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The Evolution of The Wealthy Speaker with Jane Atkinson

The Evolution of the Wealthy Speaker with Jane Atkinson
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Quote: “Technology has changed the game for speakers. The way that we compete now is different.” Jane Atkinson

I was thinking about the ways that the speaking business has changed since I started more than 30 years ago and thought it would be a fun idea to share some of my insight with you. On this episode of The Wealthy Speaker Show, we’re going to have a look at the evolution of the speaking business and what it takes to stay competitive today.

Read Full Transcript

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Jane Atkinson: Hi, there! And welcome to the wealthy speaker. Podcast. I'm. Your host, Jane at concern. If you don't know me

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Jane Atkinson: very well, then welcome to the show. I'm glad that you have stumbled across us, because here, at the wealthy speaker, Podcast.

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Jane Atkinson: our goal is to help speakers and their families

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Jane Atkinson: create the business and the lifestyle of their dreams.

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Jane Atkinson: And so over the past 30 plus years I've been in the speaking business.

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Jane Atkinson: and I wrote a book many, many moons ago, called the wealthy Speaker, and I'm, just about to release the wealthy speaker. 3 point oh, so there was a wealthy.

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Jane Atkinson: wealthy 2, and this will be wealthy. 3.0, and someone was interviewing me recently about the wealthy speaker, 3.0, and they asked the question.

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Jane Atkinson: what's changed over the past 30 years in the speaking business. Now.

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Jane Atkinson: if you hear some strange things going on today, i'm actually recording this from my cottage. Got my dog walking by. I've got my fireplace on. Hopefully, my producers aren't saying, what the heck are you trying to put us through, Jane?

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So just know you're going to hear a few.

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Jane Atkinson: a few things that are a little bit unusual for our podcast.

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Jane Atkinson: What's changed in the last 30 years in the speaking business.

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Jane Atkinson: Well, let me tell you

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Jane Atkinson: everything has changed.

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Jane Atkinson: and one of the things When I was writing the wealthy 3 point oh, I recognized was that I also have evolved.

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Jane Atkinson: If somebody would have said to me

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Jane Atkinson: 25 years ago, Jane.

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I would like to go from 0 to $30,000 as my speaking fee.

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Jane Atkinson: and you know this is the path that I want to do it on.

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Jane Atkinson: I probably would have said, that's not possible.

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Jane Atkinson: but my own evolution.

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Jane Atkinson: And having witnessed so many people basically just putting the 2 keys to success that we talk about here at the wealthy speakers school, the 2 keys to success being number one an all in mindset.

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Jane Atkinson: just being kind of willing to go 100% in on your goal, and then following that up with number 2 consistent action.

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Jane Atkinson: I now know

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Jane Atkinson: that if you have those 2 things

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Jane Atkinson: that anything is possible you could say. I want to have a $100,000 speaking fee, and it's possible, is it? Is it like you know, are a lot of people doing that? No, they aren't.

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Jane Atkinson: But it is happening out there in the industry. And so let's think about some of the things that have changed

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Jane Atkinson: in the speaking industry over 30 years. We know

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Jane Atkinson: that technology has been a massive, has had a massive impact. We know that Covid has had a massive impact.

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Jane Atkinson: but i'm gonna add the third thing as being. I don't know why my dog is whining.

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Jane Atkinson: The third thing is mindset. The third thing is mindset.

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Jane Atkinson: Okay, jump up.

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Jane Atkinson: So

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Jane Atkinson: let's talk about technology first.

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Jane Atkinson: Back in the day. When I first got into the business we did a very old fashioned call. Send call process. That's a Tom Winninger, saying, Bless his heart, he's no longer with us.

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Jane Atkinson: and I followed the Tom Lininger

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Jane Atkinson: process of call. Send call, which meant that you called someone on the phone identified that they had a speaking opportunity and that they had a budget.

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Jane Atkinson: and then you would mail them out a kind of pizza box looking type package with Vhs tape, and you know a beautiful brochure

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Jane Atkinson: or folder full of.

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Jane Atkinson: you know, 6 color

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Jane Atkinson: printed pieces.

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Jane Atkinson: and then you would follow up. So that was call. Send a package, follow up. That was the process. So with technology.

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Jane Atkinson: we've added many, many, many different layers on to. How do we get noticed? Including making sure that you have a presence out there on the Internet. We want to make sure that the Google juices

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Jane Atkinson: are are finding you. And so there's

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Jane Atkinson: you know, a gazillion different ways to make sure that you're seen as an expert out there in the world.

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Jane Atkinson: including

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Jane Atkinson: podcasting and blogging, and all of the things that we do regularly in order to get into those feeds.

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Jane Atkinson: So technology has changed that. But clients searching for speakers

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Jane Atkinson: has really evolved back when you would send and work with Speakers Bureau, they wanted all bureau, friendly materials with you know your name and phone number or your phone number and your email address, you know, not present or your website address not present. Well, the today

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Jane Atkinson: anybody can Google your name and find your website. So that has really changed the game for Speakers Bureau, and they have had to raise their.

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Jane Atkinson: I would say maybe service and trust level with their clients, so that the loyalty factor

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Jane Atkinson: is really

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Jane Atkinson: allowing the clients to see that there is no other bureau that I want to work with. I don't want to go find my speakers direct, because I know that their customer service is gonna come through for me If something happens to the speaker, they're gonna be there to help me

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Jane Atkinson: fill the spot at the last minute, and you know there's a lot of things that a bureau can do to create loyalty with their with their customers.

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Jane Atkinson: But really, if you know, there's no reason why

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Jane Atkinson: a client can't find a speaker directly

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Jane Atkinson: in today's world. So technology is really changed. The game for the Speakers Bureau. It's also changed the game for speakers.

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Jane Atkinson: The way that we compete now

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Jane Atkinson: is different. The way that we do the call send call methodology is different.

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Jane Atkinson: you know. I'm kind of wondering whether or not phone calling Isn't going to come back around because I think people's inboxes are quite inundated.

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Jane Atkinson: so

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Jane Atkinson: I would say it's more like a

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Jane Atkinson: touch. Send touch process. Then a call send call process. But

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Jane Atkinson: you know your first

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Jane Atkinson: reach out to a client, maybe by email.

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Jane Atkinson: But maybe at the same time you might connect with them on Linkedin.

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Jane Atkinson: and perhaps some of my clients will call and leave

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Jane Atkinson: an hour after hours voicemail, so that they can hear their voice. And hey, I sent you an email, and we're gonna connect on Linkedin. And i'm hoping that this topic is of interest to you. You know there's

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Jane Atkinson: a lot of different ways to touch.

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Jane Atkinson: and we want to make sure that we're doing it in a way that doesn't feel too much or creepy at the same time. Have some awareness for what's going on in the clients in basket, and make sure that they are indeed.

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Jane Atkinson: you know, seeing you in a couple of different directions, because we know that sometimes

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Jane Atkinson: your emails can get

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Jane Atkinson: put into the spam folder.

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Jane Atkinson: So

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Jane Atkinson: we reach out, Find out whether or not there's any interest in what it is that we are selling.

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Jane Atkinson: Maybe we send them over. Some follow up materials. Here's a link directly to my video. Here's a link directly to an article that I thought might be of interest to you, and then we follow up.

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Jane Atkinson: The idea is to be in the right place at the right time, and

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Jane Atkinson: it may be that you do it in a lot of different ways. A lot of speakers are having great results, sending out videos

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Jane Atkinson: as kind of like the first touch. Hey?

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Jane Atkinson: You know, George, I saw that you have an event coming up in July, and I thought I would be a good fit. And let me tell you why you know kind of on that video, and really give him the what's in it for them.

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Jane Atkinson: And that is a great way to go. I think sh speakers showcasing themselves on video is terrific because

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Jane Atkinson: they're hiring speakers. They want to see them speaking. And so a little short customized video that's directly to George. The person who is in charge of the meeting is perfect.

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Jane Atkinson: So that's certainly a way to go. There is a lot of different ways to go about planting seeds.

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Jane Atkinson: and my point is that

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Jane Atkinson: we still need to do the action consistently. Whatever the actions are, Some of you might have a selling superpower, as we call them, in the book

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Jane Atkinson: of networking. And if networking is your selling superpower, then you want to make sure that you're carving out time 2 or 3 times a month to get out there and get to those networking meetings. Live face to face. Okay.

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Jane Atkinson: So technology has certainly changed the game.

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Jane Atkinson: Covid changed the game in that.

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Jane Atkinson: Of course, the way everybody learned for several years became

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Jane Atkinson: virtual, and

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Jane Atkinson: it I know that what we've seen over the past, say 12 months is that there's a huge comeback in meetings. People really really missed getting together face to face, and so we now know that we'll never ever do away with

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Jane Atkinson: live in person, face to face meetings. And I think that's really good news for our industry.

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Jane Atkinson: But

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Jane Atkinson: my prediction is that virtual also won't be going away because

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Jane Atkinson: they can help augment in between meetings. So we now know how to do virtual really well, and hybrid meetings. I'm actually still seeing them. I thought hybrid meetings were going to be a bit of a fad at first.

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Jane Atkinson: because it's so hard to engage that audience at home.

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Jane Atkinson: and having just attended one a month ago.

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Jane Atkinson: It, you know, when you're at home it's a totally different experience, and they really need to grab you and hold you, or else you are going to be off unloading the dishwasher, doing something else when you're supposed to be at this meeting. So

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Jane Atkinson: The good news, is, I think, for speakers is that you can be selling packages that include a combination of in-person things

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Jane Atkinson: and virtual things, of course, based on what you love to do and what you're really good at, and I think that has opened up

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Jane Atkinson: the market for us to be more

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Jane Atkinson: instead of transactional where we

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Jane Atkinson: are able to do one.

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Jane Atkinson: Well, we're able to do kind of one event fly in, do the event and leave. That's a transaction. That's one transaction we're able to become more transformational and offer

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Jane Atkinson: the client a process that's going to allow them to really see something change and evolve in their or an organization. We're trying to sell transformation here rather than just one transaction. So think beyond that one speech. I think that is one of the best

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Jane Atkinson: and biggest benefits of what Covid gave us the gifts that Covid gave us.

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Jane Atkinson: So

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Jane Atkinson: the third thing really coming back to Mindset

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Jane Atkinson: is that

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Jane Atkinson: there's just no way to operate, I believe a successful speaking business

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Jane Atkinson: with your mindset, or your thoughts not being in check.

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Jane Atkinson: If your thoughts revolve anyway

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Jane Atkinson: into places that don't allow you to show up confident

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Jane Atkinson: Houston, we have a problem.

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Jane Atkinson: and so you need to work on it and lock down your mindset

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Jane Atkinson: and make sure that your thoughts are coming at

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Jane Atkinson: any call that you have with the prospective client that your thoughts are coming from a place of

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Jane Atkinson: Wow! I've got so many great things of value for them. I can't wait to help them solve a problem versus any kind of thought that revolves around. Oh, gosh! I'm not sure. They're going to be able to afford me. I'm not. You know they're never going to pay that much.

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Jane Atkinson: Anything that's putting you in a place of lack or less than in your feelings, is not going to serve you well. And so that's the type of stuff that is actually running through the wealthy speaker. 3. So

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Jane Atkinson: blatant pitch here if you've already where the wealthy speaker or the wealthy speaker 2.0, please don't think that that's it. You've checked the box.

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Jane Atkinson: The third version, the wealthy Speaker 3, is going to be a book that you do not want to miss, and we have a workbook that's coming out with this a a bonus download

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Jane Atkinson: that is actually worth the price of the book.

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Jane Atkinson: and it's all brand new. All of the worksheets are new, all of the coaches. Questions are new. Times of the topics, of course, are new and newly updated because of what's gone on, and that kind of mindset piece is flowing throughout the book, and I think I've done an even better job of really sending you home

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Jane Atkinson: feeling pumped and ready to take on the world. And so I am super

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Jane Atkinson: excited for you to go out to Speaker

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Jane Atkinson: click on our bookstore, and you are going to be able to Go now and grab your copy of the wealthy speaker 3.0, and once you get into the book you will see a. QR. Code that you can go ahead and scan your down, your your bonus downloads.

00:15:47.760 --> 00:15:51.690
Jane Atkinson: and I've got to tell you I

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Jane Atkinson: cannot wait

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Jane Atkinson: to hear what you have to say about it. I hope you'll connect with me on Instagram. I'm Jane Atkinson, one on Instagram, and I would love to hear from you

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Jane Atkinson: with.

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Jane Atkinson: You know what you've learned from the book

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Jane Atkinson: all right.

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Jane Atkinson: So coming to you from a fairly noisy cottage today, my dog is whining because my husband's out driving on the Atv, and he's, and so the dog is whimpering with the anxiety without him.

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Jane Atkinson: I want you to know that

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Jane Atkinson: we're going to keep putting out good podcasts for you here, so keep tuning in, and i'll see you soon. Wealthy speakers.

Highlights you won’t want to miss:

  • The keys to speaking success. [2:00]
  • How technology has changed the business. [4:00]
  • Video reach-outs. [9:00]
  • The gifts that COVID gave us. [10:30]
  • Mindset is everything. [13:00]
  • The Wealthy Speaker 3.0. [14:30]

I have experienced this evolution, and I hope you’ll reach out to me on social media with questions, comments and feedback about the podcast and book.

If you are curious as to how the speaking business has transformed and what you need to do to stay relevant, you simply can’t afford to miss this episode!

I hope you’ll listen and learn.


The Wealthy Speaker 3.0
Jane’s Instagram profile
Jane’s LinkedIn profile
The Wealthy Speaker School
Private Coaching options

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