+100 Poinit Biz Audit

Is your writing and speaking a nice hobby or a profitable business? I developed an audit for speakers, authors, and experts like yourself where we could pretty quickly determine where you are at. 

Not only does this audit have a checklist but the components of a complete speaker author business are put in order of importance as well. You might think that some of these things on the list are unnecessary or that you or someone else you know is making money without some of these things. I get that. There can be exceptions to the rule but if you truly wanted to put all the odds in your favor you would create or complete as many of these tasks and projects as well as do them in the order of the audit.

(This is a tough list to complete and even if you can check off more than 70% I find you are in the top 7% of the speaker author business especially if it’s the first 70% of the list.) 
  1. Branding – Set Your Name
  2. Branding – Setup and Locking Your Company Name
  3. Branding – At least one main Slogan
  4. Branding – Your 3 Words
  5. Branding – Action Invitations, Define what You Specifically Do
  6. Branding – Set Your Elevator Pitch
  7. Branding – Colors, Font and Logo
  8. Branding – Head shot and Bio
  9. Special Offer – Name of what you sell
  10. Special Offer – Retail Price
  11. Special Offer – Discounted price and reason for it
  12. Special Offer – Quantifiable list of what is included
  13. Special Offer – Bonuses that are complimentary
  14. Special Offer – Guarantees you offer
  15. Special Offer – Payment plans you offer
  16. Special Offer – Complete explanation and examples of your work
  17. Websites – Personal Icon Site all about you, your slice of life
  18. Websites – Company Site all about your org, solutions, formulas
  19. Websites – Super Sign Up Page for lead capturing
  20. Websites – Book Site all about your book, opt in and sales
  21. Websites – Sales Page all about selling your product or service
  22. Websites – Membership site where people pay to log in for custom content
  23. Websites – Event site where people learn about and sign up for your event
  24. Books – Your signature book
  25. Books – Great Cover
  26. Books – Achieved Best Seller Status
  27. Books – Workbook version
  28. Books – Audio Book version
  29. Presentations – Title and Subtitle and bullets of what people will learn
  30. Presentations – 15 min, 45 min and 90 min versions
  31. Presentations – On purpose image driven Power Point
  32. Presentations – Speaker Pic and Bio
  33. Presentations – Video of you speaking
  34. Presentations – Testimonials of your speaking abilities
  35. Presentations – Order Forms ready and done right
  36. Presentations – Props ready…books, visual aids, handouts
  37. Presentations – Everything together in a Speaker Kit ready to send out
  38. Home Study Course – Box set marketing
  39. Home Study Course – Book
  40. Home Study Course – Workbook
  41. Home Study Course – Audio book and or Audio series
  42. Home Study Course – Video Presentations and or Video series
  43. Home Study Course – Diagrams, Workflow Charts, Infographics, etc
  44. Home Study Course – Both physical and digital availability
  45. Referral Program – Set reward system for referrals
  46. Referral Program – Online place for sign up
  47. Referral Program – Specific written agreement
  48. Referral Program – Process for finalizing agreements and getting the W9
  49. Referral Program – Make sure it’s legal and ethical for your industry
  50. Referral Program – A way for referral friends to know about their leads
  51. Automated Fan Funnel – Something of value to give away, ethical bribe
  52. Automated Fan Funnel – Tech to implement, Infusionsoft, Click Funnels, etc
  53. Automated Fan Funnel – Landing Pages, Super Sign Up Page.
  54. Automated Fan Funnel – Follow up content for email/text/call sequences
  55. Automated Fan Funnel – Options for upsells, down sells
  56. Automated Fan Funnel – Directions/options to connect at various points
  57. Media Accomplishments – Featured Internet TV
  58. Media Accomplishments – Featured on Local TV
  59. Media Accomplishments – Featured on National TV
  60. Media Accomplishments – Featured on Internet TV in the last 6 months
  61. Media Accomplishments – Featured on Local TV in the last 6 months
  62. Media Accomplishments – Featured on National TV in the last 6 months
  63. Media Accomplishments – Featured on Internet Radio
  64. Media Accomplishments – Featured on Local Radio
  65. Media Accomplishments – Featured on National Radio
  66. Media Accomplishments – Featured on Internet Radio in the last 6 months
  67. Media Accomplishments – Featured on Local Radio in the Last 6 months
  68. Media Accomplishments – Featured on National Radio in the Last 6 months
  69. Media Accomplishments – Featured in digital print media
  70. Media Accomplishments – Featured in local physical papers & magazines
  71. Media Accomplishments – Featured in national phys. papers & magazines
  72. Media Accomplishments – Won an Award
  73. Media Accomplishments – Won an Award in the last 6 months
  74. Personal Media – Have Your Own Internet Show
  75. Personal Media – Have Your Own Cable Show
  76. Personal Media – Have Your Own Syndicated TV Show
  77. Personal Media – Have Your Own Show on a top ten TV station
  78. Personal Media – Have Your Own Digital Magazine
  79. Personal Media – Have Your Own Print Magazine
  80. Personal Media – Have B and A list celebrities’ interviews
  81. Personal Media – Have Measurable Results of Exposure
  82. Personal Event – Title Event with Theme
  83. Personal Event – Website or webpage for registrations
  84. Personal Event – Paid Registrants
  85. Personal Event – Paid Speakers
  86. Personal Event – Paid Sponsors
  87. Personal Event – Good location with good room
  88. Video – Testimonials
  89. Video – You speaking and teaching
  90. Video – Montage of your accomplishments
  91. Video – Montage of different speaking engagements
  92. Video – Montage of different media appearances
  93. Video – Montage of testimonials
  94. Video – Celebrity testimonials
  95. Video – Testimonials in last 24 months
  96. Video – Montages not older than 24 months
  97. Pictures – Marketing photo shoot of you
  98. Pictures – Action shots of you doing your thing
  99. Pictures – Before and after pics of the transformation you create
  100. Exhibit – backdrop screen
  101. Exhibit – Vertical screen
  102. Exhibit – Handouts
  103. Exhibit – Branded tablecloth
Even these things can be built out and expanded on. Yes, there’s even more but that’s a pretty solid audit to get you going. Here’s some questions from the interview process that you could even try to answer on your own to challenge yourself and see where you are at in your speaker author business.
  1. What will you sell? – Is it a product or service?
  2. What will you sell? – How is it different compared to the products and services that are most like it?
  3. What will you sell? – Will you focus on improving the Speed, Quality or Price of the product or service in the marketplace?
  4. What will you sell? – How much will you sell the product or service for?
  5. What will you sell? – Will it require payment options or financing due to the size of the price tag?
  6. What will you sell? – What guarantees will you offer?
  7. What will you sell? – What discounts might you offer?
  8. What will you sell? – What bonuses might you offer for those that purchase your product or service?
  9. What will you sell? – What costs will be associated with creating, fulfilling or providing the product or service and what do you anticipate the profit to be per sale?
  10. What will you sell? – What qualifies you to provide this product or service?
  11. How will it be branded? – What is your organization name?
  12. How will it be branded? – What is your organization slogan?
  13. How will it be branded? – What are 3 words you might use to sum up what you are all about?
  14. How will it be branded? – What are your colors, fonts and logo?
  15. How will it be branded? – What is your elevator speech?
  16. How will it be branded? – What are the product names, program names, service names, or even package names that will be used when selling?
  17. What kind of online presence do you have? – Do you have a personal or company website?
  18. What kind of online presence do you have? – What kind of opt in or lead capturing web pages do you have?
  19. What kind of online presence do you have? – Do you have books, events or memberships that need websites?
  20. What kind of online presence do you have? – Do you have FB with groups, fan pages and videos?
  21. What kind of online presence do you have? – Do you have Instagram and post regularly?
  22. What kind of online presence do you have? – Do you have LinkedIn and post regularly?
  23. What kind of online presence do you have? – Do you have Twitter and post regularly?
  24. How does your referral program work? – Have you determined how you can reward people for referring you business?
  25. How does your referral program work? – Have you created something official to share with potential referral friends?
  26. How does your referral program work? – Do you have a system or process for paying your referral friends?
  27. How does your referral program work? – Do you have a written agreement?
  28. How does your referral program work? – Do you have an online place to sign people up?
  29. How does your referral program work? – Are you recruiting referral partners effectively?
  30. How does your referral program work? – Can you provide your referral friends with websites, videos, elevator speeches and examples of your work that might help them sell you and what you offer?
  31. Do you have an action inspiring presentation? – What is the title and subtitle to your presentation?
  32. Do you have an action inspiring presentation? – What action are you trying to inspire?
  33. Do you have an action inspiring presentation? – Do you have it in a power point or keynote style program?
  34. Do you have an action inspiring presentation? – Have you practiced it and know it well?
  35. Do you have an action inspiring presentation? – Do you have it in 15 min, 45 min and 90 min versions?
  36. Do you have an action inspiring presentation? – Do you have a speaker pic and bio?
  37. Do you have an action inspiring presentation? – Do you have props ready, handouts, or visual aids?
  38. Do you have an action inspiring presentation? – Do you have order forms or signup sheets?
  39. Do you have an action inspiring presentation? – Do you have a speaker kit ready to send out?
  40. Have you written your book? – What’s the title and subtitle?
  41. Have you written your book? – Do you have a book cover worthy for sharing?
  42. Have you written your book? – Have you achieved best seller status?
  43. Have you written your book? – Do you have a physical book to sell?
  44. Have you written your book? – Do you have a workbook version?
  45. Have you written your book? – Do you have an audiobook version?
  46. And more!
I’m sure you get the idea and can see this is pretty involved. Obviously, these are conversations starters designed to help you strengthen your business as a speaker, author and expert.

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David T. Fagan

The “Icon Builder”, Former CEO of Guerrilla Marketing, Founder/CEO of Icon Builder Media

David T. Fagan is the former CEO of Guerrilla Marketing, which sold over 23 million books in 62 languages all over the world, as well as the former owner of LCO Communications, a Beverly Hills PR firm that has represented 58 Academy Award Winners, 34 Grammy Winners, and 43 New York Times Best Sellers.

He has been featured on Fox & Friends, the Today Show, The Washington Post, Forbes, Investor’s Business Daily, Your World with Neil Cavuto, Fox’s The Five, and What’s Happening Now to name a few. He’s won major awards for publishing, publicity, and even the Entrepreneur Educator of the Year Award from Inc 500 Infusionsoft.

David is the best selling author for several books including Word Genius: What to Say and How to Say It, Guerrilla Parenting: How to Raise an Entrepreneur, Cracking the Icon Code: How to Become an Icon in Your Industry Through Your Advice, Image and Expertise, and Becoming Significant: How to Invoke Sacred Words that Unlock Real Power. He’s an International Speaker in places as far away as Dubai, Bangladesh, Kenya, and Australia. He has shared the stage with everyone from Former Secretary of Defense Dr. Bob Gates to Mark Victor Hansen.

David is the father of 8 children, (4 girls and 4 boys) and even has two grandchildren. He is married to Isabel Donadio-Fagan and they live in the Phoenix, Arizona area.

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