Navigating the Corporate vs. Public Speaking
Markets: A Strategic Approach for Speakers
As a professional
speaker and coach, choosing the right market is a key part of building a
sustainable and profitable speaking business. Typically, speakers focus on one
of three primary markets: Corporate, Public, or Associations. Each market has
unique characteristics, target audiences, and financial opportunities. However,
when we talk about professional speaking, it’s crucial to define the market by
one essential factor: who pays the fee.
Let’s focus on two
dominant markets for professional speakers: the Corporate
market and the Public market. These two provide a
range of opportunities for speakers, but they also come with their own
challenges and experiences. As a speaker who specializes in topics such as
closing the deal, networking, and mindset mastery, I’ve found that these
subjects appeal broadly across different industries and audience types. Yet,
understanding how these markets differ is vital to delivering value and securing
ongoing engagements.
The Corporate Speaking Market
In the
Corporate market, the primary clients are CEOs, executives, or
decision-makers within companies, often large organizations like Fortune 500 or
Fortune 100 firms. These companies invest in speaking engagements for various
reasons, from sales training to leadership development, and expect a high level
of professionalism and expertise.
The experience of
speaking in the corporate market is usually structured and formal. When you
speak to a corporate sales team or executive group, the expectations are clear:
you’re there to provide actionable insights that tie directly to their business
goals, whether it’s improving sales performance, increasing productivity, or
refining leadership skills.
Here are a few key
characteristics of corporate speaking:
-
Higher
fees: Corporations generally have larger budgets for professional
development and are willing to pay top dollar for expert speakers who can drive
results. This market can be highly lucrative if you position yourself as a
subject matter expert.
-
Customization: Corporations expect
tailored content that speaks directly to their challenges. A generic
presentation won’t cut it; you’ll need to deeply understand their business and
industry to deliver value.
-
Repeat
business: When you deliver excellent results, corporate clients are
likely to invite you back for additional engagements or refer you to other
departments or companies within their network.
The Public Speaking Market
On the other hand,
the Public market includes seminars, workshops, and conferences
where attendees pay directly to hear you speak. This market is more accessible
in terms of entry because you control the event's content and pricing structure,
but it requires more entrepreneurial effort. You’re responsible for marketing
the event, selling tickets, and ensuring a high turnout.
Speaking in the
public market comes with its own unique experience:
-
Varied
audience: Public speaking events attract a mix of attendees, ranging
from entrepreneurs to individuals looking to improve their personal or
professional lives. This variety requires a flexible speaking style that
resonates with a broad audience.
-
More
freedom: Unlike the corporate market, where customization is key,
public speaking engagements offer more freedom to craft your message according
to your expertise. You have greater control over the event’s content and
structure.
-
Revenue
diversification: Public speaking events allow for multiple revenue
streams, including ticket sales, book or product sales, and upselling additional
services such as coaching or online courses.
Action Steps for Q4
As we enter the
final quarter of the year, here are three things you can start doing now to
position yourself for success in both markets:
-
Target
high-value corporate clients: Research companies investing heavily in
employee development and tailor your offerings to address their specific
needs.
-
Host your
own public event: Leverage your expertise to create seminars or
workshops that attract a wide audience, focusing on relevant topics that will
drive ticket sales.
-
Enhance
your digital presence: Strengthen your online platforms and showcase
testimonials from both corporate and public speaking engagements to build
credibility and reach new clients.
By strategically
targeting both corporate and public speaking markets, you can diversify your
income streams, expand your reach, and ensure a consistent flow of
opportunities.
One more thing...I
will be on The Speakers Cruise this week so the next PGA (Paid Gig Accelerator
Masterclass) will be Oct. 2nd, 2024 at 6 PM ET. Click
Here to Register Now!