speaker- may 2011

may 2011T H E A R T A N D B U S I N E S S O F S P E A K I N G

a r e yo u a

thought leader?Tips on how to become one

App-solutelyAmAzing!Check out these hot apps

T h e P o w e r o f T h e

elevator Speech effect

Learn how to reduce stress and increase energy

Build Your Blog

PAG E 10

& spiritMind, Body

Dr. Donese Worden, naturopathic doctor

T h e O f f i c i a l M a g a z i n e O f T h e n aT i O n a l S p e a k e r S a S S O c i aT i O n • w w w. n S a S p e a k e r . O r g

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May 2011 | SPEAKER | 3

T H E A R T A N D B U S I N E S S O F S P E A K I N G may 2011

6 Reality Check Putting a fine point on the speaking industry

8 Welcome to My World A snapshot into the lives of people who hire speakers

10 It’s Your Business Advice for enterprising speakers

28 Relevant Resources Time-saving tools and technologies

30 Beyond Borders Exploring cultures, coun-tries and comfort zones

32 What Would You Do? Casting a reality check on real-world conundrums

34 Turning Point A career-changing moment or experience

38 Humor Me Finding the funny in a speaker’s life

Departments

4 News from Headquarters

36 Advertising Index

37 Calendar of Events

COLUMNS DEPARTMENTS

12

National Speakers Association is a member of the Society of National Association Publications (SNAP). Speaker magazine has been honored with a bronze award in the prestigious 2009 SNAP Excel Awards in the Magazines: General Excellence Category for best writing, content, graphic design and overall packaging.

Dr. Donese Worden, naturopathic doctor

20 App-solutely Amazing! Speakers share their favorite apps for business and pleasure. By Rick Jakle, CSP

24 Get a Rise out of Your Elevator Speech A well-crafted pitch moves you one step closer to signing a con-tract or booking an engagement. By Terry Sjodin, CSP

FEATURES

Are You a Thought Leader? How to make the leap from “expert” to “thought leader.” By Matt Church

Mind, Body & SpiritDr. Donese Worden explains how to calm your body and

spirit when faced with constant stress.By Stephanie R. Conner

16

4 | SPEAKER | May 2011

news from headquartersreported by Stacy Tetschner, Cae NSa executive Vice President/Ceo

Welcome: Bill Cates, CSP, CPAE

Selling to Large Corporations: Jill Konrath

NSA Convention Update: Randy Gage and

Theo Androus

Managing Your Staff: Zemira Jones

Million-Dollar Speakers: Steve Siebold, CSP

Leading-Edge Tech Tips: Terry Brock, CSP,

CPAE, with Brian Tracy, CPAE

Feature Interview: Bill Cates, CSP, CPAE,

with Marty Grunder

Million-Dollar Consulting: Nancy MacKay,

PhD

Platform Skills: Lou Heckler, CSP, CPAE

Creating Work-Life Balance: Jeff Davidson,

MBA, CMC

One Thing That’s Working: Roxanne

Emmerich, CMC, CSP, CPAE

President’s Message: Kristin Arnold, MBA,

CPF, CMC, CSP

This month on V o i c e s o f e x p e r i e n c e®

NSa’s monthly audio magazine

NATIONAL SPEAKERS ASSOCIATIONOFFICERS

Kristin arnold, mBa, CPf, CmC, CSP, PresidentLaura Stack, mBa, CSP, President-Elect

ronald p. culberson, MSw, cSp, Vice Presidentmarjorie Brody, PCC, CmC, CSP, CPae, Secretary

Scott halford, CSP, TreasurerPhillip Van hooser, CSP, CPae, Immediate Past President

Stacy Tetschner, Cae, Executive Vice President/CEO

FOUNDERCavett robert, CSP, CPae

BOARD OF DIRECTORSKristin arnold, mBa, CPf, CmC, CSP

marjorie Brody, PCC, CmC, CSP, CPaeKirstin Carey, CSP

ronald p. culberson, MSw, cSped Gerety, CSP

Scott halford, CSPShep hyken, CSP, CPae

ron Karr, CSPLinda Keith, CPa, CSP

Scott mcKain, CSP, CPaeJohn B. Molidor, phD

ruby Newell-Legner, CSPed robinson, CSP

ford SaeksLaura Stack, mBa, CSP

Brian Tracy, CPaefrancine ward, JD

Liz weber, CmC, mBaPhillip Van hooser, CSP, CPae

NSA FOUNDATION This foundation serves NSa members and the public through:• financial help for nSa members and their families • grants to nSa members who need help with their dues or

meeting registration fees• Scholarships for students and professors• Oversight and funding for speaking-related research• grants to help charitable organizations communicate

through technology

Founder and Chairman Emeritus nido r. Qubein, cSp, cpae

Chair Stephen Tweed, CSP

Immediate Past Chairrandy Pennington, CSP, CPae

NSA Foundation Board of Trustees

speaker EDITORIAL ADvISORY BOARD

Editor in Chief Design Barbara parus switchstudio.com [email protected]

Editorial Office and Subscriptions National Speakers association

1500 S. priest Drive, Tempe, az 85281Tel: (480) 968-2552 fax: (480) 968-0911

www.nSaSpeaker.org

Advertising Sales Steve Camac

Tel: (718) 710-4929 email: [email protected]

SPEakEr (iSSn 1934-9076) (USpS 012-886). Volume 5, number 8, Published monthly except february and august by the National Speakers association, 1500 S. priest Drive, Tempe, az 85281. Periodicals postage paid at Tempe, arizona, and at additional mailing offices. contents copyright 2009 national Speakers association, all rights reserved. Subscription rate for nSa members is $35 of $425 annual dues allocated to SPEakEr; non-member sub scription rate is $49 for 10 issues. add $10 for canadian or international postage. PoSTmaSTer: Send address changes to SPEakEr, National Speakers association, 1500 S. priest Drive, Tempe, az 85281.

Kristin arnold, mBa, CPf, CmC, CSP, President

francis Bologna, CPaLenora Billings-harris, CSP

ronald p. culberson, MSw, cSpJane Jenkins herlong, CSP

Don hutson, cSp, cpaeron Karr, CSP

Scott mcKain, CSP, CPaeJohn B. Molidor, phD

Terry paulson, phD, cSp, cpaeSam Silverstein, CSP

Laura Stack, mBa, CSPPhillip Van hooser, CSP, CPae

al walker, CSP, CPae

Pamela Jett, CSP, ChairDon cooper

Kelli Vrla, CSPJanelle Barlow, CSP

mary LoVerde, CPaemandi Stanley, CSP

June Cline, CSP

In Memoriam Larry C. Colbert, 66, of Tempe, Ariz., passed away March 21 with his family around him. Colbert was only 28 when he was diagnosed with retini-

tis pigmentosa, a degenerative eye disease which robbed him of his sight. He over-came adversity to become an inspirational speaker and author, who motivated his audiences to live life to the fullest with “driving vision.” His service dog, Banner, was his constant companion.

NSA Foundation ScholarshipsThe NSA Foundation awards four $5,000 scholarships annually to juniors, seniors

and graduate students who want to pursue a speaking career. To download an application, visit NSAFoundation.org. Application deadline: June 1.

2011 Convention Registration Grants AvailableNSA’s grant program assists members who cannot afford the full cost of professional development and continuing education through NSA’s educational meetings. Ten registration grants are available for the 2011 NSA Convention. The applicant must have been a member of NSA for a minimum of one year as of the date of application. To complete an application, visit NSAFoundation.org. Application deadline: June 17.

Paid to Speak – Order Now!Thirty-three members who are working speakers contributed their knowledge and

expertise to NSA’s first book, Paid to Speak, which will be in bookstores in June. To order

at the special $15.95 member price (regularly $22.95), go to www.NSASpeaker.org or call

(480) 968-2552. This price is good through June 1.

NSA All-PEG Pass – Only $100are you interested in joining multiple Professional expert Groups (PeGs)? Buy an annual peg pass for only $100, and you will have access to teleseminars and webinars for all 13 pegS. You also will receive all peg e-newsletters. register now at (480) 968-2552.

has been continually selling for 20 years, through four editions! Now, as only Professional Speakers Hall of Fame® Member Alan Weiss can do in that same innovative and distinctive style, two new works to accelerate your success!

Coming Soon: Million Dollar Referrals — All from McGraw-Hill

“Great Coaching is priceless. If you want to be a million dollar coach, read this book! In this fascinating work, master coach Alan Weiss puts forth his expansive knowledge and expertise to teach us what it takes to be great in this economy.”

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And for everyone in Professional Speaking at any level• How to earn 7 fi gures in the speaking business• How to succeed without staff, without bureaus, and

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realit y checkPutting a fine point on the speaking industry

Why You Have to Make Anaheim

NSA holds a convention every year. And every year the convention chair beseeches you to go. Then, you look at the airfare, hotel and other

expenses, and look for your possible return on investment … as you should.

So, what’s the real ROI you can experience by attending Influence ’11?

Arguably, the best return you’ve ever gotten from an NSA event. Really. Influence ’11 is like no event you have ever attended. It’s going to be the most different event ever presented by the National Speakers Association.

Different not for the sake of being different, but different because times like these demand it. The profession demands it. And, most important, you demand it.

If you are a keynoter, seminar leader, author, coach, consultant or other leader who influences the world—you need to be there. It’s about growing your business, becoming a better communicator, and making a real difference.

There are only four keynoters this year, so they had to be outstanding. And they are. Four different styles, four different business models, and four ways you can reach success.

This year’s convention features four Master Classes, each conducted by a preeminent expert in their field. These divas and “divos” will amaze you, as they provide some of the most extraor-dinary training you’ll ever experience.

Then, there are the professors of practical application. This faculty will

astonish you, offering you in-depth topic expertise in specific areas. Bring extra cash to buy some CDs, because you’re going to want to experience them all! We’ve eliminated the segre-gation of the staff and partner tracks, so those attendees can choose from the programs that offer them the best value and learning experience.

Of course, no event would be com-plete without fun, fellowship and entertainment. So we have all that. But the key word here is relevance.

You won’t see any marching bands, choirs, or circus acts. You’ll experience amazing experimental sessions such as NSA Tonight, Real Time, So You Think You Can Speak, and the Running Your Trap game show that will be engaging, amusing, and offer real and powerful insights into the speaking profession.

Each morning begins at the Contrarian Café to challenge your thinking. There will be no presentations at lunch, so you have adequate time for networking, making new friends and reconnecting with old ones. We’ll also continue the tradition of the Tuesday after-parties with music, dancing or the NSA Coffee House. There’s also a special Foundation dinner, where you can purchase an additional ticket to break bread with some of the rock stars of our business.

Of course, we’ll hang the medals around the necks of our new CSPs, induct up to five new members into the Speakers Hall of Fame and award NSA’s highest honor, the Cavett Award, to one deserving individual. We’ll keep you updated on upcoming events, what’s

happening with the NSA Foundation, the Global Speakers Federation, and the local chapters. You’ll learn the impor-tant trends and issues affecting our profession.

If you’re a first-time attendee, you’ll want to attend a special orientation to help you get the most out of your expe-rience. If you’re an old-timer, you can attend the 20-year reunion session.

Your convention team has worked tirelessly to assemble the most pow-erful, intense and thought-provoking program ever done at NSA. You’ll have fun, learn new skills, make connections, and discover how to absolutely super-charge your business. Grab a ticket now while the discount offer is still on! Register now at http://influence11.org/

Randy Gage, Influence ’11

chair, speaks on how to

manifest prosperity in your life.

You can find out more about

him at www.RandyGage.com.

NSA ANNUAL CONVENTIONInfluence ‘11Anaheim Marriott HotelAnaheim, CaliforniaJuly 30-August 2, 2011

Save the Date!


welcome to my worldA snapshot into the lives of people who hire speakers

Rx for a Healthy Speaker Relationship

Stephanie Drake became the executive director of the American Society for Healthcare Human Resources Association (ASHHRA) in an uncon-

ventional way. After studying psychology as an undergrad and then earning an MBA, she found herself working in HR for the American Hospital Association (AHA). When the associate executive director position opened up at ASHHRA, it seemed like a perfect fit.

Vicki Hess, RN, MS, CSP: What do you enjoy

about conference planning? Stephanie Drake: It’s interesting to plan a large event from beginning to end. We utilize project-planning tools and plan all year. I feel great after the conference is over, and then we start the process all over again.

How do you select speakers for your

annual conference?

We look for speakers who have expertise in healthcare and HR. We take notice when members mention speakers who do breakout sessions. We also work with the AHA Speakers Bureau, which has about 20 other organizations under its umbrella that plan similar events.

What do you look for in

promotional materials?

We want to see examples of speak-ers presenting for three to five minutes and engaging the audience. Sometimes we interview members about speak-ers they’ve seen. We do not want to see promotional videos.

What qualities do you look for in a

keynote speaker?

We look for high energy and audi-ence engagement. It also depends on the year and what’s happening in our industry. In the past two years, we selected serious speakers. This year, we chose a very upbeat moti-vational speaker.

How should speakers connect

with you?

A short email with a link to their website and video clips is most effective. We do not want to receive lots of promotional materials.

Is it important for speakers to

publish a book?

It’s definitely an added plus, but not a necessity. Sometimes sponsors are willing to buy copies of the books for participants and that works well.

Do you rehire speakers?

Rarely, except when members repeat-edly ask for a speaker to return.

How do speakers sabotage their chances

for getting hired?

Often, they lack an understanding of our membership and audience. Or they send too many emails and bombard us with unsolicited information.

What’s the future for

professional speakers?

I think speakers need to be open to presenting virtually and even using

holo-grams. We

are looking at video confer-

encing as a way to interact with partici-

pants in the future.Do you have any other

advice for professional

speakers?

They should be able to understand what

our audience wants in the healthcare and HR

fields. We are interested in speakers who are active

in social networking, espe-cially LinkedIn, and who will

comment and add value to our posts, which demonstrates their knowledge in our field.

Stephanie Drake,

executive director of the

American Society for

Healthcare Human

Resources Administration

(ASHHRA), has 14 years of HR experience in

the health care and IT industries. She has

provided expert advice and insight to executive

leaders on organizational matters, legislative

issues, and general HR topics.

Vicki Hess, RN, MS, CSP, is

passionate about working with

forward-thinking organiza-

tions to develop fully engaged

employees and leaders who, in

turn, deliver remarkable business results.

Recently, Speaking.com named Hess a Top 5

Healthcare Speaker for 2011. Visit www.

VickiHess.com.


it ’s your businessAdvice for enterprising speakers

Build a Better Blog

Blogging can be a power-ful way to promote your business. With an effective blog, you can demon-strate your expertise, bring people with similar inter-

ests together and provide readers with information they can use to improve their lives.

Here are 15 simple steps to build a better blog:

PROVIDE UNIqUE CONTENT. Increase traffic by providing your visitors with innovative information. What prob-lems are your readers trying to solve? Provide them with tools and resources needed to solve them.

PROVIDE ACCURATE CONTENT. Always have your facts straight. You will lose credibility as an expert if you post inac-curate information.

PROVIDE WELL-WRITTEN CONTENT. Poor spelling and grammar will dimin-ish your perceived expertise and credibility. Proofread every post at least twice before publishing.

KEEP YOUR POSTS TO 250 WORDS OR

LESS. People want to receive useful information in a concise manner. It is easier and more effective to create a series of short posts than one long post.

TELL EVERYONE ABOUT YOUR BLOG.

This includes your clients, former clients, colleagues, friends and family members.

POST YOUR BLOG ADDRESS. Put your blog address on your website, social media sites, business cards, letterhead, brochures, newsletters, articles, booklets, manuals, books and outgoing e-mails. If you are going to launch a new blog, con-sider distributing a press release.

UPDATE YOUR BLOG AT LEAST TWICE

A WEEK. If you haven’t updated your

blog for a month, you really don’t have a blog! Blogging is a contact sport—the only way to be successful is to partici-pate frequently.

USE COMMENTS EFFECTIVELY.

Respond to comments quickly and consistently (especially questions). Ask for reader comments in your blog posts and make comments on related blogs.

MAKE YOUR BLOG SEARCHABLE. Many people will visit the home page of your blog. Help them navigate your site with a topic index.

PROVIDE DOWNLOADABLE CONTENT.

Add links to your blog that provide readers with tip sheets, newslet-ters, white papers, articles and other resources you have produced. This is a great way to provide useful information and promote your business.

PLACE YOUR BRAND PACKAGE ON ALL

DOWNLOADABLE CONTENT. Make sure your business name, theme, logo and contact information appear on all of your downloadable content.

ANALYzE YOUR HIT PATTERNS. Identify your most frequently read content and develop posts on those topics.

USE A BLOGROLL. A blogroll is a list of links to blogs that you like and provides your readers with addi-tional resources.

INVITE READERS TO SUBSCRIBE TO

YOUR BLOG. If readers find your blog useful, they may want to be informed about new posts. This is a way to make sure they receive all updated content in a timely fashion.

USE YOUR BLOG TO CREATE HIGHER

LEVEL PUBLICATIONS. Your blog can be a springboard for booklets, articles,

book chapters, manuals, e-books and books. You can do this by developing a series of posts around a specific, nar-rowly focused topic. This provides your readers with in-depth information and makes it easier for you to transform your blog posts into longer publications.

Tyrone A. Holmes, CPT, EdD,

LPC, is an author, speaker,

coach and competitive cyclist.

He helps his clients build

successful speaking, coaching

and consulting businesses as well as improve

athletic performance. His latest book,

Developing Training Plans for Cyclists and

Triathletes, will be published this summer.

Visit him at www.holmesfitness.com and his

Fitness Corner blog at www.doctorholmes.

wordpress.com.

If You Are a Speaker,Trainer, Author, Coach,

Consultant or Other Leaderthat Influences the World—

You Need to Be at:

2011 NSA Convention • July 30–August 2, 2011Anaheim Marriott • Anaheim, California • www.influence11.org

INFLUENCE ’11 is like no other event you haveever attended! Rad. Relevant. Fresh. Practical.Fun. Thought-Provoking.

Register through May 31 to take advantage ofearly bird savings! www.influence11.org

Glenna Salsbury, CSP, CPAE Lou Heckler, CSP, CPAE Kyle Maynard Ken Dychtwald

Keynotes from some of the world’s best speakers

Les Brown, CPAE Larry Winget, CPAE Terri Sjodin, CSP Nido Qubein, CSP, CPAE

Master Classes from Experts

Powerful Topic-Specific Sessions from: Tony Hsieh, Scott Stratten, Jim Rhode, CSP, Jeffrey Gitomer, CSP, CPAE, Rebecca Morgan, CMC, CSP, Ford Saeks, Lisa Jimenez, and many, many more!

Brought to you by:

• Contrarian Café • So You Think You Can Speak • Running Your Trap game show • NSA Tonight! • Social Media Marketing panel • CSP/Bureau Speed Dating!

4 Days and 5 Nights to Help You: • Increase Bookings • Get New Clients • Write Better • Mesmerize Audiences • Build Your Brand • Clarify Your Message• Define Your Market • Connect with Your Tribe • Explode Your Creativity • Challenge Your Thinking • Create Cash Flow • Manage Your Biz • Make a Difference!

Convention ad 4 4/14/11 6:26 AM Page 1


Through healthy habits for mind, body and soul, Dr. Donese Worden keeps her energy levels high and her mind at peace. And you can, too.

May 2011 SPEAKER | 13

On her first day of medical school, Donese Worden, NMD, was asked about her career ambitions. She was embarking on a new adven-ture after a career in broadcast

journalism. There had been a time she thought she might be a trauma surgeon. But as she started medical school, she had a different roadmap in mind.

“I said, ‘I want to be a health advo-cate and educator,’” she recalls. “I wanted to have a television show where I could help people.”

Today, Worden runs her own medical practice, Worden Medical

Specialties, which has two offices in the Phoenix metropolitan area and one in New York City. And her dream of having a health-related television show is coming to fruition.

As a licensed naturopathic medical doctor, Worden combines a traditional Western approach to medicine with holistic and natural therapies.

She spends the workweek caring for her patients and travels most weekends for speaking engagements—whether that’s providing continuing education training for other physicians or speaking to a general consumer audience about a particular health topic. She also responds

mind, bodyspirit

The body’s fight-or-flight response used to help us run from the occasional bear. These days, constant stress can have your body feeling like it’s running from a bear all day long. Dr. Donese Worden explains how to calm the body and find inner peace.

By S t e p h a n i e R . Co n n e R


Speakers, she notes, can benefit from practiced intention.

“You need to set your intention for that day, for that moment, for that speech before you walk out on the stage,” she says.

Here’s a hint. “It’s not to get another speech, not that you get paid and get asked back,” she says. “But what is your true intention with that audience?”

It also helps to reflect on your inten-tion for two minutes every morning.

“This is not the list of things you want to do today, but what you want to be today,” she says.

Understand and Cope with stressSpeakers need their energy levels, but they also need calm.

“You can have high energy and still be in a good peaceful state,” Worden advises.

But a lot of speakers are burning the candle at both ends, she says. The stress of running your business, preparing for speeches, traveling and caring for your family can add up.

to corporate requests to address employees and talks to various busi-ness associations. And she frequently does radio and television interviews and conducts webinars on her lunch breaks, before-hours and after-hours.

“At this point, I’m transitioning the majority of my time into education over patient care,” Worden says. “It’s how I can help the most people. I can help people become advocates for them-selves. And that excites me.”

That’s the point of her new PBS show, Dr. Worden’s Health Hot Seat, which will begin shooting this summer. She’ll sit down with experts in traditional and alternative medicine, discussing various health topics and the treatment options available in a debate format. She advocates that patients educate themselves on what makes sense—and ultimately what works—for them as individuals.

“In the end, no doctor is going to save you,” she says. “You’re your own health advocate. And you need to make choices based on education and your intuition.”

With as busy as Worden is—did we mention she’s also writing a book?—you might think she must be exhausted. Through healthy habits for mind, body and soul, Worden keeps her energy levels high and her mind at peace. And you can, too. Here’s how.

deClare YoUr intentionRegardless of the lecture topic or audience, Worden says there is a common thread in her talks, and that’s intention.

“There are studies that show that when I’m treating a patient, if I’m thinking about something else, there’s a decreased effect in the treatment,” she explains. Patients, too, should be focused on what they want to experi-ence as a result of treatment.

Here’s what’s happening in the body, she explains. The autonomic nervous system (ANS) controls things like your heartbeat, libido, digestion and breath-ing—the things that happen without you thinking about it. One element of the ANS is the parasympathetic nervous system, which is responsible for the body’s activities while at rest, such as DNA repair.

In opposition to the parasympa-thetic nervous system is the sympathetic nervous system, which was essentially for survival, Worden says. Simply put, this system controls our fight-or-flight response to help us survive, say, a bear chasing us. These days, we don’t typi-cally need to run from bears. But the problem, Worden says, is that rather than the occasional bear, we have con-stant stress.

“With our lifestyles, we’re running from the bear all day long,” Worden says. “Then, you lie down at night, and you have a busy mind. You can’t get to sleep and/or stay asleep. You’re still running from the bear even in

your sleep.”This constant

stress wreaks havoc on the body. The stress hormones adrenaline and cortisol help you pack on unwanted pounds (particularly belly fat), plus they disrupt your diges-tive system and even your libido.

OK, but adren-aline pushes you while you’re on the platform, right? And you like it!

“It’s fine if the body is making adrenaline while

Speakers can benefit from "practiced intention," Worden says.


you’re on stage,” Worden says. “But when you’re not performing, let the body repair in a calm state.”

Without that rest, fatigue eventu-ally comes.

“Ultimately, the body says, ‘I don’t care if I have to survive, I just can’t do it anymore,’” Worden says.

Learning how to manage stress is essential for maintaining good overall health and keeping those energy levels where you need them to excel in your job as a professional speaker.

Worden recommends researching mindfulness techniques that help you remember what it feels like for the body to be in a restful state. Her personal favorite is yoga, which she advocates as exercise that’s good for the body and the mind.

And while it’s wise to have a great cardiovascular fitness program such as running, she says, hitting the tread-mill doesn’t bring the body back to a restful place.

For non-yogis, activities like medi-tation and guided imagery can help combat an overworked sympathetic nervous system.

tUne into YoUr phYsiCal healthA healthy mind should be comple-mented by a healthy body.

“If the physical body isn’t in good shape, you’re going to have one more thing working against you,” Worden says.

She encourages speakers to look at their health closely. If you travel, as many speakers do, you may have to be extra-vigilant about making time for healthy habits.

To help make sure you’re getting the vitamins and minerals you need, she recommends taking a good mul-tivitamin—just like your primary care physician has likely advised. She also suggests finding a protein drink that combines essential greens and proteins,

enzymes, omega-3 fatty acids, miner-als and even probiotics (cultures that are healthy for the bell).

She recommends having your vitamin D levels tested and taking a supplement in the evenings if you are deficient.

Beyond nutrition, the body needs sleep.

“When it’s time for bed, you’re probably thinking about the past day or about the speech you’re giving tomor-row,” Worden says. “How do you quiet your mind?”

Sleep medications don’t let the body get into deep restorative REM sleep, she says. Instead, as part of your night-time routine, she suggests listening to ambient music.

“It lets the brain realize, ‘I’m ready for sleep mode,’” she says.

There are many options out there, but Worden suggests Ambiology by Barry Goldstein.

“The music has been set to the pace of a heartbeat in a relaxed state,” she explains. “It’s ideal for re-setting and preparing for sleep.”

And you don’t have to sit there and listen to it, she says. Go ahead and brush your teeth or finish your notes while it’s playing.

Using ambient music repeatedly can also be useful when you travel, helping you feel like you’re at home even though you’re miles—or even time zones—away. Take this music with you on your iPod or computer, she suggests.

And aim for seven to eight hours of sleep nightly. (More than nine and less than six can increase risk for chronic diseases.)

re-power YoUrselfFor Worden, the keys to health and energy are setting her intention, taking care of her body and taking the time to “re-power.”

“Speakers need to be on their game all the time,” she says. “And they can only run on empty for so long. If they keep pushing themselves, they’re going to shorten their lives — and most importantly, their quality of life.”

The good news, she says, is if you’re running on empty, you can re-power.

Re-powering is about more than taking care of your physical body.

“You’ve also got to re-power your-self emotionally,” she says, encouraging mindfulness techniques like yoga or guided imagery or counseling if needed.

“And you need to re-power your spirituality,” she says. “This is not about religion. It’s about feeling connected.”

People who don’t feel connected to anything often have health issues, she says.

“Sometimes, we need to reboot,” Worden explains. “And I can give you all kinds of things to mask the symptoms, but ‘re-powerment’ is about finding the root of the problem— then putting into the body what should be there and taking out what shouldn’t.”

Once speakers are able to re-power physically, mentally and spiritually, and define their intention, they’ll see the dif-ference, Worden says.

“They will start noticing it them-selves, and they will notice it in their audience,” she says. “Once they’ve learned how to have high energy yet underlying focus and calm, they’ll be able to better connect with an audi-ence. Then, they will enjoy every single talk they give. It will be rare for them to have a bad day.”

Writer and editor Stephanie R.

Conner is constantly being

chased by a “bear,” in the form

of deadlines. To deal with

stress, Dr. Worden has inspired

her to stick with her yoga practice. Conner can

be reached at [email protected].


A R E Y O U A

THOUGHTLEADER?

By Matt ChurCh

What is the difference between an expert and a thought leader?

An expert knows something, but a thought leader is known as a recog-nized authority in a particular market or field of study. Thought leaders build authority by broadcasting their knowl-edge through the spoken and written word, using traditional and contempo-rary approaches to each.

Traditional speaking happens on stage, as in delivering a speech, while con-temporary speaking could be delivering a speech via video, as in YouTube. An example of traditional writing is publish-ing a book, while contemporary writing could be creating a blog.

Speakers need a strategic blend of all broadcast platforms possible to achieve “cut through” in today’s marketplace. The graphic on page 18 illustrates the three channels for delivering your message: tell (speaker/author), show (trainer/mentor) and ask (facilitator/coach).


It Starts with a VisionIn 1994, Joel Hurtzman, the editor of Strategy and Business, coined the term “thought leader.” He defined thought leaders as “individuals or organizations that are recognized by peers, customers and industry experts as someone who deeply understands the business they are in, the needs of their customers, and the broader marketplace in which they operate. Thought leaders have a distinc-tively original idea, a unique point of view or an insight.”

Since then, the IT world has adopted “thought leader” to describe those with vision who are shaping the future in the technology space. Marketers also use the term to describe those in an industry who use their profile and plat-form to influence business. Some recent surveys by the Economist Intelligence Unit project show that thought lead-ership marketing is going to be a top priority for many businesses who have a B2B sales agenda. The survey also sug-gests that speaking at trade shows and conferences and writing white papers are key ways to attract new business.

But what does it mean for you as a speaker?

It means you have to stop thinking of yourself as only a speaker. You need to start thinking of yourself as a thinker.

Speakers Face ExtinctionIf railways knew then what they know now, they would have owned airlines. If record companies knew then what they know now, they would have created iTunes and iPods. The speaking profes-sion is facing a similar disruptive event that will affect speakers profoundly over the next decade or so.

A small shift in the events industry is starting as a ripple in the IT indus-try, and it could spread like a tsunami throughout other industries. It is to speaking what Napster was to the music industry. Companies are paying

organizers to use their subject matter experts on stage. These speakers are delivering presenta-tions into our coveted paid time slots at conferences.

This is a growing trend with companies that typically would sponsor events. Instead of paying for the net-working and drinks slot, they supply thought leaders to speak at the conferences. Sponsors pay for these speakers, not the event organizers. Furthermore, the spon-sors pay the organizer to have them speak.

This example puts it into perspective. If a speaker charges the event organizer $10,000 to speak, the orga-nizer can use a different speaker, thereby saving $10,000 in speaking fees and receive an addi-tional sponsorship fee of $10,000. So, the choice becomes booking you for $10,000 (cost) or booking them for $20,000 (gain).

But is the speaker as good as you are? Well, MP3s are not as good as CDs, but convenience often trumps quality. To illustrate, flat screens ini-tially were not as good as “fat” screens in picture quality, but convenience out-weighs quality in the lounge.

Anyone in the IT space has wit-nessed the effects of this on conference stages all over the world. Cisco, for example, supplies awesome speakers to keynote marquee industry events and pays the organizer to have them present. In fact, I saw two terrific speakers who had multimedia pre-sentations, customized content and world-class stagecraft to boot.

The Evolving NicheIn recent years, there has been a lot of talk about business models in the speak-ing community—as if diversifying how you deliver your ideas is a choice, when it’s really not. If you want to be valuable to your clients, you need to go beyond diver-sifying the delivery of your ideas and make a difference to their businesses or their lives. This doesn’t mean you have to be a consultant. It simply means that you need to engage more fully with clients before-hand, work harder on customizing your speech, and offer ways for the message to continue after you’re done on stage.

Developing a niche market is not a new idea, but it’s an important one for speakers who want to become an authority in a particular field. They also get the chance to niche their message.

It’s important to get your thought leadership angle just right. It’s a matter of considering your message, method and market at the same time and creat-ing multiple clusters of specialization; for example, speaking to Realtors® on cash flow; training salespeople on developing product conviction; or facil-itating leadership retreats on increasing employee engagement.

You can accomplish these things at the same time and still take advan-tage of the power of specialization. You just need an overarching message context that hangs them all together. This context becomes your “word” and the aligning thread across all of your diverse specializations. The word, for example, could be “influence.” This word is not always marketed, but it gives you a lens for viewing the world and a filter for you to speak through. What’s your big meta word?

Move from Expert to Authority• Claim a space. You need to step

beyond of the broad categories of expertise and own a message niche. For example, Don’t just do leader-ship; do ‘decentralized’ leadership.• Broadcast regularly. Write weekly newsletters, daily blogs,

micro blogs, a white paper a quarter, a book a year.

• Get ready for criticism. If you are a thought leader who pushes the enve-lope, people will push back. Take the criticism as confirmation of your move from expert to authority.

• Extend the thinking in a particular field. Don’t be a thought repeater. Get beyond plagiarism and think deeply about what you want to say.

• Get in the game. Contribute to (“Yes, and…”) and contradict (“Yes, but …”) the thoughts of others. Comment on their blogs and be active in forums and industry journals.

• Think full spectrum. Appeal to big-picture thinkers and those who need

rich examples, while appealing to logic and emotion simultaneously.

• Be relentless and consistent. Anyone can have one or two thoughts, but thought leaders don’t stop at one or two ideas.

Put Yourself in Last PlaceHere’s a final word on flipping the focus from the speaker to the message. Audiences today need three core ques-tions answered in this order. • Why is this message important to

me? (If you provide a good answer, they will move to the second question.)

• Why is this message urgent now? When you nail the “Why this?” and “Why now?” questions, you can move to the next question.

• Why are you the person to deliver the message? Many speakers mistakenly approach

their presentations by delivering the answers to these questions in reverse order. First, establish credibility, then create a sense of urgency, and then flip the focus from the speaker to the message. Do this and you are on your way to being a thought leader.

Matt Church is the founder of

Thought Leaders Global, creator

of the Million Dollar Expert

program, and author of several

best-selling books on the topic.

Church co-wrote Thought Leaders with

Michael Henderson and Scott Stein, which will

be released in this month. Enroll in his weekly

newsletter on thought leadership at www.

mattchurch.com or learn more at www.

thoughtleadersglobal.com.

Individuals or organizations that are recognized by peers, custom-ers and industry experts as someone who deeply understands the business they are in, the needs of their customers, and the broader marketplace in which they operate. thought leaders have a distinc-tively original idea, a unique point of view or an insight.

–Joel Hurtzman

THOUGHT LEADERS:



If he were in the speaking business today, I’m confident Will Rogers would say: “I never met an iPhone or iPad app I didn’t like.”

His words echo my own senti-ments. When iPhone apps were

announced in summer 2007, I recall thinking maybe “one or two of them would be handy to have.” Boy, was I off the mark! I use iPhone or iPad apps every day to help increase my produc-tivity, stay informed, learn new things or for pure entertainment. There are

more than 300,000 apps in 20 different categories, and there have been over a billion downloads.

This article features three groups of apps focusing on productivity, travel and lifestyle, which were recommended by members of the National Speakers Association (NSA) and the Global Speakers Federation (GSF).

Productivity APPs AudioNote. Roxanne Emmerich, CMC, CSP, CPAE,

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Speakers weigh in on their favorite apps for increasing productivity and meeting their travel

and lifestyle needs.

By rick JAkLE, csP


Corkulous. NSA CEO Stacy Tetschner, CAE, loves Corkulous, which is a new way to collect, orga-nize and share ideas. The app contains cork boards for placing notes, labels, photos, contacts and tasks—enabling users to group their ideas visually on one board or spread ideas out across several boards.

Credit Card Terminal. Kim Snider says you can use this app to turn your iPhone into a mobile credit card termi-nal and accept customer payments on

the go. It’s a life saver when the back-of- the-room product table is swamped!

Dropbox. NSA past president Sam Silverstein, CSP, who presented a session on cutting-edge technology at the UNconference in Atlanta, recommends Dropbox. This app allows him to access, view, retrieve and share any of his files from anywhere—whether or not he has his computer with him. His files are always synched, one computer to another.

Dragon Diction does a remarkable job of converting your spoken words

is partial to AudioNote. It combines the functionality of a notepad and voice recorder. Emmerich says you can take notes and later click on a part of the note and the recorded audio pertaining to it comes up immediately.

Bump. Craig Rispin likes Bump, which allows him to share contact infor-mation from iPhone to iPhone simply by bumping two phones together.

iClicker allows you to control your PowerPoint® presentation on your iPhone or iPad.


into text, which you can save or email.Evernote. According to its website,

this app “turns the iPhone and iPad into an extension of your brain, helping you remember anything and everything that happens in your life. From notes to ideas to snapshots to recordings, put it all into Evernote and it instantly synchs from your iPhone to your Mac or Windows desktop.”

Memengo. This jewel enables users to store all of their critical information: passwords, credit card data, auto reg-istrations, passport numbers, website logins, etc. It syncs to the memengo.com website so users can see and edit their information via iPhone, iPad, PC, Mac or any Web-connected computer.

Teleprompt+ for both iPhone and iPad turns your device into an almost professional-level Teleprompter for a modest payment, says Jeff Brady. By downloading Teleprompt+ Remote, you can go one step further and use your iPhone to control an iPad which contains your presentation text or notes. (Cue Cards is a less expensive alternative.)

QuickVoice2Text. This app allows Chad Hymas, CSP, to stay in touch with family and friends quickly and easily “A community is only as good as its communication,” Hymas says.

“QuickVoice2Text helps me be a good dad and husband—and I don’t have to type!”

While not an app, Apple’s MobileMe is an incredible time saver. It allows you to

synch all your computers and devices with each other for a modest annual fee.

trAvEL APPsApp Pro. While it is a cross

over with other categories, App Pro is a great traveling companion. It includes an amazing array “31 apps in one,” including an alarm clock, currency converter, flashlight, translator, unit con-vertor, electronic wallet for passwords and sensitive information, date calcula-tor and much more. A new “50 in 1” version is available for the iPad.

Atomic Clock. Susan Friedmann, CSP, likes Atomic Clock for timing Webinars.

Babelingo. This app is a language translator with phrases and topics useful for travelers. It also shows the translation visually so that you can show it to the person with whom you’re attempting to communicate.

ConvertBot allows you to convert cur-rency, length, mass time and much more. Over 440 different units are supported.

The Daily is a substantial news offer-ing designed specifically for the iPad.

Flight Guru. Dan Poynter, CSP, who crisscrosses the world for speak-ing engagements, recommends Flight Guru, which gives air travelers a wealth

of information, including access to Seat Guru (so you can pick the best seat on each model of aircraft) and allows quick access to flight departure and arrival times as well as live flight status maps.

GateGuru covers over 115 airports across the United States, Canada and Europe. It lists airport food, shops and services, including more than 20,000 reviews and tips and 4,000 photos from fellow travelers on airports, terminals and airport amenities. It also features excel-lent airport maps.

Google Maps (already on your iPhone or iPad) is a must-have for travel-ing, according to Mike Domitrz, CSP. It quickly locates an address on the map, complete with phone number and direc-tions for you.

LED Flashlight Deluxe is handy when you’re staying in strange hotel room. Simply press one button to get light instantly from the LED FlashLight on your iPhone or the full screen.

myLanguage Translator. Past CAPS and GSF president Joe Sherren, CSP, HoF, speaks highly of this app, which supports translation in 53 languages. It also enables you to listen to translations in 20 languages.

MyTSA supplies real-time info for U.S. airports and shows wait times at spe-cific checkpoints.

Night Stand HD. NSA past president Chris Clarke-Epstein, CSP, says this app overrides the iPhone’s turn-off feature so you can use it as a clock when speaking. It has a huge list of features, including nine clock formats.

stAy in the Know on the goKeep up with the world around you while

you’re on the road with apps for AP Mobile,

CNN, FOX News, NPR News, The New York

Times, Time Mobile, USA Today and The Wall

Street Journal. Other ubiquitous apps worth

mentioning are: Flight Track Live, Kayak,

Mapquest, Orbitz, Priceline, The Weather

Channel, Travelocity, Urbanspoon and Yelp.


TripCase was named “Best Travel App” by Business Week and featured in USA Today and The Wall Street Journal. It aggregates and organizes all travel infor-mation, gets real-time flight alerts and shares your travel info with designated friends, family and coworkers.

TripIt is a unique travel organizer that puts all your travel plans right on your iPhone or iPad no matter where your travel was booked. It’s like having your own travel assistant. “This is the must-have app of the century,” Craig Price says. “I can’t live without it!”

White Noise, one of Kim Snider’s favorite apps, provides environments sounds to help you relax or sleep.

LifEstyLE APPsAllrecipes. Love to cook?

Try this app filled with thou-sands of easy-to-follow, member-tested recipes.

AroundMe. Scott Halford, CSP, said his favorite app (other than his own) is AroundMe, which supplies information about your surroundings; for example, the nearest bank or ATM, coffee shop, gas station hospital, etc., and exactly how to get there! He also enjoys Epicurious, featuring info for foodies. and iFitness, a full-fledged exercise guide complete with videos. And speaking of fitness, Patrick Henry says the free Weight Waters Mobile app helped him lose 16 pounds in one month.

Find My iPhone is a free app that could save you a lot of grief. If you lose your iPhone or iPad, simply install this

app on another IOS device, launch it, sign in with your Apple ID and you’ll see your device’s location on a map. The app also can display a message or play a sound, remotely lock the device, or wipe it per-manently clear of data.

Flipboard. Technology guru Terry Brock, CSP, CPAE, says Flipboard is a fast way to flip through the news, photos and updates your friends are sharing on Facebook, Twitter, Google Reader and Flickr. It was the Apple iPad “App of the Year” and one of Time magazine’s top 50 innovations of 2010.

Free Books. The name says it all. This no-cost app features 23,460 classics pack-aged in a spiffy interface. Check out 3D Classic Literature Collection, featur-ing (they claim) the world’s first fully 3-D ebook engine. It is designed for the iPhone, but it’s certainly usable on your iPad.

Nike+ GPS. This is Clint Greenleaf ’s favorite app. It’s a running tool that enables you to track distance, speed and historical runs. It records and follows your progress to motivate you to go further.

OpenTable. Looking for an available table at a restaurant near you? This app allows you to find open settings, make reservations and get confirmation on your iPhone.

Pandora. Music lovers can use this app to create their own radio station featuring their favorite artists, songs or classical composers.

Plants vs. Zombies has received over 20 “Game of the Year” awards. NSA

president Kristin Arnold, MBA, CPF, CMC, CSP, says she is addicted to the iPad version.

Pocket Universe. Vinny Verelli is cranked up about this app. Simply hold up your iPhone in front of you and the app uses the built-in compass to display the same view of the sky you see—com-plete with names and information. Also check out Star Walk. Past NSA presi-dent Glenna Salsbury, CSP, CPAE, says she “can hold my iPad up to the sky in any direction from any place and identify every known star or planet in the sky, in addition to the sun and moon phases.”

Spark Radio. This app supports over 24,000 radio stations worldwide and is constantly adding new ones. You can listen live to music, talk radio, news, sports, public radio and special program-ming from all over the globe.

TED. Jim Cathcart, CSP, CPAE, rec-ommends TED, which features talks from some of the world’s most fascinating people. There are more than 700 TEDTalk videos with more added each week.

I’m going to get a new iPhone with more memory. I’ve added so many new apps that my current one is completely filled up!

NSA past president Rick Jakle,

CSP, is a motivational humorist.

In addition to general motiva-

tional presentations, he offers a

series of specific programs

targeted at dealing with change in organiza-

tions, as well as attitude, sales and customer

service. Visit http://jakle.com.


GET

A

OUT OF YOURELEVATOR SPEECH

By Terri Sjodin, CSP

In her book, Small Message, Big Impact: How to Put the Power of the Elevator Speech Effect to Work for You, Terri Sjodin, CSP, provides an entertain-ing, straightforward guide on

effectively communicating a persuasive message in a short period of time. She offers an inspiring new perspective on the power of what she calls the Elevator Speech Effect, and demonstrates how to employ this amazing little tool to create influence in today’s market.

Sjodin sat down with Speaker maga-zine to share tips for crafting short, powerful messages that can help speak-ers turn their prospects into clients.

Speaker: What is an elevator speech?ts: It’s a brief presentation that intro-duces a product, service, philosophy or an idea. The term “elevator speech” suggests that the message should be delivered in the time span of an eleva-tor ride—up to three minutes. It should intrigue and inspire listeners to want to hear more about the presenter’s com-plete proposition.

The elevator ride is really a metaphor for unexpected access to someone you want to sell on some idea, project or ini-tiative. It is not the actual length of time it takes to ride in an elevator, but rather the spirit of clear, brief and persuasive mes-saging delivered in a short period of time.

What is the “Elevator Speech Effect”?ts: The “Elevator Speech Effect” was inspired by MIT mathematician and meteorologist Edward Lorenz’s notion of the Butterfly Effect. That phenomenon, backed by the laws of physics, suggests that a small change on one side of the world, maybe even the slightest flapping of a butterfly’s wings, could result in a massive difference on the other side.

On a fundamental level, we all understand how simple efforts in small ways can make an enormous difference over time.

This is where the evolved eleva-tor speech meets the concept of the Butterfly Effect. When one person

The impact and positive ripple effect of a well-crafted and beautifully delivered elevator speech in today’s changing and challenging market cannot be denied. When people expand their vision of what it can do, the elevator speech becomes a powerful communication tool that serves as a personal bridge from where you are to the future you envision.

–Terri Sjodin, CSP


delivers a simple elevator speech to another person, and that person becomes interested and intrigued by the message, it can lead to a more in-depth conversation, which can lead to another appointment, which can lead to the two people working together in some capacity, which can lead to a long-term relationship or partnership, which can lead to more opportunities, and so on.

Although we cannot always track the direct link that occurs, we can begin asking the question, “What would have happened if I hadn’t delivered that first elevator speech, the one that got the snowball rolling?”

We’ve all had that moment when we see the person we’d love to approach, we’d love to speak to. Instead, we start the negative self-talk: I’m not going to go up to her. She’ll think I’m a stalker. At that moment, most people just let the opportunity pass.

Some people might have the guts to walk up to her, but they don’t know how to segue from, “Hi, how’s it going?” into what it is that they really want to say. Then, there are people who are too aggressive. They start pitching from the first hello. They’re the ones we’re all afraid we will become. I tell those people, “Don’t scare the bunny!” This is an innocent prospect. We’re not

out to frighten her. We want to strike up a casual conversation and intrigue her enough to schedule an appointment and then move on.

Why do speakers need an elevator speech strategy?ts: Everyone can benefit from an eleva-tor speech strategy, whether they are selling a product, service, keynote or seminar. But it’s more than a generic tool for use in change moments. It’s a strategy for managing multiple talking points and communicating more complex ideas.

Speakers are good at delivering keynote presentations and training sem-inars, but need to consider the sales presentation side of the business. They need to quickly and clearly define the specific persuasive arguments or talking points for why a client should hire them, why their message is valuable to the cli-ent’s organization and why people need to hear this presentation now.

Why do you concentrate on eleva-tor speeches in your new book? ts: In today’s busy world, we must communicate our messages persuasively and succinctly. The elevator speech helps you focus on what makes you dif-ferent and how to briefly phrase your

competitive advantage in the moments of execution.

Ask yourself, “If I were a meeting planner or bureau or agency, why would I book me? How can I make it easy for a bureau to sell me? What are three compelling reasons a client should book me for their next sales rally?”

The elevator speech requires you to break down your selling proposition into specific case points, with clean, logical arguments for why a client should consider booking you. You also can adapt your elevator speech talking points for a longer sales presentation, a demo video, in your promotional mate-rials and more.

Do you have more than one elevator speech?ts: Yes, I have multiple elevator speeches and talking points. Some argu-ments apply to some prospects but not others. My goal is to craft a logical, persuasive case that meets the needs of each individual client. It keeps things fresh and helps me stay nimble.

How did President Ronald Reagan employ this prepared talking point/elevator speech strategy?ts: President Reagan was a master of using small messages to create big impact. He kept an index cards filled with notes on multiple subjects in his pocket. They contained his talking points on everything from Social Security to world affairs. On any given day, he might deliver multiple pre-sentations and talks, and the needs of the audience could be very differ-ent. So, depending on the audience, Reagan would flip through the cards, find the most relevant talking points for that group and tuck the rest of the cards away. He is known as the great

In today’s busy world, we must communicate our messages persuasively and succinctly.


communicator, but it’s important to note that he was very well prepared with clear messages that he blended together to meet his listeners’ needs.

How does social media marketing relate to your philosophy on eleva-tor speeches?ts: Let’s say you just sent out a tweet that sparks interest among your follow-ers. Or maybe you posted a Facebook message that starts a conversation on your fan page. Or perhaps you posted

an article you wrote on LinkedIn and, as a result, your phone is ringing, and one of your contacts may be interested in having you speak to his organization. Or maybe someone watched your video on your YouTube channel and called your office about hiring you to conduct a workshop for their company.

Whatever the scenario, the ques-tion is the same: Now what?At this point, your social marking strat-egies have done their job. These vastly different platforms have stimulated interest and generated inquiries via e-mail and telephone. Now it’s time to convert these interested prospects into actual clients. The next step in the sales process is where an elevator speech strategy can be very helpful. Now that you have attracted attention, you need to be prepared to communicate a com-pelling message in a short amount of time to secure a face-to-face appoint-ment or more in-depth conference call at a later date.

What’s the key to wrapping up your elevator speech? There’s no way to close a deal in 30 seconds to three minutes. ts: I couldn’t have said it better myself. You’re not attempting to close a deal, just to advance the ball and get to the next phase of a possible relationship. Sometimes you’re closing for an intro-duction to someone else. Sometimes you’re closing for an appointment time. Sometimes your close simply asks your listeners to step farther into your trade-show booth so you can show them something else. Remember, the eleva-tor speech is not meant to replace your selling process in three minutes or less. It’s designed to enhance your selling process. The elevator speech is just

another tool to put in your arsenal. The sky is the limit if you’re prepared.

What are the key elements of craft-ing a short but powerful message?ts: A good elevator speech is one that works. There is an art to it, but you’re in good shape if you can hit three benchmarks:

Build a strong, persuasive case. What is your point? Your presentation must have a case that is compelling enough to give your listener cause for pause.

Be creative. You want people to say, “Wow I’ve heard that before, but I’ve never heard it put that way.”

Speak in your own authentic voice. Deliver your message in your own unique style with your natural essence.

Some people are one for three or two for three. But you’re shooting for three for three. If you have a solid case, laced with engaging creativity, and can deliver it in your own authentic voice, that’s a tough combination to beat.

Ultimately, a good elevator speech moves you forward to secure the next win, and all speaker success stories always begin with small wins—one more contact signed, one more appointment set, one more speaking engagement delivered.

Terri Sjodin, CSP, is the principal

and founder of Sjodin

Communications, a public

speaking, sales training and

consulting firm based in

Newport Beach, Calif. For more than 20 years,

she has specialized in helping professionals

sharpen their persuasive presentation skills.

Sjodin is a popular keynote speaker on Capitol

Hill and with Fortune 500 companies,

academic leaders and industry associations.

Visit www.sjodincommunications.com.

This is where the evolved elevator speech meets the concept of the Butterfly Effect. When one person delivers a simple elevator speech to another person, and that person becomes inter-ested and intrigued by the message, it can lead to a more in-depth conversation, which can lead to another appointment, which can lead to the two people working together in some capacity, which can lead to a long-term relationship or partner-ship, which can lead to more opportunities, and so on.


Plan to attend Sjodin’s Master Class on

PERSUASIVE PRESENTATIONS” at Influence ‘11 on Sunday, July 31, 2 to 3:30 p.m.

“


Have a SeatWhen you sit for hours at a computer, a comfortable, well-designed chair should take a front seat in your list of office must-haves. Here are some of the hottest seats on the market and their wallet-friendly look-alikes—which offer features like one-touch adjustments, built-in lum-bar support and revolutionary cushioning systems that work overtime to keep you comfortable.

2 Let Freedom RingWith features like a dynamically positioned headrest, responsive pivoting back-rest, synchronous armrests, and a revolutionary counter-balance mechanism, it’s no surprise that the Freedom chair by Niels Diffrient is a winner of 10 prestigious design awards. Featured in Popular Mechanics and Wired, Freedom is made pri-marily of aluminum and recyclable materials and weighs in at a mere 39 pounds. Users describe the chair as stylish, sophisticated and worth every penny. Starting at $1,090. www.Humanscale.com.1 Think Tank

What do you get when you combine engineers, environmentalists and intel-ligent design? Think®, a chair that understands how you sit and adjusts itself intuitively. Designed by Glen Oliver Löw and manufactured by Steelcase, Think is the first-ever certified level™ 3 product, the highest Business and Institutional Furniture Manufacturer’s Association (BIFMA) sustainability stan-dard. Functional and aesthetic, Think’s features include individually shaped back and seat flexors, a flexible seat edge and four comfort settings in one dial. Starting at $589. www.Steelcase.com.

3 The Office Favaretto We all need a little support now and then, so you might as well get it with a side of style. The SaggioTM Management Chair designed by Paolo Favaretto for United Chair offers plenty of both with integrated lumbar support, a sliding seat, adjustable arms and back height, and four-position tilt lock. Choose from over 30 color upholstery options and three state-of-the-art soft mesh back-ings. $399. www.SitBetter.com.

4 Set SAYL You don’t have to leave your heart in San Francisco, but you might leave it with the SAYL Task Chair. Designed by Yves Béhar for Herman Miller®, SAYL was inspired by the suspension system of the Golden Gate Bridge, which can be seen in the airiness of its signature back. Made of elastomer, steel and foam with a 100% recycled polyester seat, SAYL takes its name from the sail-boats that pass under the famous bridge and the chair’s innovative Y-Tower structure. $399. www.DWR.com.

relevant resourcesTime-saving tools and technologies


Lauren Aiken is a freelance writer who lives and works in Dallas, Texas. She

sits in a Focus Work Task chair from SitOnIt Seating, but would rather be

kicking back in an Eames lounge. Visit www.LaurenAiken.com.

7 Seeing StarsIf you want modern design without sacrificing comfort, look no further than the Office Star™ SPACE® Deluxe Leather Executive Chair. Complete with an adjustable headrest, the Office Star provides an ergonomic seating expe-rience with one-touch pneumatic seat height adjustment, built-in lumbar, and 2-to-1 synchro tilt control with adjust-able tension and padded arms. Finished in heavy-duty platinum with over-sized dual wheel casters, SPACE is also GREENGUARD Indoor Air Quality Certified. $459. www.Staples.com.

6 New GenerationDesigned by Formway Design, Generation by Knoll takes elastic design to a new level by allowing you to “sit how you want.” Made from a high performance elas-tomer that flexes in response to its user, Generation supports a range of postures and work styles typical in today’s workplace. Plus, its materials are durable and eco-friendly. Choose from a variety of colors to complement your office décor. Starting at $995. www.SitHowYouWant.com.

5 Task at Hand Made of 60 percent recycled materials, the Realspace PROTM Quantum Mesh Mid-Back Task Chair is a great alternate to Aeron. The chair’s mesh fabric back breathes to keep you cool, gel-padded armrests help relieve shoulder pain, and the seat cushion glides forward or backward to suit the length of your legs. With user-friendly controls, the sitter can adjust tilt and seat-height adjustment with just one touch of the finger, and its Aeron-like waterfall cushion promotes circulation. $299. www.OfficeDepot.com.

Rock Out Support your feet and legs and ease lower back pressure with the Humanscale FM500, an elegant foot machine with curved supports to encourage healthful rocking. $152. www.Humanscale.com. 8 Floating on Aeron

Designed in 1994 by Don Chadwick and Bill Stumpf, Aeron remains one of the most popular chairs today. Departing from the typical cushion design, the chair’s innovative suspension, contoured form, patented tilt mechanism, and customizable extensions like lumbar and sacral support provide comfort to people of all sizes. Aeron’s distinctive design has inspired copycats worldwide and gained the chair a spot in the Museum of Modern Art’s per-manent collection. Starting at $679. www.Store.HermanMiller.com.

Rest Up Rest your wrist on the IMAK® Wrist Cushion for Mouse filled with ergoBeadsTM .It’s designed by an orthopedic surgeon with you comfort in mind. $14.99. www.IMAKProducts.com.

be yond bordersExploring cultures, countries and comfort zones

Not everybody likes Asia. It’s too foreign, noisy or crowded for some people. But for others, Asia gets in your blood. If you live in Europe or the Americas,

then Asia is truly exotic. It is very exciting, especially if it’s your first business trip.

I travel to Asia frequently and would like to share some important informa-tion for speakers who have an itch to work where they can emphatically say, “We’re not in Kansas anymore.”

Asia Is Not One CountryAsia is a continent, comprised of mul-tiple countries, cultures and languages. The Chinese people speak 26 differ-ent languages with hundreds of dialects. But, have no fear: Most Asian business people speak English as a second lan-guage. Some speak British English, and others speak American English.

Speak SlowlyWhile many have been studying English since childhood, do not assume they comprehend your English. There may be a few who are fluent in English and you will be tempted be to talk to them when you are offstage. Then, you’ll present as if everyone speaks like that.

Speak slowly, use smaller words and avoid slang. Allow time for the audi-ence to comprehend what you’ve said. A PowerPoint® presentation rich in graphics can increase your audience’s comprehension. Ask your local contact person what is absolutely essential that your audience understands. Go for that, and avoid any extra content. If you sound like you broadcast for CNN, you’ll be easiest to understand because many Asians have grown up with CNN.

Check Your VisaEvery country has its own visa require-ments. A U.S. passport will grant you entry into most Asian countries, but not India. If you go somewhere requiring a visa, get a multiple entry. Search require-ments online and with airlines.

Determine Your CompensationAscertain how you will be paid. Many companies have dollar, Euro and local currency bank accounts, so paying you in your local currency is fairly easy. Learn tax requirements. My contract states that my fees are net of taxes. You need to be sensitive about taxes, because a client may have to pay a sizable tax on you—an amount that could represent their entire profit.

WeatherResearch the climate of your destination country before you pack. Korea, Japan and Northern China are very cold in the winter. Thailand has three seasons: hot, hotter and hottest. If you pack thick woolens for a trip to Southeast Asia, you’ll be overdressed. If you do not have the right attire, you can buy anything in Asia. Chances are it was made there.

Don’t Be a Know-it-AllAsians are very interested in learning about the world, but they picture themselves

differently than you do. Link your con-versation to their reality. Recently, some young Chinese were shown a picture of a man stopping a tank in Beijing, the iconic image of the Tiananmen uprising. This group had never seen that picture because it’s censored in China.

Asians Are UniqueExpect Asians to be quite different from each other, with different races speaking different languages, imbued with distinct cultures. Filipinos are very friendly. Hong Kong Chinese tend to be more direct and blunt. Do not make the assumption that because you’ve worked in one Asian country that you know how to work in all of them.

Janelle Barlow, PhD, CSP, is

president-elect of the Global

Speakers Federation (GSF).

She co-authored two

bestselling books, Emotional

Value and A Complaint Is a Gift, which is

available in 14 foreign languages. Over

100,000 people worldwide have attended

her speeches and training programs. Contact

her at [email protected].

Doing Business in Asia


BENEFIT SEMINARBecoming a Master of InfluenceSaturday, July 30 • 9:00am–NoonThere’s no better way to grow yourspeaking business than to increasethe influence you have with youraudiences, your clients and yourmeeting partners. Two of NSA’sown Masters of Influence awardwinners will share strategies andinsights to increase your influence.Come out and get some practical,take-home tips and make a contri-bution to help another speaker in need.

BENEFIT EVENTPicnic with the Stars…A Feast of MastermindsSunday, July 31 • 5:45pm–7:15pmRun, skip, do-si-do on over for some down-home good fun between general sessions on

Sunday evening! Mingle with Influence ’11general session speakers and experts while

you enjoy an informal picnic meal. Anddon’t forget your competitive spirit as

we help raise money for a great cause, the NSA Foundation!

Stephen Tweed, CSPChairman

Support the NSA Foundation at INFLUENCE ’11J U LY 3 0 & 3 1 , 2 0 1 1 • A N A H E I M M A R R I O T T • A N A H E I M , C A

For more information and to register, go to the “Foundation” page at www.influence11.org.

NSA Foundation half page 4/7/11 4:03 AM Page 1

Desperately Seeking Attendees

You’ve spent months planning a public

seminar. The event is only three weeks

away, and registrations are abysmal.

Now what?

what would you do?Casting a reality check on real-world conundrums

I would take the following steps:• Go to companies, such as Goldstar and Groupon, that can

advertise the session at a discount for a percentage of the fee. • Contact some key influencers and offer them free admissions. • Contact the registered attendees and offer them a discounted

price or free admission for recruiting other attendees. • Contact local companies and invite them to bring some

attendees for a special price. —Arnold Sanow, MBA, CSP

Vienna, Va.

This only happened once. When something is a dead dog, nothing will resurrect it. We sent out a notice that we were testing a new concept. There wasn’t enough market demand, so we cancelled and offered a refund or credit for another program.

—Randy GageMiami, Fla.

Reschedule the event. Learn how to market it, or partner with people who have big email lists and will promote your event in exchange for an enticing affiliate commission.

—James MalinchakHenderson, Nev.

Send out email blasts and social media notices to generate excitement. Contact relevant asso-ciations. Remind those who signed up that their friends are welcome. Keep the momentum going and stay positive!

—Lauran Star, ICF, CSPBedford, N.H.

A public seminar lacks energy and impact if only a few people attend, and it can be very uncomfortable for those present. So, if I knew the attendance wasn’t going to improve, I would call the people who registered and tell them the event is being postponed. I would offer a prompt full refund, along with a free book, teleclass registration, etc.

—Kimberly Medlock, CPOOlive Branch, Mo.

Move forward with the event and:1. Work your list. Contact every current and past customer and prospect via phone, postcard, e-mail, Twitter, LinkedIn, Facebook, teleseminar, and in person. 2. Make a special offer to the ‘rubber chicken circuit’—Rotary, Lions, chambers of commerce. 3. Ask your affiliates to recruit people.4. Do joint ventures with other people who have similar target markets.

—Ed Tate, CSPTampa, Fla.

I would reschedule unless I knew several attendees from other countries had booked airline tickets. In that case, I would increase marketing and call everyone who told me, ‘If you do a seminar on (insert topic), I will be there!

—Patricia Fripp, CSP, CPAESan Francisco, Calif.

What Would You Do? is a regular column that presents a real-life dilemma faced by professional speakers. NSA members are encouraged to submit a dilemma for possible discussion in this column. Please submit dilemmas to [email protected]. NSA reserves the right to edit submissions for length and style. All dilemmas will be anonymously attrib-uted. Opinions expressed are those of the individual respondents, not NSA.


Do it anyway! If you go through it, you’ll grow through it! After the event, ask yourself what you did right. What will you do differently next time? When NSA member Craig Valentine and I held a public seminar in Dallas, only three people came and we lost money. Recently, 200 people attended our event in Vegas. Focus on your tenth event, not your first.

—Darren LaCroixLas Vegas, Nev.

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This Magic Moment

I like to integrate magic perfor-mances into my presentations to illustrate specific points. For change management and lead-ership, I perform a famous card trick called “Any Card at Any

Number,” which is considered the “holy grail” of card magic. Here’s how it works:

A spectator names a random card and a random number, and that card is then located at that position in the deck. It illustrates how leaders can work behind the scenes to align different forces and circumstances in their organizations to achieve a goal.

Without divulging any secrets, there are many methods to achieve this effect. The experienced performer often selects the method based on the environment,

audience and circumstances. That fact is also part of my message.

Recently, a spectator was more inter-ested in proving he could prevent me from achieving the desired outcome than in grasping the point I was trying to illustrate. Whatever his motivation, he interrupted the presentation and insisted on inspecting the cards, shuffling them and holding them so I couldn’t do any sleight of hand with the deck.

I decided to let him have his way, because I have enough skill to accomplish what I need to do in a variety of ways. By giving him a little rope, I thought I could diffuse his mild belligerence and still make my point.

He shuffled the cards, cut them, reshuffled them and held them tightly in his hands. He announced that he wanted the two of clubs to appear at position 26 and that he was going to deal the cards himself. I told him to deal 25 cards and set the 26th card aside without turning it over. He complied.

With all attention now focused on that card, I

took the rest of the deck and pre-pared for my alternate conclu-sion. As I spoke to the audi-ence about the test conditions that had been imposed, I looked for the two of

clubs. It wasn’t there.

I double-checked—the two of clubs was not in the pack.

I slowly realized what happened and had a glorious moment of understanding, which I had to conceal from the audience members. They were about to see magic that I had not planned, nor could I ever repeat for them. It was an unexpected bonus for them, but it was even more unexpected for me.

I recounted everything to help the spectators cement their memories of what had happened, ensuring that they would be perfect witnesses to the strictly imposed conditions. I snapped my fingers over the card and asked the man to show the audience the two of clubs.

There it was. After a moment of stunned silence fol-

lowed by a couple of shocked expletives, he said, “OK, that was good. I have no idea how you did it.” Then, he joined in the audience’s applause.

For magicians, an “out” is an alternate conclusion: a back-pocket way to achieve a successful outcome even if it is a differ-ent than the one intended when the trick began. “Outs” are answers to all of the “what ifs” you can conceive, and going beyond your presentation skills to achieve the desired outcome. For me, this particu-lar “out” was truly a work of magic.

Professional magician, speaker

and emcee. Joe M. Turner is a

corporate entertainment spe-

cialist, based in Atlanta, Ga.

He creates customized magic

presentations for promotional, motivational

and entertainment events in the United States

and Canada. Visit www.TurnerMagic.com and

www.TurnerTalks.com.

turning PointA career-changing moment or experience

“I snapped my fingers over the card and asked the man to show the audience the two of clubs. There it was.”


WANTED: Students for NSAScholarshipsScholarship Grant - $5,000 Do you know a student who has a burning desireto become a professional speaker? He or she maybe eligible for an NSA Foundation scholarship.The Foundation awards four scholarships annuallyto full-time college junior, senior and graduate students at an accredited university.

Application deadline: June 1, 2011

AUCTIONPrepare to be blown away as the NSA Foundation reveals up to 11 knock-your-socks-off,business-stimulating packages for the 2011 Online Silent Auction, May 16–26, 2011!

It’s for a good cause! All proceeds go to the Professional Speakers Benefit Fund to provide assistance to NSA members facing a health ornatural disaster emergency.

Going once, going twice, sold! Don’t miss out on packages that include a VIP tour and businessconsulting with Nido Qubein, CSP, CPAE, a halfday at the office of Brian Tracy, CPAE, or a magicalcoaching session with Giovanni Livera, CPAE. For more information, visit NSAFoundation.org.

For more information on NSA Foundation grants and

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By having a booth at NSA’s Annual Convention, you will be able to meet face-to-face with approximately 1,500 NSA members and explain your area of expertise while show casing your unique products and services.

Space is limited, so please contact Al Liberty at 718.710.4898or email [email protected].

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c alendar of events

NSA/US Convention

July 30-Aug. 2, 2011

Anaheim Marriott

Anaheim, Calif.

2012 NSA Winter Conference

Feb. 2-5, 2012

Dallas/Plano Marriott at Legacy Town

Center

Plano, Texas

2012 NSA Convention

July 14-17, 2012

JW Marriott Indianapolis

Indianpolis, Ind.

2013 NSA Convention

July 27-30, 2013

Philadelphia Marriott Downtown

Philadelphia, Pa.

2014 NSA Convention

June 29-July 2, 2014

San Diego Marriott Marquis and Marina

San Diego, Ca

For more information on any NSA

event, call (480) 968-2552 or visit www.

NSASpeaker.org. Details for Global

Speakers Federation (GSF) events are

available at www.globalspeakers.net.

877.RPS.0565

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humor meFinding the funny in a speaker’s life

Illegally Funny

I never dreamed of being a college professor. Does anybody? When my third-grade teacher asked us about our dream job, Molly said astronaut. Evan: actor. Perry: Obtain a terminal degree and

lecture on legal morasses.Whether your keynote is on law

or career development, every college student wants a good laugh. Humor can be found in the most stressful situa-tions. For example, I tell students that I can’t offer legal advice. But that didn’t stop “Steve” from calling me after class in a panic: The judge gave me 10 days for speeding. They’re taking me away!

That night, I drove to the county jail, where the innkeeper ushered me into a tiny drab room facing glass. Steve appeared on the other side, looking weary and wearing an ugly orange jumpsuit. I never practiced criminal law, so I just put my hand up to the glass and spread my fingers apart because I saw that done on TV. Steve finally smiled and put his hand up to mine. He told me what happened, but all I could do was stare at our mitts and think: Hey, this TV hand thing really works!

While Steve’s dilemma was no laughing matter, I use that story up front to set the tone for a class or keynote. Understanding the law is serious business and applied unequally to funny, young college students without counsel. But we will laugh and learn a lot together.

Humor mixes audience participa-tion with storytelling about the quirky world around us. The speaker and stu-dents form an improv troupe, working on the day’s subject. Here are my rules of engagement:

Exaggerate to IllustratePaint an implausible mental picture to rein-force a topic. When we discuss “self defense,” a limping crazy man wields a lumber-man’s axe and approaches a student track star limbering up for a run. If the wild man is 200 feet away, does the student have a duty to retreat or can she pick up and use a submachine gun conve-niently left on a park bench?

Expect the Unexpected When a cell phone rings, the classroom rule is that I get to answer it. I just saw a comedian do that and then he put the phone down his pants for a photo. I doubt I could get away with that move! Another time, students were tuning out, so I asked a student to stand up as I gave her my whiteboard marker. Then, I ran to the front of the room, back facing the students, and instructed her to wing the marker at my head (missed me, wide right).

Now you might be thinking that a college won’t let keynote speakers be jail-house lawyers or encourage students to fling objects. That’s not the point. The most important rule is that funny sells

every time. Consider this recent head-line: Man Pleads Guilty to DUI in Motorized Recliner. If the law is funny, so is any subject and, thus, provides an opportunity to add humor to your keynote.

The VerdictI referred Steve to a criminal defense lawyer, but my student still spent three days in jail for speeding. It would’ve been none if he had an attorney at the outset, which shows that maybe nothing is funny about the law after all.

Perry Binder is a professor at

Georgia State University in

Atlanta. He is the author of

Unlocking Your Rubber Room:

44 Off-the-Wall Lessons, which

forms the basis for his education keynotes.

Binder is an NSA member and an MPI

Platinum Program speaker. Contact him at

www.PerryBinder.com.


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