Hi Reader,

Welcome back to my special email-only series: Highly Visible, Highly Booked: Upgrade your stages, increase your leads, and grow your income.

This series is specifically for coaches and consultants, and it’s the kickoff to my upcoming launch of The Visibility Shift. If you want my help increasing your speaking bookings and conversions through high-visibility speaking engagements, join the TVS waitlist here.​

Before you build a presentation, I want you to answer one question: What is this presentation supposed to do for my business?

Because getting in front of the right room is not enough. Once you have their attention, you need to know what you want to happen next.

I think about speaking engagements as having one of three jobs.

Job #1: Generate sales

A sales-generating presentation is built to sell a specific offer from the stage. You are teaching, but the presentation is intentionally moving the audience toward understanding the problem you solve, why it matters, and why your offer is the logical next step.

And when you get to the end (or sometimes in the middle!), you sell.

You tell them about the program. You invite them to apply. You give them the link. Depending on the offer, you may literally be asking people to take out their credit card before they leave the room.

This works when the event allows you to sell and you have an offer that makes sense for that particular audience.

Job #2: Generate leads

A lead-generating presentation has a longer conversion window.

Instead of asking someone to buy immediately, your goal is to get the right people from the audience into your business so you can continue the conversation after the event.

This is where an opt-in can become incredibly useful.

Maybe you direct the audience to a guide connected to your presentation. Maybe you use a quiz or assessment that tells you something about what that person needs.

I especially love quizzes for coaches and consultants because you can segment people after the event based on their responses.

The person who needs private consulting may receive different follow-up than someone who is a better fit for your group program. Someone else may love your work but need several months on your email list before they are ready to buy.

You do not have to make every dollar while you are standing on the stage. Sometimes your job is simply to get the right people to raise their hands so you know who to keep talking to.

Job #3: Deliver the presentation you were paid to give

And sometimes, the stage has already done its financial job.

If a company pays you $15,000 to deliver a keynote, you may not need to sell anything from the stage. They may not want you promoting an offer or directing employees to an opt-in anyway.

Your job in that room is to give them an excellent presentation.

Could that keynote lead to another booking? Absolutely. Could someone in the audience inquire about your work later? Of course.

But you do not need to force a sales strategy into an engagement that has already paid you.

And even if an event does not allow you to sell from the stage, that does not mean the opportunity cannot work for your business. Your presentation may have a lead-generation job, or you may have already been paid well to deliver it.

This is why I want you to stop building presentations before you know their job.

Are you designing this presentation to generate sales during the engagement?

Are you designing it to capture qualified leads that you can follow up with later?

Or have you already been paid well for the engagement, which means your primary responsibility is delivering an excellent talk?

The answer changes how you structure your presentation, what call to action you use, and how you measure whether the engagement worked.

Inside The Visibility Shift, I help coaches and consultants make these decisions before they start chasing speaking opportunities, because I want every stage you step onto to have a clear role in the business you are building so you can stop giving the same presentation everywhere and build the talk around what you actually need it to do.

​Join the TVS waitlist here.​

Until next time,

Kimberly

P.S. If you want higher-touch support: My private coaching clients can work with me on speaking, positioning, offers, and business strategy. Speaking clients also receive access to the full TVS curriculum. Apply to work with me 1:1.​