In this episode of the SpeakersU Podcast, James Taylor and Maria Franzoni explore one of the most important challenges for professional speakers: how to stay relevant in a rapidly changing marketplace.

Maria explains why relevance to a paying market is the first element of her Bookability Formula and how speakers can identify what audiences will need today—and in five years’ time. James shares how he blends perennial topics like creativity with fast-moving ones like AI, and why staying a few steps ahead of clients keeps him in demand.

From industry reports and boardroom insights to experimenting with new keynote content and testing topics with the market before creating them, this conversation is packed with strategies to help speakers stay visible, booked, and valued in an ever-evolving industry.

• Relevance drives bookings – It’s the #1 factor in Maria’s Bookability Formula.
  
  

• Think five years ahead – Use strategy insights to prepare for how industries and audiences will evolve.
  
  

• Blend perennial and trendy topics – Pair evergreen skills (creativity, leadership, resilience) with emerging trends (AI, tech, demographics).
  
  

• Listen more, talk less – Relevance often comes from asking the right questions in discovery calls.
  
  

• Experiment before you build – Test keynote ideas, topics, or programs in the market before investing time and money.
  
  

• Differentiate by audience – Tailor your pitch for C-suite, event professionals, and bureaus, as each values relevance differently.
  
  

• Stay close to your industry – Associations like MPI and global markets (US, Europe, Asia) often signal future trends.
  
  

• “The most important element of being bookable is relevance to a paying market.” – Maria Franzoni
  
  

• “Don’t wait for five-year plans—ask what the world will look like in five years and move your speaking to match.” – James Taylor
  
  

• “Sell it before you create it. The market decides what’s relevant, not you.” – Maria Franzoni
  
  

• “Relevance isn’t just your topic—it’s how you present it to different stakeholders.” – James Taylor
  
  

• 00:00 – Welcome and updates: group sessions and risky live AI music demos
  
  

• 04:24 – Why staying relevant matters: Maria’s Bookability Formula
  
  

• 05:18 – James on blending perennial topics with fast-changing ones
  
  

• 06:45 – Strategy lessons from Eric Schmidt: think five years ahead
  
  

• 07:34 – Maria on LinkedIn Learning and WEF reports as future-skills guides
  
  

• 09:10 – How James tracks trends using board minutes, Gartner reports, Reddit
  
  

• 11:11 – Tech examples: AR glasses, live facial recognition, event tech
  
  

• 14:54 – Staying close to the meetings & events industry for insights
  
  

• 16:22 – Meeting professionals shaping the future of conferences
  
  

• 18:48 – Being too early: when audiences aren’t ready for your message
  
  

• 20:01 – Test the market first: lessons from publishing and Dragon’s Den
  
  

• 23:15 – Differentiating yourself in competitive pitches
  
  

• 25:00 – Evergreen vs. niche topics and industry-specific competition
  
  

• 27:20 – Relevance shifts depending on whether you’re pitching C-suite, planners, or bureaus
  
  

• 28:07 – Discovery calls: listening, mirroring language, and building relevance
  
  

• 29:18 – Why listening is the most underrated skill for speakers
  
  

• 30:17 – Maria’s tip: ask clients “How did you find me?” and “Why me?” before and after gigs
  
  

• 32:43 – James’ tool: Opus Pro for creating viral short-form video clips
  
  

• 34:16 – Closing thoughts and listener questions
  
  

👉 Have a question for James and Maria? Email: hello@speakersu.com

In this episode of the SpeakersU Podcast, James Taylor and Maria Franzoni tackle one of the most common dilemmas for speakers: should you ever speak for free? From the early days of building your career to strategic opportunities later on, there are times when waiving your fee can make sense—and times when it’s a clear no.

James and Maria share their own experiences, including James’ infamous “Ham Salad Tour” of free Rotary talks, Maria’s love of prospecting, and why speaking for peers rarely pays. They also explore when unpaid gigs can serve as marketing, help you perfect your craft, or provide valuable assets like video footage, networking access, or bulk book sales.

If you’ve ever been asked to “speak for exposure,” this episode will give you the tools to decide whether to say yes, no, or “yes, but on my terms.”

• Get your reps in – Early in your career, free gigs help you practice, refine material, and build confidence.
  
  

• Peers don’t pay – Speaking to your own industry or colleagues rarely results in paid bookings.
  
  

• Make it part of your marketing – Free gigs targeting your ideal audience can lead to paid work.
  
  

• Negotiate value beyond fees – Ask for video footage, attendee lists, association memberships, or bulk book sales.
  
  

• Positioning matters – Your website, testimonials, and branding can either attract paid gigs or signal you’ll work for free.
  
  

• Give back strategically – Schools, associations, and podcasts can be the right places to serve without charging.
  
  

• Always set boundaries – Say “I normally charge X, but I’m waiving my fee” to reinforce your value.
  
  

• “Peers don’t pay. If you’re speaking to your own industry, don’t expect a fee.” – Maria Franzoni
  
  

• “Don’t fall in love with the stage—fall in love with the audience that can book you.” – James Taylor
  
  

• “If you’re converting every inquiry, your fees are too low.” – James Taylor
  
  

• “Speaking for free can be smart—but only if you’re clear why you’re doing it.” – Maria Franzoni
  
  

• 00:00 – Welcome and Maria’s targeted outreach experiment
  
  

• 01:56 – Introducing today’s topic: speaking for free
  
  

• 04:01 – Maria’s “I will speak for biscuits” mug and first perspectives
  
  

• 04:56 – Why free gigs are valuable for beginners (reps & stage time)
  
  

• 06:18 – James’ first paid music gig vs. 40 free Rotary talks
  
  

• 07:41 – Speaking for free as part of your marketing budget
  
  

• 09:47 – The “Ham Salad Tour” and the moment free gigs led to paid bookings
  
  

• 09:57 – Why podcasts, peer events, and associations are worth doing unpaid
  
  

• 11:05 – Giving back: Speakers for Schools and pro bono speaking
  
  

• 13:01 – Schools as a paid speaking market (School Speakers example)
  
  

• 15:01 – How your positioning and testimonials attract (or repel) free requests
  
  

• 16:45 – Negotiating non-fee value: video, access, booths, memberships
  
  

• 18:20 – The myth of “sharing the stage with…”
  
  

• 20:22 – Free gigs as leverage for podcasting, YouTube, and influencer deals
  
  

• 23:41 – Digital twins, AI, and future revenue opportunities
  
  

• 24:28 – Tools & tips: Otter.ai for transcriptions and positioning your website
  
  

• 28:06 – Wrap-up and invitation for listener questions
  
  

👉 Have a question for James and Maria? Email: hello@speakersu.com

In this episode of the SpeakersU Podcast, James Taylor and Maria Franzoni unpack the power of building a portfolio speaking career. Too many speakers rely solely on keynotes, but the most resilient and profitable speaking businesses diversify their income streams. From workshops and retainers to books, advisory roles, online courses, and even AI-powered products, a portfolio approach helps you weather the feast-or-famine cycle of the industry.

James shares how he applies Ray Dalio’s “All Weather Portfolio” strategy to his speaking business, while Maria explains how to identify client problems and design solutions that add value beyond the keynote. Together, they highlight real-world examples of speakers generating millions through recurring services, and why thinking like an “expert with a product suite” is more powerful than being “just a speaker.”

Whether you’re an established speaker or just starting out, this episode will give you practical ideas to expand your offering, increase client loyalty, and future-proof your career.

• Think beyond the keynote – Workshops, masterclasses, MCing, advisory roles, and retainers all create additional value.
  
  

• Adopt an “All Weather” model – Spread your business across different products and services to survive seasonal slumps.
  
  

• Fall in love with client problems – The best portfolio ideas come from understanding what your clients need most.
  
  

• Leverage recurring revenue – Subscriptions, memberships, or video libraries can generate predictable income.
  
  

• Books as business tools – Sell bulk copies, personalise editions for clients, and use books to deepen relationships.
  
  

• AI and digital products – From AI assistants to online training, technology creates new ways to scale expertise.
  
  

• Be a triple threat – Like Judy Garland, combine speaking, training, and MCing to become indispensable to clients.
  
  

• “Speaking is something you do, but it’s not who you are.” – Maria Franzoni
  
  

• “Don’t fall in love with your product—fall in love with your customer’s problems.” – James Taylor
  
  

• “Cash speeches are great, but continuity products build resilience.” – James Taylor
  
  

• “Adding services isn’t being salesy—it’s serving your clients better.” – Maria Franzoni
  
  

• 00:00 – Welcome and catching up: jet lag, oxygen bottles, and Denver events
  
  

• 04:26 – Defining a portfolio speaking career
  
  

• 06:00 – James on applying Ray Dalio’s “All Weather Portfolio” to speaking
  
  

• 08:55 – How COVID forced speakers to diversify their offerings
  
  

• 10:46 – Positioning yourself as an expert, not just a speaker
  
  

• 13:29 – Examples of portfolio streams: video, retainers, advisory, coaching
  
  

• 15:42 – Lessons from “sell-from-stage” speakers and AI products
  
  

• 17:12 – Case study: a safety speaker generating $2m+ in recurring revenue
  
  

• 20:18 – Boardroom advisory and facilitation as high-value services
  
  

• 22:46 – Why being a “triple threat” makes you indispensable
  
  

• 24:57 – From keynotes to 16 workshops: extending client relationships
  
  

• 27:01 – First steps: talk to clients and identify their real problems
  
  

• 27:37 – Maria’s book tips: booking forms, odd-number deliveries, and CEO forewords
  
  

• 30:49 – James’ travel tool recommendation: Tripit Pro for managing logistics
  
  

• 33:30 – Closing thoughts and listener questions
  
  

👉 Have a question for James and Maria? Email: hello@speakersu.com

In this episode of the SpeakersU Podcast, James Taylor and Maria Franzoni dive deep into one of the most important – yet often overlooked – aspects of running a successful speaking business: knowing your numbers. Whether it’s tracking inquiries, bookings, conversion rates, bureau performance, or your cash flow, the numbers tell the real story of your business.

James shares how he hit his annual keynote target months early, why raising fees can be as important as raising bookings, and how he uses a simple paperclip system to track outreach. Maria draws on her decades of experience as a speaker bureau owner and management consultant to explain why speakers must think like business owners, track KPIs, and understand patterns in their market.

If you want to grow a profitable speaking business without burning out, this conversation is packed with practical strategies, tough truths, and a few laughs along the way.

• Define success with numbers – Not just dreams and destinations, but the bookings, fees, and revenue that will sustain your lifestyle and business.
  
  

• Work backwards from your goals – Break down your annual keynote target into leads, inquiries, discovery calls, and outreach.
  
  

• Track inquiries and conversions – Your most important KPIs as a speaker are how many inquiries you generate and how many you convert.
  
  

• Bureau vs. direct leads – Learn why direct inquiries often convert better and how to measure bureau performance individually.
  
  

• Cash is king – Never outsource awareness of your cash flow. Monitor money in and out weekly.
  
  

• Rolling averages & seasonality – Smooth out monthly fluctuations and use data to plan vacations, book writing, and marketing pushes.
  
  

• Detach from outcomes – Reward yourself for following the process (outreach, calls, tracking) rather than obsessing over every “yes” or “no.”
  
  

• “If you’re converting 75% of your discovery calls, your fee is probably too low.” – James Taylor
  
  

• “Success isn’t just about the stages you dream of – it’s about the numbers that make that dream sustainable.” – Maria Franzoni
  
  

• “Cash flow is king. Don’t wait for your accountant – stay on top of money in and money out every week.” – Maria Franzoni
  
  

• “It can be lonely as a speaker. But if you know your numbers, you know your business is on track even when the phone is quiet.” – James Taylor
  
  

• 00:00 – Welcome back: James & Maria reunite on the mic
  
  

• 04:45 – Why “knowing your numbers” is the key to success
  
  

• 06:50 – Defining success in terms of bookings, fees, and revenue
  
  

• 09:15 – James on hitting his annual keynote goal months early
  
  

• 11:50 – The most important KPIs for speakers to track
  
  

• 14:45 – The case for tracking bureau vs. direct inquiries
  
  

• 19:30 – Learning from lost inquiries and re-approaching clients
  
  

• 21:15 – Maria’s management consulting background & KPIs
  
  

• 24:00 – Campaigns and levers: adjusting when the funnel breaks
  
  

• 27:50 – The 80/20 rule for clients and industry analysis
  
  

• 30:20 – James’ paperclip system for tracking outbound calls
  
  

• 32:00 – Why inquiries matter most (and why you must detach from outcomes)
  
  

• 36:30 – Tip of the week: never mention another speaker in a discovery call
  
  

• 38:40 – Tip of the week: use rolling averages for projections
  
  

• 41:30 – Wrap-up, listener Q&A, and how to send in your questions
  
  

👉 Have a question for James and Maria? Email: hello@speakersu.com

How to create a 7 figure Speaking Business - #147

Ford Saeks has redefined a formula for business success. His efforts have helped companies generate a total of over a billion dollars in sales worldwide from startups to Fortune five hundred six is widely recognized as a business growth innovator with over 20 years of experience ranging from retail to wholesale, authored several books awarded three US patents and received numerous industry awards. tenacity and innovation are what fuel this revenue-generating powerhouse from grassroots to Google Ford provides its clients with fresh perspectives and doable tactics to resolve marketing operations and growth challenges. As President and CEO of prime concepts group Incorporated, Ford specializes in helping businesses attract loyally and repeat customers, monetize social media, and ignite creativity. We’re happy to have him here with us today. So please give a warm welcome to Ford Saeks

Questions:

• What are the most important key factors of a 7-figure speaking business?
• How did you get started in this business and why?
• How do you stand out in such a competitive industry?
• What are the landmines to avoid that will kill a speaking career? With so many options, what are the top 3 secrets of success in this business?

Questions:

• Who have you spoken to?
• What was the biggest size audience you spoke to
• What was the scariest moment when speaking to a big audience. (hint falling from the stage and breaking my foot)

Today she will share advice about working with big audiences and on big stages. How to keep the energy up, how to keep everyone engaged and how to use the stage. Everything you need to know about the big stage.