Alex: Okay, so picture this: You've got a story, a lesson, something you just know could really help people. But how do you actually get it out there? How do you get on stage, grab everyone's attention, and, you know, maybe even get paid for it? Michelle: Exactly! Because it's not enough to just have something to say, right? It's about saying it in a way that people are actually eager to listen to. And let's be real, the world definitely doesn't need another generic "follow your dreams" speech. Ugh. Alex: Totally. That's where Grant Baldwin's book, The Successful Speaker, comes in. It's basically a complete guide for taking what you're passionate about and turning it into an actual speaking career. Baldwin gives you a simple, five-step roadmap – he calls it S.P.E.A.K -- to help you find your audience, really nail your message, build your brand, and even, grow a business around your speaking. Michelle: So we're not just talking about “talking," then. We're talking about the business of speaking, making sure these speeches actually lead to something tangible, something more than just a round of applause. Alex: That's exactly what we're diving into today! We're going to break this down into three key parts. First, how to figure out what problem you're really solving, and who specifically needs to hear what you're saying. Michelle: Because if you're trying to talk to "everyone," you're basically talking to no one, right? Alex: Exactly. Second, we're going to dive into crafting compelling talks – how to take all that amazing content you have and deliver it in a way that people actually remember you, even after the speech is over. Michelle: And last but not least, we'll cover strategies for building your brand and scaling all this into a sustainable business. So it's not just a one-off event, but a long-term career. Alex: Think of it like building a house for your speaking career: you've got to lay the right foundation, build some solid walls, and then expand that into a whole, thriving community of opportunities. So, let's dig in, shall we?

Alex: Okay, so now that we're setting the stage, let's dive into the first crucial step: Selecting a Problem to Solve. This is really the foundation of any successful speaking career. It's not just about having something to say, it's about “why” you're saying it and “who” you're saying it “to”. Baldwin emphasizes that your message has to be purposeful and really focused on the audience. Without that, honestly, the whole thing kind of falls apart. Michelle: Exactly, and this is where Baldwin's approach gets so practical, right? It’s not about pulling a topic out of nowhere, but picking something that's both sustainable and relevant. Alex, can you walk us through Baldwin's framework— you call it the Topic Trifecta, right? Alex: Absolutely! So, the Topic Trifecta is Baldwin's way of helping speakers really pinpoint the exact problem they should be focusing on. It's made up of three key parts: Interest, Industry, and Integrity. Let's break them down one by one. First off, you've got to be passionate about your topic; Baldwin calls this interest. Why? Well, if you're not genuinely excited about what you're talking about, that lack of enthusiasm is going to come across loud and clear to the audience. Michelle: Totally. Nobody wants to listen to someone who sounds like they're just reading off a research paper they barely understand themselves. But here's a question: Can interest alone really sustain a speaking career? I mean, I could be super into the mating habits of, like, rare beetles, but I doubt there's a huge market for that. Alex: Right, and that's where the "industry" piece comes in. Your topic has to align with a specific audience or sector that genuinely needs it. It's about finding that sweet spot where your passion meets what your audience is actually looking for. For instance, if you're an expert in productivity, but you're speaking to a room full of educators, it's not just about time management in general—it's about time management specifically tailored to their challenges of teaching, grading, and dealing with burnout. Michelle: Okay, I get that. It's about matching your passion to the audience's pain points. But industry is just one piece, right? What's the third part of this trifecta? Alex: Integrity. Baldwin really stresses that your topic should reflect your own knowledge and lived experience. It's about being authentic. Do you actually have the expertise or insight to talk about this? If not, you risk coming across as a fraud or just chasing trends that don't really resonate with you. Michelle: So, you kind of need the Trifecta to work together like gears in a machine, right? Interest keeps you pumped, industry makes sure there's demand, and integrity keeps you credible. If any of those are off, your whole message falls flat. Alex: Exactly! And when all three parts of the Topic Trifecta line up, you're actually solving real problems that matter to both you and your audience. Michelle: I can get behind that in theory. But what if someone picks a problem that seems relevant now but just becomes irrelevant later? Trends change so fast. What's hot this year might be a joke next year. Alex: That's where Baldwin's Five-Year Test comes in. He says you should ask yourself, "Will I still care about this topic five years from now, and will it still matter to my audience?" It's a way to make sure you're not chasing just fleeting trends but focusing on stuff that's more sustainable. Michelle: Sounds simple enough. Let's say someone's passionate about corporate leadership— that's a great topic, but it's also pretty broad. How could this five-year filter help them really refine it into something both specific and lasting? Alex: Good question! Baldwin would encourage them to zoom in on a more specific aspect of leadership. For instance, they could focus on improving communication within remote teams— something that has become really relevant after remote work became more established and will likely stay important. Then, they would assess how this is affecting productivity now, and how it might change over the next five years, ensuring it remains relevant. Michelle: And this way, they can become the "go-to" person for that particular area. Smart. But what about the risk of going too niche? Can you narrow things down so much that you just don't have an audience anymore? Alex: It's all about finding that balance. Baldwin admits that being specific is important, but it still has to connect to a significant problem. If your topic is so hyper-focused that only a handful of people care about it, you might need to broaden your scope a bit. The key is hitting that sweet spot—being specific enough to stand out but broad enough to actually resonate with others. Michelle: Okay, so it’s not just about your passion – it’s about getting your audience to see the topic as a priority. Alex, I know Baldwin also emphasizes doing your homework on your audience here. What are his thoughts on really understanding the people you are trying to reach? Alex: Oh, he goes deep into that. Baldwin thinks speakers should see themselves as problem-solvers, not just storytellers. It's about really digging into your audience's pain points. He suggests doing things like going to industry events, reading reports, doing surveys, or even just talking to people in your target audience directly. The more you know about their issues, the more specific and useful your solutions can be. Michelle: So, less "guru on a stage," more "detective in the field." I like that. Do you think all that specificity also makes it easier to pitch yourself to event organizers? I mean, nobody hires speakers for generic advice like "be a better leader," right? Alex: Definitely. Event organizers need to know that your talk is going to align with their event's theme and what their audience needs. A focused topic makes it clear how you'll bring value, instead of just offering vague inspiration. When you are specific, it shows that you've done your prep work and truly understand both your niche and their audience. Michelle: Okay, one last question for you. Let’s say someone's got this problem nailed down, they've researched their audience, and they’ve checked their integrity. Is just getting up on stage and talking about it enough, or is there more involved in making an impact? Alex: That's the next piece of the puzzle, Michelle! Once you've got the foundation established—the problem you're solving—then you start thinking about “how” to craft and deliver that message in a way that really sticks with people. But for now, this first step, Selecting a Problem to Solve, that’s what holds everything together. Without it, you're just kind of talking into thin air. Michelle: Fair enough. A little existential dread for anyone still searching for their niche, but hey, at least Baldwin gives us a roadmap, right? Alex: Exactly, and we’ve only just scratched the surface of that roadmap!

Alex: Okay, so once we’ve figured out “what” we want to say and “who” we are saying it to, the next piece is really getting into the nitty-gritty of “how” to say it. It’s about making that message land, turning it into an experience that people connect with, learn from, and remember. Michelle: Exactly, Alex. It's where the rubber meets the road. You've got this amazing idea, but now you need to turn it into something that really grabs people, something that lives beyond your notes. Baldwin doesn't just say "be engaging;" he gives us the actual tools to make that happen: structure, stories, humor, even how to rehearse. So, I guess the first question is, where do we even begin? Alex: Let’s dive into structure first. Baldwin really stresses two frameworks: numerical and problem-solution. They're both ways to make your message clear, impactful, and, most importantly, memorable. The numerical framework is pretty straightforward - you organize your talk around a specific number of points. Think "Five Ways to Build Resilient Teams." Michelle: Okay, but aren't those numbered lists like, a little… played out? I mean, seems like every blog post is "Top 5 This," "Top 10 That." Does it really translate to the stage? Alex: I get your skepticism, Michelle, but think about it: on stage, it’s about striking the right balance—simplicity with impact. Studies show that our brains actually respond well to numbers. Numbers signal structure. Interestingly, odd numbers, like three or five, are especially effective. They offer enough depth without losing people’s focus. Baldwin uses the example of framing a presentation around "three metrics for improving workplace productivity." It’s actionable, digestible, and gives the audience clear takeaways. Michelle: So, the number is almost like a promise, right? Like, "Hey, this is exactly what you’re going to get from me." No fluff, no meandering. But, is there a risk that people might start tuning out after point three or four, especially if it starts feeling repetitive? Alex: Exactly! That’s where the problem-solution framework can be really effective. Instead of sticking to a rigid list, you take your audience on a journey. You start by highlighting a problem they likely face and then offer solid solutions. The key is to make sure the problem resonates with their actual experiences. For instance, if you’re talking to remote teams, you might start with how unclear directions can sink a project, then move into specific exercises to boost communication. Michelle: So, instead of just throwing information at them, you're actually leading them through a story, a thought process. That makes sense. But what if a speaker picks the wrong problem? Something that the audience doesn't even think is that big of a deal? Alex: That's precisely why both of these frameworks hinge on really knowing your audience, right? Baldwin’s so clear that your talk needs to start and end with addressing their specific needs. So, do your homework! Surveys, conversations, even just keeping an eye on industry trends. You have to build your whole framework on what they care about. Michelle: Okay, the structure thing is starting to click. But, let’s say you’ve got this rock-solid framework… how do you keep it from sounding like, I don’t know, a corporate slideshow? People want to connect with you, right? Alex: Absolutely, that is where storytelling and humor come in. Baldwin describes storytelling as the emotional anchor of your talk. It’s about making your message human and letting your audience see themselves in your story. A speaker, for example, might share a time they failed as a leader, maybe a project that went south due to poor communication. And then, they talk about what they learned and how it changed them as a leader. Michelle: It's that vulnerability, isn't it? When you show you've been in the same trenches, the audience connects. But how do you make your stories stand out when everyone’s sharing personal stuff? Alex: It’s all about making sure your stories serve a purpose. It’s not about you, it’s about what your story teaches them. Baldwin mentions a speaker who shared their first, crazy gig juggling three jobs but still getting a standing ovation. That story makes them relatable and reinforces the message of resilience that supports their broader theme. Michelle: Makes sense. The story needs to connect back to that core "why" of your talk, not just a random, emotional detour. Now, let's talk about humor. Everyone says humor keeps people hooked, but honestly, isn't it risky? One bad joke, and you've lost them. Alex: It is definitely risky if it feels forced or out of place. Baldwin suggests using humor that fits your personality, you know? Self-deprecating humor can work really well. It can make you seem more approachable. Even just poking fun at common office jargon, like "Let's synergize this offline." That can lighten the mood. Michelle: But the humor has to... you know... “land”, right? Or you're just the awkward one trying to tell dad jokes at the board meeting. Does Baldwin have suggestions on testing what works? Alex: That’s where rehearsal comes in! Baldwin emphasizes that confidence comes from practice. If humor is part of your presentation, rehearse it like you would rehearse your key points. Record yourself, practice it in front of friends, and tweak what feels off. Pay attention to what feels natural versus what feels clunky. Michelle: So, you’re saying delivery is just as critical as the content, huh? Okay, let’s switch gears for a second – what does he say about tailoring? Like, does your talk need to change depending on whether it’s a keynote, a workshop, or a seminar? Alex: Absolutely. Baldwin highlights key differences between them. A keynote is about inspiring, sharing big ideas, often using stories and emotional connection. Workshops are hands-on, skill-based experiences – people should walk away having done something. Seminars dive even deeper with specific agendas and opportunities for discussions, Q&A. Michelle: Right, like if you’re running improv workshops for corporate clients, you’re not just talking at them—you’re getting them involved in exercises that teach real-world collaborative skills. Alex: Exactly! This difference in formats is vital because it lets you meet your audience where they are. Keynotes are designed to spark action, while workshops are about guiding that action in real-time. Great speakers can move between these formats while staying true to their message. Michelle: And Baldwin touches on pre-stage prep, right? Like, dealing with those inevitable pre-speech jitters? Alex: He does. He suggests reframing those jitters as excitement, not fear. Reinterpreting it that way can be really helpful. And he also highlights the importance of visualization: see yourself connecting with the audience, delivering value, rather than dwelling on what might go wrong. Pair that mindset with practical steps like checking your equipment and knowing the layout of the venue, and you’ll step on stage with more confidence. Michelle: So, it’s all about taking ownership of the whole process, from start to finish. I like that the idea that success isn't just the result of what you do on stage, but also the thought and effort you put in beforehand. Alex: Exactly! It’s about crafting a talk that doesn't just inform but resonates—a performance that stays with people long after the applause fades. Baldwin is very clear on this idea: every detail, from the stories you tell to how you manage your time, should serve your audience’s needs.

Alex: So, after you've nailed your speech, the real trick is getting seen as an expert, right? That's where Baldwin pivots from just delivering a great talk to actually building your reputation and, you know, scaling your speaking career. We're talking business now—how to stand out, and make sure your message sticks and makes a real impact over the long term. Michelle: Exactly! Because, let's be honest, giving one amazing speech is kind of like cooking an incredible meal for one person. Great for that night, but how do you make sure they come back for seconds, thirds, and... maybe even open a whole chain of restaurants along the way? So, Alex, where does Baldwin suggest we even begin with all of this? Alex: Well, it starts with building a strong brand around yourself, which Baldwin sees as the foundation of your credibility. And that starts with, believe it or not, a one-page website. He calls it your "digital business card." Not a huge blog or anything, just a simple, focused site that speaks directly to event planners. Michelle: Okay, but what do event planners really want from that website? They're not there to read your whole life story, right? Or to see vacation photos. Alex: Exactly. Baldwin is clear: the site needs to instantly tell them who you are, what you offer, and why you're perfect for their event. So, that means a bio highlighting your expertise, a list of speaking topics and the results you deliver, a solid demo video, and—this is key—an easy way to contact you. Basically, you want to make it fast and effortless for them to see you as a potential speaker. Michelle: So, no "About Me" essay that starts with your childhood piano recital? Got it. But let's talk about that demo video because that sounds like the real make-or-break piece. What does Baldwin say makes a great demo video? Alex: It's huge. Baldwin calls the demo video a way for event planners to "see" what you bring to their audience. He insists it should be authentic, polished, you know, but not overly produced. Ideally, it opens with a bang—a powerful story or idea from one of your talks—followed by short clips showing you in action and the audience engagement. Bottom line, it has to show you're dynamic, credible, and easy to connect with, all in just a couple of minutes. Michelle: So, like a movie trailer – but instead of explosions, it's you explaining leadership strategies or productivity hacks? But what if someone hasn’t spoken on a big stage yet? Are they just out of luck? Alex: Not at all. Baldwin says, get creative. If you don't have footage from a huge event, record a high-quality video delivering highlights from your talk in a professional setting somewhere. And if you have testimonials from smaller events, use those to bridge the gap, showing the impact you've already had. Michelle: That brings us to testimonials. Because, let's face it, nobody believes you if you say you're amazing. But if other people say it? That's gold. How does Baldwin suggest speakers get and use this social proof? Alex: Testimonials are all about specifics and results. Baldwin advises getting feedback right after your events while it's still fresh in people's minds. And the more precise a testimonial, the better. So, instead of a generic "Great speaker," a testimonial like "Their workshop increased team productivity by 20% in the month after our retreat” has way more impact. Those concrete results really build credibility. Michelle: Okay, so we’ve got the website, demo video, and glowing testimonials, there's the basic personal branding toolkit. But does that really make you an "expert"? It seems like a good starting point, but how do you convince someone to see you as the authority in your field? Alex: That's where strategic marketing comes in, and Baldwin has a few ways to grow your visibility. For starters, SEO. Getting your website to show up in relevant searches. It's not about gaming the system, just using keywords that line up with what you do. So, if you specialize in youth engagement, you'd focus content around topics like "Engaging High School Students" or "Youth Leadership Workshops." Michelle: Ah, the "Google knows you better than your best friend" strategy. So, if I'm an event planner typing "team-building speaker," your SEO makes sure your name pops up before mine, maybe with some blog post about why team-building exercises are overrated. Alex: Exactly! Baldwin notes that blogging, or even video content, around your niche really boosts visibility. And besides SEO, he's a big fan of referrals. You'd be surprised how often one good gig can snowball into new opportunities just by asking for recommendations. Michelle: He's not suggesting you shout, "Hey, tell your friends about me!" into the microphone at the end of a talk, right? Alex: <Laughs> Ha, no! It's about being professional and strategic. Baldwin suggests, connect with event planners after the event and ask them if they know other organizations that might like your message. You would be amazed how willing people are to refer you, especially if you “really” impressed them. Michelle: What about social media, though? I figure that's another piece of the puzzle, but there's a lot of noise online. How does Baldwin suggest cutting through it? Alex: Social media is powerful if you focus your efforts. Baldwin encourages speakers to pick one platform where their audience hangs out—LinkedIn, Twitter, Instagram—and consistently share valuable content. So, a leadership coach might post a weekly tip on better team engagement. Instead of trying to "sell" yourself, you build relationships and trust through helpful insights. Michelle: So, less "Follow me for motivational quotes" and more "Here’s how I can help solve your problem." Got it. I think Baldwin mentions participating in media events, too, right? Alex: Yes, he does! Participating in speaker showcases, places where event planners go to see potential speakers live, can be a game-changer for visibility. And opportunities like writing for media outlets or being quoted as an expert give you instant credibility. Baldwin even suggests tools like HARO—Help a Reporter Out—to connect with journalists looking for expert opinions. Michelle: Alex, I'm convinced that with branding and marketing, you can establish yourself as a credible expert. But all this visibility and authority doesn't pay the bills. How does Baldwin go about turning this into an actual career? Alex: Great question, Michelle. This is where diversification comes into play. Baldwin talks about creating income streams besides speaking, such as coaching, consulting, workshops, digital products, and books. It's not just about doing more talks, but creating ways for people to engage with your expertise on a deeper level. Michelle: I assume you still have to stay sharp, right? You can't just start throwing spaghetti at the wall — your coaching or online course has to tie into your core message. Alex: Exactly. Baldwin stresses that any new offering should extend your core mission, not weaken it. So, a productivity speaker might launch an online course that enhances their keynote — like "Streamline Your Day: The Toolkit." It's all linked, reinforcing your expertise as you grow your reach. Michelle: Smart. And I assume he's big on tracking all these revenue streams? No guesswork when it comes to scaling? Alex: Precisely. Baldwin advises regularly analyzing your "income pie," which shows where your revenue is coming from—speaking fees, workshops, or digital products—so you can tweak your strategies accordingly. If online courses are thriving, you might put more effort into marketing them. Michelle: All right, that makes perfect sense. Establishing yourself as an expert and scaling your career isn’t just about convincing the world you’re interesting—it’s about strategy at every level, from branding and visibility to diversifying your offerings. Baldwin gives speakers a blueprint to create not just an impact but a sustainable business.

Alex: Okay, so to bring our discussion of Grant Baldwin's “The Successful Speaker” to a close, we've really unpacked that core framework for building a thriving speaking career. It starts with finding a problem you can solve for your audience, then preparing and delivering a talk that really connects, and finally, establishing the credibility and structure to keep things sustainable as you grow. It’s truly a blend of passion and practical steps to help speakers go from just having a vision to actually making it happen. Michelle: Right. And what really hit home for me was Baldwin's focus on being relevant and strategic. Are you tailoring your message to what the audience actually needs? Is your presentation something they'll remember? Are you building a brand that event planners can actually rely on? You know, it's not just airy-fairy stuff; it's actionable steps you can take today to build something that matters. Alex: Exactly, Michelle. If there’s one thing to really remember, it’s that speaking isn’t really about you—it’s about serving your audience with authenticity and a clear purpose. Whether you're just starting out or trying to break into bigger opportunities, Baldwin's approach keeps you laser-focused on solving actual problems and generating genuine value. Michelle: And for anyone listening who might feel overwhelmed by all of this—remember, you don’t need to master it all at once. Consistent progress is key. Start small. Choose a specific problem, test your message out, refine it, and then build from there. Alex: Perfectly said. Speaking is a journey, and Baldwin’s framework makes sure that every single step counts. Thanks everyone for tuning in today, and we will see you next time on "Speak Up & Stand Out"!