How Much Should I Charge for My Next Keynote?
A simple guide
How Much Should I Charge for My Next Keynote?
First, I’m going back to law school and rattling off a few two disclaimers:
Disclaimer #1: This is only a guide.
Disclaimer #2: There are subpar speakers making more and stellar speakers making less than the numbers you’ll see below.
Our Approach: The Inside-Out Framework
We use the Inside-Out Framework.
Part 1: Determine Your Speaker Level
Part 2: Size up the Client and Opportunity
Part 3: Set Your Range
Part 1: The 5 Speaker Levels
As many of you know, I am a former coach. But don’t worry, you don’t need any knowledge of the game to get through this post 🤓.
Let’s take a look at the 5 Speaker Levels.
Level I Speaker (Rookie)
Minimal experience on stage (0-10 stages)
Has not been paid for a speech
Has not published a book
Little to no speaking video and/or photo collateral
Low social media visibility on the platforms that matter most (Think: LinkedIn, Twitter & Instagram)
Level II Speaker (Starter)
10-30 stages
Commands between $1,000-$7,500 per talk
May/may not have a book
Solid video and/or photo collateral
Average professional social media visibility and following
Level III Speaker (Seasoned Vet)
30-50 stages
Commands between $7,500-$25,000 per talk
Has written a book
Compelling video and/or photo collateral displayed across platforms
Above average social media visibility and engagement
Level IV Speaker (All-Pro)
50+ stages
Commands between $25,000-$50,000 per talk
Has written at least one book
Website and social media channels feature consistent streams of speaking videos, photos and glowing reviews
Robust social media visibility, following and engagement on multiple social media platforms
Level V Speaker (Hall of Famer)
Usually reserved for public figures (athletes, actresses, Navy SEALS, former politicians, pilots who’ve landed planes in the Hudson River…you get the picture 😉)
Has had at least one book ghostwritten 😂
Commands $50K+ per talk
Part 2: The Client & Opportunity
Here are 4 Key Factors sizing up the client and opportunity:
Client
There are three types of clients:
Public (Examples: churches, nonprofits and educational institutions)
Private (Examples: publicly-listed companies and private companies)
Associations (Note: While technically “public” in nature, this group deserves its own category)
Audience
Two things to consider here:
Who: Who will be in the audience (staffers, college students, executives, etc.)?
How Many: Expected size of audience (butts in seats)?
Venue
Two key factors:
Where: In-State / Out-of-State / International
How: In-Person / Virtual
Length
Here are the three most common flavors:
Standard: 30 minutes to 1-hour (including Q&A)
Standard+: 1-3 hours
Workshop: These can run between three hours to a full-day
Part 3: Pricing Guide
First, refer back to your Speaker Level ☝️.
Remember if you want to graduate to the next tier, take the necessary steps to get to level up.
For example, if you want to go from Starter to Seasoned Vet:
Write a book in your ZOE (Zone of Expertise)
Use our hiring guide to capture compelling content from all of your talks
Step up your social media game. Consistently post on LinkedIn about your ZOE and ask all of your previous partners for LinkedIn recommendations.
Ok, we’re ready to set the range. Here’s what you sh, now that you have a better sense of your Level, here are some factors I’ve found useful to few guides as you think about pricing:
Set Your Range: Take the price ranges from up above, and create an internal range (do not share this with the client 🙅🏾♂️).
So for example, if you’re in Level II and have done between 20-30 talks, you may determine: “I’m going to charge between $4,500 and $6,500.”
Then, take the factors listed in Part 2 ☝️ and determine the number you’ll quote.
In-State vs. Out-of-State: Charge at the upper end of your range for out-of state talks. Your time is valuable and communicate this to the event planner.
Private vs. Public: Surprise, surprise! You can command a higher number from private clients. Always quote from the upper end of your range.
In-Person vs. Virtual: Here’s a rule of thumb: Mark down your virtual offering by 25% from your in-person.
Speeches vs. Workshops: The more time you spend with an audience, the more you should charge. Period. Workshops involve deeper teaching and are full-body workouts 🏋️♂️. Do not undervalue this offering.
Associations: Trust me. This is where you want to focus your time if you’re in Level III+. In fact, if I was in Levels I or II, I’d consider waiving my investment level to get in front of people from various organizations.
The Mic Drop 🎤
We covered a lot.
Final thoughts:
😤 Breathe...you’ll get to where you want to be if you keep…
👷🏼♀️ Building…start small.
✅ Make one LinkedIn post this week
✅ Ask one previous client for a referral
✅ Brainstorm the title (just the damn title!) for your first/next book
Oh, one last thing. I’ll let you in on a secret. 🤫
The longer you speak, the more you will make. With more reps and more social proof, your floor rises.
And one last last thing. The only reason why we focus on this part of the speaking game is because the more you make, the freer you become.
That’s all for this week, MYM Familia.
One last thing: Have a topic you’d like us to explore in a future newsletter?
We’d ❤ to hear from you. Email your question by clicking here.
Ready to invest in your speaking business? Here are ways we can help:
Our “Get Paid to Speak” course shows you, step-by-step, how to build a speaking business. These seven modules will put you in position to monetize your message.
Looking for 1-on-1 coaching? Schedule a discovery call with our co-founder, Will Baggett.
If you liked today’s newsletter, be sure to like, share, and comment below.👇
Take the Stage.
Get Paid.
Buy Your Freedom.
Surgical with the BAG! 💰