If you haven't already done so, you may be thinking about ordering business cards, creating a Web site and advertising via radio or newspaper to spread your name as a fitness professional. The obvious drawback with these marketing channels is the budget they require. Public speaking, however, is a great way to advertise your service. Clubs, organizations, conferences, staff meetings--the opportunities for speakers are abundant. Public speaking is inexpensive and may eventually create a separate revenue stream. Most importantly, it will connect you with your ideal clients on a different level than a print ad can.

Getting Started

Although you may not be a "speaker" yet, you can still be an expert who speaks. When you have knowledge others seek, audiences forgive the rest. After all, who isn't interested in feeling and looking better? As you gain experience and confidence, you will become not only informative, but entertaining. A speaker's real power is pairing a message with a great delivery. When you can do that, your increasing business will be something to talk about!

Have a Passion

Since most fitness professionals report high job satisfaction, you probably have many passions within your career. Begin by making a list of a few topics you love. The idea is to be excellent at speaking about five topics rather than mediocre at 20. For instance, motivation, osteoporosis, core work and workplace stretches could be topics you specialize in. Once you are on the "speaking circuit," people may request other topics. In addition, you may develop other interests. For example, if your personal training business expands to working more with seniors' gait and balance, you may naturally add this to your topic list.

Get the Word Out

People can't ask you to give a talk if they don't know about your service. Publicize that you welcome speaking opportunities. The following are some ways to promote your services:

* Create a bio sheet.

* Tell your current clients.

* Write about it in your newsletter.

* Announce it in your classes.

Customize for Every Audience

Use a survey to learn what your audience needs, then deliver it. Request a list of attendee's e-mail addresses from the meeting planner or if you are hosting a seminar, obtain them from registration materials. Then, send a brief list of questions, pertaining to your topic, a week before your speech. For example, how many times a week do you currently work out? How many times would be ideal? What is your greatest obstacle to regular exercise? Refer to the survey in your speech and reveal what your informal research found. This way; you help the audience find solutions to their challenges. Create a title that suits the audience and topic as well as piques interest, such as "Still Waiting for Tomorrow? Five Powerful Questions to End Procrastination," "Bone Up: All about Osteoporosis" or "Top 10 Excuses Busted." If your title resembles a blurb on a magazine cover, you'll probably whet their interest.

Make "Free" Profitable

You may speak for free initially, but you can still make it pay off. Create a special offer for your audience. Use a postspeech evaluation to collect contact information from your audience, enroll them in your newsletter list and give them an opportunity to request a consultation or sign up for personal training. Create a simple self-published manual or educational product to promote on the spot. Ask for testimonials--they are very effective in a print advertisement, Web site or brochure.

Share

Your personal story will not only illustrate your message but also connect you to the audience. Use your personal life and what's happening around you for potential stories. For instance, if you're a marathon runner and want to deliver a motivational speech, you could relate how you went from coming in last place during every 50-yard dash in junior high school to running 26.2 miles. You could also use a funny story about your child or an embarrassing moment you now laugh about. Remember to keep it light--you want to create internal jogging, not move your audience to tears. If you do use an emotional story, find an upbeat ending.

Know When to Change

When your schedule is full and you have a waiting list, it's time to consider charging for your time. While a celebrity speaker might earn $5,000 to $10,000 for a keynote address, you might be offered $35 to $50 for a speech at a community church group. Within that range, accept what feels right to you. When calculating this amount, factor in the time spent commuting and other expenses you may incur.

Does a smaller group constitute a smaller fee? To be prepared, if this comes up, determine your lowest fee and increase it for larger groups. You can pro-rate for non-profit groups or agree to do a number of talks for free, as community service, per year. A reasonable initial goal is to book at least one talk a month. After a year or two of successfully doing that, offer workshops and seminars on topics you know best. By then, enough people will know about you to come at the time and fee you determine.

Have a Goal in Mind

Is speaking a vehicle for marketing your business? Is it something you enjoy and would like to make a separate revenue stream? Although your objectives may be very different, your delivery should not necessarily be. The ideal speech entertains while presenting a message. If you can do that, you can win at every speech. Preparation becomes more important if you want to create business opportunities through new clients, product sales or new memberships. The survey and evaluation are musts if this is your marketing tool. If you truly wish to become known as a speaker, strive to connect with the audience. Make yourself the "something to talk about"!

Anatomy of a Bio

While your biography can multitask for you, you can also prepare more than one. Use a more comprehensive bio as a flyer or brochure and give a brief bio to the person introducing you before a speech. Then, you know they will present you as you want them to. Consider the following when creating a bio:

* Begin with a question, such as "Need a Speaker?" to draw the reader's attention.

* Include a photograph. People like to know who they are dealing with--this is almost always a plus.

* Establish credibility by telling readers who you are and the experience that qualifies you to speak, including your formal education and practical experience.

* List the topics you present.

* Include testimonials from previous speaking engagements, if available.

* List any writing credits you have, as both a source of credibility and evidence that you are a good communicator.

* Include your contact information.

Sample 1:

Need A Speaker? Debra Atkinson, M.S.

* Personal & Business Success Coaching, Ames, IA 50014; (515) 296-2989, This email address is being protected from spam bots, you need Javascript enabled to view it

* Group Fitness Director, Ames Racquet & Fitness Center, Ames, Iowa; (515) 663-5584.

* Senior Lecturer, Department of Health and Human Performance, Iowa State University, Ames, IA 50011; (515) 294-8755, This email address is being protected from spam bots, you need Javascript enabled to view it

Education: B.A. in exercise science, Iowa State University, 1986; M.S. in exercise and sports psychology, Iowa State University, 1990.

Professional Certifications and Organizations: Clinical Exercise Specialist, American Council on Exercise; Certified Group Fitness Instructor, American Council on Exercise; Member, American College of Sports Medicine; Member, International Dance & Exercise Association (IDEA); Coach U (pending); Member, Speakers/Communicators Network.

Author: Published in American Fitness (AFAA); Fitness Management;, IDEA Source; IDEA Personal Trainer, Ames Daily Tribune, weekly columnist.

Presenter/Speaker: IDEA World, July 2004; FACT Fest/IDEA Personal Trainer Congress, April 2002; FACT Fest/IDEA Personal Trainer Congress, April 2003; ISU Alumni Breakfast, West Des Moines, Fall 2002; numerous campus and community speaking engagements.

Topics: Coaching Yourself (or Your Team) to the Best Year Yet; Reframing Your Thoughts on Work; MOTIVATION--Finding and Finishing Your Own Marathon; Exercise For Osteoporosis; Exercise and Insomnia; Straight Talk--Posture Rx; Change Your Body, Change Your Life; ABCs of Back Care; New Definition of High-Impact Exercise; For First Impressions that Matter or a topic modified to your group.

Sample 2:

Professional Biography

As a personal and business coach, writer and speaker, Debra Atkinson helps both individuals and corporations reach the next level in their careers and personal lives by taking into account their values, strengths, needs and resources. Atkinson provides the support structure to build a strong foundation on which to achieve a more fulfilling life that fits the individual or team.

A Coach U-trained coach and member of the Central Iowa Coaches Association, Atkinson also holds a master's degree in sports and exercise psychology from Iowa State University. Prior to diversifying her business by adding coaching services, she owned and operated a business devoted to personal training, helping clients overcome obstacles and achieve their physical best. As a lecturer in health and human performance at Iowa State University, she teaches core courses that prepare students for leadership roles in fitness and supervises student internships for exercise science majors.

Debra Atkinson holds an M.S. in sports and exercise Physiology. She is a personal and business success coach, specializing in helping personal trainers get a strong start on their businesses. She is a senior lecturer in the Department of Health and Human Performances at Iowa State University and has co-authored the video How to Grow Your Personal Training Business Today. Atkinson can be reached via www.lifetoogoodtobetrue.com.