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Featured Article: EXPERTISE IMPERATIVE
INTRODUCTION
I discussed the recent National Speakers Association (NSA) "benchmark wave" study to identify changes and emerging trends.
In describing our preliminary analysis of that study, I wrote:
The
survey results seem consistent with the view that experts are being
used more and general motivation speakers are being used less.
This issue focuses on the "expertise imperative".
EXPERTISE IMPERATIVE
NSA recently released a white paper titled "The Expertise Imperative". This paper quotes Mark Sanborn, 2003-2004 NSA President:
"To
overcome the stigma of being an association of speakers who give 'three
points and a poem,' NSA has committed to targeting and serving 'experts
who speak professionally.' It won't be enough to be a good speaker.
Being able to develop, demonstrate and enhance expertise and then
communicate it effectively and powerfully will be key."
HOW IT RELATES TO THE INDUSTRY
The
"value" or "return on investment" (ROI) of hiring professional speakers
is being reexamined. The speaking profession had moved too far toward
entertainment and away from high-valued content. The pendulum is
swinging back. There must be a balance.
Consider this September
2, 2003 survey by Meeting Professionals International. When asked what
type of keynote speakers they most liked to book or hear, 43% said "an
industry leader or business executive" while 38% said "a motivational
speaker".
(The remaining answers included politicians, athletes and authors.)
WHY THIS IS IMPORTANT TO YOU
If
you are like most members of NSA, and like most of the subscribers of
my ezine, you already have a gift for speaking. When it comes to
creating a balance, you are halfway there.
Your challenge is in developing and marketing your expertise that set's you apart from others.
It
isn't a matter of creating "from scratch". Rather, you need to find
your sweet spot, where your passion track begins, and find the
expertise you already have, the unique expertise that is yours alone.
Once you have both of these, you will have the continuing passion
necessary to develop and nurture your expertise.
It is right under our nose, and most of us can't see it. But the good news is that it is there.
JUANELL'S SIMPLE BUT PROFOUND STATEMENT
As
a speaker you have the advantage of being able to speak and wanting to
speak. But to truly succeed in the future of this business, you must
decide to be an expert.
FUTURE INFORMATION
We
are currently working on a white paper that analyzes the NSA data to
help our associates to more fully appreciate the information,
conclusions and its value. When this white paper is available, we will
announce it to all our subscribers.
In addition, future issues of this ezine will touch on various aspects of this research.
REFERENCES AND FURTHER READING
NSA Speaker Usage Metrics Page
http://www.nsaspeaker.com/speaker_usage_metrics.shtml
NSA Speaker Usage Metrics Presentation
http://www.nsaspeaker.com/pdfs/speaker_usage_metrics.pdf
The Expertise Imperative, an NSA White Paper
http://www.nsaspeaker.com/pdfs/Expertise_Wht_paper.pdf
Get Ready for the Future: Twelve Trends Shaping the Future of the Speaking Profession
http://www.nsaspeaker.com/pdfs/state_of_the_industry_report.pdf
MPI Online Poll Results
http://www.mpiweb.org/aboutmpi/home/allpolls.asp