A lot of speakers spend a huge amount of time and money trying to get on media.
I understand the temptation because I’ve done a lot of it.
I started on local TV.
I moved into national TV.
I’ve appeared on some of the biggest podcasts in my space.
Those are good things.
They build reputation.
They can elevate fees.
They have gotten me exactly zero speaking engagements.
That statement surprises people, so let me be clear about what I mean.
Media can support the business.
Media can strengthen perception.
Media rarely becomes the direct reason a buyer hires you.
Speaking buyers hire speakers to solve problems.
They need to be able to explain what you do, why you’re different, and why you’re necessary.
Sheehan’s Wall and the trap most speakers fall into.
There are two groups of people: unknown and well-known.
Unknown speakers look at well-known speakers and try to copy their behavior.
They see someone like Tony Robbins or Oprah covering many topics, audiences, and business models, and they assume that’s the path.
Then they do the same thing.
They speak on sales, leadership, communication, culture, hiring, customer experience, social media.
They scatter their focus.
That’s how you bounce off the wall.
“When you have diluted focus, you get diluted results.”
If you hit a wall in ten places with a sledgehammer, nothing happens.
If you pick one spot and hit it again and again, the paint peels, it cracks, and eventually the wall comes down.
Breakthrough comes from focus.
The question every speaker must answer.
Here is the question I struggled with, and it cost me time.
What problem do you solve?
People pay money to solve problems.
If your prospects can’t describe the problem you solve, they can’t justify hiring you.
Once I got clear and stayed focused, everything changed.
I originally broke through the wall by studying procrastination.
After years of being unclear, my speaking business exploded because people could clearly communicate what I was an expert on and why they should hire me.
That’s the difference.
What to do next
If you want to build a speaking business, stop treating media like the main lever.
Get clear on your message.
Get clear on the problem you solve.
Get clear on who you solve it for.
Then hit the same spot on the wall long enough to break through.
If you need help clarifying your positioning and dialing in the problem you solve so you become referable, bookable, and memorable, schedule a free brand call with our team at www.freebrandcall.com.
