How to become visible and relevant

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How to become visible and relevant

The decisive tips for your positioning

"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.

This is why you should position yourself

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 about a topic
    (e.g. Dr. Mareike Awe as an expert for intuitive eating or Stefanie Stahl as an expert for the inner child).
  • Positioning via an industry
    (e.g. Bodo Schäfer as financial expert and money coach)
  • Positioning about the way you tell stories
    (e.g. Dr. Stefan Frädrich with Günther, the inner bastard or Peter Brandl, who transfers insights from aviation to everyday business situations) 

How to develop your positioning

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.

  • Collect information about your market: How is the market positioned and how has it developed over time? 
  • Collect information about your competition: How could a competing product be improved? What is still missing to better meet the needs of the target group?
  • Collect information about your target groupWhat is important to your target group? What challenges can you solve for them?  

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.

What you should pay attention to in your positioning

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. 

These are the questions you should ask yourself for your positioning as a speaker 

  • Why do you want to be on stage?
  • Which topics inspire you? And why do you have such a passion for these topics? 
  • What sets you apart from other speakers talking about the same topic?
  • What is your promise to clients or viewers? What do they learn from you and why do they need you? 
  • Why is your keynote so relevant that you get paid for it?



Learn with professional speaker Frank Asmus captivate your audience from the very first second, cause goose bumps and earn thunderous applause!
Reviewed by Dr. med. Stefan Frädrich

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