“But, I don’t know what to talk about!”
This is a line I hear much too often as a podcast host. I don’t blame them.
Glossophobia, the fear of public speaking, is reported to be the most common phobia, affecting approximately 75% of people. Of those with this fear, about 20% purposely avoid careers that involve frequent presentations or being put in the spotlight.
It’s no wonder, then, why so many authors come to me, excited to promote their book, but then get tongue-tied. Sentences flow smoothly in a Word document, but seem to get stage fright when spoken aloud.
But, what if you could turn your book into speaking engagements that not only build your author platform and establish your industry expertise, but also elevate your author credibility?
Choosing topics that establish your business authority and thought leadership need not be complicated. In fact, if done correctly, it can turn out to be your most effective marketing strategy. Consider this, when your presentations are aligned with the content of your book, it produces a cohesive effect on your audience, which can in fact make it more believable and interesting. As an author, speaking publicly not only establishes you as a thought leader in your genre but also allows you to meet your readers in person, making the relationship even more personal, which can translate to loyal readers and book purchases.
Andrew Dlugan, an award-winning speaker and public speaking instructor, designed a venn diagram illustrating how to select a topic that intersects "what you know," "what you love," and "what your audience is interested in." With that said, this article will demonstrate how to select speaking topics that support your book's overall message without losing your audience's attention. We'll cover how to know your book's main themes, know your audience's needs, and develop solid topics that are marketable and appealing.
Understanding Your Book’s Core Themes
To create professional book marketing strategies that align with your speaking engagements, it's important to first understand your core themes. For example, I once worked with a client who wanted to promote her self-help book through speaking events. We discussed the book's main theme of overcoming challenges and finding inner strength. After exploring the key points, we found that resilience and personal empowerment stood out the most. These themes became the focus of her speaking topics, such as building mental strength and handling life's challenges.
So, start by defining the primary message or purpose of your book.
Ask yourself:
- What is the main takeaway for readers?
- What problem does my book solve?
- What emotions or transformations do I want readers to experience?
After you've established the big message, distill it into overarching topics and subtopics. If your book is on leadership, for instance, does it cover resilience, innovation, communication, or team-building? These topics can be independent speaking topics or inform general discussions.
In addition, take note of what receives the most attention from your audience. Feedback from readers, reviews, and online highlights can provide you with great insight into what your audience is most interested in, which will help you tailor your speaking presentations to their needs and interests.
Knowing your book's themes is half the battle. To make your speaking engagements successful, you also need to know who your audience is and what they are interested in.
Knowing Your Audience
Before you choose a speaking topic, take the time to define your ideal audience for both your book and speaking events.
Consider the following:
- Who would benefit most from reading my book?
- Which industries, communities, or demographics would find my message meaningful?
- Are there specific issues or challenges my audience is facing that my book can help with?
Research, then, what your audience is most curious about. Look at social media conversations, industry events, and questions asked in book forums. Knowing your audience's pain points and aspirations will enable you to write a speech that addresses their needs directly.
Last, tailor your subjects to the nature of the event. A keynote for a big conference might demand a broad, inspirational speech, whereas a workshop might demand a lengthier, interactive presentation. Podcasts, with their emphasis on storytelling, are an excellent venue to present knowledge and convey your book's messages in an interactive, personal manner.
Now that you've identified your audience, it's time to develop solid, sellable topics that not only showcase your expertise but also engage your listeners' attention.
Choosing Topics You Love and Can Sell
Selecting the topic is a matter of balancing audience appeal and your passion and expertise. Select topics that people naturally discuss, so your speech is worth listening to. Some methods of screening your topic include:
- Testing ideas through blog posts, social media polls, or reader feedback.
- Ensuring the topic aligns with your book but offers fresh, actionable insights.
- Speaking about areas where you feel confident and can provide unique perspectives.
To keep audiences engaged, make sure your speaking topics balance book promotion with useful takeaways. Instead of simply discussing your book, use its lessons to provide actionable strategies, relatable stories, or thought-provoking discussions.
With engaging topics selected, the next step is to customize your message for different speaking opportunities.
Customizing Your Speaking Topics for Different Opportunities
Author Mandy Hale once said, “Don't be afraid of change, because it is leading you to a new beginning.” This wisdom applies not only to life but also to your speaking engagements. Even if you have discovered the perfect topic, being adaptable is key. The same principle holds true for book ghostwriting services—writers must tailor their approach to fit different voices, styles, and audiences. By embracing change, you can refine your message to resonate with diverse events and listeners, making your talks more engaging and impactful.
Being flexible with your speaking topics allows you to connect with a variety of listeners, from business professionals to community groups. Here’s how to adapt:
- Adjust your tone: A corporate audience may appreciate a more professional, data-driven approach, while a community event might call for a more personal and relatable tone.
- Be open to feedback: Use feedback from past engagements to refine your topics and presentation style, ensuring you’re always improving and adapting.
- Customize examples and anecdotes: Relate your personal experiences to the specific challenges and opportunities your audience faces.
By embracing change and customizing your topics, you’ll be able to connect with every audience in a way that feels fresh and relevant.
Promoting Your Speaking Topics
When one of my clients, a leadership coach, was trying to promote her speaking engagements, we decided to create a series of short video snippets where she talked about different leadership principles from her book. We posted this content on social media and her website so that potential event planners could get a sense of her speaking style. As a result, she got invited to speak at several corporate events, and her book saw more sales after the talks.
Thus, great speaking topics are worthless unless people know about them. To get booked for events, do the following:
- Create a speaker one-sheet or website section. This should outline your speaking topics, credentials, and past engagements.
- Reach out to event organizers. Tailor your pitches to show how your talk adds value to their audience.
- Leverage social media and networking. Share clips from previous talks, engage in relevant conversations, and build relationships with industry professionals
Speaking engagements not only elevate your credibility but also expand your book’s reach. By promoting your topics strategically, you ensure more opportunities to connect with your audience.
Want to know more about commanding the stage with confidence? Check out my other article about talking your way to the top! Whether you're new to public speaking or looking to refine your skills, this guide will help you turn every speaking opportunity into a powerful tool for success.
Conclusion
Public speaking is scary, but it should not hold you back from getting up in front of the audience and addressing your people. Public speaking is a solid marketing move for authors, yet it's also an opportunity to reach your readers on a deep level. Drawing on the content of your book, you're able to speak to the interests of your audience while presenting what you know in a fashion that's compelling as well as memorable. Before you know it, speaking engagements will not be something to fear but a normal part of your author life.
Ready to take your speaking career to the next level? Head to https://www.authorsonmission.com/call to schedule your strategic consultation with our team and learn how to transform your book into compelling speaking engagements.
