I’m closing out this series on your paid public speaking career with some FAQs. 

1.  So I need a book – can I self-publish?

The answer is no.  At this point, self-publishing just doesn’t measure up in the eyes of the speakers bureaus and meeting planners who will be hiring you.  There’s a pecking order; at the top are certified New York Times bestselling authors.  Then there are writers of popular and influential books.  Then there are writers of books.  Then there are self-published authors.  At the bottom of the heap, and it’s a very big heap.  Don’t put yourself there. 

2.  How much money can I make public speaking?

The folks at the top make as much as $100,000 and more per speech.  If that seems like a lot, it is.  But remember, those folks got there by being really successful doing something else.  So they’re busy, and they can’t be speaking all the time.  For the rest of us, NY Times bestsellers make $40K and up per speech.  Authors of popular books make in the $20-40K range.  Other authors make $10-20K.  And everyone else makes….expenses. 

3.  I’m retired; can I make this my second career and earn a little money while I’m at it?

No.  It’s not a part-time pursuit.  It’s too demanding.  Think of it as a full-time job, with a lot of travel, and then decide if that’s what you want. 

4.  What should I speak about?

Something you’re very, very passionate about. Something you’re prepared to repeat up to 100 times a year. 

5.  Should I go with an ‘exclusive’ speakers’ bureau?

No.  Get to know as many bureaus as you can – well.  For most people, that means a half-dozen or so.  The idea is to keep yourself top of mind with them. 

6.  How do I get started getting paid for speaking?

Start by speaking for free.  Speak to small groups, volunteer groups, Toastmasters – anything to get some practice and to find out how good you are.  Then, work your network to get a paid invitation.  Perhaps at an association of which you are a member.  Perhaps at an industry convention where you’ve helped in some way.  Start out with a breakout session, and work your way up.  To be a keynoter, you need a book.  See #1. 

7.  Is it a good idea to have as many speaking topics as possible?

No. See my earlier posting on the importance of a brand.  You should become known for speaking on a few, related topics.  The world simply won’t believe that you can be expert on 20 things.  Even if you actually are.

8.  Do I need a website?

Of course.  It’s the second place a meeting planner looks (after your DVD) to see what kind of speaker you are and how much you should be paid.  A cheesy looking website will limit your earning potential absolutely. 

9.  Why should I blog – isn’t that just giving it away for free?

It’s all about building up a platform and a community – what used to be called a reputation.  Blogging is a whole lot more effective in today’s world than trying to get an article in HBR or an appearance on the Today Show.  You can control how often and how well you blog.  You have very little control over Harvard or NBC. 

10.  Do I need a manager?

Not until the calls and emails are coming in faster than you can handle them.  Then, maybe, depending on how well organized you are.  Managers will take anywhere from a small (5) percent of your earning to a lot (30%).  Think it through before you decide you need one.  That said, it is far more effective in the long run to have someone else negotiating on your behalf than doing it yourself.  Most people tend to ask for too little on their own behalf, and cave in too easily.