bounds, has no limits.

Devote yourself to your topic resolutely . . . and make yourself its master. Dedicate your time, your energy, your resources without limit and without reserve to your chosen discipline.  Yes, have a love affair with your theme.

When I was 17 I lied about my age to get a job at RCA.  I was the sole support of my mom and my two kid sisters.

I quit high school to go to work because there was no one else to support them. I quickly worked my way into the electronic test group.

I studied my task just as I recommend you to do.  My love affair with the CRT (cathode ray tube) and the alignment process yielded me new, original, previously undiscovered ways to shorten a procedure from 45 minutes to 15 minutes.

Standing firm against non-believers, I prevailed.  I got the process I conceived turned into the new standard, thus tripling production in my department.  I knew my subject. Know your subject, speaker!

2. Know your market. Know exactly what people, companies, associations, groups, industries, are most likely to appreciate about you and your mastership . . . and to reward you handsomely for your insights, your views, and your bare-ass, no-holds-barred recommendations.

Know their demographics.  Know their psychographics. Then stay on top of events that matter to those in your market.  Be a restless, hungry, greedy seeker of every crumb of data, knowledge, and wisdom impacting those at every level in your market.  From the shareholders, to the CEO, to the Board, to every level of senior management, every specialty, every group and sub-group.  Leave no stone unturned.

Years ago, way back before I dreamed of being a speaker, I represented the Pepsodent Division of Lever brothers to retailers in the greater Los Angeles area.  I found retailers who didn’t know that they longed to carry my line, to display it, feature it, promote it.  I found dozens and dozens of stores, targeted them . . . and won them over.

Not just as customer, far more than that.  I made them advocates, believers, disciples.  Amen, Brother!  My passionate devotion to the cause of that brand carried me to recognition, awards, and much more.  I knew my market.  Know your market, expert-who-speaks!

3. Know yourself. Know your values.  And know your value.  Do not settle for less. Know what you stand for.  Know what matters, truly matters bone deep, to you.

Know where you’ve been.  Know where you’re going.  Know why you do what you do.

Hey, fellow speaker, I’ve lived this stuff; I don’t just teach it.  Years ago, when Pepsodent didn’t reward me adequately, I quit.  (When a market doesn’t reward you adequately for your contributions as an expert who speaks, find another market that does recognize and reward you for your bare-ass contribution to their desired outcomes.)

When I moved on I joined Cole Steel Equipment Company . . . and in 5 years tripled their sales in my marketing area.  This went on and on until I started awakening others to their potential . . . and how to actualize their potential.

But . . . you don’t want my life story.  You’re more interested in your life story.  And how you can write future chapters you’ll be proud to show your kids.  (Know yourself, fellow expert-who-speaks.)

Actions to take:

1. Review this article.

2. Grab these principles by the balls.

3. Make them your own.

4. Engage them relentlessly.

5. Make your own rules.

6. Be the iconoclast you always knew you were.

7. And soar into your personal orbit.



Lynn Baker July 13, 2010 at 4:38 am

WOW, thanks for the awesome inspiration!!!!

Charles Kovess June 29, 2010 at 12:57 am

I love it
I am a global expert in passion, and you certainly qualify as passionate about your work.
I congratulate you
Australasia’s Passion Provocateur

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