How Do I Select My Most Ideal Target Audience?

How do I Select My Most Ideal Target Audience?

In my most recent blog post, I share why there's still time to land early Spring speaking engagements.

Even if you're just starting out in your speaking, or want to, there is time to find groups who are actively seeking speakers like you.

But that time window is quickly ending, because it is between now through November!  Once holidays kick in, speakers have already been selected and in that previous post I explain why!

Several of you replied back with something like, (1) "How do I know which target audience to focus on?" or (2) "I have multiple groups I can speak to. Where should I start, or which one is best?"

Whenever I get a email thread with a common theme, I'll write about it - so here you go ....

When it comes down to selecting your first target audience and you feel like you're spinning in circles right now, overwhelmed by choices, or worried you’ll pick the “wrong” audience, here’s your reminder:

You don’t need multiple audiences. You need ONE audience to start.

Just one.

After success with one industry, then rinse and repeat to the next!

But that one industry must also have one association. That one “squirrel” is enough to build a legitimate, profitable, and sustainable speaking business. It did for me a few moons ago and this process still remains my speaking business model as a keynote speaker.

And here’s the reality most speakers miss: YES, most of us can speak to many industries, but we must start with one. We need at least one industry we want to serve from the beginning.  

Educators = Educator associations

Students = Collegiate / High School associations

HR professionals = SHRM

CPAs = AICPA

Real estate = NAR

Etc. etc. etc.

Once you gain traction and proof in that industry's premier association, you rinse and repeat your way into the next one. So if you’re struggling with which industry to choose first, then default to the one that is most qualified based on two criteria:

________________________________

My 2 Core Criteria for finding PAID Speaking Engagements: (1) Structure + (2) Events

These criteria are the backbone of Module 3 in my book, PAID to $PEAK—and the backbone of every sustainable speaking business.

1. Structure

Identify an industry's association that has:

• Local chapters

• State councils

• Regional zones

• A national office

Structure creates:

• Multiple entry points

• A visible ladder to climb

• Predictable speaker opportunities

• Repeatability and scalability

• Opportunities to build a reputation and following

If there’s no structure, there’s no speaking ecosystem. You’ll get a one-off speaking engagement and nowhere to go next.

2. Events

Events are what convert structure into speaker demand. Qualified industries host association events with:

• Frequent chapter meetings

• Annual or state conferences

• Leadership retreats

• Trainings and workshops

• Regional meetings

• Summits

Events = registrations + sponsors = speaker budget.

A qualified target audience has both structure AND events.

This is the vetting process most speakers never learn, and why they burn countless hours speaking for free with no upward path.

Question to Ask yourself:

• Below are refined questions to help you qualify your ONE starting industry and association:

• Which industry do I want to serve first? (Even if I know I can serve many.)

• Which industry do I have the most experience in?

• Which association is the premier association serving that industry?

• Does that association have a statewide structure and events?

These are the questions I'd ask myself to qualify and determine whether or not a specific industry has a need for speakers and if they have budget to pay speakers.

If selecting a target audience is a challenge you’re facing, that's OK. It's normal.

The solution though is FOCUS.  And what I've written above should help you lock in your focus.

Module 3 inside PAID to $PEAK teaches you exactly how to do this without guesswork.

________________________________

But What If You Have 3 Industries That ALL Look Great?

Let’s say you find three industries that all appear qualified and each has associations with structure and events. How do you choose?

Here’s the truth: They actually are not equal.  From my experience, every industry has a premier target association.  It's up to you to find it.

After 5–10 minutes of research using the process I teach, I can usually see distinctions, patterns, advantages, or deal-breakers most new speakers overlook. This is exactly why working with a speaker coach matters.

But OK, let’s pretend—just for one magical and unrealistic moment—that they are equal in every way.

Then choose the one you have the most experience with.

But what if you have equal experience with all three?

Pick the one that resonates with you the most.

And if they are STILL equal?

Then heck—just pick ONE. Why are you complicating this? :)

Movement creates clarity.

Action beats analysis.

Momentum comes from choosing.

________________________________

And If Selecting Your Target Audience Still Isn’t Straightforward …

Then it’s time to re-review Module 3, or let's have a conversation. How many hours do you need to waste? What's your time and energy costing audiences who need to hear your message?

If this process feels foggy or overwhelming, a focused 20–30 minute coaching call could save you months—if not years—of wasted time and wrong turns. Choosing the wrong target audience leads to endless free gigs, slow progress, and no consistent speaking fees. You can reach out to me for a coaching call here or heck, just get my book PAID to $PEAK and I'll gift you with a free, complimentary coaching call.

If there's one main takeaway for you with this blog post, it's this:

Choosing the right target audience transforms everything.

And why your decision in selecting the best target audience is likely be the most important step of your speaking journey.

Earn greatness today! Onward and upward.

---

Want to speak professionally, part-time or full-time?

Not getting PAID speaking engagements?

I've been honored to present for over 1,000,000 people through 1,150+ audiences in all 50 states and several countries. Whether I'm on a stage or in a training room with professionals or students, I absolutely LOVE motivating and inspiring people for higher performance. And in addition to my own speaking business, I have a passion for helping and coaching speakers learn how to catapult their speaking whether part-time or full-time. My book, PAID to SPEAK, outlines a proven model for speakers and is now an online course as well! Click here for online course info!

If you are serious about becoming a professional speaker, explore my coaching and mentorship options. I don't want you to flounder like I did and be frustrated.