This is a question I hear often. Fortunately, I have three important answers.

1. Bob Pike, the legendary trainer, told me that all speakers should strive to be the go-to guy, the only person that meeting planners think of when they say “I need a speaker.” (of course, you can substitute the word speaker for consultant, trainer, etc.)

Unfortunately, most speakers are commodities and they all get lumped in with all the other people who offer the same services and speeches.

You need to break out from the pack.

2. I might boldly suggest you can do this with publicity in the mainstream media ( or with a targeted plan to publish articles on websites read by your target market ( but that would be too self serving.

3. So point to another NSA legend Thom Winninger, a past president of NSA and winner of every award and honor known to speakers.

In a speech to NSA about six years ago, he shared his formula for being the “go-to guy” in three industries. I don’t remember the entire speech, but a few points still stand out.

1. Select a market. You can’t be all things to all people. And people will pay you more if you an expert in their topic. So forget the rational of “I speak to everyone on everything.” That’s how you become a commodity.

2. Become an indispensable member of that community. Thom volunteered to write articles for their trade magazines, serve on advisory boards and committees, and just be available for them. Who do you think they are going to hire when they need a speaker or consultant? The guy they know.

Follow the advice of these NSA sages and your branding, name recognition and sales will no doubt increase.

Additional resources:
– I interviewed branding expert William Arruda about how authors, speakers and consultants can do “personal branding.” For info, see

– I interviewed with publicity expert Joan Stewart on how to create an expert personae for the media. For info, see

Dan Janal
Your Fearless PR LEADER
PR LEADS Expert Resource Network