Happy new week, Tolulope!

Hope you had a restful weekend.

That question was probably for me. Last week was one of the busiest weeks I’ve had in a while. 

From traveling earlier in the week back to Nigeria from Cyprus where I went to attend my friend and lawyer, Tasos Koumis’ wedding, to attending the launch of the book, Mr Lottery, by Lanre Gbajabiamila, OON, on Thursday, to attending the wedding of Abdullah, the son of one of our key leaders in the APC, Egbeda Local Government, Hon Ibrahim Bolomope, on Saturday. And a few activities in between all those.

Not complaining though. I like activity. I like movement. In almost every sense of the word. 

Anyway, it’s a new week, and I can only hope that it’s a productive one but not a stressful one for us all.

So I spoke for a bit at Egbon Lanre Gbajabiamila’s book launch on Thursday. He is the Director General of National Lottery Regulatory Commission.

While my goal for the event was to support my Egbon at his book launch, being one of the people he worked with when I got under his radar as the pioneer of sports betting in Nigeria with Nairabet, when he was still the CEO of the then Lagos State Lotteries Board, the event brought again to mind an advice I’ve always given public speakers or wannabes.

And I want to share it with you, again, today.

A lot of people want to be public speakers, not just for the glamour of it or the thrill of standing on stage in front of a crowd of hundreds or thousands of people, but also for the money they believe they can rake in from multiple speaking gigs.

As someone who has spoken on countless stages and at countless events, I’ll tell you this secret for free:

The biggest money you will make as a public speaker is not your speaking fees. It is in the selling of your products and services.

Not a conventional thought, yea? But trust me and heed my advice. 

When you are invited to speak, don’t ever go there empty handed; make sure you have products to sell. It could be books, coaching, consulting, etc. 

When teaching, show understanding of the topic and try to be as exciting as possible. Then while speaking, always refer to the products you are selling from time to time.

For example, you can refer to something you said in chapter 3 of your book. Or you talk about the experiences of those you are consulting for and the results they got from following your advice. 

This way you are already priming your audience. You’re already creating desire for your product or service. At the end of your talk, make them an offer.

Your offer should have the following:

1. Time sensitive. You must ensure that they buy immediately — right there at the event. You’d lose a large percentage of potential buyers if you ask them to buy later. If it’s an expensive service, they must at least commit something. They can complete their payment later after the event.

2. Lower price. ⁠Offer a lower price than what’s normally obtainable. For example, if your coaching is N2m normally, offer less exclusively for the event. If your price is not lower, then there is no point ordering right there at the event since they can get it later at the same price.

3. ⁠Give more benefits/bonuses. Let there be an extra benefit to buying your stuff right there at the event. If you are selling your books, you can give them another for free. If you are selling a service, offer them extra services for free.

In fact, a book signing for those who buy at the event has worked for me. Some who already have a copy of your book but left it at home can buy another just to get your signature and meet you personally. Also an opportunity to take pictures with you.

You can make a lot of money selling your product or service as a public speaker. In fact, you can make your speaking services free. This way you will get more bookings.

And you will sell more.

I told you in a recent email how Russell Brunson broke the record of the most money made from public speaking in 90 minutes. It was from a Grant Cardone event where he refused to be paid as a speaker but struck a deal with Grant to sell his product at the end of his talk.

He made record breaking sales and also got thousands of people to use his software.

That’s the power in following my advice of selling your product or service as a public speaker.

I hope you put it to good use. 

Have a great week ahead,

Akin Alabi