Beyond the Tool: Mastering Virtual Speaking Gigs as a “Professional Who Speaks” | PART 2 of 2

10 Tactics that Make “Professionals Who Speak” Valuable

In PART ONE of two we looked at how to kick off a virtual event so that it sets you apart immediately. We talked about 11 different engagement and connection tactics that seamlessly fit into just first few minutes of your presentation.

Most people aren’t “professional speakers” who get speaking fees, write books, and figure out the business that accompanies the craft, but that rarely means there isn’t a business case that necessitates some form of objective successfully achieved by every member of the webinar team, including a “professional who speaks.”

When you present before an audience, there’s a lot of money being spent. What’s the hourly rate of each attendee, and how many are there? What’s the producer’s cost? And how about the promoter (who will tell you that putting butts in seats is the most expensive part of most programs). NOT thinking like a professional is presumptuous; but being an expert and bringing the value to everyone is pricless.

Know what everyone wants and how they’re measuring it

What does your audience really want?

Remember, they buy drills, but they want holes. In other words, information is the means, but it’s some form of change or outcome that they want.

How about the rest of the team who is putting on this event? The producer or promoter?

Ask how you can create more value

Unfortunately in the corporate world, many/most team members don’t really understand all they could do in a webinar to create value. For instance, might a well-asked poll question not only be a tool of engagement, but how will the final report (that has every participant’s answer captured) be used? If they don’t know, offer suggestions.

Know how your producer and promoter can help you be better than you are

To be fair, they may not know (see the first point). Being a professional who speaks sometimes means telling the producer that you want to host a poll and read out some chat answers at the same time (see Blend Your Interaction Tools here). Or think about asking your promoter what part of your bio would be catchiest (since you’re smart enough to cut something out so you don’t have a long rambly one).

Tighten up your bio for that audience

Most of the time the audience doesn’t really care who you are. The want to know “what will I take away from this” and “does this person have the cred to deliver that?” Even some bio “stalwarts” like education might be irrelevant. And that time you rescued a cat out of a tree in 1996 probably doesn’t help, either.

Show up

See the previous point, and it shouldn’t have to be said. You’re not just showing up to the event. Also to kick off meetings. And rehearsals. Don’t be that presenter.

Know the transitions

If you walk onto a physical stage, you know your cues for entry and exit. Virtually, know the same.

Tell your producer how you want to engage the audience and ask how they can help.

If you’re try to grow beyond being just another presenter, sooner or later you’ll run into a “we’ve never done it that way before.” Most of the time, though, help them see it through the eyes of an audience who will experience something new and different.

Ask how they’ll use the recording

This will tell you if the audience of primary importance will be the one in front of you live vs the one viewing the video later. Knowing this may

Practice on your own

It’s usually pretty easy to get access to a free trial or a temporary ‘room’ on the platform you’ll be using. It’s easy to hop in for a few minutes and look like you’ve previously shared slides, looked at chat and read out someone’s name, figured out how to get your camera looking good. You do NOT have to be an expert in Zoom, Webinar.net, ON24, or whatever you’ll be using. But a professional who speaks knows the basics of their tool. Be a pro.

Be the easiest part of their day

Trust me, being in the virtual production biz for decades and tens of thousands of events, we’ve seen our share of prima donnas. Ask your producer or promoter how to be easiest part of their day. Trust me, they’ll be thankful and will chuckle aloud. Nobody does that.

The bottom line

Unless you're flying solo, you're part of a team of people getting a webinar series produced. Helping the audience "get from Point A to Point B" is part of value-creation, but so is how you work with others on the team and help them reach their respective goals. You may get paid differerently than a "professional presenter," but in addition to your job title, considering yourself a "professional who speaks" will change your trajectory.