Speaking of Influence

The Business of Speaking Part 1 with guest Lauren Pibworth

May 20, 2020 John Ball Season 1 Episode 22
Speaking of Influence
The Business of Speaking Part 1 with guest Lauren Pibworth
Chapters
00:00:50
Introducing Lauren Pibworth
00:03:00
What you share on Linked In
00:03:53
How did you get into marketing for speakers?
00:05:59
Why do speakers work with someone like you?
00:08:01
How did you get through your tough times?
00:11:28
Where should people be focusing right now?
00:14:47
Things I've been playing with in business
00:16:21
The pivot to membership sites
00:22:12
I did a quiz...
00:26:09
Where do you start with new clients?
00:30:52
Marketing is hard and time consuming
00:32:27
Delegate some things
00:34:31
Hire a specialist if you want to go fast
00:35:04
What else should speakers be doing right now?
00:37:21
Predicting the future
00:39:11
Best experiences in your work?
00:42:02
What's your big why?
00:44:15
Book recommendation
00:45:22
Closing thoughts
Speaking of Influence
The Business of Speaking Part 1 with guest Lauren Pibworth
May 20, 2020 Season 1 Episode 22
John Ball

In this episode, I chat with speaker marketing expert and LinkedIn super-sharer Lauren Pibworth. We talk about how I found out what my marketing spirit animal is and more. It's not so strange as it sounds, I promise.

Lauren is among the most successful marketing agencies exclusively for speakers in North America working to create marketing strategies to get more speakers on more stages. She's great fun to chat with, very real and completely dedicated to working with her clients to find innovative ways to combat the COVID crisis in the speaking industry. She shares with her some of the insights usually reserved for her clientele.

If you're a professional speaker or thinking you might like to be, you need to listen to this and check Lauren out.

Visit Lauren's website https://pibworthps.com/ and find out what your marketing animal archetype is. It's useful, I promise. You can also find and follow Lauren on LinkedIn where she shares a ton of great info https://www.linkedin.com/in/laurenpibworth/

The book Lauren recommended is called 'Clockwork' and the author is Mike Michalowicz. 

In Part 2, we'll hear from a professional speaker agent about how speaker agencies work, what they do for their clients and what kind of speakers need an agent.

If you want to find out more about coaching and training to get better at presenting, influencing and persuading and/or creating online products for additional income, book a FREE 20-minute no-obligation discovery call with John

If you'd like to be a guest on The Loqui Podcast, you know someone who would be a great guest or you want to offer some constructive feedback, email John@presentinfluence.com

Make sure you subscribe and don't miss Mike Michalowicz on The Loqui Podcast, coming very soon!



Buzzsprout - Let's get your podcast launched!
Start for FREE

Disclaimer: This post contains affiliate links. If you make a purchase, I may receive a commission at no extra cost to you.
Show Notes Transcript Chapter Markers

In this episode, I chat with speaker marketing expert and LinkedIn super-sharer Lauren Pibworth. We talk about how I found out what my marketing spirit animal is and more. It's not so strange as it sounds, I promise.

Lauren is among the most successful marketing agencies exclusively for speakers in North America working to create marketing strategies to get more speakers on more stages. She's great fun to chat with, very real and completely dedicated to working with her clients to find innovative ways to combat the COVID crisis in the speaking industry. She shares with her some of the insights usually reserved for her clientele.

If you're a professional speaker or thinking you might like to be, you need to listen to this and check Lauren out.

Visit Lauren's website https://pibworthps.com/ and find out what your marketing animal archetype is. It's useful, I promise. You can also find and follow Lauren on LinkedIn where she shares a ton of great info https://www.linkedin.com/in/laurenpibworth/

The book Lauren recommended is called 'Clockwork' and the author is Mike Michalowicz. 

In Part 2, we'll hear from a professional speaker agent about how speaker agencies work, what they do for their clients and what kind of speakers need an agent.

If you want to find out more about coaching and training to get better at presenting, influencing and persuading and/or creating online products for additional income, book a FREE 20-minute no-obligation discovery call with John

If you'd like to be a guest on The Loqui Podcast, you know someone who would be a great guest or you want to offer some constructive feedback, email John@presentinfluence.com

Make sure you subscribe and don't miss Mike Michalowicz on The Loqui Podcast, coming very soon!



Buzzsprout - Let's get your podcast launched!
Start for FREE

Disclaimer: This post contains affiliate links. If you make a purchase, I may receive a commission at no extra cost to you.
John Ball :

I'm very happy today to welcome to the show, a special guest in the form of a marketing expert known as Lauren Pibworth. Lauren is among the most successful marketing agents exclusively for speakers in North America where she wants to create marketing strategies to get more speakers on more stages and has been doing so for the past 13 years. And you're a former marketing chair on the board of the Canadian Association of Professional Speakers. You love scuba diving. That's really cool. I like scuba diving, I've already done that a few times. And, of course, your husband and your miniature schnauzers but not in that order you say. So I know that this is gonna be a lot of fun. I know that you're very dedicated to what you do. I also know that I asked you to be on the podcast because on LinkedIn, I think you put out so much amazing content and if people aren't following you there they should be. So please, officially welcome to The Loqui Podcast Lauren.

Lauren Pibworth :

Thank you very much. A pleasure to be here.

John Ball :

I'm really delighted that you said yes to being on my podcast and one of many recent examples I have. Sometimes you just have to ask the question to and you never know what might happen just to get a result. I was so thrilled that you said yes.

Lauren Pibworth :

Well, you know what, I really believe with all with all my heart that if you don't ask you don't get and that we put other people on pedestals based on our own experience, but they don't actually live there. And so, you know, someone thinks we're all that in a bag of chips, and we just think we're us. So I was I was just happy to be asked.

John Ball :

I was really, really delighted. And I wanted to ask you because I'd started following some of the stuff that you were posting out from some of the people who we're mutually connected to have been liking your posts and now I've started liking your posts because you have a lot of great marketing information. And not just your own. You also share other people's great marketing stuff as well. So that is great too, that you're putting other experts out there as well and taking all the best bits of information and putting your own takes and your own marketing stuff out as well. I love that is there is a lot of value in it shows that you have a really broad scope of your focus there.

Lauren Pibworth :

I just think it's all about service. I am absolutely dedicated to doing everything I can to help professional speakers grow their business because you guys are out there frontline changing the world. And if I can have a small part in that, then I'm just happy to happy to hide behind my own curtain and clap loudly as you guys go forth and do it.

John Ball :

I think I speak for myself and many of the people who already know you that we're very happy to have you with us. Clapping for us. And I'd like to ask you, how did you end up becoming a marketer, specifically for public speakers?

Lauren Pibworth :

Well, it's funny, I worked in advertising for several years, and I really have a passion for branding and marketing and understanding how all that works. And when 13 years ago on Valentine's Day, my husband came home and said, Honey, I've lost my job company A bought company B, and I'm out of work and I said, Don't worry, sweetheart. I've just been nominated for Employee of the Year at the agency where I'm working at and then we lost a huge client and a knee jerk reaction and I was let go the next week. We had just bought a house. So we looked at each other and went 'Uhhhhh', so I embarked on this whole idea of entrepreneurship because I live about two hours out of the city and I didn't want to keep commuting. So, being very methodical, I made a list of all the things I was really, really good at all of the things, all of the types of people that I wanted to surround myself with, and then who would pay for those things out of those people. And I landed with speakers 13 years ago and I made the right choice. I've been in it ever since.

John Ball :

So, had it been that you discovered in a different market that was hungry for your kind of services? It might have been another area but you found the market was ready for you?

Lauren Pibworth :

Yeah, absolutely. And I just love the energy and enthusiasm and, and passion that comes with professional seekers. It's a great fit, because, forgive me, but most of you guys have squirrel syndrome. And you're just after the next shiny object thing. And you need someone to keep you grounded and focused in your business and to handle the marketing for you. Because almost all of the speakers that I know, all you want to do is get on stage and speak. And if everything else could happen magically in the background, then that would be perfect. And I do magic. So it just works out that way.

John Ball :

And you're so right, right? More than happy, although I do do a lot of my marketing stuff. I am in the process of setting up handing over most of my marketing to an agency now because it gives me the time to create. I want to do more on the podcast, I want to do more public speaking engagements, although online at the moment, and there's so many more things that I want to do and get out there and having those things taken care of for me is gonna make a huge difference. And so, I would say that you are someone who enables people to, especially speakers right now, to have their best speaker life.

Lauren Pibworth :

Exactly. We plan the strategy and like we implement the strategy, and then you go out and reap the benefits.

John Ball :

Oh, that sounds like a pretty good deal to me. A good set up. I'm interested from your own personal story, you said that your husband lost a job, you lost a job. And undoubtedly, there are a lot of people right now, we've seen in many countries, the unemployment numbers are shooting up. And I know I've been through that situation as well. I left the job to start my own business and then recession hit in the UK. And the things went from bad to worse and nothing was getting off the ground. Those situations are terrifying. Really quite terrifying and you don't know where you're going to go, end up in panic mode and it can be super depressing. So much goes on I went into a very low state when all that was going on my life and I imagine you may have some similar experiences what would you What would you say though for anybody now who is who is going through that kind of experience in my business

Lauren Pibworth :

I relied a lot on my faith. I believed that and I still believe that when you're when you find yourself in a dark hallway, waiting for something the reason it's so dark is because what's on the other side is so is so bright. So, I just believe that there's always something better ahead and I plotted forward. That has been my attitude for my 50 some odd years so far on this earth and I would say to just give yourself the time you need to grieve the loss, because it is a grief process. Be kind to yourself. But also remember that the energy that you take forward into whether you're looking at for a new career, or you're launching your business, the energy that you bring forward comes into that room. So if you're depressed, if you're angry, do what you can to stuff it in a little box for a while, while you're in a face to face. selling opportunity. And then an interview is one and starting your own businesses, to just try and keep that positive. Not happy but just positive, enthusiastic energy with you. And I think you'll find that that carries you a long way.

John Ball :

I think so. I do think I agree, it's really important to hold on to that belief that there are better things ahead, and to remember that, as terrible as it might seem right now this is temporary, and it's not going to last and things, things will change. And if you want them to change quicker, it's going to happen quicker if you have a better mindset about it. And I know one of the things that helped me turn a corner when I was at my lowest was a coach friend of mine, encouraging me to find some things to be grateful for. And it was that gratitude practice, which I still do every single day, that actually turns me around. And at first I was finding ridiculous things. I didn't think there was anything good, but then with a bit of time started finding some bigger things to feel grateful for. And then realising that that switched me into focusing on what was still good, and that was just that small thing about me. You can either focus on everything that's bad or you can focus on the things that are good, doesn't mean you ignore the bad stuff going on, but it means at least you're more focused and spending more of your time and energy on the stuff that is gonna make you feel better and going to give you a better result. So yeah, I think that's really important. And I know it's a bit of a, maybe a sidebar to what we had planned to talk about today. But I think it's important area and just from from what happened, your story, I wanted to touch on it. Coming back, maybe more towards speakers or marketing. There are definitely some challenges right now for speakers and especially in terms of live events. We've talked about this a bit with with Cindy Ashton and with Jason Reed on recent calls. And so, about you, because, from what we spoken about, you have some good insights and some thoughts about where people should be focusing right now, which I think probably relevant to more than just professional speakers as well.

Lauren Pibworth :

Well, I mean, I'm in a situation now where Pretty much 80% of my clients are now unemployed, right? They've watched there's their gigs disappear from the calendar. And they have that, you know, gut wrench reaction of oh my gosh, what am I going to do? But, I believe wholeheartedly, just as just as the car was an absolutely driving force towards how to how the world changed. I think that this pandemic situation will be the same kind of catalyst. I think it's going to force creativity and innovation and technology advances like we have never seen. So I set out to solve the problem. And right now everyone's like, Oh, just take your entire business online, you'll be fine. We'll No, No, you won't. And the other thing that I just want to just before I get into this, I want to I want to just remind everyone that what was will never be again, what is is temporary, and what will be his beautiful. So let's just go forth with that with that attitude. So I wanted to solve the problem that my clients were telling me that even if they did get a virtual gig even if they were able to deliver their keynote on zoom, the meeting planners and the corporations are paying anywhere from 30 to 50% of their feet. So even if you are working, a lot of a lot of my clients are finding that their income is cut in half or more. And that was a problem that I really thought needed. Solving. Even if you are incredibly good, and you know, I hear this all the time, my intellectual property is my intellectual property and it is valuable. Darn it, but it's only valuable if the market will pay it. Yes. And And so you've got to find a way to to bring back the income into your business. So, one of the things I've been looking at is two things. Number one, how do we, how do we deliver virtual better, but number two, if in fact, the market continues to pay a lower fee for virtual then how, what else can we do to increase our income? So, a few things that I've been playing with is the idea of using I'm going to call it a membership site. But understand when I'm marketing it, we're calling it an Online Learning Portal. We're going to change the language around it because a membership site, the the connotation now, is something that you pay for monthly that you go into every now and then. And there's a little bit of stuff in there, but whatever. But an Online Learning Portal. Wow, that just sounds so much better. Right? So we're talking to our clients about, okay, so you've got company x, and there, they want a virtual keynotes, you're going to deliver the best virtual keynote that you possibly can, understanding that technology is going to change and you're going to get better and you're going to get a studio and Amazon will eventually deliver that webcam that you've been really, really asking for the last two months. Right. So you're going to deliver that but how Can we then package something to add value? That is minimal work for you. So we've been playing with the idea of a keynote that leads into a one year opportunity to work with that client on an ongoing basis. So the the keynote is delivered and it lives in their online learning portal. But then we've got the opportunity to deliver monthly webinars and all of this is is going to be dependent on your business, right, quarterly webinars, monthly Q and A's. We can develop a motivational marketing series that is delivered to your employees that keeps you top of mind. You can offer online coaching, you can develop two tiers where you've got stuff for the people who are in the audience and then stuff for your senior executive. To then implement the stuff that you've taught to the audience, there's just unlimited ways now to continue engagement. So all of a sudden, you know, the speech that was $5000, you're now getting $2000 for, well they'll pay $5000 now to have access to that speech for a year, and all this extra stuff. So instead of making the same, you're actually making more. And most of the stuff that you're adding into the portal, is stuff that you're going to reuse for client after client after client after client.

John Ball :

That's a really great way of thinking about it. And a lot of people are fed up of hearing the P word that I mean, it's an important pivot in business and I think that is the kind of thing that people need to think about. From the people you've been working with so far, from what you've been doing with with your own clients, do you get some sort of sense about what kind of content that people or corporations are buying and hungry for them.

Lauren Pibworth :

Absolutely. And what's interesting is depending on the portal on the the technology that you choose to use, one of the things that's gaining popularity, huge right now is the ability to create what what the company views as their custom place. So we we create a membership site. And then the dashboard is cloned, and it's got all of the clients language, all of the clients logos, so you're selling them their custom like TD Canada Trust has their own special membership site for their clients, and it's theirs and they're, they're presenting it as a client, as an employee benefit. But ultimately, all you've done is clone the same thing that you've made and put their logo on it. And now you can clone it again and put the other banks logo on it and clone it again and put someone else's logo on it. So you're reselling the same product over and over again. But the the perception to the client is that it's custom to them. And it is custom to them. Right It is it's got all of their information on it. But you don't have to keep recreating custom content for each client.

John Ball :

That's a really great way of thinking think about it and something that in other ways that I've been doing myself in my coaching and training business for for the last 10 years or so, in terms of creating digital assets. Now, I haven't done that for specific companies or brands at the moment. So that's something you've got me thinking about now, but I can see how that would have a lot of value for them as well. And for for speakers absolutely, to be thinking about how do you create digital assets because you need to. You also want to protect your intellectual property. You also need to be making sales and putting stuff out there.

Lauren Pibworth :

Absolutely. The other just one other example that is really hot right now with a couple of my clients. This particular client deals with shift workers. So she's got a series of products for the shift worker, but she also teaches companies how to manage a shift work environment, understanding that you can't run a 24 seven workplace as if it was nine to five. There's there's some really key differences. You can't have all your meetings at 12 o'clock noon. Yeah, right. Because either you're gonna have; your workforce is never going to see it or they go home for four hours, drag their butt back in, and then workplace accidents and so on and so forth. So, what she's done is she's created an online learning platform for the shift workers, another one for the companies. But then the platform that she's built for the shift workers, again, she's rebranding to that company, and reselling that. So you can, if you're an individual, you can buy it. Or if you're a company, you can buy it for all of your workers. And again, it's a company benefit. And the nice thing about creating these type of Learning Portal is that you have an opportunity to consistently be top of mind. You have an opportunity to you know, if you're developing a new keynote, well, all of a sudden, your quarterly webinars are around the ideas of these this, this new keynote teasing, dropping little hints and then you can set in the feet. You can you can use the opportunity Have questions and answers to find out what their employees are really curious about. And all of a sudden, you've got a new programme that you can prove the employees are hungry for like it's just that it's a data gathering, slash revenue generating slash value driven opportunity. It's a win win for everybody.

John Ball :

One thing the other day, I know you saw this because you commented on LinkedIn, I did a quiz on your website that told me what my marketing spirit animal was. Now I never normally do online quizzes, but yours look... I wanted to know, I really wanted to know and it was useful, and also a little bit 'Oh, I've got some work to do.'

Lauren Pibworth :

Part of the point,

John Ball :

Yeah. Need to be making some sales and I know that encouraged a few other people to do that test as well. It was an intriguing way to come into some of what you're doing because there was some really important follow up there. And the quiz actually gave me back some important things that I need to be thinking about and working on. I just want to ask you a bit more about about the quiz. And why you use the quiz. I thought it was incredible. So I guess that's partly why you're using it. But just to get a bit more of a picture about that and where it fits for you in your marketing.

Lauren Pibworth :

Absolutely. Well, I'm at last year's convention for the Canadian Association of Professional Speakers, actually presented on using quizzes as an opt in lead lead generation tool. And, I mean, obviously, you have to have quizzes on your site if you're going to talk about it, but I developed the quiz as a fun way to get to know me and my sense of humour, which I hope you got when you went through the quiz. Because my personality and the experience of Pibworth is a big part of my brand. So I wanted to have the opportunity to kind of wave in your general direction virtually through a quiz, but also to help you see any holes that were in your business, which you obviously did. The quiz is just a really gentle way of introducing yourself. There is no sales in the quiz. I don't and you don't have to, you don't have to opt in to get your answers, it's just a very gentle. I hate that when you go through. I mean, I don't take quizzes on Facebook because I know what they're there for. But you go through the quiz, and you've seen, you've given three or four minutes of your time to do this. They say, oh, if you want to know the answer, you have to give your email that just makes me angry. And so you get, you know, when you do the quiz, you get the answers. And if you want a tonne more information, then you can opt in and get what what it is, you know, get more information. But I just, I think quizzes are, are fun, they're great lead generation, they work really, really well. At least they have for me. And there's all kinds of different kinds of quizzes too. In fact, I've got a like a six or seven part blog series on quizzes, how they work, so on and so forth on my website, so you can always hop over and check that out.

John Ball :

Yeah, I'm very interested and I'll put a link in the show notes because I think other people might be interested as well. And I've heard Ryan Levesque talking about quizes as well, but hadn't really looked into it very much. But having done your quiz and how useful it was, yes, that is a good thing to be using in marketing. Now I want to ask you if, let's say, I came to you now and I was a new client of yours working with you as a speaker, can you give me an idea of what we would start doing together? What kind of processes and one would have be thinking about and working on in order to start working with an expert like yourself?

Lauren Pibworth :

Absolutely. And it really would depend on the level of speaker that you were when you when you came to me. I deal with three three basic levels of speakers. The emerging speaker is someone who has a platform and has a great story really has an idea of their brand, but doesn't have a website presence, really just need that initial push to launch to start to make money. So, those people, there's a process that we would go through to help them figure out their brand, figure out their language and then a website opportunity. But I would say most of my clients are categorised as what I call rising stars. So those are people who've hit an income ceiling and/or a time ceiling. And they realise that they need to monetize better, that something's not working. I know I can do this, if only. And the rising star level is where we assess what that is, the piece is that's missing in your business. So we would do an audit of everything you are doing everything you could be doing, what you love to do compared to what you don't love to do, because we're certainly not going to take something off your plate that you love to do and do well and then figure out how we can help What brand tweaks need to be made, what marketing strategies need to be made where there's any business system, things that need to change? Like, can we automate what you're doing manually that sort of thing. And then there's also a category we call seasoned pros. And if you're in that category, then you are so overwhelmed with the volume of work coming your way that you are in desperate need of someone to just step into your office and run the business. It's an online business management, tool, Speaker management, you know, will do all of your marketing set up all of your automations run your team, all you need to do is show up and speak.

John Ball :

So that's a really great scope of offerings there. I would love to think that I was in the rising star category, but realistically, I will put myself in the emerging emerging speaker category. So let's say that I come to you and say I'm an emerging speaker and I want to work with you. And what are we going to start talking about and how are you going to know that I'm the right kind of client that you would want to work with as well?

Lauren Pibworth :

Well, I really resonate with business. So if you're a client who is talking in the marketing realm, in the leadership realm, business development, leadership culture, that kind of thing. Those are the those are the speaking topics that I understand. I don't have as much success with the purely motivational or purely inspirational speakers, those people would probably be better off choosing another agency to work with. But when you come to me as an emerging speaker, there's a series of online programmes that I would have you work through. Then there would be a chance to talk to me and figure out what your next steps would be. Nine times out of 10 It's 'okay I now understand what I do, who will pay for it, and why. So now, I need an online presence'. So we would move into the website area.

John Ball :

Great. That's important stuff and before we started recording, we were having a little chat and what you said was so true about speakers want to get on with the speaking the business of speaking. And so really speakers do need a service like you to take care of a lot, because otherwise it's pulling you away and marketing requires a lot of work. A lot of effort, there's a lot to it. And if, and I know from my own experience, realistically, you're doing all that by yourself, especially if you're a one man band or person in business, then you're pulling yourself away from some of the important stuff, it's gonna be a slower journey to get to where you really want to be. But, if you can get the money together to work with an expert. And usually there are levels, so you can enter into working with people that can get you started and get you progressing quicker. Now, I'm just just about to start working, hopefully soon start working with a marketing agency myself. And I'm already getting an idea of the amount of relief that I'm going to have that someone else is going to be taking care of., not all of the marketing, I still need to be involved in. I still need to put some stuff, energy into it, but they're going to structure it. They're going to plan it. They're gonna release it.

Lauren Pibworth :

Exactly.

John Ball :

Oh, It's so needed. And you know, maybe it's not just necessarily about the money side of things it really is about if you actually have the time to focus on the stuff that matters, you may not have to be working 20 hour days or something ridiculous to try and make your business work.

Lauren Pibworth :

Well, exactly. And if you're able to free up and the trick is if you're going to free up your time, if you're going to delegate, you have to decide what is the best return on investment for the time that you've delegated. So, you know what, it may be crafting that keynote, it may be working on an online product, and it may be cuddling your baby. Right, you have to decide whether you want it to generate revenue for your business, or you simply need a little bit of soul nourishing time. Right? One of the first things that I outsourced in my business was, well... there were two things; my books, I hate doing my own books, and I brought somebody in to clean my house.

John Ball :

Same here, same here!

Lauren Pibworth :

You know, because I would much rather spend two hours a week to three hours a week, either in my office creating or out to dinner with my husband and come home and have a clean house. That was worth it to me.

John Ball :

I'm 100% with you there. I had to talk my husband into into getting a cleaner and we haven't looked back since although today's actually her first day back after two months of lockdown where she hasn't been able to work, but I'd much rather pay someone who wants to work and does a much better job than we did. Than give up half a Sunday, every week to have to clean house right? When actually I would really like to be able to relax and have a day off.

Lauren Pibworth :

Absolutely. Absolutely.

John Ball :

And having someone else to do your books,, and in Spain, we have what we call gestors (pr.Hestor). They're the people who do they take care of the legal and the accounting stuff. Fantastic. You know, having somebody does a good job with all that. I think it's really important. And if you're serious about doing business, you have to look at how you're best using your time and can you leverage yourself better. And you know, one of my marketing coaches is always singing the praises of virtual assistants as well. That maybe that's a good thing to look at, isn't too expensive. And I would even say from what I've been learning, now, and from someone like yourself, hiring a marketing specialist who can really help you advance and knows what works and what doesn't work and knows what's going to get you the certain kind of results, is a solid investment, and it's gonna free up a lot of time, mental energy, stress, all sorts of things.

Lauren Pibworth :

Absolutely. Absolutely.

John Ball :

It's a wonderful service is a gift that you're giving. And I'm sure you're worth every penny, and then some.

Lauren Pibworth :

Thank you.

John Ball :

What are some of the most important things right now for, speakers new or existing other than membership sites, what else should people be thinking about?

Lauren Pibworth :

I think they need to think about how they're going to deliver their content. I mean, the other thing that's happening in the meeting industry that I don't think is going away, is that I think meetings are going to become hybrids. So they're going to become partly small, local meetings, live, but there's going to be a live streaming streaming component. So I think they really need to learn how to present well, virtually as well as on camera but I think need to start looking at speaking as a team effort. One of the things that we're we're looking at bringing on for our seasoned pros is actually a keynote management tool where we will provide someone to handle the chat and engage the audience understanding that you have to be launching polls, asking questions, doing relevant stuff, but the person who is on the computer needs to know the keynote speaker stuff as well as he does, or he or she does. So really just becoming looking at bringing speaking into a team effort, and embracing the technologies that you're going to need to learn to use or bringing someone in who can use the technologies that you're going to have to use. And just learning to present differently and keeping your mind open. Because the ideas that I've had are just like a chip off the iceberg, there's so much that is still coming down that will adapt and change. I mean, technology today will be completely different than technology six months from now.

John Ball :

Yeah, we don't necessarily know what's coming, but we can probably have some reasonable predictions if we stop and think about it. And you know, I'm encouraging a lot, I do a lot of private coaching and group coaching as well. And one of the things I've been encouraging a lot of my clients and especially the business owner clients to think about, is, what their clients or their future clients are most likely to be needing six months, 12 months from now, given some of the things that are going to be coming up. You may not get it all right, but you should definitely be thinking about that because you won't get it all wrong either.

Lauren Pibworth :

Well, exactly. I mean, if you're creating a product to sell The need now, when you finally come to market, the need is gone. So you've got to be thinking ahead and those of us and you've got to hang your hat on something. I have hung my hat on ways to add value instead of cutting our prices for my speakers, that is where I'm hanging my hat, add value. Don't do more virtual gigs. Continue with the same number of gigs you're doing but make more per gig. That's where I'm hanging my hat. I had to make a choice, because if I wait and see how this all pans out, and then decide, I am months and months behind my competition, you've got to make a decision and move forward with something now so that when things open up and they will, you will be at least in the race Instead of instead of still in the stable,

John Ball :

I think that these are important things to be thinking about for speakers and for any business owners

Lauren Pibworth :

and anybody. Yeah.

John Ball :

And I would also do a bit aside, to switch gears a little bit and ask you a bit more about one of your favourite experiences or your greatest success stories of working with clients in what you do.

Lauren Pibworth :

Okay, I got one of my favourite success stories, that was with one of our very first speaker clients, probably 10 years ago. Chris Cummins came to us and he had been working with a very notable trainer, making tonnes of money for that individual delivering that person's content. And he said I am making a salary, I want an actual speaking business, build one for me. Then he turned around and he left. So we attended his training sessions, we talked to him and we built him a brand and a business from scratch. He was an awesome speaker. And he told us one of his goals was to speak at Disney. So it was about four years after we started to work with him that he called me and he was just vibrating. He's like, guess where I am? I'm about to deliver to Disney. So excited. And that was just that amazing feeling to know that we had had a hand in it. And I think the other one is from a testimonial that I received from a client. Probably about Four years ago, three, four years ago. And to me it just encapsulates everything Pibworth. And she said, you know, Lauren working with you and your team is like being enveloped in a warm hug of knowledge and support.

John Ball :

That's nice.

Lauren Pibworth :

I still to this day, my husband gets mad at me, but that's the nicest thing anyone's ever said to me, including him.

John Ball :

He needs to work a bit harder. Some nice feedback to get from from a client. Wow.

Lauren Pibworth :

And that's what we endeavour to deliver. Right? We are smarter marketing. We deliver it with care. That's the experience of working with us. That makes us different. Yeah. There's all kinds of people who can do that who can deliver the same services we do. All kinds of people that can deliver The same services you do, and everyone else there does. But what's different is how they feel when they get it.

John Ball :

Indeed, if it's not too personal, what's your big why or one of your big why's for for why you do what you do?

Lauren Pibworth :

Mmm, it's funny, it has changed. So when I first started this business, I developed an online agency because my husband and I were trying to adopt a child and I wanted a baby more than I wanted, I would have given my right arm for one. So I built a business so that I could be home with baby. No baby. But now, my Why is... I think it's just being able to be part of something that is changing the world. The speakers that I work with have such beautiful stories and such amazing results with their audiences. And when they call me and they're like, Oh, because of the platform that you put out and this series, the way I'm writing, I attracted this client and I just got the most amazing testimonial from them and this is the change that I gave. And that was with their talent, but they got it because of me. And that just feels awesome.

John Ball :

Okay, I have my whiteboard next to me. We can't see it here in Cafe Loqui, but on my whiteboard next to me I have a list of marketing resources. I'm gonna have to put your name on the bottom there is

Lauren Pibworth :

The bottom?!

John Ball :

Oh, sorry. I'll put you on the top. We are gonna have to add you to the list. Because you do have such great material and I do recommend anybody to come and find you on LInkedIn and find you online and find out for themselves. So we'll talk about the best ways for people to contact you in a moment. One thing I always like to ask my guests, because I believe learning is super important, I'm sure you do too, because you you share so much great content that people can learn from on your website and online as well. What would be a book that you would recommend to people who are looking to grow develop themselves, particularly in the speaking area?

Lauren Pibworth :

'Clockwork' my favourite book,

John Ball :

Mike Michalowicz?

Lauren Pibworth :

Yep. Yep, it's all about marketing is it's a series of systems delivered with creativity and I am huge fan of systems, automation and figuring out the best way to serve and 'Clockwork' is my favourite.

John Ball :

I love that book too. I'm very happy that Mike's gonna be on the show in a few weeks.

Unknown Speaker :

I will be listening with bated breath. My hero.

John Ball :

Yeah, he's incredible. I've got 20 minutes with him. I'm gonna make it count. That's for sure. So one more thing before we before we start to wrap things up, what would be a final thought that you would like to leave people with from today's call from some things we talked about and maybe where people should be putting their focus right now.

Lauren Pibworth :

I think I kind of already said it, is that you have to do something. Do your research. Make a decision that is as informed as possible and begin to move forward. Because what was what was before is gone, which now is temporary, and the future's looking bright. So what are you going to do to add to it?

John Ball :

It bears repeating. Thank you so much. Lauren, I know people are gonna want to check you out. I actively encouraged them to do so as the reason you're on the show is because I got so much value from everything you share online. Please share with the audience, the best way to get in contact with you and find out more about you?

Lauren Pibworth :

Absolutely. Well, you can certainly follow me on LinkedIn. And it's Lauren Pibworth on LinkedIn. But I think the best way is just to check out the website check out the blog, it's Pibworthps.com and you'll put that in the show notes?

John Ball :

Yeah, so we're gonna be hitting show notes. I'm gonna send that link to the to the quiz below that you've got as well and put that in there too. And people should definitely go and find out what their marketing spirit animal is. That was a very informative quiz. Lauren, I really want to thank you for your time today. It's been you've delivered a tonne of great value, some really great information and insights, and you have beautiful energy and it's been a real delight to speak to you. Thank you so much.

Lauren Pibworth :

Thank you, John. It was really fun to be here.

John Ball :

That's great.

Introducing Lauren Pibworth
What you share on Linked In
How did you get into marketing for speakers?
Why do speakers work with someone like you?
How did you get through your tough times?
Where should people be focusing right now?
Things I've been playing with in business
The pivot to membership sites
I did a quiz...
Where do you start with new clients?
Marketing is hard and time consuming
Delegate some things
Hire a specialist if you want to go fast
What else should speakers be doing right now?
Predicting the future
Best experiences in your work?
What's your big why?
Book recommendation
Closing thoughts