"Don't talk so much," is what people used to say to Dr. Stefan Frädrich. Today he is a top speaker and inspires thousands of people on stage. Don't talk so much" has become a business. What used to be perceived as annoying is now one of his core qualifications. But how did he get there? And how do others manage to position themselves successfully as speakers?
Speaking alone is not enough to be successful as a speaker. It's about your own positioning. You have to be credible in what you do and say. Stefan says, "You are your topic." But how do you find your own topic and is it really important to position yourself? We'll tell you all that and get to the bottom of the question of whether there aren't already too many speakers and no position is "free" on the market.
Your target group must be able to perceive what you stand for and what sets you apart. If you talk about intestinal health today and go on stage as a leadership expert tomorrow, it is unclear what makes you stand out. Your proof of concept is missing - that is, the proof why you, of all people, are in a position to talk about this topic.
It is important for customers to quickly understand why they should work with you. What do you offer? What do you stand for? Define what you are really good at and where your expertise lies. The point here is not to be an all-rounder, but to position yourself pointedly. Experts have a wide range of knowledge within a clearly defined area that is relevant to others.
What opportunities do I have to position myself as a speaker?
Positioning also means finding your unique selling proposition. It's about clearly defining why people should buy from you. To do this, you should know what makes you special and what is in demand. Many speakers fall in love with their topic and overlook the fact that this topic may not be relevant for others.
It is therefore helpful to better understand the market.
Use the insights gained to position yourself. Note: Don't be put off by the fact that there are already many speakers on the German market. Forget about competition! If you find a niche that you fill with depth (and you can do that as an expert), you have no competition. There are many motivational speakers on the market.
Stefan's niche was the idea to build up the topic of motivation with the help of an artificial figure - "Günter, the inner pig dog". With this character, Stefan is positioned and known as a speaker.
It is important to distinguish eye-catching features from clear positioning. The fact that Steve Jobs always wears a black turtleneck supports his personal brand, but does not equate to his positioning. Your positioning needs to be relevant to your audience. Chances are, your audience couldn't care less whether you wear red socks or blue and green ones. They come to you partly because of your expertise and partly because they trust you. It's your job to connect the needs and desires of your customers with your expertise.
