This is a guide by Ant Blair on how to create and monetize your own speaking events, emphasizing the importance of marketing and building a personal platform rather than relying on traditional speaking opportunities.

The Importance of Creating Your Own Stage

This book emphasizes the necessity of building your own platform rather than waiting for opportunities from others.

Professional speaking is a marketing business that utilizes stages as distribution channels.

Ant Blair shares his experience of creating his first event in 28 days, generating $2,000 without personal investment.

The traditional approach to speaking often leads to dependency on meeting planners and speaker bureaus, which can be frustrating and unproductive.

The Begging Economy in Speaking

The current speaking industry often encourages speakers to beg for opportunities rather than empowering them to create their own.

Many speakers find themselves competing for unpaid slots and waiting for responses from corporations that often ghost them.

The traditional model keeps speakers dependent on others, leading to frustration and limited income potential.

Ant Blair advocates for a shift away from begging to building, emphasizing the importance of creating your own events.

Building a Marketing Stack for Success

A well-structured marketing stack is essential for creating a successful speaking platform.

The marketing stack consists of four layers: Positioning, Signature Talk, Digital Infrastructure, and Visibility.

Positioning defines the audience and content focus, while the Signature Talk is the experience product delivered at events.

Digital Infrastructure captures leads and nurtures relationships, and Visibility creates demand for events.

The Speaker’s Ladder: A New Perspective

The traditional ladder for speakers is flawed and often leads to dependency on others for opportunities.

The conventional wisdom suggests starting with free gigs and gradually moving up, but this keeps speakers in a begging mindset.

Instead, Ant Blair proposes that platform ownership should be the strategy from day one, allowing speakers to negotiate from strength.

The new ladder focuses on building independence and growth within that independence, starting with creating your own events.

Foundation Building for Your Platform

This phase focuses on establishing the essential skills and presence needed to launch your own events.

Revenue: $0 during this phase.

Duration: 30-90 days.

Key skills include public speaking and audience connection, developed through programs like Toastmasters and Dale Carnegie.

Define your niche with a clear positioning statement: "I help [audience] achieve [outcome] through [method]."

Start documenting your journey and engaging with your future audience to build a following of at least 100 people.

Identify potential sponsors and prepare to execute a 28-day event timeline.

First Events: Proving Your Concept

This phase is about executing your first events and demonstrating your ability to attract an audience.

Revenue: $500-$2,000 per event.

Duration: 3-12 months.

Produce small self-hosted events with 20-50 attendees to test content and build proof through testimonials and media.

Achieve a benchmark of $2,000 to validate your ability to fill a room and deliver a valuable experience.

Exit criteria include producing 3-5 events with an average revenue of $500-$2,000 and maintaining at least one sponsor relationship.

Growing Your Platform: Scaling Up

This phase involves expanding your events and introducing multiple revenue streams.

Revenue: $2,000-$10,000 per event.

Duration: 1-3 years.

Host larger events with 50-200 attendees and higher ticket prices, reflecting the value provided.

Introduce product sales (books, courses) and sponsorship opportunities as your audience grows.

Diversify event formats, including monthly workshops and annual flagship events, to create a sustainable platform.

Exit criteria include generating $2,000-$10,000 per event with at least three revenue streams and being recognized regionally.

Platform Empire: Achieving Maximum Leverage

This phase is about establishing complete control over your speaking opportunities and revenue.

Revenue: $10,000+ per event.

Annual potential: $100K-$500K+.

Multiple revenue streams include ticket sales, product sales, sponsorships, and membership communities.

You gain complete control over your work schedule and terms of engagement, negotiating from a position of strength.

The revenue math illustrates how various streams can compound to generate significant income, totaling $314,000 annually.

Craft Beer Case Study: Real-World Application

This section illustrates how the outlined phases were applied in the author's journey within the craft beer industry.

Phase 1 involved documenting brewery visits and building a following.

Phase 2 saw the execution of the first live event, generating $2,000 in under 30 days.

Phase 3 expanded regional recognition and introduced merchandise and sponsorships.

Phase 4 involved leveraging established fame to negotiate favorable terms with major brands and organizations.

Market Positioning: Becoming the Obvious Choice

This chapter emphasizes the importance of positioning yourself as the go-to expert in your niche.

The right question is how to become the obvious choice, attracting your audience rather than chasing bookings.

Specificity in your niche is crucial; broad categories dilute recognition.

The "Become the Beer Guy" framework illustrates how to establish authority through consistent content and presence.

The Authority Stack includes credentials, content volume, competence, consistency, and community connections.

Signature Talk: The Core Asset

Your signature talk is the primary product that drives attendance and revenue at your events.

IIt should deliver a clear transformation from point A (where the audience is) to point B (where they want to be).

The talk must have a defined throughline, ideally encapsulated in one word, to ensure clarity and focus.

The framework of your talk should provide actionable steps for the audience, emphasizing implementation over inspiration.

Design your talk with the end offer in mind, ensuring a natural next step for attendees.

Digital Infrastructure: Building Your Engine

This section outlines the essential components of a digital infrastructure to support your events and audience.

Your website should function as a sales funnel, capturing leads and converting them into ticket buyers.

Key pages include a homepage with clear positioning, an about page that builds authority, and an events page that drives ticket sales.

An email list is your most valuable asset, allowing direct communication with your audience.

Lead magnets and a welcome sequence are crucial for building and nurturing your email list.

Content Strategy: Documenting Your Journey

This chapter discusses the importance of content in building your audience and authority.

Focus on documenting your experiences rather than creating polished content.

Consistency in content creation is more valuable than chasing viral moments.

Repurpose content across multiple platforms to maximize reach and engagement.

Ensure every piece of content includes a path to your email list or upcoming events.

Event Infrastructure: Systems for Success

This section covers the necessary systems for managing event registration and communication.

Use ticketing platforms like Eventbrite or Lu.ma for initial events.

Ensure payment processing is set up through platforms like Stripe or PayPal.

Create event page templates to streamline the setup for future events.

Capture feedback and testimonials post-event to enhance future marketing efforts.

The Importance of Visibility in Your Niche

Visibility is about being known by your target audience rather than seeking validation from gatekeepers.

Fame in your specific niche drives event attendance and revenue.

A smaller, engaged audience can be more valuable than a large, uninterested following.

Authenticity and consistent presence are key to building recognition and authority.

The Documentary Approach to Content Creation

Documenting your journey is more effective than creating polished content.

Authenticity resonates with audiences; people prefer genuine over manufactured content.

Documenting your activities is sustainable and less exhausting than creating new content from scratch.

Showcasing your expertise through documentation builds credibility without overt claims.

The "Most and Loudest" Principle

Consistent presence and volume in your niche lead to recognition.

Being the most vocal about your topic makes you synonymous with it.

Regular engagement creates a compound effect, leading to increased visibility and recognition.

Showing up consistently is more impactful than having impressive credentials or production quality.

The Fame Progression Stages

Fame develops in stages, starting from local recognition to industry authority.

Stage 1: Local Celebrity - Known within your city; recognized at local events.

Stage 2: Regional Celebrity - Fame expands to multiple cities; recognized across regions.

Stage 3: Industry Authority - Recognized nationally; sought after for expertise and speaking opportunities.

The Value of In-Person Presence

Real connections are built through physical presence at events.

Attending gatherings where your audience congregates accelerates recognition.

Physical items like stickers can create lasting impressions and digital connections.

In-person interactions foster deeper engagement than online posts alone.

Content Distribution Strategies for Visibility

Effective content distribution is crucial for maintaining visibility.

Choose platforms where your audience spends time; avoid spreading yourself too thin.

Consistency in posting is more important than chasing viral moments.

Repurpose content across multiple formats to maximize reach and efficiency.

The Connection Between Visibility and Events

Building a following leads to successful event creation.

A strong audience base creates demand for events, generating revenue.

Quality followers are more likely to attend events than a large number of casual followers.

Launch events when you have 500-1,000 engaged followers for better attendance.

Event Models for Successful Engagement

Different event formats serve various purposes and stages of your platform journey.

Workshop Model: Low-risk, high-value; ideal for skill-building.

VIP Experience Model: Exclusive, high-margin; focuses on personal attention.

Charity Event Model: Builds community and visibility while supporting a cause.

Recurring Event Model: Fosters community and predictable audience growth.

Virtual Event Model: Expands reach without geographic constraints.

Producing Your First Event Successfully

Executing your first event is about action, not perfection.

Use the Sponsor Cascade strategy to fund your event without personal investment.

Recruit a back-end partner to manage logistics while you focus on delivery.

Design an engaging experience that includes core content, free value, and community connection.

Monetization Strategies for Events

Maximize revenue by stacking multiple income streams from events.

Ticket Sales: The baseline revenue; set strategic pricing tiers.

Product Sales: Books, courses, and merchandise can significantly increase income.

Sponsorships: Brands pay for access to your audience; create tiered sponsorship options.

Back-of-Room Sales: Offer consultations and programs during and after events.

Content and IP: Record and repurpose event content for additional revenue opportunities.

Sponsorship Opportunities for Events

This section discusses how to attract sponsors for events and the pricing strategy for sponsorships.

Start with low pricing for early events to build relationships; a $250 sponsorship is easier to close than $2,500.

As you gather proof of success (photos, testimonials, attendance), gradually increase sponsorship prices.

Sponsors are primarily interested in access to your audience, which increases in value as your audience grows.

Post-Event Revenue Streams

This section outlines how to generate income after an event concludes.

Offer one-on-one consultations at the event, priced between $200-$500 for one hour.

Promote group program enrollments as the next step after the event, with potential monthly revenue of $3,564 from 12 participants at $297 each.

Sell tickets for the next event during the current event to capitalize on attendee engagement and trust.

Content Creation and Repurposing

This section emphasizes the importance of capturing and repurposing event content for additional revenue.

Record every event to create multiple revenue opportunities, including online courses, social media content, and lead magnets.

A single workshop can generate over 50 content pieces and a complete digital product.

Repurpose live event recordings into polished courses, potentially generating significant additional revenue.

Revenue Stacking for Increased Income

This section illustrates how to maximize income through various revenue streams.

Example: A workshop with 30 attendees can generate $6,485 in gross revenue through ticket sales, book sales, sponsorships, and consultations.

Without revenue stacking, the same event would only yield $2,500 net revenue.

Scaling up to a quarterly workshop series can generate nearly $24,000 annually.

Building an Automated Sales Engine

This section discusses the importance of automation in a speaking business to avoid burnout.

Automation allows for lead generation, nurturing, and conversion without constant manual effort.

Key components include content creation, social media engagement, partnerships, and paid ads.

All traffic should funnel to an email list, which is crucial for relationship building and revenue generation.

Email Marketing Automation

This section outlines how to effectively use email marketing to nurture leads and promote events.

Create a welcome sequence for new subscribers that includes a series of five to seven emails over two weeks.

Develop a nurture sequence that provides ongoing value and maintains engagement with subscribers.

Implement a launch sequence for event promotions, including multiple emails leading up to the event.

Evaluating and Negotiating Opportunities

This section provides guidance on how to assess and negotiate external speaking opportunities.

Use a qualification filter to determine if an opportunity is legitimate, focusing on budget, date, and event details.

Evaluate opportunities based on alignment with your brand, audience overlap, total value, and personal interest.

Negotiate from a position of strength, clearly stating your terms and requirements.

Building a Speaking Empire

This section describes the long-term vision for a successful speaking business.

Establish multiple event formats, including monthly workshops, quarterly VIP experiences, and an annual signature event.

Expand geographically from local to regional and eventually national, leveraging virtual events for global reach.

Build a team to handle operations, allowing you to focus on content creation and relationship building.

Diversifying Revenue Streams

This section emphasizes the importance of having multiple income sources in a speaking business.

Event revenue can range from $100,000-$200,000+ annually, while product revenue can add another $50,000-$150,000+.

Inbound external opportunities can contribute $25,000-$100,000 annually, and licensing can add $10,000-$50,000+.

Diversification protects against downturns in any single revenue stream.

Lifestyle Design and Personal Goals

This section encourages speakers to define their personal goals and desired lifestyle.

Consider how much you want to work, travel, and the types of events you enjoy.

Determine your annual revenue needs to support your desired lifestyle.

Design your speaking empire around your priorities, whether that’s money, time, impact, or enjoyment.

Skill Development and Training Commitment

The initial phase focuses on identifying weaknesses and systematically improving speaking skills.

Watch a recording of your speaking to identify three specific improvement areas.

Join a local Toastmasters club for practice and feedback.

Consider enrolling in a Dale Carnegie course for structured learning on influence and persuasion.

Commit to attending meetings and giving speeches to build foundational skills.

Niche Definition and Selection

This phase emphasizes finding a niche based on existing expertise and interests.

Conduct an audit of what you are already doing that others find interesting.

Identify 3-5 potential niches based on your experiences and knowledge.

Evaluate each niche for market demand, distinctiveness, and personal excitement.

Select one primary niche and define a throughline that connects your work.

Positioning Foundation

Establishing a clear positioning statement helps define your audience and value proposition.

Create a positioning one-liner that specifies your audience, the outcome you deliver, and your unique approach.

Test your one-liner with potential audience members to gauge interest.

Conduct an authority inventory to document your credentials, experiences, and unique knowledge.

Initial Infrastructure Setup

Building a basic digital presence is crucial for capturing leads and establishing credibility.

Launch a minimum viable website with your positioning one-liner and an email capture form.

Optimize your primary social media profile to reflect your value proposition.

Set up an email provider and create a welcome email for new subscribers.

Content Foundation and Authority Building

Developing a consistent content strategy is essential for establishing authority in your niche.

Document your first piece of content based on your existing activities and insights.

Outline a content plan for the next four weeks, aiming for 2-4 pieces per week.

Identify in-person events where your target audience gathers and register for at least two.

Credentialing and Building Credibility

This phase focuses on enhancing your authority through formal credentials and actions.

Research relevant certifications that would elevate your authority in your niche.

Initiate credibility actions such as applying to speak at local events and pitching yourself as a podcast guest.

Join professional associations to access networking opportunities and resources.

Event Launch Preparation

The final phase involves preparing for your first self-produced event, focusing on sponsorship and logistics.

Identify and approach potential sponsors to cover specific costs for your event.

Build a team to manage logistics and promote the event, ensuring you can focus on delivering your talk. ​

Design an engaging experience for attendees, including core content, free value, entertainment, and community-building elements.

Event Execution and Post-Event Follow-Up

Executing the event successfully and following up with attendees and sponsors is crucial for future opportunities.

Ensure all logistics are in place and your team is briefed before the event day.

Focus on delivering your talk while your team manages the event logistics. ​

After the event, send thank-you messages, collect feedback, and analyze the event's success for future improvements.

Take The Following Steps:

Execute the 90-Day Plan: Follow the detailed 90-day roadmap to create your first self-produced event, including building your audience, securing sponsors, designing an experience, and executing the event. ​

Run Your First Event: Use the sponsor cascade strategy to secure funding and resources, build a team, and create a memorable experience. ​ Aim to generate revenue and build your platform. ​

Share Your Success: After completing your first event, email Ant Blair at [email protected] to share your results, including attendance and revenue. ​

Claim An Additional $240 In Resources: When you finish the book, book your free "Build Your Own Stage" implementation session. ​ You must read the entire book before booking the session. After the session, you will receive a free template toolkit and instructions to access a resource vault for 30 days. ​

Stop waiting for permission to speak and start creating your own stages to build a sustainable speaking business on your terms. ​