Speaking engagements are a natural way for authors to profit from their material. As we discussed last month, your book or articles can be an excellent source of income, but you can also use them to form other revenue streams. Giving talks is one of the fastest ways to capitalize on your material—but those profits don’t have to be exclusively monetary. Today, let’s discuss five ways writers can profit from speaking gigs, plus the four mindset reframes you can use to maximize your returns during contract negotiations.

Speaking Fees

Speaking fees are one of the fastest ways for authors to put money in the bank. Having a published book means you can charge higher fees, even if you’re new to speaking. And if you have prior teaching or leadership experience, your rate should account for that skill.

You have options for your fee structure:

• Flat rate: You’re willing to speak at an event for X dollars, and you may adjust the rate as your experience grows.
• Per-person: Larger events come with a higher price tag. Ask how many attendees are expected, then use that number to determine your fee.
• Hourly: Your hourly rate accounts for more than just the time you spend on stage. Your prep time—like research, writing, and practice hours—plus travel time to and from the event all count for an hourly fee.
• Day: How much is an entire day worth? If you’re speaking at a three-day conference, multiply that rate by three. Remember to include travel days as well.

When you’re setting your speaker fee, think about the value you’re bringing to the audience. What would it cost for listeners to learn this material on their own?

Novice speakers can earn between $300 and $2,500 per talk. Beginners with some experience can expect up to $5,000 for each event. As you gain social proof and publish more books, your fees can increase, running from $5,000 to $10,000. And once you’re recognized as an expert in your field, your speaking gigs can bring in over $20,000 per speech.

Direct Sales

If the event is paying you a speaking fee, that’s great! But also check for opportunities to sell from the back of the room—or the stage. Now you have a chance to plug your offerings:

Get permission to host a table or booth after your talk. Have an introductory offer ready, like a DIY course or program that relates to your book or speech. Depending on the crowd, you may want to have a high-ticket offer prepared instead. Think VIP packages or exclusive offers.

In-Kind Payments

Sometimes getting paid with a check or cash isn’t an option. That’s ok. Not all payments are monetary—you could get paid with things instead. Ask the organizers about trade agreement options.

When an event is out of town, see if they’ll cover your travel expenses, lodging, or meals. Then line up another engagement nearby. You’ll capitalize on the in-kind payment, making the most of the trip.

Physical items or services may be an option. When you speak at universities, check into continuing education or certificate programs. An executive education course may be worth more than your standard speaking fee, especially if you’re just starting out. If you give a talk for a company, look at their products or services. A lifetime software license, subscription, or new equipment could help your budget.

Luxury items and comps are another possibility. Annual gym memberships, private planes, cases of wine—you name it. Think about the event location, the organizer’s business, and your needs and interests. It’s ok to get creative. For example, ask for two or three event tickets, then invite other organizers or potential clients to hear you speak. It’s a free demo for your guests that can pay off big-time for you.

Leads

Writing and speaking are both about connecting with your audience, so collecting leads is valuable. Check with the event organizer about getting contact information from audience members or conference attendees. Get permission to present a free offer to the audience as a thank-you gift. Just make sure they can get value from it in ten minutes or less.

Are you using your book as a lead magnet to attract new clients for your business? Offer the organizer a deal on a bulk purchase of your book, then give a copy to each attendee. Have a text or QR code ready for audience members to scan. A short URL or a contact card works too, but the cards are best for events of 100–200 people. On the card, ask one key question: Are you interested in scheduling a strategy call? Or, are you interested in having this keynote presented at your organization? Use every talk as an opportunity to line up future events.

Have a number to text or QR code ready for audience members to scan. A short URL or a contact card works too, but cards are best for events of 100–200 people. On the card, ask one key question: Are you interested in scheduling a strategy call? Or, are you interested in having this keynote presented at your organization? Use every talk as an opportunity to line up future events.

Social Proof

Social proof is key to growing your speaking platform, and including this in your contract is an easy ask since it comes at no cost to the event organizers. Which of these would take your speaking gigs to the next level?

You can share this proof on your website or social accounts or use it to grow your platform, refresh your media kit, and increase your fees.

Reframing Your Mindset

Cash is great, but it’s not everything. If the event budget is tight, do a quick mindset reframe: no money, no problem. Besides paying your ideal fee, how else might the organizers help you? Use this language to help you and the event hosts make the most of your speaking opportunity.

1. Set the tone. Ask, “What is your speaking budget?” instead of “Do you have a speaking budget?”
2. Demonstrate goodwill. Instead of saying, “I understand there’s no speaking fee,” say, “I’m willing to waive my standard speaking fee in exchange for the opportunity to set up a book-signing table after my talk.”
3. Show some flexibility. Say, “I understand you aren’t able to cover my speaking fee, but I want to work with you. Could we set up a face-to-face twenty-minute meeting with the vice president of your organization?” Or try, “I understand covering my speaking fee isn’t an option, but is there another way we can work this out?”
4. Consider the big picture. “I’m willing to waive my standard speaking fee in exchange for five email introductions within one week after the event to other organizations that book speakers.”

No matter how you get paid for your talk, remember to include every form of compensation discussed in your contract. Spell out all the nonmonetary benefits you’ve agreed to, as well as any cash payments.

Takeaways

Speaking engagements are a quick, natural way for authors to capitalize on their work—even without cash payments. Apply four mindset reframes during contract negotiations to make the most of your speaking and compensation opportunities. Then use nonmonetary compensation like in-kind payments, direct sales, leads, and social proof to further your speaking career, book sales, and business. When you need materials for your presentations, contact me! I’d love to help refine your transcripts, handouts, slideshows, contact cards, or course books. Together, we can make your writing bulletproof.