Episode Transcript
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Speaker 1 (00:03):
Hi docs, welcome to
the Entree MD podcast, where
it's all about helping amazingphysicians just like you embrace
entrepreneurship so you canhave the freedom to live life
and practice medicine on yourterms.
I'm your host, dr Ibnah.
Well, hello.
Hello, my friend, welcome backto another episode of the Entree
(00:25):
MD podcast.
As always, I am super gratefulthat I get to be in your ears.
Thank you so much for listening.
Today I want to ask a favorright off the back.
Typically, it's like give valuebefore you ask for anything,
but we're over 300 episodes ofthe Entree MD podcast, so you
know what's about to happen.
I want to ask you to do me asolid.
(00:47):
When I look at the state of thephysician community, there are
so many people who have startedbusinesses and they're really
struggling.
There's so many who want tostart and don't think it's an
option for them.
There are many who startedbusinesses They've hit seven
figures but then they've built abusiness that they've grown to
hate because it's hard, becausethey haven't built a team yet.
So they escaped burnout tocreate their own place, their
(01:10):
own business, and they'reburning out there.
Let me talk about all of thaton the Entree MD podcast.
And so I want you to giveanother physician the gift of
the Entree MD podcast today.
So just pull out your phone,take the link and just do a
countdown, send it to 10 doctorsand say hey, I listened to this
podcast.
It's been a big game changerfor me and I want you to give it
(01:31):
a listen.
Listen to three or fourepisodes, let me know what you
think and then just send that to10 people.
Now, if you do this, I do wantyou to do something else, which
is reach out to me on Facebook.
I am Una Chupu on Facebook.
You'll be in the show notes andI just want you to send me a
private message and say hey, dr,when I took you up on it, I
senta text with the link of theEntree MD podcast to 10 of the
(01:54):
doctors in my life, just becauseI want to be able to tell you
thank you.
Right, like you took out thetime you did that.
I want to tell you thank you.
I want to really appreciate you, and so send me a message, let
me know you did that.
It'll mean the world to me,okay, so I'm going to tell you
thank you in advance, because Iknow you're going to, and let's
just spread this everywhere.
This is a free resource.
(02:16):
This is like the free MBA forphysicians.
We're committed to givingreally high value.
It's not fluff, it's not aplaceholder.
It really is designed tototally transform any
physician's life, right?
So thank you for doing that.
Appreciate it.
Can't wait to see you in thePMs, okay, all right.
So today we're going to betalking about how to become a
(02:38):
highly sought after paid speaker, and this was really triggered
by a conversation I had withinthe marketing company, the
physician's marketing team.
We have a mastermind that's allabout building out your brand
as a physician.
So, especially if you're anemployed physician and you want
to build this brand and you wantto learn to monetize it and all
(02:59):
of those things, we have aprogram for that.
Okay, you can find more aboutit at physiciansmarketingteamcom
.
But I was going there once amonth to do this Q&A, which is
so good, because I love Q&A, Ilove coaching, I love developing
strategy, I love doing all ofthat.
So one of the doctors was likewhat is that thing, what is the
(03:20):
one thing that you're trying toaccomplish?
And it's like I want to be apaid speaker, I want to do a
number, a quarter.
And I was like, okay, great.
And she's like, but I don'tknow how to get these gigs, I
don't know how to make that work, and I'm like, great, let's
talk about it.
And so we had a conversationaround there and I thought it
was really good.
So I said you know what?
I'll come talk about some ofthose strategies here, because
(03:43):
speaking is something is reallylow hanging fruit for physicians
, because we have the expertise,we have the authority, we have
access to places that want us tospeak because of all the wisdom
and skill and experience thatwe have.
We have access to so muchcontent, like if you think about
every patient visit, everyinteraction with your fellow
physician, we have access to somuch content.
(04:04):
We have the best stories and so, and like, even if you say I
love my job and I just want tobuild out my brand, I have this
speaking as an arm.
You can build that.
You can build that to multiplefive figures.
You can build it to six figures.
You can build to multiple sixfigures, like you really could,
right?
So let's talk about some ofthose things that you know
(04:24):
you'll need to do so you becomemore findable, right?
And so that people would be upto paying for what you do.
Okay, all right.
So the starting point of this,the first thing I told her, is,
in fact, let me backtrack, right, so this really is about
becoming more visible as aspeaker, right?
Like it doesn't matter how goodof a speaker you are if people
(04:45):
don't know that you're there, ifpeople don't know that you're a
speaker, if people don't knowyou charge your fee to speak.
If they don't know any of thosethings, then it's not just.
It's just not going to happen.
So this is really around how doI become visible, how do I put
myself in front of decisionmakers and all of that?
Okay, so the first thing hereis, beyond all the things that
we can do, like post-summon onsocial media, all of that is
(05:08):
really building a network withspeakers, right, because
speakers they hang out together.
Speakers know what events arecoming out Coming up.
Speakers know what events arelooking for speakers.
Speakers know they know, right,and so the more speakers, the
more events will know about you.
The more speakers, the morepeople could open doors for you.
(05:30):
And so this happens in theEntremde Business School, like
quite a bit, where an eventwould reach out to somebody who
has an established brand as aspeaker and is like could you
come speak at this event?
It's going to be October 28th,I'm totally making up the date.
It's going to be October 28thand all of this and I, oh man, I
can't make it on that day.
I have another event, or I'm onvacation with my family, but I
(05:52):
know somebody who'll be perfectfor it.
Would you like me to connectyou?
And the person says yes, andthey come back to the business
school community and they reachout to somebody who they know is
a speaker and like, hey, Ican't do this event, but it
looks perfect for you.
Are you interested?
Right, and so the more speakers, the more speakers you have in
your network, then the moreopportunities you have, the more
(06:12):
access you'll have.
Many times somebody will reachout to me and say, hey, I'm
doing this event and look, I'mrecruiting speakers and I will
find it.
And I know I have a communityof people who are speakers, so I
just take that from there, boom, post it in the group.
Next thing, I find that we havethree people from the Entremde
Business School who are going tobe speakers at that event.
So you, just you need to buildthat network.
(06:34):
That's just the way that works.
You may say, oh, yeah, but howwill I find these people?
Okay, of course they alreadyexist.
These people are all adults, sothey already exist.
So I want you to think about itright.
Look at events you'd like tospeak at, look at the people who
spoke there.
Find them on social media, findthem on LinkedIn.
Connect with them.
Hey, a fellow speaker here,blah, blah, blah, blah, happy to
(06:56):
connect.
You're not pitching themanything, right.
And you start building yournetwork that way.
Okay, and it will lead you tosay, oh, and they're all
gathered at this event andyou're there and like, or
they're on this in this othergroup and you connect with them
in the group, or you just look,for you get on one-on-one
conversations with them.
Right, but don't believe thelie that you can't build a
(07:16):
network.
They all exist.
Speakers love speakers andconnect Okay.
So building network withspeakers.
If you're like, oh, that willmake me uncomfortable, we have
option number one I'muncomfortable and I sit in the
discomfort of it and I buildthis network and the end result
(07:37):
is that I'm a highlysought-after paid speaker.
There is I'm uncomfortable andI don't want to deal with this
discomfort, so I do not buildthe network, and I'm not a
highly sought-after, paidspeaker.
So then we have to choose whichone we want.
The price for greatness isdiscomfort.
Well, one of the prices isdiscomfort.
So I would challenge you,regardless, not to run away from
(07:58):
discomfort.
Like ever, as an entrepreneur,as somebody who is growing, as
somebody who is evolving, assomebody who wants to become the
best version of yourself, wedon't run away from discomfort,
we embrace it.
That's what we do.
Okay, so that's the first thing.
The second thing is to positionyourself as a speaker.
If you do not let people know,if you do not position yourself
(08:19):
as a speaker, if you do not letpeople know that you're a
speaker, they will not know.
So this is about beingintentional and putting it out
there in the marketplace, in thespeaker space, that I am a
speaker.
So what does that look like?
Well, that could look like onyour social media.
You have spoken at an event,you have pictures from that and
(08:40):
you post it on social media andyou're like throw back to when I
had the honor of speaking atXYZ conference.
Blah, blah, blah, blah, blah.
The people kept coming back tome with this quote that I said
and all those kinds of things.
What are you doing?
You're telling your followers Iam a speaker, right, it's like
I am a speaker when you'rehaving conversations or you're
doing posts generally, or you'rea guest on a podcast, and all
(09:03):
of that in your stories, right,like, just think about this,
right, they say don't make apoint without using a story and
don't tell a story withoutmaking a point.
Right, and so one of the thingsyou do in your communications
you tell lots of stories, and soyou want to pull some of your
speaker stories and then thosebecome stories that you share
(09:24):
and it is subtle.
But what you're tellingeverybody who's listening and
the person who's interviewingall of that is I am a speaker.
Right, I am a speaker.
Okay, so that's the secondthing.
You position yourself and don'tfeel like, oh, I posted that
one picture before.
I can never post it again.
Of course you can, right, youcan post a picture talking about
(09:44):
this one point you made whenyou did a talk.
You can post it like weeks fromthen, talking about how you
prepare to speak on stage or howyou're introvert, but you still
rock the stage, right.
You can post it again weeksafter that, talking about
somebody who came to talk to youafter you talked and what they
(10:05):
said like how they said yourtalk changed their lives, right?
You can post it weeks and weeksafter that, talking about how
you're constantly working onyour skill and you gave that
talk, but you've actually donefive more hours of work to make
that talk even better.
Like, there's so manyvariations, right, so many
variations.
And so you can keep rinsing andrepeating, but coming from
(10:26):
different angles, and it's allabout telling, forcing on the
marketplace the awareness thatyou are a speaker.
Okay, so that's number two.
Number three is create evidenceof your credibility, right,
create evidence of yourcredibility.
And so what that means is givepeople the opportunity to
experience you speaking, andthat could look a number of ways
(10:49):
.
Especially if you're a speakerwho started off, you're not
really commanding $10,000 or$20,000 or $30,000 per talk.
There is a strategy behindspeaking for free, okay, so
there's some people who say, oh,I know my worth.
Of course you know your worth,right, but your worth as a
speaker is what you're paidright.
Like, once you become morevaluable as a speaker, you'll be
(11:11):
paid more right, and so ifyou're not there, you're not
there, there's no point.
Don't make it a thing right,and so there's a place for, say,
you don't even have a sizzlereel, right, like there's no
video of you speaking on stage,there's none of those kinds of
things.
You can strategically go and doa really great talk because you
want to get the pictures, youwant to get the videos, you want
(11:32):
those people to experience youtalking and all of those things.
It sets you up to be in aposition where you can command
more of a speaker fee, right.
So there is a time when that isa strategic thing to do, okay.
Now, this is a little off track, but I'm gonna say it here so
everybody is reminded of this.
When it comes to being paid fora talk even though here I'm
(11:54):
talking about being paid as akey noter but when it comes to
being paid as a speaker, therereally are two main models,
right, and the first model willbe okay, you're a key noter, so
you go, you talk, they pay, theycut you a check.
The other version is the pitchfrom the stage model, the
selling from the stage model,and so, for instance, let me use
(12:15):
myself as an example say, Iwent to a conference.
It was physicians, physicianentrepreneurs.
I may say don't pay me but giveme the opportunity to talk
about the EntryMD BusinessSchool, like, sell the EntryMD
Business School from the stage,right.
So say, if I went and I did akeynote, they could say, okay,
(12:36):
we're gonna pay Dr Oona, we'regonna pay her 15 grand, 20 grand
, 25 grand, right.
But I can say I don't want that, I would rather just sell from
the stage.
And there are differentconferences that work in
different ways.
So I'm trying to use this as anexample and I may say, okay,
I'm gonna do that from the stage.
Well, if I do that and I talkto 200 people and five of them
(12:58):
decided oh my goodness, this isexactly what I've been looking
for.
I want to be in the EntryMDBusiness School, I want the
coach, I want the accountability, I want the community.
Like you're telling me, there'sa community of physician
entrepreneurs who are killing it, who are growing their
businesses, who are livingquarter to quarter what Right?
So if I have five people allsay yes, the EntryMD Business
School is $25,000 for a year,and so what that means is that
(13:20):
talk generated $125,000 for me.
So I may say, oh, but you spokefor free.
Well, happily, I spoke for free.
Quote, unquote.
Do you see what I'm saying.
So there are two models.
So I don't want us to forgetthat as we talk about this.
So I just thought I would dumpthat there.
We have a whole podcast episodeon that.
You can check it out.
The two major ways speakers getpaid Okay, so back to creating
(13:43):
the evidence of credibility.
Right, so you're speaking forfree and all of those kinds of
stuff, but again, it's strategic.
Then speaking on podcasts is areally good one, because
somebody can listen to a podcastepisode and they're like, oh, I
know this person.
They speak with a lot of energy, they're clear in their
thoughts, they have somethingreally profound to say, they
know how to connect with anaudience.
(14:05):
Like this is amazing, right,and so you want to put in the
reps, right, like you want toput in the reps and create this
evidence Like I'm this highlysought after.
I want to think about yoursocial media You're posting
about.
I was a guest on this podcast.
I was a guest on that podcast.
I was a speaker on this stage.
I was this.
It gives this feel of somebodywho is a speaker, right, okay,
(14:27):
and the more, the bigger thestages you're on, the more
you're on stages.
It's like clearly, she doesn'tdo that for free.
You know what I mean, like.
So that's part of it, okay.
Number four Number four is thereal thing you would do as an
entrepreneur.
Someone who is building aspeaking business is an
entrepreneur Okay, and if youthink you're not, then you know
that's the beginning of theproblem, because you're not
(14:49):
going to apply theentrepreneurial methods that you
need to, okay.
So number four is actuallypitching conferences.
Right, like reaching out toconferences, say, hey, I see
that you're putting on thisevent.
This is what I talk about, thisis how it could be, this is how
it could benefit your audience,and all of these these are some
conferences I've spoken atbefore would love to be
considered as a speaker for yourevent, right, and so you're
(15:10):
pitching.
Now, when it comes to pitching,it is a numbers game.
Right Now, I have I've had theprivilege of being behind the
scenes with somebody who is itwas a professional speaker, okay
, and he did the keynote modeland he did his cool.
2.5 million a year just fromspeaking, okay, so not from
sales of books or anything likethat just from speaking.
(15:31):
His speaker fee was 50 grand,but you know he didn't start
from there, but it's 50 grand.
Okay, now, in his businessmodel, they would get up, they
would draw.
They would draw 50 circles on adry erase board and they would
pitch 50 people every day.
(15:51):
That's what a sales team didevery day, right?
And you might be like 50, fine,I don't want to be a speaker,
right, okay, don't do 50, do 20,but whatever.
Right, you want to startpitching.
It's a numbers game.
You want to start pitching.
The more you do it, the morethings will stack in your favor,
right, you're like okay, who'sresponsible?
You call who's responsible forbooking speakers at your events.
(16:12):
They give you the information.
You take that boom, this iswhat I can do.
Blah, blah, blah, blah, blah.
But you want to start pitching,okay, so I'm not going to go
into terrible great detail here,but that's part of what you
need to do.
Number five Number five is youhave to practice charging.
You have to practice charging.
Sometimes the big thing is, oh,getting comfortable on stage
(16:34):
and after that it's like I'vearrived.
No, you have to practicecharging for your talks.
Okay, you have to practiceasking for money.
You have to practice asking tobe paid, because if you're going
to be a highly sought afterpaid speaker, you're going to
have to be paid, and if you'regoing to be paid, you're going
to ask to be paid.
Okay, and I?
Again, this is something thatis a little more than we can
(16:54):
discuss on this podcast, but Iwill give you one of the most
important things, and that isthis.
People say so how much do youcharge, how much do you expect
to be paid?
And the best question you canask them is what's your budget?
Okay, you want to throw theball back into their court
(17:14):
because you may be thinking, oh,I'll just charge them a little,
I'll charge them to grad, andthey may be thinking there's no
way she'll do this for less than10.
Right, like.
So what's your budget?
All, right, like, my fee variesand all those things I don't
want to be understanding withyour of your conference, blah,
blah, blah.
What's your budget?
Right?
And then you can start thenegotiation from there.
So these are things you can do.
(17:35):
Every last one of these thingsare things that are simple, not
necessarily easy, but if youthink about the payoff is that
I'm a highly sought after paidspeaker.
We have a number of physicianswho are in the entrepreneur
business school.
That $10,000 is there.
Is there a start Like that's,that's what they'll take to to
speak at your event and stufflike that.
Right, and they're even turningevents down.
(17:55):
So can you do that?
Absolutely, of course you can.
You're a whole physician.
Of course you can.
But I want you to start withthese processes, okay.
So what I want you to do fromlistening to this is I want you
to actually take each of thesethings and start experimenting
with them.
Right, you may say, well, Idon't know any speakers.
Of course speakers.
(18:16):
Right, speakers.
Just reach out to them, startfrom the known and then work
your way to the unknown.
So start building that network,start positioning yourself as a
speaker, start creatingevidence of your credibility,
start pitching conferences andstart practicing charging.
Okay, so I want you to thinkabout this.
Right, I want you to thinkabout a year that you brought
six figures in just fromspeaking.
(18:37):
I want you to think about that,like that can totally be your
reality, but you're going tohave to start.
It could be six figures, itcould be multiple six figures.
Maybe you make it a thing andthis is what you go on to do,
and then maybe you crack theseven figure mark.
I will be celebrating you, okay.
So I want us to take thisseriously.
I want us to start the work.
I want us to take the next stepin our evolution.
(18:59):
Okay, so here's what I said,pretty pleased with 17 cherries
on top.
Take this episode.
I'll take the link to thepodcast.
Share it with 10 doctors inyour life.
Send me a PM, let me know.
My goodness, dr O'Neill, I didthat so happy to support the
movement.
You're a part of the Calvary.
I want to acknowledge you, okay, and I will see you on the next
episode of the Entremd podcast.
Hey, if you love listening tothe Entremd podcast, I want to
(19:24):
invite you to join Entremd ondemand.
It is my signature subscriptionprogram that gives you access
to a library of business coursesdesigned to help you do one
thing as a physicianentrepreneur, and that is to
thrive.
Just head out to Entremdcomforward slash on demand and I'd
love to have you join us.
See you on the inside.