Today we are joined by Grant Baldwin founder and CEO of The Speaker Lab, Grant has helped thousands of people build successful and sustainable speaking businesses. He is also the author of the book ‘The Successful Speaker’ as well as host of the The Speaker Lab Podcast these have impacted thousands of speakers at all levels globally.
There’s a quiet shift that happens the moment you step onto a stage.
Before you’ve shared a framework. Before you’ve told a story. Before you’ve even introduced yourself—people are already assigning value.
They’re thinking:
“This person must know something I don’t.”
That’s the power of public speaking.
Not as performance—but as positioning.
And yet, most founders, marketers, and consultants treat speaking like an afterthought. A side activity. Something they’ll “get into later.”
Which is why they never see results.
Because speaking, when done properly, isn’t just a skill. It’s a strategic growth channel—one that can accelerate authority, compress trust, and drive demand faster than almost anything else in your marketing mix.
In this guide, we’re going to break down exactly how to become a public speaker and get paid for it—without guesswork, without fluff, and without wasting years figuring it out the hard way.
Why Public Speaking Is One of the Most Underrated Growth Channels
Let’s start with a simple truth:
People don’t buy from businesses.
They buy from perceived experts.
And speaking is one of the fastest ways to establish that perception.
As Grant Baldwin puts it:
“When you are a speaker… there’s just a certain amount of authority that we prescribe to that person.”
That authority isn’t accidental. It’s psychological.
When someone is selected to speak on a stage—whether it’s a conference, a leadership event, or an industry panel—the audience assumes:
- They’ve been vetted
- They have expertise
- They’re worth listening to
That assumption gives you a head start most marketing channels simply can’t replicate.
But here’s where it gets more interesting.
Speaking doesn’t just build authority—it creates proximity.
Unlike content, which is consumed passively, speaking is experienced in real time. There’s energy. There’s feedback. There’s connection.
Grant explains it clearly:
“When you are speaking… you get that real-time feedback that informs the presentation and helps make future presentations better.”
That feedback loop is powerful.
Because every talk sharpens your message. Every audience refines your positioning. Every room teaches you what resonates—and what doesn’t.
And over time, that compounds.
Step 1: Define Your Audience and the Problem You Solve
If there’s one mistake that keeps aspiring speakers stuck, it’s this:
They try to be relevant to everyone.
“I speak about leadership.”
“I talk about mindset, sales, marketing…”
It sounds broad. Flexible. Safe.
It’s also the fastest way to get ignored.
Grant sees this constantly:
“The mistake… is we try to go big, broad, vague… ‘I speak to people… my message is for everybody.’ Well, that doesn’t work.”
And he’s right.
Because event organisers—and buyers in general—aren’t looking for generalists.
They’re looking for certainty.
Why Generalists Get Overlooked
When someone is hiring a speaker, they’re not browsing casually.
They’re solving a problem.
- “We need to improve sales performance”
- “Our leadership team is struggling”
- “We need clarity on our brand positioning”
If your message doesn’t map directly to that problem, you’re out.
This is where most speakers fall down.
They focus on what they can talk about… instead of what they should be known for.
The Specialist Advantage
Grant frames it brilliantly:
“You want to be the steakhouse and not the buffet.”
It’s a simple metaphor—but it cuts through instantly.
A buffet offers everything… but excels at nothing.
A steakhouse does one thing—and does it exceptionally well.
In speaking (and in business), the steakhouse wins.
Because clarity builds trust.
At Elements, we see this repeatedly with brands.
The ones that scale fastest aren’t the most talented.
They’re the most focused.
Step 2: Build a Talk That Actually Delivers Value
Once you’ve defined your audience and their problem, your talk becomes far easier to construct.
Because now it has a purpose.
Not to entertain.
Not to impress.
But to solve something specific.
Grant describes this as making an “educated guess” and refining over time:
“You think this will work… then you refine it… tweak it… and eventually it becomes flawless.”
That’s an important mindset shift.
Great talks aren’t written once.
They’re built through iteration.
The Structure of a High-Impact Talk
A strong talk typically includes:
- A clear problem your audience recognises
- A structured way to think about that problem
- A practical path forward
But more importantly—it needs focus.
Most speakers try to cram too much in.
They want to show everything they know.
The result?
A diluted message that’s hard to remember—and even harder to act on.
Instead, aim for:
- One core idea
- One transformation
- One takeaway
If your audience can’t summarise your talk afterwards, it wasn’t clear enough.
Step 3: Position Yourself as the Authority
Here’s where many speakers get frustrated.
They’ve got a good talk. They’ve got experience.
But they’re not getting booked.
Why?
Because ability doesn’t equal visibility.
Grant puts it bluntly:
“If you don’t have a website… it’s hard for people to take you seriously.”
Harsh, but accurate.
The Minimum Viable Speaker Brand
To be taken seriously, you need two essential assets:
1. A Clear Website
Not a generic homepage—but a positioning tool.
It should instantly communicate:
- Who you help
- What you speak about
- Why it matters
If someone lands on your site and has to “figure it out,” you’ve already lost them.
2. A Demo Video
This is non-negotiable.
Grant explains it like this:
“The goal of a demo video… is to make people want to see more.”
Event organisers are managing risk.
They’re thinking:
- Will this person engage the audience?
- Will they represent us well?
- Will they deliver value?
Your demo video answers those questions in minutes.
Without it, you’re asking for trust you haven’t earned yet.
Step 4: How to Actually Get Paid Speaking Gigs
Now we get to the part everyone wants.
How do you actually get booked—and paid?
The answer is simpler than most expect.
But it requires discipline.
Why Most Speakers Struggle
They take a passive approach.
“I’ve got a website… I’ll just wait for opportunities.”
Grant calls this out directly:
“Rather than just saying… I sit back and wait for the phone to ring… that just does not work.”
And it doesn’t.
Because speaking—like any growth channel—requires proactive effort.
A Simple Outreach Framework
Start by asking:
- Who is my ideal audience?
- Where do they gather?
- What events do they attend?
Then:
- Identify relevant events
- Reach out to organisers
- Position your talk as a solution
- Follow up consistently
This isn’t about pitching yourself.
It’s about aligning your expertise with a real need.
Step 5: Build Confidence Through Repetition (Not Talent)
Let’s address the elephant in the room.
Fear.
Almost everyone feels it.
And many assume confidence comes first.
It doesn’t.
Confidence comes from evidence.
From repetition. From experience. From preparation.
Grant explains:
“Speaking is no different than any other skill… if you want to get better… you have to do the thing.”
There’s no shortcut here.
No hack.
Just reps.
Reframing Nerves
One of the most useful insights Grant shares is this:
“Oftentimes it’s not nerves… it’s excitement and adrenaline… and we have a hard time distinguishing between the two.”
That shift matters.
Because instead of trying to eliminate nerves, you learn to channel them.
And preparation plays a huge role here.
“You spend the time practicing… so you show up with confidence… like ‘I’m ready for this.’”
Step 6: Turn Speaking Into a Demand Generation Engine
This is where most people underestimate the real value of speaking.
They focus on the fee.
But the fee is often the smallest part of the opportunity.
Because the real value lies in what happens after the talk.
Speaking as Lead Generation
Grant highlights this clearly:
“There’s going to be audience members who are saying… ‘Can I hire you to help me implement that?’”
That’s the shift.
You’re not just delivering a talk.
You’re creating demand.
Done well, speaking can generate:
- High-quality inbound leads
- Consulting opportunities
- Partnerships
- Long-term brand visibility
But only if it’s aligned with your broader strategy.
Common Mistakes That Keep Speakers Stuck
After years of working with founders and brands, the patterns are predictable.
Here’s where most people go wrong:
1. Trying to Be Everything to Everyone
Kills positioning. Confuses buyers.
2. Expecting Fast Results
Speaking is cumulative. It compounds over time.
3. Underpreparing
The best speakers rehearse relentlessly.
4. Waiting Instead of Acting
Opportunities rarely come to those who wait.
5. Expecting Professional Results with Amateur Effort
Grant puts it plainly:
“You can’t expect professional results… but give amateur effort.”
That line alone explains why many never break through.
Final Thought: Speaking Is a Long-Term Brand Asset
There’s a tendency in business to chase immediacy.
Quick wins. Fast growth. Instant results.
But the most valuable assets don’t work like that.
They build over time.
Speaking is one of them.
Every talk:
- Sharpens your message
- Strengthens your authority
- Expands your reach
And eventually, something shifts.
You stop chasing opportunities.
They start coming to you.
As Grant puts it:
“You’re not charging for that one speech… you’re charging for the hundreds that came before it.”
That’s the game.
Where to Go Next
If you’re serious about becoming a paid public speaker—and using it to grow your business—clarity is your next move.
Because without clarity:
- Your message won’t land
- Your positioning won’t stick
- Your efforts won’t convert
Start with the Brand Power Assessment to identify what’s holding your brand back.
Or, if you’re ready to take a more strategic approach, book a Clarity Session with Elements.
We’ll help you align your message, your positioning, and your growth strategy—so speaking becomes more than just a skill.
It becomes a lever.
What's Your Brand Ceiling?
Take the 4-minute Brand Power Assessment and find out what's capping your growth, before it costs you the next deal.
