“You have to see this!”

Well before computers were making our lives easier by making them harder, people reacted to content. Word of mouth was simply that: people spread the word to each other by talking (talking was an ancient method of communication where two or more people stood in the same room, and then by things called telephones and used voices to convey messages back and forth. Sounds crazy, I know, but apparently back then is was perfectly acceptable. Crazy pioneers)

Things shifted in the mid/late 90’s where we started to scale word-of-mouth with the use of email. We could now tell multiple people without having to re-tell the story and if we really wanted to be the talk of the town, we simply “CC’d” everyone, so all the replies went back to everyone again! Since I run a “viral marketing” company, whatever that means, my job was to ensure it was easy for our client’s projects were easy to pass around by viewers. The “tell-a-friend” script became popular until people started abusing it and it was a great way to get your domain blacklisted.

Let me tell ya kids, it was an awesome time to be in the business of sending email to spread the word. Rockin 90% open rates, almost 100% delivery and click-throughs that would make kittens cry with joy. Then spam took it up a notch, everything went into the crapper and now getting an email to your mom is even tough.

Which brings us to today. I was inspired to write this because of a Fast Company article that summarized Facebook COO Sheryl Sandberg’s thought on how we communicate. She says that only 11% of teens check their email daily.

Now, all you grumpypants can argue that it’s just teens doin that, and the sooner they get off your lawn, the better, but think about it for a second. How do you spread the word about something you’ve just read/seen online?

I’ll take this article for example. I got an email from Fast Company, so that still worked for me, but instead of going into my address book to see who I should email it to, I jumped on Twitter and sent a tweet.

Word of mouth has changed and is still changing. Before, we had to go through our “list” and pick who to email something to. Now, a lot of people simply share it on Facebook, or click “Like” or tweet it. It’s not “Who would be interested?” anymore, it’s “This interests me” and the audience/followers/friends are the ones who filter it for you.

But one thing hasn’t changed… the “why” people spread content.

People don’t go running, screaming about something that is “ok”. As the picture shows above (which I understand the hilarity of mediocre blog post pic within a blog post) people don’t spread mediocrity. People spread great stuff. People spread emotion. Look at what gets shared on Facebook, or retweeted on Twitter. Funny stuff, brilliant knowledge-filled posts, sad things, stuff that angers you.

Repeat after me: People. Spread. Emotion.

Take a stand. Have a freakin opinion. Believe in something and then become the catalyst for a discussion around it. THEN make it easy for people to spread it with sharing buttons, like Sociable.

Create great content, and it will be the best SEO, viral, word-of-mouth “tactic” you could ever invest in.

Agree? Disagree? Comment below!

Better yet, you can pre-order the UnMarketing: Stop Marketing, Start Engaging at 34% off now and for this week only I’m throwing in two free high-fives and this back cover:

I’m not a members of C.A.P.S. but thought I could bring some value to an event with an audience of speakers since I talk both about “Viral Marketing for Speakers” and that social media thingie… besides, with a book coming out in the fall I’m always interested in spreading the UnGospel and potentially waiving my fee. I’ve gotten high paying keynote gigs using multiple online methods and thought I could share those tools with my fellow Canadian audience.

I went in assuming what most conferences do: the keynotes got paid and the workshop/concurrent ones most likely didn’t. Maybe travel was covered, but wasn’t holding my breath. Then I saw this clause:

“If my presentation is accepted, I understand and agree that as a CAPS presenter, I must:

2. Register and pay to attend the convention (note: if you are coming to the convention only for your presentation, you can register and pay for that day only.  There are no half-day or individual session registrations).”

So, the main association in charge of helping speakers create a business out of the craft not only doesn’t pay or reimburse the people who speak at the event, they also make you pay to speak! Imagine if they allowed you to pay just to attend your own session!! That would be uber-awesome… I’m picturing you walking in, sitting down and saying “this better be good” and then standing up to present.

But wait! There’s more! If you’re lucky enough to be chosen to pay to bring value to their event, they also allow you to let them sell your seminar recording!

I authorize CAPS to market, sell and promote the presentation, in any form, to CAPS or International Federation members and non-members.

So, let us run this down: you the speaker brings the content, pay to get there, to stay there, pay to attend and they can use/profit/give away the recordings of your session?

Normally I would let this go under “it’s their conference, let em do whatever the hell they want” but this is supposed to be the place where you can go to educate and guide you in your speaking career. Where you can go to learn how to value what you do as a business.

Sadly, I’m learning as I write this, from tweets that other speaking org’s do this as well.

Come on.

I understand that some associations are non-profit, but your business is not.
Thoughts on paying to speak? Ever run into this? Comment below!

+++UPDATE+++

Alan Stevens, who is President-Elect Global Speakers Federation, in response to my question of why pay to speak replied in a tweet:

“All pro speakers pay to attend the national convention. Being selected to speak is an honour. We all give back”

I’m all for being “grateful” in being selected to speak, and I repay that with bringing the value of my content. the “we all give back” line made my stomach feel a little “yacky”. It makes it sound like we’re saving orphans.

I can see the telethon now “For only $1 a day, for 500 days, you can give back to the association that you’ve already paid to be a member of.”

Never forget this fellow speakers: it’s never your “honour” to go into debt to speak. And paying to register for the event you speak at is the highest form of arrogance any organization can take. Shame on them.

***UPDATE***

I’d like to thank the people who have commented from all sides of this issue. From the people who are involved in running CAPS, to people who have spoke at it, to those who were amazed by this issue and everyone who took the time to not only add to my original post, but make it 10x better with their thoughtful comments.Special thanks go to Randy Gage as well, whose comments not only were in great value, but gave a look at all sides of the issue.

I want to clarify a few things that have gotten lost within the comments, either because of some great responses by Alan Stevens, who is President-Elect Global Speakers Federation, or by some of my initial assumptions. Although these don’t change the fact that I have a fundemental issue with a speaker paying a registration fee for an event they provide value at and the fact that CAPS says they retain the right to sell your session recording outside of the membership, this needs to be said:

1. The event itself is run by volunteers and speakers themselves. The event is only open to members of CAPS, those of which can only be members if they meet certain qualifications (paid gigs etc…)

2. If an outside speaker is brought in, they are not made to pay the registration fee and usually have expenses covered as well.

3. CAPS and other speaking associations are mostly run by people who really give a damn about the profession, as witnessed by the comments below.

And although I’m sure I won’t be invited to speak at any speaker association event anytime soon, we’re on the same side. I really really give a damn about other speakers. And just like many of you, am tired of the same old, same old that happens out there. If something smells off to me, I want people to know and be a voice to those who may want to speak out.

A few unsolicited suggestions from me though:

1. Clearly state in the request for speakers exactly what Alan stated below, that the majority of of people going to the event are also running the event and every needs to pay the registration, or the cost to attend would be in the thousands.

2. Getting a sponsor to cover the registration amount for the speakers who are actually doing stand-alone presentations. Being the association that helps speakers respect their fee’s, you need to set an example for other associations.

3. Don’t ask for rights to sell the session content outside of the membership.

Thank-you all again, you’re the reason I write this blog.

1. Don’t be a “speaker”. Be an expert who speaks. Speakers are a “nice to have” but experts are a necessity

2. The power is not the point – slides are there as navigation points, not to be the content

3. If everything you say is on your slides, you’ve rendered yourself useless. Speak, don’t read.

4. There is a high demand for people that can both provide content and deliver it effectively from stage. Some can do one of the two, most don’t do either and a select few do both. Aim to be great.

5. End your presentation early.

6. What new ideas/skills will your audience have when they leave your session? If the only answer is “they’ll know more about me!” You need to start over.

7. Be prepared to present without slides if something goes wrong. And then do it on purpose.

8. Its not about you.

9. No matter how many times you remind people, someone’s cell-phone will go off during your talk. Get over it.

10. Make sure your own cell phone is off before speaking

11. Speakers are their best during Q&A because they’re not handcuffed to a slide. Think about that.

12. Stop walking in front of the projector. Seriously, how do some people not know this?

13. Use a hand-held clicker for slides instead of using the laptop. And when they don’t see the hand clicker, you look like Obi Won Kenobi when the slide progresses on its own. I use Kensington 33374 Wireless Presenter with Laser Pointer (affiliate link)

14. Don’t apologize to the audience about something they wouldn’t know was wrong. Saying “I was supposed to have a video here” doesn’t help. Keep going.

15. Have passion for what you’re saying. If you don’t, your audience won’t either.

16. If you use feedback sheets, there will always be somebody who didn’t like you. If its in the majority, you need to consider what’s said. If its in the minority, ignore it.

17. Be early and stay late. Getting to know the audience beforehand and talking after to answer questions is a forgotten thing that gives the highest value. (Great post by my man Olivier on this)

18. Speaking for free is a great lead generator and a quick way to go broke. Get value one way or another because you give it. Get conference passes for others, barter for product or services or at least a wheel of cheese.

19. Videotape every session you do. Share it on your blog and watch it yourself. Learn from it.

20. Change your presentation every time. Update stats, bring new examples. Own the content, not repeat it.

21. Ask for testimonials, don’t just assume the organizer will send one.

22. If you start every point with “In my book…” you’re doing a commercial, not a seminar. The best way to sell is to teach. I’m not saying ignore that you have a book, just simmer down a bit, we heard you the first five times.

23. It’s not about you.

24. If the conference has a #HashTag on Twitter, start finding people who are going to be there by searching with it. Talk to them, build relationships and then track them down at the event to say hi. It’ll be like you already know them, because you do.

25. Send out helpful tips that have to do with your content by using the same hashtag as above.

26. Watch Twitter for mentions of your talk and let people know you appreciate them spreading your word.

27. You’re not their parent, don’t tell them to put phones away, just ask as a courtesy to put the ringer on silent. I don’t understand speakers that tell audiences they can’t text/tweet during a talk. Make your content so good people feel they HAVE TO tell others right away, but great enough that they don’t want to miss a word.

28. If you’ve done a certain presentation numerous times and you feel it’s routine, either change it up or trash it. It may be the 20th time you’ve told a story, but it’s the first time that audience has heard it.

29. It’s not about you.

30. If you use feedback sheets, create two check-boxes at the bottom. One that says “I would like to be subscribed to your newsletter that provides [insert awesome benefit]” and the other says “I know of a group/association that would benefit from your talk, drop me a line”. Extend the contact past the session.

As always, your comments make the post 10x better! I’ve added some of your tips below, taken from the comments. Be sure to leave your own!

31. Speaking kits and demo reels are all well and good, but in my experience, it is all about contacts, personal brand, posturing and social proof to get booked at gigs. (from Dean Hunt Site / Twitter)

32. When the introducer says, “Please give a warm welcome to Jim Smith,” don’t start your talk with “Hi I’m Jim Smith.” An don’t thank them for the warm welcome or start listing all the organizers you want to thank. You can weave that into the talk. Start with a powerful statement, an intriguing question or other compelling beginning that will rivet their attention. (from Randy Gage Site / Twitter)

33. Tell great stories (your own, not someone else’s), and be funny. Don’t tell jokes, but use humor. (From Ava Diamond Site / Twitter)

34. Know your audience. There is a big difference between talking to 5th graders and mid-level corporate execs. The more that you know and tailor, the better the speech will be. (From David Siteman Garland Site / Twitter)

35. When a participant asks a question, remember to repeat the question for the audience. There’s a chance that others, especially those at the back, didn’t hear it. (From Sherine Clarke)

And thanks to the awesomely wonderful Pam Slim for this post which contains some of the best tips for preparing for presentations I’ve ever read. (and her book isn’t too shabby either)

1. I hate things like this, but then I end up reading them and giggling and learning. So I guess I kind of like these things. Shut up.

2. When I was in Grade 10, my English teacher sent me down to the Special Ed. office cause he was concerned at my writing ability. Considering I farking rule at writing, this was news to me. I sat down at the short bus admission area and the person asked me to read a few lines like “See Spot Run”. Before losing it, I asked “Why am I here?” She replied “You don’t seem to be able to structure basic sentences together” I asked her to show me what the hell she was talking about, and she showed me the assignment I recently handed in, which was to create a report in a newspaper style article. She then read straight across the page, showing how crazysauce I was. I then told her “it’s written in columns, you know, like a NEWSPAPER” She was reading it like an essay, apparently I didn’t leave a big enough “gap” between columns and they thought I was in “special need” of help. She looked at it, read it as it supposed to be, turned red and said “You can go back to class now”. I went back to class, walked right up to the teacher grabbed his red marker, and drew big farkin lines between columns.

3. I refuse to go into haunted houses. Love horror flicks, etc. Something about a place designed to make me dirty my pants never sat right with me. Especially ones with real people in it, and their only purpose in life is to jump out and scare you because they weren’t hugged enough as a child. The only way I would ever go into one is if I was one of those people who worked in it and my only purpose in life would be to scare the crapcakes out of others. I need a hug.

3. I don’t eat vegetables. Scurvy FTW

4. I logged onto the Internet in 1994 in College and haven’t logged off since. I have been to every single site in the Internet tubes. I weep gently at night knowing I could of registered domain names and sold them for millions and instead I was looking at boobies.

5. I got divorced a few years ago and still feel guilty for putting my son and stepson through it to this very day.

6. I came in second place at a Karaoke competition doing Louis Armstrong – What a Wonderful World, and changed it to a Toronto Maple Leafs version on the fly while on crutches after knee surgery and jacked up on Tylenol 3’s. I came in second to THE HOST OF THE COMPETITION. First place was a trip to Vegas, second place got free nachos.

7. I was the lead singer in a band in high school. I had long hair and rocked the place. Being on stage was one of the greatest feelings in my life.

8. My son is exactly like me. And I love it and it scares the crap out of me.

9. I talk for a living yet I hate talking to people on planes and in cabs. (and on the phone)

10. I don’t believe in zodiac signs, UFO’s or ghosts. (or Twilight)

11. I am agnostic and would like to take people who try to push their religion on others and revoke their right to practice said religion. It should be a choice, not a demand.

12. I don’t follow politics. I’m a firm believer that governments fark up, regardless of party due to human nature and self-serving nature of our species.

13. I love poker. Seriously. I would adopt it if it was a child.

14. Vegas is my favourite place on earth. I would live there except for the fact that I’d probably be in a ditch right now covered in deep fried twinkie remains. (15 trips and counting)

15. I never think I’m wrong.

16. I teach at a College and despise other teachers who do not care about the subject they teach or their students

17. I love my students. I would do anything for them and feel like a mother hawk if something happens to them under my watch.

18. I drink triple-triple coffee. Three creams (18%) and three sugars. At least it’s not deep-fried bacon.

19. I would like to try deep-fried bacon.

20. I rarely drink. It’s not that I don’t like it, it makes me tired for the most part, or cuts into my dancing time at a club

21. I love to dance. I could go out dancing every night of the week.

22. I love that most guys can’t/won’t dance. More dance floor space for me. If you’re not gonna bounce, get the hell off the dance floor

23. I think guys for the most part are douchebags in how they go about business and how they treat woman and sometimes I’m embarrassed to be of the same gender.

24. I can sit in a casino all day and people watch. Spending $200 to get a free $12 buffet coupon fascinates me.

25. I haven’t talked to my father in years and hope he’s proud of me.

26. I don’t like following rules. I have told three bosses in past jobs to kiss my ass. (I also don’t like this having to be only 25 things. Eat it)

27. I just wrote this entire thing out and pressed the back button by a mistake, but due to my ninja reflexes, was able to copy the words before it lost all this writing.

28. My girlfriend and son were in a car accident December 07 while I was at my Nanny’s (aka Grandmother) funeral. He walked away unscathed, she lives in constant pain and has partial brain damage and it kills me everyday that I can’t fix it or I can’t go punch the woman in the mouth who ran the red light.

29. I love my family, my closest friends are my Mom and siblings. They don’t know it, but they’ve made the biggest difference in my life and I don’t know where I’d be without them.

30. I used to manage bands in Toronto and always feared no one would show up. It’s one of the reasons I don’t host many live events today. It’s also what scares me about my UnMarketing book coming out.

31. I love giving hugs and hate the fact that I don’t know when to give them in a business setting. Everyone I’ve met on Twitter I want to run up to, hug them and tell them how much they rule, but don’t know who I can do it with. Maybe I should do a survey and get them to sign a waiver.

Photo courtesy of the awesome and crazy Leigh who sat in the middle of a street in Vegas to get that shot