Carey C. Giudici is an award-winning journalist, poet and essayist who has decades of experience using extraordinary language to help individuals, businesses and communities tap into all of their resources and insights. This posting is an adapted version of one of six blog posts entitled “Write Like A Pro.” The series, along with a number of other blogs about marketing and business, are at http://www.likedandtrusted.com.

These days, your local Starbucks can get quieter than a library.

People go there to “engage” digitally with crowds of strangers they’ll never lay eyes on, rather than chat with people at the next table.

Maybe they’re looking for greater control over every encounter. Or like the convenience and variety of instant access to unlimited media and channels in their personal corners of the “convergence culture.” Or perhaps they doubt their social abilities. There are opportunities and challenges for all of us here.

The opportunity to “go viral” if we can write vivid and persuasive content that’s driven by a big idea. And a real danger of disappearing without a trace if we don’t.

The legendary advertising executive and designer David Ogilvy was an excellent communicator. He created many of the most effective print and broadcast ads in history. His principles form the fountainhead for branding, “tribe” building and push-pull marketing strategies.

“Tell the truth,” he said. “But make the truth fascinating. You can’t bore people into buying your product, you can only interest them into buying it.”

His advice to have “big ideas” and be remarkable is more important than ever– for speakers and business owners as well as advertisers and marketers.

Every professional speaker today is in advertising. Focus on telling the truth and wrapping it in a fascinating story. Engage your audiences and make them hungry for more.

And to get more clients, you could do worse than follow the four-step process that Ogilvy laid out in Chapter 2 of his 1963 book, Confessions of an Advertising Man.

All those people hunkered over their laptops in Starbucks are searching for, or experiencing, messages imbued with the wisdom that Ogilvy brought to life decades ago.

Watch this well produced and thought provoking four minute video and make Ogilvy’s advertising philosophy your engagement strategy. It’s what most great speakers do.

They say to never judge a book by its cover. One can only hope that Sam Leith’s book on rhetoric, You Talkin’ to Me?, rises above the graphic design disaster of its open-mouthed, red-lipped cover. It richly deserves to.

Leith’s book is, in fact, a magnificently entertaining romp through the intricacies of classic rhetorical technique from Aristotle to Obama. He traces the art of persuasion from its ancient origins to the modern world. Rhetoric is all around us. And Leith cleverly explains how the nuts and bolts of rhetoric work in speeches from Cicero, to Elizabeth I to Richard Nixon and Obama.

Rhetoric is language at play; language plus. It is what persuades and cajoles, inspires and bamboozles, thrills and misdirects. It causes criminals to be convicted and then frees those criminals on appeal. It causes governments to rise and fall, best men to be ever after shunned by their friends’ brides and perfectly sensible adults to march with steady purpose towards machine guns.

He thoroughly examines the technical language of rhetoric, explaining terms such as auxesis (“a generalized term for cranking things up, the use of inflated language”), paralipsis (“discussing material in a speech while pretending you’re not going to talk about it”) and tmesis (“sticking a word or phrase into the middle of another word. Do people really do that? Abso-fackin’-lutely!”).

The book is structured around the classical subdivisions of rhetoric. First, the five aspects of rhetoric – invention, arrangement, style, memory and delivery. Then, the three branches of oratory: the deliberative or legislative (an appeal to action), the judicial (dealing with questions of justice) and the epideictic (speeches of praise and blame).

Unexpected comparisons

But the genius of the book, where it rises far above the abysmal cover art, is the irreverent and humorous range of examples he calls on to illustrate rhetoric in action. Sure, he trots out the usual cast of characters found in most of the books on speechwriting: Churchill, Martin Luther King, Cicero, and Lincoln. But I know of no other book on the subject which applies equal rigor to a rhetorical analysis of eight-year-old Eric Cartman’s song “Kyle’s Mom’s a Bitch” from South Park. Or compares the speaking abilities of Satan in Milton’s Paradise Lost with the Devil’s “rhetorical chops” in the Peter Cook and Dudley Moore movie Bedazzled.

Time and again he makes rhetoric come alive in our world. Consider ethos:

From the school playground to the battlefield, from the mean streets of South Central Los Angeles to the annual conference of the Confederation of British Industry, who you are is the first thing you need to establish if you intend to be heard.

Indeed, who would expect Jennifer Lopez’s appeal to ethos as “I’m still Jenny from the block” to be compared with the opening Adolf Hitler’s speech workers in Berlin “Once I stood amongst you”.

Or to have the ascending tricolon – a set of three terms, increasing in force – at the start of Mark Antony’s funeral speech in Julius Caesar (“Friends, Romans, countrymen … ”) compared with the opening chords of AC/DC’s 1980 single “Back in Black” (“a single stressed syllable, then a trochee, then a dactyl … DUM! DUH-Dum! DUH-duh-dum!”).

British rhetoric

American readers should be forewarned about the use of British idiom and references. You’ll get more out of the book if you not only know what a “fortnight ” is; but something about the reputation of the politician George Osborne, and Mandy Rice-Davies’s role in the Profumo scandal. You’ll also need to be aware of what being “saluted by a disgruntled van driver on the Hangar Lane Gyratory” implies (Americans might say “being given the finger on the New Jersey Turnpike”).

The Unknown Speechwriter

I especially enjoyed the chapter on political speechwriters. He acknowledges Judson Welliver, the first presidential speechwriter, who served in Warren Harding’s time. He reviews Ronnie Millar’s contribution to Margaret Thatcher’s speech on becoming the first woman prime minister – showing where the politician inserted edits into the writers’ original draft. Likewise, Peggy Noonan’s work with Ronald Reagan and her battles with the policy wonks in the administration who fought against what they saw as overly poetic drafts is reviewed.

Two lessons

Two lessons from the book stand out. The first is that rhetoric needs to be matched to the occasion. Martin Luther King’s “I Have a Dream” speech used biblical texts and call and response phrasing that resonated with the largely African-American audience.

The second big point is that it is vital, in speechwriting, to get as much said as quickly as possible. Lincoln’s Gettysburg address was a mere 250 words, delivered after the main speaker, Edward Everett, had droned on for hours.

Sam Leith’s book meets his goal of showing how rhetoric is not just a dry academic subject, but “gathers in the folds of its rope everything makes us human”. As for that cover … enough said.

Manuela Pauer, CPCC is a Certified Professional Coach and workshop leader. She is an authority in personal leadership and self empowerment. She works with clients who are stuck doing what they think they “should” be doing, rather than what they want to be doing. Her specialty is helping people fall in love with themselves so they can fall in love with their life.

Her work experience spans Strategy Consulting at Bain & Company, Product Management and Strategic Development at a successful start-up, and Executive Director of Product Management and Strategic Planning at AOL.

Manuela left the corporate world behind 4 years ago, when it became clear that she was feeling deeply unhappy despite her career success. She decided to give up the career she had worked so hard for to get back in touch with who she was and to find a vocation she loves. She realized that looking successful on the outside means nothing without feeling successful on the inside. And in order to feel successful on the inside, she had to fully accept and fall in love with herself first. Today, she is sharing the process she went through with other professionals who feel unfulfilled or stuck in their lives or careers and helps them rediscover their passion and purpose.

Manuela completed her coach and leadership training at the Coaches Training Institute and her relationship systems training at the Center for Right Relationships. She holds a Bachelor of Science in Business Administration from the University of California at Berkeley.

Public Speaking

Manuela’s audiences walk away with new insights and practices that they can implement right away to increase their confidence, improve their relationships, and re-power their lives and careers.

Her most popular presentations include:

• Transform Your Inner Critic into Your Inner Champion
• The Five Fallacies of Success that Keep Us Overworked, Overwhelmed, and Unhappy
• Authentic Leadership: Making an Impact While Being True to Who You Are

You can register here for her upcoming workshops.

Pro-Track Profile

Manuela is a member of the Northern California Chapter of the National Speakers Association Pro-Track class of 2011.

I interviewed Manuela during a recent Pro-Track class and reviewed her reasons for enrolling in the program and why she recommends it to others. She also shares her insights into her role as a life coach and a simple but powerful tip to help people improve their self-esteem. To hear what she told me, click on the podcast icon below.

Podcast: Play in new window | Download (Duration: 5:18 — 1.2MB)

Subscribe: Apple Podcasts | RSS

I’ve blogged about ways to represent large numbers that uses images of a trillion dollars stacked on pallets. Now, thanks to Kostas, my financial adviser, here’s a fascinating chart that’s all about money.

To view, be sure to click on the ‘+’ symbol in the upper left of the screen a few times until you can see the chart detail. There’s graphical representation of the value of dollars, thousands, millions, billions and trillions. It’s all here, from the cost of buying the world a Coke – and teaching the world to sing – to the value of $1000 invested at 5% over time:

Given the focus on the 1% that the Occupy movement has, this part of the chart shows that they might want to narrow the focus to the top 1/500th percent:

Elsewhere in the chart it shows that the 1.6 million US households which make up the top 1% claim a fifth of all household wealth ($2 trillion) while the next 9 million households share the next $2 trillion, down to the 63 million households making up the bottom 50% who earn below $55,000 annually. That, together with the chart showing the hourly income of CEOs today compared to production line workers, makes for some compelling infographics to paper the walls of your tent in Zuccotti Park.

Paul Larsen is an engaging and inspiring business consultant with over 20 years of experience within the business world. He has a proven track record of success in advancing strategic thought, streamlining operations, driving profits, and maximizing organizational growth and development within Fortune 100, start-up, high-tech, and non-profit environments.

Paul realizes that many organizations today are overrun with the “tourist” mentality: “Let someone else figure it out and then tell me what to do.”

Paul asks:

On life’s journey…are you a Tourist or a Traveler? Do you drive your tour bus or let someone else do the driving? Do you set your own itinerary or let someone else schedule your life?

Paul relishes all opportunities to transform leaders and teams from being “tourists” in their own companies into being “true travelers” and thus, take initiative and ownership for their results. The outcome is the creation of a well-connected, agile and motivating workplace of amazing results.

Paul is a frequent conference and workshop speaker on leadership and development at such organizations as the Southern Oncology Association of Practices (SOAP), American Society of Training & Development (ASTD), and the Northern California Human Resource Association (NCHRA). His organizational development work has been featured in the latest book, Consulting on the Inside by Bev Scott and B. Kim Barnes. And his latest article, “Your Front Office: Create Fantastic First Impressions that Last!” was recently featured in the journal of the Professional Association of Health Care Office Management (PAHCOM).

Paul has a B.A. in History from the University of the Pacific and a M.A. in Human Resources Organizational Development from the University of San Francisco. He is a current member of the Society of Human Resource Management (SHRM), NCHRA, ASTD and the Bay Area Organization Development Network (BAODN). In his spare time, he can be found somewhere in the world helping communities as a member of a project team with Global Volunteers.org.

Pro-Track Profile

Paul is a member of the Northern California Chapter of the National Speakers Association Pro-Track class of 2011.

I interviewed Paul during a recent Pro-Track class and reviewed his reasons for enrolling in the program and the value he gets from the “learning community” of fellow speakers. He also shares his insights into his role as a coach and consultant. To hear what he told me, click on the podcast icon below.

Podcast: Play in new window | Download (Duration: 4:57 — 1.1MB)

Subscribe: Apple Podcasts | RSS

I help edit SPEAKER Magazine for the National Speakers Association (NSA). Each month I curate the Relevant Resources column – a list of time-saving tools and technologies.

The October list focuses on resources for writers and writing.

Montblanc Fountain Pen – Writing with a quality fountain pen is like making love to your words as they flow sensuously onto the page. The exquisite Montblanc Meisterstuck collection is crafted from black resin and 18K gold with rhodium-plated inlay. Its barrel and cap are made of black precious resin inlaid with the coveted Montblanc emblem. A pleasure for the hand and eye, this pen is sure to conquer the page. Prices vary by custom design.

Rite in the Rain All Weather Notebook – Rite in the Rain is a truly amazing paper that is created for writing in all-weather conditions; from the torrential downpours of the Pacific Northwest to the blistering heat and humidity of a Midwest summer’s day. You can even use it in the bath or shower, or any place where you’re prone to spill food or drink. Starting at $3.95 for a 3″ x 5”spiral-bound pocket notebook.

Moleskine Notebooks – For two centuries Moleskine has been the legendary notebook of artists, writers, and intellectuals. A hardy travel companion, the notebook comes in a variety of sizes and styles, including hard and soft cover sketchbooks, storyboard notebooks, pocket notebooks, and ruled or plain classic writing notebooks. Each is made with acid-free paper and undergoes an environmentally friendly manufacturing process. Starting around $12.

LogiPen NOTES – Convert your notes into digital format with LogiPen NOTES, an innovative pen that captures everything you write and sketch electronically for later editing and sharing on your computer. Write on any type of paper (scratch paper, business cards and napkins) and LogiPen magically converts your scribbles into manageable text files. Compatible with Mac OS X, Windows 7, XP and Vista. $98.50

Old School Lap Desk – When writing in your PJs, keep it classy with the Old School Lap Desk. Elegantly crafted with a cherry-stained finish and brass-hinged top, this desk offers a simple solution when working from home or traveling. The top opens to provide access to a divided storage space with soft green felt to protect your documents, and a foam bead-filled pillow ensures comfortable lap placement. 4.5″ tall x 17″ wide x 14″ deep. $54.49.

The Associated Press (SP) Stylebook – has gone mobile and its 2011 edition is packed with 500 revisions, including a new food, wine and spirits section, and expanded social media guidelines. Download this app to put the journalistic standard for writing at your fingertips. Available for iPhone and Blackberry. $24.99

New York Messenger Bag – Tote all your writing gear in this classic NY Messenger Bag from Manhattan Portage. It has plenty of zippered pockets for keys and small gadgets, and a roomy interior for your books or laptop. Made of Cordura classic fabric with water resistant coating and double reinforcement on the corners for durability. 22″ x 12.5″ x 8.5″. $79.00.

Verilux Modern Natural Spectrum Desk Lamp – Natural lighting contributes to an overall sense of well-being by increasing energy and reducing headaches. The Modern Natural Spectrum Desk Lamp from Verilux is easy on the eyes and energy consumption. The Optix lens focuses natural light while decreasing glare. Includes a 10,000-hour bulb and one-year warranty. $129.95

Planon DocuPen – Making copies is SO yesterday. Scan and store information from books, articles and brochures with the Planon DocuPen, a sleek portable scanner the size of a pen that can process full pages of text and graphics, and store up to 100 images. DocuPen X Series products provide high-quality images and improved functionality for today’s multitasking professional. Includes leather case, USB cable and software. Starting at $299.

Dragon Naturally Speaking Software – Turn ideas into text at the speed of thought when you dictate your words using Dragon Naturally Speaking speech recognition software from Nuance. Three times faster than typing, Dragon allows you to create and edit documents while focusing on your content instead of the pain in your wrist. Invest in the Premium Edition so you can download audio files from any digital recorder and transcribe podium presentations in a flash. Available for the Mac and PC. $199.99.

You can view articles from the current edition and subscribe to SPEAKER magazine on the NSAwebsite.

Wolters Kluwer is a 175-year-old Dutch company who provide professionals with necessary information in the fields of legal, business, tax, accounting, finance, audit, risk, compliance, and healthcare. They have customers around the world and recently exhibited at the Beijing International Book Fair.

Understanding the value of subtitles

To complement their booth Wolters Kluwer commissioned a brief video which highlights the value of exploration, innovation and creativity for the world of digital information. Featuring a balanced mix of Mandarin and English speakers the video uses subtitles to bridge the language divide for different groups of viewers. This is a simple and straightforward way for companies to communicate across cultures.

Here’s the English-language subtitles and the same video with Chinese-language subtitles. Notice that the video has been framed to allow space for subtitles.

English-language version

Chinese-language version

The recent news about Hewlett-Packard’s shift in strategic direction caught analysts by surprise and wiped $16B off the company share price on Friday. Commentators noted that CEO Léo Apotheker’s move confused many:

Apotheker, who gained a reputation for sharp business acumen when he headed up SAP, thoroughly flummoxed HP shareholders last week with what some analysts have called a “value destroying” $11.7 billion deal to buy British software maker Autonomy and for sticking a for-sale sign on HP’s PC division — thus scaring off clients for the year or so it will take to decide on the division’s future.

In preannouncing their decision to exit the business the world’s largest PC manufacturer is now faced with the challenge of finding a buyer for their Personal Systems Group at an attractive price. It remains to be seen how the spin-off will be handled and the price the eventual buyer will pay.

Apotheker’s announcement compares with a similar piece of value-destroying executive communication from the early days of the PC Era. Back in 1983, Adam Osborne, CEO of Osborne Computers, bragged about two new computers his company was developing. As Wikipedia notes:

These statements destroyed consumer demand for the Osborne 1 portable PC, and the resulting inventory glut forced Osborne Computer to file for bankruptcy on September 13, 1983.

This phenomenon, a preannouncement of a new product causing a catastrophic collapse in demand for older ones, became known as the Osborne effect.

We’ll have to wait to see if announcing that you need to sell a third of your business before a buyer is found will eventually become known as the Apotheker effect.

20 members of the Northern California Chapter of the National Speakers Association met on Saturday to debrief on the #nsa11 National Convention held July 30 – August 2 in Anaheim and share their key take-aways. We have held these meetings for a number of years, with the understanding that since only 12% of people act on what they learn conferences, the more key take-aways we can capture, the more likely we are to implement what we heard. Here’s my notes on the discussion.

1. Ken Dychtwald began his presentation by peppering us with key questions to draw us in on a personal level. These rapid-fire questions were a brilliant way to open a speech.
2. Dychtwald’s break-out session on the last day shared valuable rules to grow your speaking business:
   1. Use world-class promotional materials.
   2. Know the value of adding products like books, DVDs and seminar systems to your offerings.
   3. Understand the value of good PR and media coverage. Being featured in a magazine is priceless. Testimonials from a high-level person are worth their weight in gold.
3. Dychtwald also shared his fees (he’s not an NSA member so I guess he could do this):
   1. $50k for a talk on the West Coast.
   2. $62K elsewhere in the USA.
   3. $90K out of the country.
   Want to know what you should charge? Talk to bureaus and meeting planners about other speakers in your area with the same level of expertise.
4. The conference gave me a chance to stop comparing myself to people with 25 years experience in the industry. I let myself off the hook and realized I am now beginning to build my career to a point where I can be as spectacular as they are.
5. Terry Sjodin listed the reasons why people buy: time, money, security, fun and ease-of-use. Build your presentation around those and they’ll buy from you.
6. Sjodin explained the importance of having a courtroom style presentation. Start with an opening argument that lists the 10 most persuasive arguments or reasons they should work with you. Then give proof as evidence for that in the form of statistics and stories. Close with a compelling argument that meets the needs of your client. Then use the same arguments to create your brochures and website that are part of your brand.
7. Julie Morgenstern encouraged us to own our niche by researching the books and articles others are writing on your topic, see what’s missing and then address that. Speak to what’s not being said, then develop a unique point of view. Become the expert.
8. Morgenstern recommended we go to physical watering holes to meet CEOs to drum up business.
9. Glenna Salsbury said “No one can get ahead of you, only you can be you. So let go of who you should be, to be who you are.”
10. After 27 years in NSA, this conference made me realize that the world has changed. So I went to the conference to embrace and learn and have a great time, which I did. The best part was seeing all my old friends grandchildren’s pictures on the iPhone! I learned from Glenna that “if someone else can give your presentation, then you are not telling your story.” On the other hand, to be a little contrarian, there are people who tell our stories … and we must sue them!
11. I learned that I need to go deep in my area and own it.
12. This was my first conference and it was a learning and discovery process. I have just realized that people get paid for public speaking, now I realize they also get paid for coaching and consulting. One valuable tip I heard from somebody in the corridor was to ask potential clients “what’s keeping you up at night?”. Listen for things that are in your area of expertise then tell them “I just happen to have the program that can solve those problems.”
13. Concepts from speeches I heard that encouraged me:
    1. Content is overrated.
    2. Give the audience an experience.
    3. What do I have to offer that they can’t get from everybody else?
    4. Think big, start small.
    5. Delivery doesn’t have to be perfect to work.
14. Lessons learned:
    1. Be brief, clear and concise when messaging in today’s market.
    2. Be persuasive, creative and authentic.
    3. Be there to help people navigate the path to successful and healthy longevity.
15. Suggestions I plan to implement:
    1. Use humor in my stories.
    2. Use social media especially YouTube.
16. Kyle Maynard taught me that it’s important to get people to feel and then hone your story so the message is heard on different levels.
17. When I saw the keynote speaker lose her way in the speech on the main stage it reminded me of the importance of being able to just keep talking. This speaker ran into trouble because she memorized the speech and her actions. It was an unfortunate example of somebody who might be able to coach, but she can’t speak. Even professional speakers can benefit from attending Toastmasters regularly which trains against this very thing.
18. Ford Saeks encouraged us to break down what we do into speaking, coaching, products and know what percentage of revenue is generated from each.
19. Ford Saeks: “Common sense is a superpower.”
20. Larry Winget encouraged us to take a stand to establish credibility and show our expertise and share our opinion and frame of reference. It seems that some speakers at NSA are jealous of Larry. Certainly working with a Speakers Bureau was one of the secrets to him moving from $7,500 speeches up to the $30,000 level.
21. The biggest take away was that I should own my position on the web and especially make use of YouTube videos for viral marketing. It’s the second largest search engine that is now owned by Google.
22. This was by far the best NSA meeting I attended. I am encouraged to make my keynote more personal for the audience and use the term “we” more often. This is a shift from me just telling a story to thinking of things from the audience’s point of view. It was reinforced by Larry Winget who said we should give audiences an experience.
23. This was my first NSA conference in 15 years, and people asked me what it changed. Back then during the breaks, instead of reaching for their smart phones, people used to rush for the payphones!
24. Authenticity from the platform was key. This was my first conference and I found people were for the most part authentic and welcoming.
25. Speakers need to be in tune with the younger generation and not live on speeches they’ve been giving for the last 10 years. If you do that, you’re finished. We have to give the younger generation context that shows we know what’s going on.
26. Follow Patricia Fripp on Twitter (@PFripp) for excellent tips. Example: “Public speaking: Your stories will be more memorable when you tell them using more dialogue.”
27. It resonated for me when Kyle spoke about how he experienced hate and that Larry Winget gets death threats. I wonder how many others are afraid of speaking on minds and do what is politically correct out of fear? It’s so easy to be influenced by a lone audience member who takes pride in “being offended”. I don’t think we should let that intimidate us. The conference gave me the strength to be myself.
28. When I saw those excellent speakers on the main stage I thought that “One day I wanna be like them.” Just like young musicians listen to top bands to fuel their dreams, listening to top speakers at the conference fueled my dream.
29. People’s perception of your presentation style, business cards, social media presence and website should all be congruent. Just because a certain perception works for one group doesn’t mean you can adopt it.
30. A million-dollar speakers’ secret: Get into large corporations; leverage yourself; never leave.
31. Jeffrey Gitomer said don’t just lead by example, set the standard. Go an inch wide and a mile deep. Push the envelope and set the standard and you are no longer derivative. That’s where the gold is. It doesn’t happen overnight, but now I’ve got something to shoot for.
32. Jeffrey Gitomer told us to write every day. He said writing is wealth. If you’re not a writer, you’re not a speaker.
33. Brian Tracy said we cannot achieve unless we “resolve to pay the price”. That resonated with me. It takes a lot of work and a lot of practice. So beware of NSA members who glom onto and prey on the new speaker. Anyone who promises to shorten the route to success should be treated with the utmost suspicion. I really would like national to do something to alert us to these people.
34. I enjoyed the fact that Randy Gage who was so controversial in his own keynote a few years ago was the chair of this conference. He put on a confrontational conference and it was the better for it.
35. The chapter leadership session was great with a good depth of knowledge being shared. People should know about http://nsachapterone.org which is a great resource. Likewise if you Google ‘softconference nsa’ you will find a link to the recordings of past conferences.
36. Speaking can be a lonely business and the value for the conference for me was the interesting conversations I held throughout. It’s the people you meet at the bar, in the lobby and at the health club who make these conferences worthwhile.
37. NSA members should not be dismissive of people who are newbies and might not have the initials CSP after their name. You never know who a new person at the conference is and what their background is.
38. The buddy program for VIPs was a real winner. I’ve never been embraced by an organization and the individuals in it to the extent I have at this NSA conference.
39. The humor session with Mark Mayfield helped me understand that adults remember very little of our talks and humor makes them more memorable.
40. Seeing Fripp’s computer die at the Cavett Institute was a valuable lesson in how to handle equipment failure. She’s a real pro and did not let the lack of PowerPoint phase her.
41. My blog was clogged before the conference but now I understand I can be a curator and an interpreter of information.
42. Simon Mainwaring from Australia spoke about social media and storytelling. He had three lessons:
    1. Get the right mindset.
    2. Be a chief celebrant and don’t try to be a celebrity. The former has enthusiasm and engagement around the topic.
    3. Get Fan Action versus fan acquisition.
    4. Always have “How-manship” vs. “Show-manship”. Always show how.
43. I loved the Monday night music jam session in the lobby. Sitting in and playing with strangers was great. Who knew that Max Dixon played such a great keyboard?
44. Karpowitz said “The audience pays you for what you’ve survived, all your experiences in life .”
45. Lisa Sasevich shared valuable information on how to go from a free-speech to monetizing it. She showed us how to sell from the platform without appearing to. Give a free speech but structure it in such a way that they buy into the transformation offered by your system. Give them a whole piece of your program and then reference the rest of it. She is a classic information marketer. Like Ford Saeks who also has a price point for everyone in the audience. She also handled a power outage with her projector very well.
46. Lisa Jimenez said that “boldness gets rewarded.”
47. Les Brown: “courage is the willingness to act in spite of fear”.
48. Lou Heckler: “always ask who is speaking before you.” In fact it’s best practice to arrive a day earlier to conference so that you can listen to presentations preceding yours and do callbacks to them. Meeting planners respect speakers who arrive early.
49. Lois Creamer spoke at the Consultants PEG and recommended setting up committees of people who can review and comment on your blog.
50. Brendan Burchard stimulated me to think differently about social media. I have already written 52 tweets to send out on a weekly basis for the next year.

Speechwriters are the coming thing. In fact, this is a profession that is more talked about, and more written about, than ever.

Want proof?

According to the Google Ngrams database of millions of terms from their vast collection of digitized books in American English, “speechwriter” is an increasingly common word. Here’s the results for the the period 1950 to 2008:

(Click here to enlarge.)