A hot market does not guarantee hot bookings. In this coaching session, John works with tech and emerging-tech speaker Cortney Harding to diagnose the real reasons her calendar is not matching her credibility. They unpack why prestige signals and “busy content” do not automatically create demand, how to position around an expensive problem, and why simplifying outreach beats “post and pray” when you want reliable bookings.

You will also hear a strong warning for speakers who chase whatever topic is trending. It looks strategic until you realise you are rebuilding your positioning every six months and still not becoming the obvious choice.

1. Why high-demand topics can still leave you with a cold inbox
2. The difference between credibility signals and buyer demand
3. How to turn a framework into a clear “we need this” message
4. Why your prospecting should start with a simple response-getting question
5. What to prioritise if you feel permanently stuck in launch mode
6. Why social media is often a nice-to-have, not the main lever for bookings
7. How to reframe sales as relationships so it stops feeling grim

Professional speakers who want more paid bookings, clearer positioning, and a simpler plan that does not rely on going viral.

00:00 Hot market, cold inbox

00:52 Why chasing hot topics is a terrible long-term strategy

01:35 What this coaching session will help you fix

01:57 Cortney’s goal: speaking as real revenue, not “biz dev”

03:05 Fee goals and gig targets

04:05 The “last mile” problem: credibility without a flywheel

05:00 The crowded hot-topic trap and the pivot to differentiation

07:00 The key diagnostic: what expensive problem do you solve?

07:30 Tech last, problem first: Cortney’s framework

09:05 Why this matters: wasted spend, weak ROI, failed projects

10:05 Sharpening the one-sentence positioning

12:55 Why the “how” matters less than the “what” at first

13:20 Content output vs conversion, and the danger of mimicry

14:10 Permanently in launch mode and “throwing Italy at the wall”

16:00 What is actually driving bookings right now?

16:25 Strategic pitching and why it is not converting

17:05 Simplifying outreach to one question that gets responses

18:00 Why conferences rarely pay non-celebrity speakers

19:05 The CRM follow-up game: not one-and-done

21:55 The numbers game and finding a different hunting niche

23:35 Calling people who respond: become a voice, not an email

24:55 Targeting the right company bracket and event reality

26:20 Book orders as a fee lever

27:15 The Power Hour strategy: prospecting over busywork

28:05 Do prestige names matter? Less than you think

29:05 Big idea vs problem solving and what buyers actually purchase

30:20 The Brene Brown example and becoming known for one thing

32:40 Networking and feedback loops to improve the “buzz”

37:05 Social media as a slower, less reliable path to bookings

38:05 The relief of simplification: one hour a day

39:10 Hope is not a business strategy

40:05 Sales is relationships

41:05 Spotify rating, free coaching application, and the audit quiz

42:00 Closing line