In previous lives, I constantly received requests from people who wanted to be a speaker at a convention or at a Hasselblad sponsored program.   Most of the conventions coming up have their platforms already in place, but if you’ve got a burning passion to be on the lecture circuit, here’s a great check-off list to consider.

1. Have you spoken in public before?  Seriously, there are people out there who think just because they won an award they’re ready to hit the lecture circuit.  Awards for imaging only prove you’re a great photographer, NOT that you can teach or present effectively. 

2. Do you have a relevant topic?   I know it’s basic, but everyone today, including me, thinks they have something poignant to say.   We get so wrapped up in our own day in day out issues we forget our challenges aren’t necessarily everybody else’s.  Or, even more embarrassing, is getting your own program and finding out, the speaker before or after you is hitting the exact same topic!

3. Are you sponsored?   Pay attention – this is a big one.  Budgets are tight everywhere, especially for those associations and organizations who sponsor the convention at which you want to speak.   That means if you have some sponsors to underwrite the cost of you speaking, the association can pay you less and put the money back into another aspect of their convention.  You’re always going to have a better chance landing a program if you’re sponsored.

4. Don’t get too many sponsors!   This is going to get it’s very own post tomorrow.  Too often photographers align themselves with too many different companies and the result can be devastating.   Being just a hired gun doesn’t give you credibility!  

5. Baby steps…Speaking at a venue like IUSA, PPE, or DWF, just to name a few, should be the end result of building your reputation, not the first step in your career as a speaker.  Start presenting and teaching on the local level, then build up to regional conventions and then go national.  Hold back from trying to speak at national conventions and shows until you’re really ready and have a little bit of a reputation established.   You don’t want to have a program opposite Yervant, Joe Buissink or Bambi, for example, and have only eight people in your class when they have standing room only!

6. Are you a good speaker?  This is a tough one to really explain, but the short version is to simply say it takes practice, listening to the criticism from your friends, learning to stay focused and cut out all the “ums” that become the trademark of a less seasoned speaker.  Your message needs to flow naturally without being nervous.  And prepare for the worst in AV problems.  I once heard Denis Reggie present an entire program without one slide when the AV system blew up.  He never missed a beat and the audience never cared.  His message was solid and he knew his material so well that he didn’t need his slides!

7. There are some great presenters out there and you need to attend their programs.  At the risk of alienating friends I don’t have room to list here, Arthur Rainville, Bambi Cantrell, Jerry Ghionis, Tony Corbell and Dane Sanders are just a few of the presenters with a style that’s professionalism at its best.   The secret ingredients are enthusiasm, passion, style, content and quite simply, they know their stuff!

8.  Once you get on the speaking tour – be careful what you wish for.  Remember your message is only as good as its validity.  It’s not enough to just lecture about great photography, you have to be a great photographer.  Once you step too far away from your core business as a photographer and spend too much time lecturing you lose credibility as a speaker. 

9. Get to know the people who have to approve your request as a speaker.   Don’t be disappointed if you get turned down the first few times you put in a request.  There’s a huge part of every business that comes out of relationships.  It’s that extra ingredient that gives you an edge versus somebody making a cold call.   Spend time building relationships with the people you’re hoping will hire you as a speaker some day.  Get to know them, their needs and what they’re looking for.  You’re out to develop a long term relationship, not be a one hit wonder!

10. Be careful on your speaking fee! Last but not least, when you do get a shot at speaking, go easy on what you think you’re worth!  I’ve seen so many speakers lose sight of the value of their message and suddenly hit the wall because they’ve simply priced themselves out of business!

Being a public speaker is incredibly rewarding, but it’s not for everybody.    If you think it’s something you want to do and can do well, then go for it, but attack the challenge the same way you’ve worked to build your business.  The key operative word here is “build” – take your time, put speaking projects together brick by brick and build them on a foundation of enthusiasm, professionalism and great content.

SSS Serious Group Shot

Skip’s Summer School 2009 Speakers: From top left, Matt Hill, Ken Sklute, Skip Cohen, Dane Sanders, Scott Bourne, Jim Garner, Robert Evans. Second row, Mitche Graf, Tony Corbell, Jennifer Maring, Bambi Cantrell. Bottom row: Ron Dawson, Kostas Malios, Charles Maring, Kevin Kubota, Jerry Ghionis. Photograph by Ken Sklute.