Monday, August 21, 2017

4 Easy-to-Implement Tactics to Increase Your Newsletter Subscribers (FAST)

Can I go out on a limb here?

I’m going to guess you’re already sold on building an email list.

After all, you’ve heard the advice many times over:

“Build an email list. It’s where the money is.”

If you’re remotely interested in growing a business with staying power, it’s the wise thing to do.

It’s reported that for every dollar spent on email marketing, there’s an average $44 return on investment.

Here’s the thing though.

List building can be quite puzzling for both Internet marketing newbies and veterans.

Marketers agree. A whopping 63% say generating leads is their top challenge.

SOI blog top challenges4 1 png 1 000 500 pixels

The source of this confusion?

The massive amount of conflicting information out there.

There are about 198 MILLION posts on how to build an email list:

how to build an email list Google Search

That’s insane!

I’ll tell you one thing.

You don’t need to spend weeks creating a 45-page e-book as your opt-in offer. And you don’t need to read another “197 Ways to Grow Your Email List” post.

You can simply tweak your website to instantly boost your subscriber count.

Best of all, many of these tweaks will take less than an hour to implement.

That translates to more leads with less work.

Exciting, right?

In this article, I’ll give you four ridiculously easy to implement tactics. None of them require you to start from scratch.

Instead, you can make a few adjustments to your website for a more efficient list-building system.

Ready? Let’s start.

1. Funnel existing traffic to high-performing landing pages

Like I promised, we won’t be reinventing the wheel here.

Brian Dean calls this the Landing Page Funnel (LPF) Technique. It requires two things you should already have:

  1. traffic
  2. a landing page designed to convert leads.

Don’t worry, you don’t need tens of thousands of visitors a day or a landing page that converts at 50%.

Here’s how this works.

First, identify the landing pages that convert the best on your website.

Then, direct traffic you already receive to these pages.

Easy stuff, right?

Most people want more traffic. Some even take the necessary steps to get these much-coveted website visitors.

But they miss out on the golden opportunity to convert that attention into leads.

Once you have the two elements, it’s not difficult to do.

All you have to do is link extensively to these high-converting landing pages.

Place a link at the top of your website’s pyramid (in the main navigation menu):

Internet Marketing Strategy Social Triggers 1

You can also put a link in the comment section of posts as I do on

How to Skyrocket Your Traffic by Bringing Your Old Content Back From the Dead

Or place links to landing pages for your top resources in your sidebar:

Starting and growing a blog Social Triggers

My point here is this: you may not need more traffic or opt-in offers to increase the number of your subscribers.

Track where your current web visitors spend the most time and ensure they have easy access to a high-converting landing page.

It’s as simple as adding a few links.

But what if none of your current landing pages convert well?

Improve them.

A basic email grab form is not enough.

You need to have all the persuasive elements on your landing page.

Here is how to improve your landing pages:

  • reduce the number of form fields. One form field is excellent, two is enough, and three is too many.
  • add social proof elements. Got an endorsement from a big name? Show it off. Have 15 000 subscribers? Let people know. Got one raving testimonial from a reader? Feature it.
  • have a strong value proposition. I’ll demonstrate with an example from SmartBlogger.

10 Creative Places for Opt In Forms That ll Supercharge Your Signups

They’ve had this same lead magnet for ages.

And I bet it converts like crazy.

It’s a valuable resource for writing headlines.

They don’t ask people to

download these headline formulas.

Instead, they lead with a compelling value proposition:

write viral blog posts quicker.

Makes sense?

2. Create content upgrades

I am a big fan of content upgrades.

You can uplevel your content by adding bonuses unique to each piece of content.

Let’s say you write an ultimate guide on promoting a blog post. You can create a quick cheat sheet for blog post promotion.

Like this:

17 Insanely Actionable List Building Strategies That Work Fast

You just have to extract the key points from your already-written blog post and create your bonus content.

I recommend keeping it short, snappy, and easily consumable.

Lead magnets, including content upgrades, should be something that subscribers can consume and implement quickly.

This way, there’s a sense of instant gratification, and your perceived value goes up.

It’s exactly what you want.

I’ll admit. This is the most time-consuming tactic on this list.

After all, you have to create a unique bonus for each post.

There are some clever ways around that, and I’ll share them with you.

1. Create multi-purpose content upgrades.

In other words, create a bonus that can be used for several blog posts.

This is easy to do if you’re blogging about the same topics.

2. Use the content you already have.

Let’s say you write a blog post entitled “27 Ways to Generate More Leads Using LinkedIn.”

You can feature 21 of these strategies in your blog post and provide the rest as a bonus.

Like this:

How To Get More Twitter Followers Fast Authority Hacker

3. Have a formula for creating your upgrades.

You don’t need to have every type of bonus under the sun to see results from this tactic.

Have a podcast? Stick with giving out transcripts.

Create only long-form and comprehensive content? Stick with PDF versions of your posts.

Decide what type of content upgrade you want to give to your readers, and go all in on it.

The process will become formulaic and efficient when you do it this way.

Whether you use these time-saving strategies or not, content upgrades are still worth the time you put into them.

Depending on what the actual upgrade is, it may take you an hour maximum.

Don’t neglect to prominently feature your content upgrades. Don’t bury them in the middle or at the bottom of your posts.

Instead, make readers aware of this bonus from the beginning.

What are some examples of content upgrades?

  • PDF version of a post
  • cheat sheet
  • checklist
  • additional strategies
  • list of resources or tools
  • printables and templates
  • transcript
  • video or audio recording
  • a challenge

The list goes on, but these give you enough food for thought.

If you’re serious about increasing your email list, here’s my challenge to you.

Step #1: Go through your website analytics, and pinpoint five blog posts with the most traffic.

Step #2: Create one content upgrade for each blog post. Spend less than an hour on each one.

Put these steps into action, and you’ll see a difference.

3. Create a vault of subscriber-exclusive content

It’s true.

Traditional opt-in offers don’t work anymore.

I’m talking about bulky reports and e-books.

Even if people sign up for these resources, they typically put off reading them.

The result? They never consume the information, yet alone implement it.

Think about the last time you downloaded an e-book. You tell yourself you’ll read it later and never get around to it.

I bet it happens all the time. I know it does for me.

Is there an easy solution?

Put all your free resources in one place so subscribers can have easy access to them.

Here’s an example from Blogging Wizard:

Blogging Wizard Discover Actionable Blogging Tips You Can Use

When you click the “exclusive content” link, it takes you to a high-converting landing page with 15+ resources.

15 Guides To Accelerate Your Blog s Growth By 425 Blogging Wizard 1

These resources are found on a password-protected page.

When you sign up, you get the password, and that’s it.

You’ve got a lifetime access to a vault of valuable resources.


Blogging Wizard married this strategy with the content upgrade.

Within blog posts, they feature their collection of subscriber-exclusive resources as a content upgrade.

How To Get More Twitter Followers 24 Effective Tips To Grow Your Following Fast

Now, that’s smart.

Here’s another example from Melyssa Griffin:

Melyssa Griffin Entrepreneur Blog Tips

Again, you don’t have to start from scratch.

I’ll give you the step-by-step play.

Step #1

Gather all the free resources you’ve created in the past. It could be ultimate guides, checklists, webinars, cheat sheets, etc.

Here’s a list of what Blogging Wizard has in its vault so you can get an idea:

15 Guides To Accelerate Your Blog s Growth By 425 Blogging Wizard

Step #2

Create a specific website page to host these resources. I recommend using the Essential Grid WordPress Plugin to display your content in a customizable grid.

Step #3

In WordPress, set the visibility of your page as “password protected,” choose your password, and publish your page.

Add New Page ContentHaven WordPress

Step #4

Create a landing page for your exclusive content, and funnel traffic to that page.

You’ll instantly have an opt-in offer that will keep converting leads.

You won’t have to create a new offer every few months when the one you have feeds you.

Be sure you keep adding fresh content to your vault, and you’ll be good to go.

4. Optimize these two most valuable website pages

There’s a good chance you’re not making the best use of crucial website real estate.

I’m talking about the two pages most people do nothing with.

The Home page and the About page.

Do a quick audit of your website.

If you don’t have more than one (minimum two) opt-in forms on both of these pages, you have a problem.

Fortunately, it’s an easy fix.

Let’s start with the Home page

Have you ever seen websites with home pages taken up almost entirely by opt-in forms?

Or at least, the first thing you see is a call to action to sign up for something.

Here’s what I mean:

Storyline Blog

Here’s another example from

Neil Patel Helping You Succeed Through Online Marketing

Derek Halpern has about six calls to action on his homepage, inviting visitors to subscribe.

Five of them are presented in the first half of the page:

Internet Marketing Strategy Social Triggers

Too much?

Maybe, but it works.

Just ask his 300K subscribers.

Internet Marketing Strategy Social Triggers 2

The point is, you need to make optimal use of your homepage.

It’s often the most visited website page. You just have to do a few tweaks to add those opt-in forms.

Here are two quick fixes you can do right now:

Step #1

Add a HelloBar to your homepage to divert traffic to a landing page of your choice.

This is an opt-in tool that converts like crazy.

It’s as effective as a pop-up but less obtrusive and annoying.

About The Nectar Collective 1

Step #2

Add a link to an opt-in form or page in your main navigation menu.

Simple, right?

Let’s talk about your About page

There are few website pages as important as this one.

When new readers come to your blog, they’re guaranteed to visit this page.

They don’t know, like, or trust you yet.

That’s what your About page should be geared towards.

More importantly, it should convert these web visitors into subscribers.

How do you do that?

  1. Make your About page persuasive
  2. Add a few opt-in forms

I’ll tell you the key to making your About page subscriber-worthy.

Don’t make it about you.

Conflicting, I know.

Here’s a unique way to look at it.

Your About page should tell a story. Your audience should be the hero of that story. And you should position yourself as a trusted adviser to the hero.

Makes sense?

After you’ve amped up the quality of your About page, sprinkle in a few opt-in forms.

About Social Triggers

Beautiful designs like the one above work, but you can keep it simple with an inline opt-in form.

About The Nectar Collective


Profitable businesses are built on the relationships they nurture with their audiences.

Right now, the best (and only) way to do that effectively is through email marketing.

At the center of that is getting people to trust you enough to give you their email addresses.

And you know what?

It’s way less complicated than people make it out to be.

You really don’t need to spend hours creating bulky opt-in offers.

Double down on a few strategies that have been proven to work. In this article, I gave you four you can start using immediately.

They’re super actionable and easy to implement.

Put them to work, and I guarantee your subscriber count will increase.

What are your best strategies for gaining new subscribers fast?

from Quick Sprout

Friday, August 11, 2017

Niche Pursuits Income Report for July 2017

Welcome to my income report for the month of July!

Summer is in full swing and so I've enjoyed seeing my kids at home more often since they are out of school.  I still haven't managed to teach my 3 year old that when my office door is closed, I'm working.  But what can I say, sometimes I don't mind taking the forced breaks.

Next week, my family and I head out on our last vacation before the summer break is over.  I'm looking forward to it.  

Okay, enough of the chit chat, let's jump into the income report!

But first, here's what I look like today:

If you have been reading my previous income reports, you know that my rule is that the first picture I take of myself is the one I have to use.  I have no idea why I went for this shot, but it happened and now I have to live with the consequences.

And yes, that is my 3 year old's socks and shoes next to my desk… Income Report - July 2017

Income Source Gross Profit Monthly Change
Total $13,656 $2,492
Bluehost (Get Web Hosting for Just $3.95 Right Here) $1,100 $770
Jungle Scout: Amazon Product Finder, Special
10% Discount Here.
$669 ($294)
Thrive Themes (See my strategy for increasing subscribers with Thrive Leads Here) $1,019 ($390)
AmaSuite 5 ($100 Discount Here) $197 $123
Easy Azon Plugin $245 ($87)
SalesBacker (auto-email Amazon buyers) $199 ($4)
MerchInformer Software. (See how to start a t-shirt business with Merch Informer here). $428 ($528)
Long Tail Pro*(*My affiliate commission only, not my ownership distribution). $429 ($114)
SEMRush Competition Analysis (See an in-depth tutorial and video here). $352 $40
Inventory Lab: Amazon Profit Tracking Software $15 $5
PointBlankSEO Link Building Course $0 ($30)
Hire Writers $86 $70
Content Refined (Exclusive 10% off When You Use Coupon Code: "spencer" at Checkout) $201 ($314)
Amazon Affiliate Bootcamp by Tung Tran $0 $0
Human Proof Designs: Niche Sites Done For You $726 $556
Brand Builders: Custom or Pre-made Affiliate Niche Sites $7,800 $2,500
Elegant Themes $35 $35
Lead Pages $154 $154

As you can see from the income numbers above, Niche Pursuits had a good month.

In fact, just last month, I was lamenting the fact that I had a terrible month with Bluehost commissions.  I’m not sure what happened, but in July my Bluehost sales were the highest they’ve been all year.  The only thing I changed was actually removing some links…odd.

The other notable increase was from Brand Builders.  I sent just 1 email to earn that commission.  It’s amazing what having a large and targeted email list can do.

I also have to mention Niche Pursuits Insider as it continues to be a strong income source.  I don't reveal the amount of certain income streams, and Niche Pursuits Insider is one of them.  However, I'm happy to say that last month was another great month.

If you want to see what Niche Pursuits Insider is all about, the doors are currently open right here.

Home Good Brands Income - July 2017

Income Source Gross Profit Monthly Change
Total $17,872.87 $1,163.56
Adsense $388.47 ($7.13)
Amazon $1,225.50 $104.89
ebay Sales $349.52 ($157.35)
UK sales $1,847.42 $55.71 $905.83 $854.84
Amazon Product 1 $10,398.74 $900.74
Amazon Product 2 $1,559.76 ($459.18)
Amazon Product 3 $1,039.44 ($6.02)
Amazon Product 4 $0.00 $0.00
Amazon Product 5 $17.40 ($32.80)
Amazon Product 6 $25.08 $9.91
Amazon Product 7 $115.71 ($151.04)

The “home goods” brand had a good July.  Sales were a bit stagnant in May and June, so its nice to see a slight increase for July.

The cool news for this brand is that we started selling on!  Yep, I now sell physical products at Walmart! (okay, just on their website…but still…)

The approval process took a while as each brand is manually reviewed by the Walmart team.  We actually sold our first unit in June, but by the end of July we had started to figure out the online Walmart marketplace and we sold about $900 worth of goods!

I only expect things to continue to grow on Walmart.

The other big news here is that I'm strongly considering selling this brand.  I've already discussed selling this business with a couple of people (including one broker), and I expect this business to be “listed” for sale in the next month or so.

If you do the math based on the income I've reported here, you can see that selling the business would result in a pretty sweet payday for me.  

If this is something that people are more interested in hearing about, let me know.

Fitness Brand Income - July 2017

Income Source Gross Profit Monthly Change
Total $1,368.33 $137.77
Google Adsense $0.00 $0.00
Amazon Associates $394.57 ($39.69)
Amazon Product 1 $392.12 $194.20
Amazon Product 2 $290.04 ($81.24)
Amazon Product 3 $88.02 ($14.67)
Amazon Product 4 $203.58 $79.17

The fitness brand was about even for the month of July.

However, lots of things are happening behind the scenes.  We have 2 new products that we have been trying to launch for a while, and one of those we finally decided to list on Kickstarter!

The campaign still has a couple of weeks to go, so I'll wait to share the full results next month.  However, I will just say that Kickstarter has not gone as well as I had hoped.  

We've done everything I know how to do:

  • Did a 7 day contest to build excitement about campaign.  Had thousands of entrants
  • Emailed my list of 17,000 “fitness” enthusiasts multiple times
  • Set up Facebook ads 
  • Reached out to 1,000 bloggers/influencers/publications in our niche

At the end of the day, we are just not seeing the amount of backers that we wanted to.  However, there could be a silver lining: we've connected with and started discussions with several influencers through our outreach that could lead to some interesting things.

Again, our campaign has another couple of weeks, so I'll share more in my August report.  At the end of the day, I think we may have been better off just launching straight on Amazon.  But I really wanted to try Kickstarter to see what would happen.

Amazon FBA Incubator Income - July 2017

Income Source Gross Profit Monthly Change
Total $1,476.06 ($174.48)
Amazon Product 1 $182.16 $22.77
Amazon Product 2 $261.98 ($197.51)
Amazon Product 3 $144.71 ($15.29)
Amazon Product 4 $0.00 $0.00
Amazon Product 5 $10.40 $0.00
Amazon Product 6 $0.00 $0.00
Amazon Product 7 $337.61 $49.52
Amazon Product 8 $124.80 $0.00
Amazon Product 9 $0.00 $0.00
Amazon Product 10 $166.32 ($15.12)
Amazon Product 11 $55.86 ($53.81)
Amazon Product 12 $0.00 $0.00
Amazon Product 13 $77.30 $48.90
Amazon Product 14 $10.20 $8.50
Amazon Product 15 $104.72 ($22.44)

I don't have much to report on the Amazon incubator. We haven't launched any new products and it's really not a focus right now.  As a result, it's basically flat for the month.

Music Brand Income - July 2017

Income Source Gross Profit Monthly Change
Amazon FBA $574.41 $292.17
Shopify Sales $2,778.58 $444.23
Product 2 Shopify $321.77 $176.65
Total $3,674.76 $58.86

We had some really interesting things happening in July with the music brand!  Although, the numbers look basically flat, I'm encouraged by what happened in July.

Also, it's important to point out that this business has grown 247% since March of this year. 

In July, Brandon (brand manager for this music brand) and Jake attended a tradeshow in Nashville, TN and had a booth for our company!  These guys did an amazing job designing the booth, setting everything up, and connection with attendees.

As a result of the tradeshow, we now have several retail stores that want to carry our product and a couple of distributors that expressed interest in representing our product.  Since the tradeshow, we received our first 2 retail purchase orders (one was in August), and I expect more to come in August as well.

We will continue to run Facebook ads to our own Shopify store and do what we can to sell on Amazon, but this is a product that people LOVE when they see it in person.  Because of that, our focus is going to be more on retail…which is a whole new ball game for me.

Brandon, Jake, and I will be learning the ropes of retail together and hopefully will have good things to report by the end of the year (i.e. big growth numbers).

Total Disclosed Income for All Brands – $38,048 (Last Month $34,371 / +$3,677)

Overall, for all my brands the income was up a few thousand dollars. I'm happy with the way that July turned out!

When you add the reported income to Niche Pursuits Insider and other projects that I have in the works, I'm feeling quite positive about the future.

Undisclosed Income

I've been quite detailed in the income listed above.  However, I also have several other sites or income sources that I prefer not to be as detailed with.  I hope you don't mind.

Here's some additional sources of income that I won't reveal the exact amount of:

  • Small niche sites making less than $500/month.
  • Long Tail Pro Ownership.  I still own a portion of the Long Tail Pro business and receive quarterly distributions based on net profits.
  • Investment websites.  I have invested in several other websites.  For most of these I own anywhere from 5% to 33% of the business.
  • Jake FBA Business Partnership.  I invested in an Amazon FBA brand that Jake runs personally.
  • Niche Pursuits Insider. My training and membership site where I share the business strategies that have worked for me.

Overall, if you have any questions about the income report, let me know if the comments below.

The post Niche Pursuits Income Report for July 2017 appeared first on Niche Pursuits.

from Niche Pursuits

How to Become the World’s #1 Expert in Your Niche

Whether you’re a brand, a webmaster or a solo blogger, it’s essential your audience takes you seriously.

You need to prove you know your stuff.

But in a world that’s become increasingly saturated with self-appointed “gurus,” it’s become incredibly difficult to separate yourself from the masses.

That’s why authority and credibility have become the name of the game.

How do you achieve authority and credibility?

It’s not something you can buy. It must be cultivated, and that takes time.

You can’s just go from being an unknown to being a top industry expert overnight.

But I’ve learned over the past decade that there are several ways to expedite the process and attain expert level status within a reasonable amount of time.

In this post, I would like to share with you some lessons I’ve learned, top strategies I’ve used as well as some specific tools you can use to become the world’s number one expert in your niche.

You need to be all in

Before you do anything, you need to make sure you’re truly interested in and passionate about the niche you’re focusing on.

Let’s be honest.

It’ll be an uphill battle if you’re only lukewarm about the topic you are choosing.

Talking about it, writing about it, vlogging about it will inevitably become a chore, and you’ll lose momentum.

I can’t tell you the number of projects I’ve abandoned over the years simply because I wasn’t fully invested in them.

I lacked the passion.

And as Gary Vaynerchuk would say, “Passion is priceless.”


What I’m saying is before you get in too deep, make sure the niche you’re focusing on is something you’re deeply interested in and passionate about.

This is the key to sustaining you for the long haul.

Quite frankly, this has been a huge factor in my success.

It’s not by chance that my niche is digital marketing.

I truly love it. I eat, sleep and breathe digital marketing.

Talking about it all the time doesn’t feel like work. It’s fun.

That’s how I’ve been able to write over 4,000 blog posts over the past 10 years.

I would have never made it otherwise.

The bottom line is you need to be all in before anything else.

That’s a prerequisite.

And here’s a little slice of advice.

The smaller your niche is, the quicker you can build influence.

In fact, a study by Technorati found,

more than 54% of consumers agree that the shorter the community size, the greater the influence.


Keep it in mind because “niching down” is often a good idea when you’re seeking to attain expert status in a hurry.

Make learning a habit

Before you can share your knowledge with others, you need to accumulate your own pool of knowledge first.

The quickest way I’ve found to build a solid body of knowledge is to surround myself with the topic I’m interested in.

In other words, you need to get in the habit of learning continuously.


Fortunately, the Internet is the ultimate vessel for building your knowledge.

It’s simply a matter of finding the best possible resources for research and learning.

This usually starts with blogs, slideshows, infographics, etc.

But I have a little trick for streamlining things and finding some of the top resources quickly.

Here’s what you do.

Let’s say you want to become an expert in urban farming.

First, go to BuzzSumo.

Type in a search phrase.


Then click on “Content Analysis.”


Now click on “Search.”


You’ll get a bunch of results.

Next, scroll down to the section called “Most Shared Domains by Network.”

You’ll be able to see which websites, blogs and publications are receiving the most shares.

Od epOovSeeyL7kQeCs BQ

The pie chart on the right will give you a visual perspective on things.

For instance, it’s clear that is killing it in terms of shares relating to “urban farming.”

It’s definitely a site I would want to check out.

You can also scroll down to the bottom to see the top 10 pieces of content for the moment.


I’ve found that BuzzSumo is absolutely perfect for identifying key resources for research.

Build a hub

There’s a lot I love about content marketing!

But what I love the most (besides increasing sales) is that it has allowed me to build my reputation and establish a loyal audience.

When it comes to boosting your authority and credibility, I can’t think of a better way than simply creating great content around your niche.

It’s the perfect way for putting your money where your mouth is and proving you truly know what you’re talking about.

Create your personal “hub,” where you use a variety of different mediums to discuss your niche.

Allow me to use as an example.

I use it to show potential clients I’m legit in a few different ways.

First, there’s my blog.


I make sure it stays populated with high-end, in-depth posts on everything digital marketing.

Next, there’s my collection of videos that I refer to as “Neil Knowledge.”


Here, visitors can watch brief videos where I share my knowledge on a variety of digital marketing topics.

Then, there’s my podcast that I call “Marketing School.”

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At the moment, I have nearly 350 podcast sessions that run the digital marketing gamut.

This is a model I suggest you follow because it’s your key to being recognized as an expert.

Building a hub such as this gives you an opportunity to cover your niche in great detail and share your knowledge with visitors who are eager to learn.

This isn’t to say you need to use the same mediums I do.

In fact, I recommend experimenting with different formats to see what works best for you and what resonates the most with your audience.

Here are some ideas:

41 types of content marketing infographic

And the more high-quality content you accumulate, the more seriously people will take you.

Connect with other influencers

At this point, you should have chosen a niche, learned everything you can about it and created a hub where you can share your knowledge.

The next step is to start forming relationships with other influencers in your niche.

Why is this important?

This is one of the best ways to get your name out there and to increase your brand equity.

Being associated with other major players enables you to siphon off some of their “street cred” and get your audience to take you more seriously.

Let me give you a quick example.

Awhile back, freelance writer Jorden Roper launched her website called Writing Revolt.


It serves as an online hub for talking about everything related to freelance writing, including ways to thrive in a competitive market.

She was an up-and-comer and had some loyal followers, but it was a fairly small following.

She connected with Bamidele Onibalusi of Writers in Charge, one of the most popular resources for freelance writers.

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Bamidele talked about her journey, the way Jorden created a nice living for herself through writing and her tips for making it as a freelance writer.

Just like that, her brand equity skyrocketed, and she gained a massive amount of respect as an expert in her niche.

To me, connecting with relevant influencers like this is the quickest way to gain recognition and have your name associated with a particular topic.

After all, if a trusted name in your niche gives you their stamp of approval, it will inevitably have a positive impact on you.

How do I connect with influencers?

For starters, let me suggest an incredibly old school yet (sometimes) effective tactic.

And that’s to simply get in the habit of consistently leaving high-level comments on top blogs in your industry.

You might be saying, “Neil, that seems so primitive and antiquated!”

Perhaps it is.

But it can still be a great way to get on someone’s radar.

Here’s an example of a comment from one of my top commenters, J. Ustpassing:


Besides potentially building a relationship with a key influencer, you can also gain the attention of their readers.

And as long as your comments are legit, they will elevate your authority.

Another brilliant way to find influencers to connect with is to use BuzzSumo.

In fact, the “Influencers” feature is one of the top features on this platform.

I won’t cover the entire process here because I’ve already went over it before, but you can find all the details in this post.

For more on influencer marketing, I suggest checking out this article.

Leveraging Quora

Finally, I would like to point out how great Quora is for building credibility.

This is one of the most high-end question-and-answer sites, and I’ve used it extensively.

At the moment, I’ve answered 287 different questions, and it’s helped me gain 8k followers on Quora and 47k answer views this month alone.


I’m telling you, Quora gets results and can be incredibly potent for you to position yourself as an expert in your niche.

I find it ideal for imparting my knowledge.

You can learn how to use Quora in this post.


I’ll be the first to say there’s no magic bullet that can turn you into a top expert in your niche overnight.

It’s very much a process that takes time.

Fortunately, you can accelerate that process significantly by following the formula I covered here.

With the right approach, you can gain serious recognition and make your name synonymous with your niche.

This, of course, can yield a host of benefits, e.g., increased brand equity, continual leads and higher conversions.

Which niche would you like to achieve expert status in?

from Quick Sprout

Wednesday, August 9, 2017

Podcast 128: The Business Behind Getting Paid to Speak at Events with Grant Baldwin

After a few weeks off, it's finally time for another podcast episode!

In today's episode, I share an interview I did with Grant Baldwin from

Grant is something that I have known for a few years now.  In fact, he is one of the few online entrepreneurs that has actually had lunch with my where I live, in Richland, WA!  There's usually no reason for people to stop by the Tri-cities (unless you live here), so my in-person meetups with other entrepreneurs is usually pretty sparse.

Grant is someone that knows the speaking game inside and out.  He has been a professional speaker for years and now teachers others how to book their own speaking gigs.

So, during the interview we discuss these 2 aspects of his business: how to actually get booked as a speaker (and get paid for it) and second, how he has build the training side of his business and how that is going.

As a quick summary, Grant Baldwin shares that he makes over six figures speaking at events.  However, his business as a whole will be close to crossing the seven figure mark when you add in his training courses.  

I was fascinated with how Grant has building the training side of his business through Facebook ads and webinars.  So, if you have a training product (or are thinking about creating one), there is a great discussion about how you can grow that part of your business.

During the course of the episode, Grant shares a few resources:

  • – where you can learn more about Grant or join his training programs.
  • – A speaker fee calculator that can show you how much you should expect to make when speaking.
  • – Grant's free webinar training that teaches you “How To Start Booking (And Getting Paid For) Speaking Engagements Without Having An Existing Platform Or Being Sales-y”

Overall, I hope you enjoy the interview with Grant!  He shares some excellent tips for how to break into the speaking business if you are interested in that.  He also shares some great insights for how he's grown a significant education business (teaching others how to become speakers).


Read the Full Transcript Below

Click Here to Expand the Full Podcast Transcript

Spencer:Hey everyone, welcome back to the Niche Pursuits podcast. I’m your host, Spencer Haws from Today, I have Grant Baldwin on the podcast from 

                    Grant is someone that I met a few years ago actually in person. We went to lunch together a couple of times here in the Tri-Cities as he was traveling through town for speaking engagements. Grant has been a full time speaker speaking at 60 to 70 events a year for a number of years and has really perfected the art of speaking. 

In the podcast, we dive into how he got started speaking and more importantly how others can get paid to speak. However, I’m also fascinated by the success he’s had with his speaking course called Booked and Paid to Speak. This online course has allowed him to speak much less and increase his overall income significantly. Grant shares all the details about how he’s made that course so successful through webinars and Facebook ads. With that, let’s jump into the interview. 

Hey Grant, it’s good to chat with you again. It’s been a few years actually. We met in person. We actually went out to lunch here in the Tri-Cities a couple of different times. It’s been three or four years ago. Back then, it was before you had even started What were you doing back then and then we’re going to dive into what’s changed a little bit. 

Grant:Yeah. Long story short, I used to be a pastor for a little while. I was doing some speaking in that setting, in that context and then got into just speaking outside of that world and then speaking at a lot of different high schools, colleges, different conferences, and events. 

                    For several years, I was doing that full time. I was speaking at 60, 70 events a year all over primarily the U.S. and loved it. It was a lot of fun. The challenge of speaking is it doesn’t scale very well meaning that you’re one person in one and one time talking to one audience. While you’re there, you can’t really talk to anybody else. The nature of it is you have to get on a plane to go collect the check. There are parts that I like but part of I didn’t like. I didn’t like being away from the family. 

                    I remember a buddy saying, it’s a high paying, manual labor job. We get paid really well for speaking and doing what we do but again, there is manual labor involved with it. Then a couple of years ago, I wanted to start making that transition and shift. I think we connected right before that time because I had a couple of gigs up in your area. I don’t know if you get many people, tourists passing through up in the Tri-Cities area. 

Spencer:Not usually, not too often. 

Grant:Eastern Washington, I remember being up there a couple of times for gigs. 

Spencer:As I recall, that was a transition period for you because you’re definitely speaking but we also have chatted about some other ideas that you obviously didn’t pursue. You were very involved in travel. I think you had talked about maybe doing some travel website or travel hacking. You probably are still very much collecting points in that sort of thing. 

Grant:Still geek out on that stuff. 

Spencer:Yeah, yeah. I think it was very much a transition time, three, four years ago for you. What happened? What made you decide to start The Speaker Lab? 

Grant:Yeah. Like I said, I was at a point where I was doing as many gigs as I wanted to do. My busiest year, I did about 70 gigs. It was charging on the upper end of what I felt comfortable with in that particular market. At that point, the options are basically, “All right, you can just do this for the next 10, 20, 30 years or whatever and that’s your career.” Which should be great, there are plenty of speakers that do that. For me, I felt I was looking for a new challenge, I was looking for a new mountain to climb, just pivoting to a different market where I could charge a little bit more, didn’t seem to scratch the edge, and wasn’t super exciting. 

At that point, I was having a lot of people that were asking me about speaking, they were intrigued with speaking. The people are asking in different context. Some people would say, “You’re a speaker, how did you get into that? That’s interesting.” Maybe, they wanted to do it and just weren’t really sure what to do or for them they just thought it was interesting. It was just fascinating, unique type of career. They just wanted to know more about it. 

                    That time basically is our first step towards the online space is we started a podcast called How Did You Get Into That? Where we basically interviewed people who were doing unique, interesting, fascinating types of career, just hearing how did they get started. I remember, we interviewed you on that show. 

                    We were just interviewing unique types of careers and positions but people continued to ask me a lot about speaking. At that time, I had a small little training thing a couple years back for speakers and helping them get started. Basically, I was like, “Alright, let’s pull that out, dust that off, and update it in an online course type of setting. See if we can promote and sell that.” That’s actually what we did. At this point, about two and a half years ago or so we created a course that’s become Booked and Paid to Speak. That’s been our main bread and butter since then. 

                    We started just figuring out, all right how do you do webinars for this? How do you drive traffic to it? How do you sell it? How do you deliver the course? All those just nuances and variables there. Basically, we started doing that and then that really took off. As the number of course sales that we had were increasing and the online side of business was increasing, I was personally decreasing the number of speaking gigs that I was doing. 

                    At this point, at the time of this recording, I’ll do 5 to 10 gigs this year, which is a huge, huge difference from doing 70 just a couple of years ago. What’s been fun though, what’s been really interesting is even though this year I will do 5 to 10 gigs versus 70 a couple of years ago, our revenue has basically more than doubled. It really just allows a much more scalable opportunity to do something online versus having to get on a plane. 

I really still enjoy speaking, the one hour. I did a gig just couple of nights ago at the time of this recording. It was a blast. The 45 minutes, hour you’re on stage, it’s amazing. You also spend a lot of time in airports, airplane, hotels, sitting backstage, and just waiting. If I could just teleport, show up, speak, and go home, that’ll be awesome. Until that shows up, then we’ll keep doing the online stuff. 

Spencer:That’s right, yeah. I want to actually dive into the two areas of your business. One is how do you book paid speaking gigs and then the other is how have you made The Speaker Lab so successful? We’ll dissect both of those. For those listeners that maybe are interested in becoming a speaker and booking those gigs, what is your top tip for booking a paid speaking gig? 

Grant:One of the cool things, just to zoom out for a second, about speaking is that there’s no right or wrong way to do it. Meaning that I was doing 70 events a year and I was speaking full time. I know plenty of people who do more events than that. I know plenty of people who do far less. 

                    Spencer, you’re an example of maybe someone who would say, “You know what, I got a good thing going. I have no desire to do 70 events a year but I’d love to do 5 events or 10 events. It’s just fun, it builds credibility, it’s a way to network and connect with other people, it’s a way to potentially in certain type of events to sell products, they can generate revenue. There are a lot of reasons. I think speaking makes sense for a lot of different people in a lot of different industries. You just gotta figure out what the win is for you and what makes sense for you of how speaking could fit into the business.” 

                    That being said, there’s a couple key questions I think are really important that people have to answer. These are the pieces that people if you don’t get right, it’s really hard to book speaking engagements, because most people come at speaking and they come at it from the perspective of, “I just want to speak. I want to speak to anyone and everyone. What do you want me to talk about? I can talk about anything and everything you want me to talk about.” That just doesn’t work. 

Really, it’s no different than, Spencer if you’re teaching about building a website or a blog, I know you teach niche sites. You could say, “I’m going to do a blog about parenting. It’s for everybody. It’s for any type of parent.” You may do okay with that, but really the way that you become a really strong blog is like, “I did a thing for a blog for parents that their first child is under a year old and how do you deal with that.” A really specific niche type of thing. 

                    Well then at that point, it’s a heck of alot easier to find readers, and to find your audience, to find potential people that would be a good fit for your site. The exact same thing is true with speaking. If you try to be this generalist and you try to be everything to everybody, it’s just not going to work. You got to be really, really clear about not only what it is that you speak you about and who it is that you speak to, but you also have to be clear about where those people gather, who are the actual buyers for the types of events that you might be interested in speaking with. 

Just because you’re passionate about a subject or a topic, or just because there’s something that you’re interested in, doesn’t necessarily mean that there’s a market for it. You may say, “I am passionate about teaching underwater basket weaving.” That’s adorable but it doesn’t necessarily mean that there are massive events that are gathering around that subject or topic. 

Again, not only do you have to be clear about who you speak to, what you speak about, but also that there’s an actual market for that subject or topic and that there’s events and organizers that are actually hiring speakers to come talk about that. 

Spencer:Yeah. That makes sense. Definitely niching down and finding your focus is going to make things a lot easier. At that point, how do you reach out? I know some speakers just speak for free, others get paid. How do you cross that threshold into getting paid to speak? What’s your approach to reaching out to event organizers? What do you do there? 

Grant:First of all I think there’s a misconception around speaking for free. I think it’s perceived as negative, this bad thing. The reality is actually speaking for free can be a good thing. The importance though is you have to be clear about why you’re doing it. 

Don’t just speak for free for the heck of it. If you want to do something for a friend, throw in a favor, that’s one thing. Just as a business model, speaking for free just out of the goodness of your heart, that just doesn’t work. That’s a great way to go broke real quick. It’s no different than any other service. If you just said, “Hey, I just want to offer my service for free forever and ever.” That’s not a business. You’re just being an overly nice person who’s broke. 

You have to be clear, if you’re going to speak for free, why you’re doing it. As some quick examples, it might make sense to speak for free because it’s an event that you wanted to attend anyway, or you wanted to get the practice, or let’s say you have some of the product or service that you offer on the backend. Speaking for free is ultimately lead generation. 

For example, we have someone who went through our Booked and Paid to Speak training program. Their primary business is actually a coaching business. They use speaking primarily as lead generation for their coaching business. He was telling me he had generated $372,000 in revenue from their coaching business but it all comes from free speaking engagements. 

On the surface, you’d be like, “Oh, you speak for free. Yeah, you’re not a real speaker.” That free speaking, very strategic, lead to hundreds of thousands of dollars in revenue in a different part of his business. Again, all that to say, it can make sense to speak for free. Again, as long as you’re clear on why you’re doing it. 

Having said all that is just a background there. I found a potential event. I think I would be a good fit for it, what would I do at that point? One of things that I recommend is that you start by focusing on conferences, events, groups, and organizations that are already looking for a speaker. 

                    Let’s say you’re interested in speaking at a certain conference or an event, they’re already most likely planning on hiring a speaker. You don’t have to convince them to hiring a speaker. They’re already looking for one. You’re providing a solution to the problem that they already have. The key though is you want to make sure that you’re providing a specific solution to the problem that they have. 

Meaning that again, I live in the Nashville area. If I say the Nashville Home Gardener’s Association, there’s a conference, or I don’t, whatever. I don’t know anything about gardening, I don’t know squat about that. It doesn’t make a lot of sense for me to reach out and say, “Hey, I ate a tomato one time. You should have me come speak.” I have to make sure that I’m speaking on something related to what they’re looking for and is a good fit for their potential audience. 

Again, that goes back to what we’re talking about that first stage, that first step, is being really clear about who you speak to, what you speak about so that then you can start identifying who those potential events are. Again, once you identify what some potential events, conferences, one of the best ways to start is just reaching out with a cold email. 

One mistake that a lot of speakers make is they send this 98 paragraph email about why they’re so awesome and why they should hire them to come speak. Just don’t do that. Think about it again from your own perspective. If someone was reaching out to pitch you for something, how is it that you would want to receive that email? What would make you want to open it? What would make you intrigued to read it or to respond to it? 

Oftentimes, that means it’s going to be a very, very short and sweet. The means, it’s going to be a very, very personal to them and not this generic copy and paste email that you send to 100 other people. Just a few of those little things. 

One thing I always like to do in that initial email is I like to ask a specific question, something that makes it really easy for them to reply to. If I just send an email and say, “Hey, I’m a speaker. I saw that you hire speakers. If you ever need anything, let me know.” There’s nothing for them to respond to, there’s no reason for them to reply, there’s no need to start a conversation there. 

But if I ask something very, very specific and if I say something like, “I came across your Nashville Gardening Conference in October. It looks amazing. I was curious when you’ll start reviewing speakers for the event.” That’s a very specific question, that’s personal, it’s direct to them, and it’s really easy for them to reply to. They may say, “Hey, we’re going to start reviewing speakers in a couple weeks if you are free to circle back with us then.” They may say, “Hey, unfortunately we already hired someone.” The reality is this can be a bit of a numbers game and that a lot of those emails will just go completely unreplied to. 

Just again, just initially, especially, is you’re just going to be knocking on some doors in a virtual setting and trying to get some traction there. Once you start doing more events, it’s a lot easier to get additional events. You can do a lot of word of mouth, you can do a lot of repeat, a lot of referrals. A lot of business can come from actually networking, connecting with other speakers that speak on a similar subject or topic. 

The way that most events work, I’ll give you a great example. I spoke at an event two days ago. The event went great. Actually, they had me six years ago at the exact same event. Afterwards, I was talking with the client and they said, “Hey, you’re awesome. We’ll give you a shot in four or five years and we’ll go from there.” Because most events, they want different speakers. They don’t want the same speaker every time. They want the audience to turn over a little bit before they bring some speaker in. 

For him to say, “Hey, we’ll talk to you in four or five years.” I want to continue to maintain that relationship with that client. What would be smart on my part would be, “You know what, I know you’re not going to have me back for four or five years. In the meantime, you’re going to need another four or five speakers. Let me introduce you to Spencer. Spencer is a friend of mine. I’ve seen him speak. He’ll be awesome for your event.” If you show up and you kill it, that makes me look good. It can be used to build my relationship with that event planner. 

There’s a lot of that that exist in the industry as well, of just speakers referring speakers to for their other events that I already did so they’re not going to have me back for a while or the types of events where they have a bigger or smaller budget than what my fee is so I’m able to refer another speaker that might be a better fit. There’s a lot of that that exist, where just networking with other speakers can be really valuable as well. 

Spencer:Yeah, absolutely. I’m sure it’s one of things that once you’re in the industry, once you’re looking for different opportunities, a lot of things start to come out of the woodwork, just like anything. Once you start networking and marketing your business, opportunities start to happen a little bit more than when you first get started. 

Grant:Yeah, absolutely. I think that’s really true. A lot of it in the beginning is you’re planting seeds. I think again, it’s no different than any other service based business where you’re just planting seeds. The more seeds you’re planting, eventually, it’s going to be leading to something. You may feel like I’m throwing a lot of seed out there and I’m looking at the dirt, and I’m not seeing anything happen. That doesn’t necessarily mean nothing is happening. Maybe something is happening, you just can’t see it below the surface. 

                    There are times where I’ve emailed clients or talked with clients and followed up with them for years. Maybe it took couple of years before they finally booked me. That’s just the way that that one happen to work out. There are other times where I’m re-speaking at an event. The wife of the National Director for this organization happened to be in the audience at the smaller regional event. She immediately calls her husband and says, “Hey, you need to have Grant come speak at a national conference.” You can’t plan on that. I didn’t know that she was going to be in the audience. 

                    Those types of things happen when you’re continually speaking on a regular basis and continue to spread that seed. I tend to find that that good things happen. 

Spencer:How much can new speakers expect to make per speech? One gig, somebody that doesn’t have a lot of experience, just getting started, how much can they make in speaking fees? 

Grant:Speaking fees can feel a bit like this big mysterious black box. We’ll demystify it a little bit here. First of all, I’ll give you the short answer. If people are interested, this is totally free, you can go check out It’s a calculator we put together that basically you answer a couple of questions about a specific event that you might be speaking at. It will spit back a number. It really tries to demystify and simplify it. 

                    Let me give you some context and then I’ll give you some ranges. There are a lot of variables that go into it. One big variable is going to be your experience level. If you’re a band new speaker, you’ve never really spoke before, and you’re not as good as someone who’s been doing this for several years, you typically know you won’t able to be to charge as much. 

Another variable is going to be the industry that you’re speaking in. You can charge more in some industries versus others. You could charge more speaking to corporations as opposed to non-profits. You can charge more speaking to colleges versus high schools. The particular market or industry you’re speaking in has a huge variable. 

Your marketing materials is a big factor. Meaning your stuff, your website, your theme of video, those type of materials, they need to look sharp, they need to look professional. Whether we admit it or not, whether we want to acknowledge it or not, people judge books by their cover. If your website sucks, then people are going to assume that you suck as a speaker. That may not be right, that may not be fair or accurate but we all do it. You need to make sure that your stuff looks professional, looks sharp. That doesn’t mean that you need to spend tens of thousands of dollars. Again, it needs to look professional. It needs to look sharp. 

Another factor would be how far away the event is. For example, I’m a lot more likely to take a lower fee for something that happens to be here in Nashville versus if I got to fly halfway across the country. It’s a lot of travel or it’s just the place I don’t really want to go. Some of those are different factors. Those are variables as well. 

Another variable would be if you are selling product. I’ll give you an example, one buddy just couple of days ago who was working with a speaker, who has a high end offer of something that they sell. He spoke at a big event, a well-known event, and he sold a million dollars’ worth of product at the event. For him, it makes sense to speak for free because he is going to clean up on the backside. Some of it depends on those types of variables. All that to say again, there are a lot of variables that go into it. Again, I’d encourage people to just check out, that’ll help. 

Again, let me give you some ranges. For most speakers who are getting started, most speakers are going to fall within $1,000 to $5,000 range, between $1,000, $5,000. Again, lot of variables within that. Between $1,000 and $5,000. For speakers who’ve been doing this for a little while, if you’re speaking let’s say in the corporate space or in association space or entrepreneur space, sometimes you can charge between $5,000 and $10,000. 

Professional speakers who are speaking corporate, who have been doing this for a little while, they’re going to be $10,000 to $20,000. Then you’re going to have professional speakers, some that are like B list celebrities, best-selling authors, athletes, stuff like that. It’s going to be like $20,000, $30000 or so. It can go up drastically from there. There’s going to be big name speakers that are $50,000, $75,000, $100,000, which just sounds absurd and crazy but that’s the going rate. 

I’ll give you this quick side. A speaker buddy told me this couple of years ago. He said, “Your fee is in relation to how long it takes to explain who you are to their boss.” For example, if I’m in charge of hiring a speaker and I go to my boss, for example with the event and I say, “Hey, we want to hire Oprah.” It needs zero explanation. Therefore, she’s going to be able to charge an exorbitant rate. Versus if they say, “Hey, I want to hire this guy name Grant. He’s a good speaker. I saw him speak one time, I’ve seen some videos, I came across his podcast, or blog.” The longer you have to explain, the more your fee drops. 

Again, the bottomline again, I definitely encourage people to check out I think that’ll definitely help. 

Spencer:Yeah. That’s a great resource. I was actually checking it out while you’re talking there. It has a lot of different factors, pretty cool. People can check that out for sure. 

                    I want to ask one more question about speaking and then I do want to talk about Speaker Lab just a little bit. I know this is a huge discussion in it of itself. Do you have any one tip that you can give for giving a great speech? What should people be thinking about if they want to put together a speech that is memorable, that people will be inviting them back? What makes a great speech? 

Grant:You’re right, there are definitely several factors. I think telling stories is really, really powerful and effective. I think using humor is really powerful and effective. I think one of the best things that anybody can do though is practice, prepare, and rehearse. 

                    Whenever we see a great speaker, oftentimes we assume, “Oh, they’re just good. They just wing it. They just got up and chaffed from the hip there. Yeah, they just made it up as they went and it just turned out to magically be really, really good.” I promise you, it does not work like that. They spent hours and hours and hours practicing, rehearsing, going over it. 

                    If you ever watch a stand-up comedian, if you see a special on Netflix or something, I promise you, they didn’t just, “We’re just going to hop up on stage and speak for, tell some jokes, hopefully people find it funny, and it’s all going to work together.” It’s just doesn’t work like that. They have gone over and over and over that material so many times, so polished, and so dialled in. 

                    For example, if I was going to tell a story right now or the story that is something that would tell on stage, it would be really polished and dialled in. Why? Because I’m not making it up, because I’ve told it hundreds of times, because I know exactly how to time it, and exactly how to tell the punchline. All of that, all of those factors just because I have a lot of practice with that. 

                    I think the more you speak, the more comfortable you become. I think that if you want to do well as a speaker and you got maybe an event coming up or something in mind that you want to speak at, the best thing you can do is really spend a lot of time practicing it, going over your material, working on your talk itself, so that when you get up, you feel a lot more confident, you feel a lot more comfortable, you’re not glued to your notes, you’re not trying to memorize the script buy you just really know the material and you know where you’re going with it, and it’s not something that you thought about 30 minutes before you walked up on stage. I think the more you practice and go over it, the better off you’ll be. 

Spencer:Yeah, great tip. Absolutely, that makes sense. I do want to dive into The Speaker Lab. Obviously, you mentioned this before, this has become a big part of your business, so you don’t have to speak at 60 or 70 events a year. Are you willing to share any numbers or just give listeners an idea of the success that you’re having with The Speaker Lab, whether that’s a number of students or just whatever you’re willing to share there. 

Grant:Yeah. For contacts sake, when I was speaking full time, we were doing about $300,000, $350,000 or so in revenue per year. That was again doing around 70 events a year. At this point, we’ve cut way back and we’ll do 5 to 10 events. This year, we’ll do close to $1 million in revenue, maybe cross that million mark. It’s a huge, huge difference in terms of I’m doing a fraction of the speaking gigs that I was doing and yet we’ll double or triple what we’ve been able to do in terms of revenue. Yeah, definitely, it’s been a different model but definitely much more scalable at this point. 

Spencer:Yeah, absolutely. Congrats man, that’s huge. I heard to the grapevine, actually I was talking with Steve Chou not too long ago. 

Grant:You know Steve? 

Spencer:Yeah. Steve is a great guy. I was just at his conference, Sellers Summit, just earlier, well it’s last month. Great event. He was talking about just how well you’ve done with webinars. That was eye opening to him. Now I know he does a lot more webinars. Why do you like webinars so much? 

Grant:I remember I was on Steve’s podcast a while back. We’d talked about a bunch before and I kept on like, “Dude, you got to do webinars. You got to do webinars.” He’s like, “Yeah, I don’t know.” For his credit, he had his autoresponder sequence setup that just works really, really well and just sold at autopilot in the background. I said, “Dude, webinars just work.” We just talked it through in depth of what to do. I remember he did this first webinar I think he did $60,000 in revenue, in sales. He was like, “Okay, I’m a believer now.” 

First of all, webinars just work. I mean they really do. They just work really, really well especially if you are selling some type of product or course that’s going to be above $500 to $1,000 range. Even from $1,000 up to $2,000 or so you can go on some webinars. Webinars are really a great way to not only teach and to give away some of your best materiel content to share some success stories. But then to say, “Hey listen, we’re just scratching the surface.” Right now, someone who’s interested in speaking, we’ve given several things that they can go ahead and do and implement but the reality is there are a lot we haven’t even touched on. You just don’t have time for it. 

It’s an opportunity to say, “Hey, if you want to go deeper in this, if you want more information, if you want more support and training, here’s this resource, here’s this tool, here’s this coaching opportunity that we have that people can learn more about and take a next step with.” 

Webinars are just really, really effective for that not only teach but then also to run and present some type of offer to take a next step with you. 

Spencer:Are you doing all your webinars live or do you have some evergreen recorded webinars in there? 

Grant:We do a lot at both actually. I would highly recommend, if you were someone who’s saying, “Okay, I’m intrigued by doing webinars. I’m just going to record it and set it on autopilot, and set it and forget it.” That doesn’t work really well. I recommend that if you’re going to do webinars, you need to do a bunch live at first. The reason being is you want to be really comfortable on webinars. Webinars, they’re not overly complicated but it’s a different piece. You want to do it a few times just to get the feel for and get the hang of it. 

                    The other thing too, and this is very similar to creating a speech. When you’re creating a speech and you’re just sitting there, working on your presentation or your talk, how you think the audience is going to respond, it’s just an educated guess. You just don’t know. Is this going to work? Is this going to resonate with people? 

If I’m working on a new story, I may get up and deliver it. I think it’s going to work, I think it’s going to go well but then I’m going to able to see in real time, this is working or this is not working. It’s the exact same thing with a webinar. You may deliver the webinar and be like, “You know what, this seems to really resonate with people just based on the chat or people had a bunch of questions about this. Maybe something here was unclear and I need to improve that. By the time I made the offer, this seemed confusing to people or this didn’t work.” 

Each time you do a live webinar, it allows you the opportunity to tweak it, make adjustments, and improve on it. By the time it’s really dialled in and you’ve done a lot of live webinars, then your offer, the pitch, the presentation, the teaching, the intro, all those pieces are really well thought through. You know that they’re really well polished. By the time you turn it on evergreen, then you know this moment is the best possible webinar that I could do. It makes a lot more sense to put it on evergreen versus again, I’m just throwing up something up there, hope it works, and hope it converts. You really want to test it in a live setting and then make adjustments from there before you eventually make it evergreen. 

Spencer:If people want to watch one of your webinars to either learn about speaking or just to dissect what’s working really well on your webinar, on your pitch, that sort of thing, where can they go to do that, to watch those? 

Grant:To kill two birds with one stone go to At this point, at the time that this is recording, that link goes to automated webinar registration page so people can walk through that exact. I encourage people to do it. Even if you’re just not interested in speaking at all, you can opt in and just walk through that to see what the email sequences are like, those pre-impose, what the webinar structure is like. 

                    I still do that today with other people as I’ll opt in for something just to walk through, to see what the emails are like, to see what the webinars like, to see how they present something. I’ll always just pull on some ideas from, “Oh, here’s something we could do, here’s something we could try, here’s how we can change the offer.” 

                    Literally just yesterday, I saw something on someone’s webinar. I was like, “Oh, that’s a really clever idea. We should totally implement.” This is a simple thing we could implement in our automated webinar. I think just paying attention to what other people are doing can definitely lead to some good ideas. 

Spencer:Yeah, I agree. I’ve done that a lot. I’ve watched either other webinars or just gone through email sequences. You can pick up a lot of great tips from other marketers or just people selling products in general. I encourage people to do that. How are you driving most of the traffic to Speaker Lab? 

Grant:A lot of it at this point is through Facebook ads. I guess to take a step back, when we first created Booked and Paid to Speak, I was like, “Okay, how are we going to sell this?” I think this is really important to think through, because most people are like, “All right, I want to create a course, or I want to write a book, or I want to have some type of thing that I want to sell.” But they don’t really think through how they’re going to sell it. I promise you, the model of if you believe that they will come does not work. Nobody cares about your things. You have to really think through how are you going to sell it. 

                    The two most common options are going to be, to do some type of the big launch thing, where’s it’s this big open close launch for a week or so and you do that a couple of times a year. I was personally never super intrigued by that. That just felt very, very stressful to me. I felt like you’re putting all your eggs in one basket. If something goes wrong, which things tend to go wrong in tech space, it could really screw you over from a financial perspective. I wasn’t super interested in that. 

                    One thing that I had seen people do is people were doing a lot of these live webinars and they’re doing an evergreen type of format where you’re doing the webinar, you’re making an offer, but you’re also going to do pretty much the exact same thing the next week or in a couple of weeks or something. I’ve seen some people do similar things to that so we decided that’s what the model we wanted to do. 

                    We were doing a lot of Facebook ads from the beginning. We still do a lot of Facebook ads. We have a more organic traffic now from this point. Most of the stuff that we do drives people to the webinar. Even people go to the, that will help them to figure out what their speaking fee is. At the end of that, after they complete that, we’re asking them if they want to register for the automated webinar. A lot of what we try to do tries to drive people to the webinar itself whether organic or paid. 

                    Man really, if you’re going to do paid, it’s really a numbers game. I think it helps a ton to do a lot of live webinars to know basically what your numbers are. I’ll give you a quick example. Let’s just say hypothetically, it cost you $5 to get someone to register for your webinar. Let’s say you spent $500 and you have 100 people that register for your webinar. You know of the 100 people that you’re going to have, you’re going to have let’s say a 25% show up rate. You had 100 people, you have spent $500, $5 a lead, you had 100 people register, but only 25 of them are actually going to be on the webinar. You know from the past that let’s say two of them are going to actually buy, whatever that conversion rate works out to. Two of the actual 25 people are going to buy. If you’re selling let’s say $1,000 course, that’s $2,000 from the $500 that you started with. 

What you got to do though is you have to do several webinars in that type of context to figure out what those numbers are. I know generally that if we put $1 in, we’re usually going to get around $3 to $4 out. That’s from a lot of tweaking and just knowing those numbers. How do we improve the registration rate? How do we improve the show up rate? How do we improve the conversion rate? How do we improve the conversion rate on the follow up sequence? We add in a down sell sequence as well. 

Basically, the more you know those numbers and you know that when I put $1 into ads, it’s going to come back and this may come back as $1.50 or $2, or some people are $10 or $20, depending on what you’re offering. If you know those numbers, then Facebook ads could be really, really, really profitable. But again, you have to not only know the numbers but you have to have some type of system and funnel in place ultimately that sells that you know converts and you know works. 

Spencer:What type of Facebook ads have you found worked best for you? Are you doing video ads that take people directly to the webinar landing page or some other sequence? 

Grant:When we first started doing webinars, I was doing most of the ads myself. Partly just because I wanted to figure it out, I wanted to learn how do you actually do an ad and what’s the difference between the campaign and an ad, setting an ad. 

                    At this point though, we’ve had a couple different contracts that worked with us. We got one guy we’ve been working on for a while now. He does all the nuances in terms of just targeting, of turning on ad sets, turning off ad sets of what’s working, what’s not working. He’s really in the nitty-gritty. 

                    I can tell you though that we try a variety of different things. One thing that works really well for us currently is doing a lot of look-alike audiences. We’ll take a list of the buyers for our course. We will upload it to Facebook and just tell Facebook, “Find us more people like this.” Facebook just knows an insane amount of information about us. It’s able to say, “Here are all the behaviours and different criteria and factors of these people that bought. Let’s go try to find more people like that and show the ads to them.” 

Facebook, ideally, wants you to be successful because if you are successful, you will spend more money with them. I know for us, we spent a lot of money on Facebook. As long as it keeps working, we will continue to spend money on Facebook ads. 

We do a lot of look-alike audiences. We do some retargeting so if people go to our site, I think we’ve all experienced that, you go to a site, then you see the ads chasing you around later. We do some of that with retargeting ads as well. We do kind of a two-step process where we’ll run traffic to our ads to a piece of content whether that’s a written blog post or one that we’ve been doing for a little while now is I did a 15 minute Facebook Live couple months ago. Basically just walking through a step by step process of finding and booking speaking engagements. We have people that will view that and it costs us about $0.02 per view currently, which is pretty minimal. And then we will retarget people that have watched a certain amount of that video. 

There are several things to try. I think the biggest thing I would say with Facebook ads is the same thing I’d say with webinars is that you really have to try, you have to be willing to test, and you have to know that what maybe working for Spencer may not work for Grant and vice versa and for anybody else. You have to try couple different things knowing that it’s an experiment and you’re tweaking and improving as you go, and then hopefully, you will be able to find the right combination that make sense and works for you. 

Spencer:Any other tips that you’d like to share either for speaking or what’s made your course so successful? 

Grant:In speaking I would say get really clear on how speaking fits into your business and what make sense for you. Again, like I said, there’s no right or wrong way to do it. You can speak a lot, you can speak a little. It’s really a blank slate of what makes sense. I think again that speaking can be used for most entrepreneurs on their business in one way or another. 

Even if you’re speaking at something for free, if you go to an event and you’re seeing someone on stage, that’s the speaker, you’re going to ascribe a certain amount of credibility with that person. There’s a certain level of respect that goes along with, “Oh, that’s a legit thing to be a speaker at a conference or an event.” 

                    There are a lot of speakers who may speak just primarily from that same point. It’s just good for brand building. It’s good for credibility and recognition in the industry or in the space that they’re speaking in. Again, I think speaking makes sense for everyone. I think it can actually look different for everyone. 

In terms of the online stuff that we’ve been doing, I think part of the reason that the funnel that we have and the course that we have has done well, is because we’re solving a really specific problem. It’s not saying, “This course is going to teach you everything and anything you need to know about speaking, about how to write a speech, or how to find speaking engagements, about all this.” Really, it’s about how to find and book speaking engagement. It’s a very specific thing. We don’t really even talk about anything in there about creating your talk. We touch on it briefly but that’s not really what it’s about. 

The same thing with if you’re teaching how to do niche sites, you’re teaching something very, very specific. There’s a specific need and a specific pain point that people have. We can get into a lot there on how to actually go about doing that. I think really getting clear about what’s ultimately the problem that you’re solving and making sure you’re creating your material around that to solve a specific problem for a specific person and specific audience, that’s what everything that can really do well and sell well and not just someone that create this generic product or course. I just throw it out there just because I see other people doing that. I just don’t think that that works well if you’re not solving a specific problem for a specific audience. 

Spencer:Excellent tips. I appreciate you coming on the podcast. You share a lot of great strategies I think the people can take away that have been listening here. We’ve mentioned a couple of different URLs. How can people follow along with you or where would you like to send listeners now? 

Grant:Yeah. Just to recap those URLs. If people are wondering how much should I charge for a speaking engagement, go to If people are interested in going to one of our trainings, webinars about how to find and book speaking engagements, go to If people are interested in just the speaking topic, you can definitely check out There’s free podcast, there’s lots of blog post, and lots of just free resources. People can check out all about speaking, speaking industry and how to find and book speaking engagements. Yeah, definitely check those out. 

Spencer:Perfect. Thanks Grant, I appreciate your time very much. 

Grant:You bet, Spencer. I enjoyed hanging out with you brother. 

Spencer:Yup, thanks a lot.

The post Podcast 128: The Business Behind Getting Paid to Speak at Events with Grant Baldwin appeared first on Niche Pursuits.

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