Thursday, January 13, 2011

The Writer as Speaker (Part 1 of 2)

Creating Speaker Promotional Materials

(Kathy Carlton Willis of Kathy Carlton Willis Communications)

One of the best ways to build your marketing platform is to get involved as a speaker for events. The hardest part is getting the word out that you're available. You need to create promotional materials to make sure event planners have the information they need to decide if they want to book you.

Types of Promotional Materials:

• A speaker one-sheet is usually a full-color glossy front-and-back flyer featuring the information you want disseminated. It’s eye-catching and is easy to file away by event planners for future reference.

• A tri-fold brochure uses the 3 columns of each side as natural dividers for information you’re sharing. It’s visually appealing and can be easily mailed.

• A rack-card is the same size and paper as the cards you see for tourists at hotels. It fits in a business-sized envelope. It contains less content, but works well as an oversized bookmark. With the durable glossy cardstock, it lasts longer than most paper products.

Pick the format that goes best with your branding, message, and purpose.

Information to Include in Your Promotional Materials:

• Your name and contact information.

• Contract information for your booking agent (if you have one).

• Branding information, including tagline or main focus, and logo (optional).

• Your bio (written in third person).

• Endorsements (from attendees, event planners, and name-recognized experts or celebrities).

• Your key topic titles and blurbs.

• Current photo.

Other Items to Include for Event Planners:

• Demo recordings (audio or video) in MP3, CD/DVD, or online.

• Event kits—a ready-to-use plan with the information they need to produce a big event, that includes tickets, programs, d├ęcor ideas, menus, music, and skits.

• Publicity kit—media information about the event.

• Speaker contract. Use a form to list your negotiated agreement, including honorarium amount, deposit fee, and travel specifications.

• Handouts or other duplicatable materials. Provide the masters for print materials for the event planner to copy and distribute at the event.

The crucial factor in creating speaker promotional materials is to think like event planners. How can you make it easier for them to want to book you as a speaker?

If you have a PDF of your own speaker promo kit online, share the link with us in the comments below.

-—Kathy Carlton Willis, Kathy Carlton Willis Communications, is an editor, publicist, certified CLASSeminars speaker and faculty member. She enjoys helping writers and speakers.

Kathy’s BLOG:


  1. Great ideas, Kathy. I'm in the middle of reworking my promotional items, including the website. I'll include more of these tips as I complete it.

  2. Thank you so much Kathy and Cec. This information is very helpful. I appreciate your desire to help others. Sweet blessings to you both!

    Cec, I continue to pray for your precious wife and for you, that you both will experience the warm embrace of our Heavenly Father. You are precious.

  3. Robin and Nan—thanks to you both for your input on this information. We'll be running Part Two soon. You're welcome to read other helpful information at my blog: Also if you haven't yet joined Cec's blog to get updates of posts, I highly recommend you join.

  4. This is GREAT stuff. Just completed my first one sheet for my workshops/breakouts. So much to learn. I love this series, Kathy. And I love you Cec :) Praying for you both. Thank you!

    Here's a sneak peek at my one sheet.

  5. Jo Ann, thanks for sharing your one-sheet. It's eye-catching. The red works for you. And I like the "p" words in your text. My only suggestion is to not waste the second side of the one-sheet. Go ahead and use the opposite side to provide more elements of what the recipients of the one-sheet will need to know to determine if they want to utilize your services. Best wishes to you as you seek more bookings!


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