Never speak for free – even if they don’t pay you

The paid speaker

Let’s get this said first to avoid confusion. If you are a known professional speaker then you should be paid. If you are invited to a paid event purely to share your expertise, or to be a draw for the event then you should be paid. If a business wants you to train their internal staff, you should be paid. Any exceptions are yours to make, but not for someone else to cajole or guilt trip you into.  

The rest of this article is about free speaking opportunities and their value to you as a business owner. I’ve also added a thought on the pay to play option. 

Speaking as visibility / exposure

This one can be as incendiary as a flame on a 1970s fancy dress outfit, but even so it has its place. Sadly event organisers use these phrases all the time. When they do they are essentially pushing you to make a business decision and relinquish ownership of your business plan based on their needs. Opportunities can be worth considering – but that should not mean you say yes to every one.  Look for tangible outcomes and check that you’re making each decision on a sound business footing. Rather than saying a blanket yes, see if any of the following approaches apply.

Speak to build marketing assets

A well-developed core speech, photos, videos and testimonials create a great set of marketing assets, particularly if you want to move to paid speaking. Free opportunities can be an opportunity to gather these, providing the organiser is happy with what you plan. Work on improving your speech and delivery by recording and watching it back and by gathering feedback.

Key watchword here is Assets 

Speaking to grow your audience

Speaking to grow your audience differs from speaking for exposure, because here you are intentionally asking your ideal clients within the audience to follow you on socials or join your email list. That warm audience is the first step to future sales. To make this work you will need to ensure that you’re in front of the right audience. You need to have an engaging talk which gives some indication of what they can expect from you. Finally, make it simple for them to follow you. Most speakers find that a lead magnet works well at this point to encourage email sign-up.  

Key watchword here is Audience (who they are and how can you invite them in)

Speaking to sell your service or product

Speaking to sell is not the same as delivering a sales pitch. It’s an opportunity to deliver a speech that’s unique, engaging, valuable and shows your personality and passion. A speech that does these things allows your ideal client to glimpse what it would be like to work with you. If your audience goes away feeling inspired, with actionable ideas, and a clear view of who you are and what you do, they are much more likely to want to find out more. Even those who are not right for your product or service are more likely to refer you to others. Provided the thread of your speech is relevant, asking for more information will be the next logical step for your ideal clients.

Key watchword here is Inspiration

Pay to play

You might be offered a stage where you have to pay to speak or to be a speaker-sponsor. Costs can vary widely, but the questions you need to ask are really the same as whether you should speak for free. What is this audience worth to you? What can you gain and is a return on your investment possible? Some pay to play may include professional footage that you might not easily get elsewhere. Key watchword here is Return on investment

Things to consider

Any speaking will cost you in time, travel, any accommodation and overheads. There are returns such as being seen as the expert, growing your audience, future paid speaking opportunities, product sales, marketing assets, and more. There can also be downsides. Consistently speaking for free can lead you and others to downplay your worth. If you have a price, always make it clear what that price is, even if you waive it. Even a free speech strategically done should be recognised for its worth.

Whatever the situation, to maximise value don’t leave things to chance. Find out about the audience and the event. Ask if you can or cannot advertise your products, services and freebies, and check what footage you’re allowed to take or will receive. Above all check you are delivering the right speech.

So should you speak for free?

I titled this “Never speak for free – even if they don’t pay you”, because in the end any speaking you do should pay you in some tangible way. Whether that return is a payment for the speaking, a strategic boost to your business or allocated to your planned social contribution, the question should always be “how does this fit with my business strategy?”.  

Speaking can be an effective and profitable way to develop and grow a business but always check if it’s the right business decision for you right now.

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