Podfluence

David Newman is a speaker, consultant, and author of four books, including Do It Speaking and Market Eminence. He's spent decades helping experts, consultants, and professional speakers build what he calls market eminence -- the combination of visibility, credibility, and brand preference that makes you the obvious choice in your field.

In this conversation, David makes the case that the era of how-to content is over, that differentiation is not optional, and that most speakers are making themselves dangerously easy to replace. He also shares the three types of content that AI cannot replicate and a practical framework for becoming a category of one.

What you'll take away:

• Why branding agencies are often the wrong first move for speakers -- and what to do instead
• The fire hose problem: why giving audiences too much content kills your follow-up business
• The mule vs magician distinction: what high-value clients actually want to buy
• Why how-to content is finished as of November 2022 -- and the three content types that still work
• How to think, what to believe, and where to focus next: the framework for content that AI can't produce
• The market eminence model: visibility, respect, and brand preference as the three pillars of getting booked
• Category of one: what it actually means and why being divisive is the strategy, not the risk
• Why your website navigation might be quietly sabotaging your speaking enquiries
• The "disturbing your enemy" exercise: how to find your position by identifying who you'd rather repel

Connect with David Newman: Website: doitmarketing.com | Market Eminence resources: marketeminence.com

Join me for the Speaker positioning event on May 27th, A Position of Authority: Why Most Speakers Are Invisible (And What To Do About It)

https://present-influence.kit.com/products/a-position-of-authority-event

CHAPTERS

00:00 AI Changed Speaker Content

01:49 Branding Is BS

04:57 Stop The Firehose

10:23 Mule Versus Magician

15:26 Front Load Airport Value

17:52 Market Eminence Framework

20:05 Category Of One

26:06 Finding Contrarian Differentiation

28:03 Spotting Anti Clients

30:51 Disturb Your Audience

32:29 Why Speakers Dont Book

33:40 Three Content Upgrades

35:04 Future Casting Advantage

38:22 Is Speaking Doomed

40:27 No Footnotes Needed

43:15 Marketing Show Your Work

45:38 Make Speaking Obvious

49:07 Where To Find David

50:31 Host Wrap And Workshop

52:28 Follow Review And Farewell

FAQ SECTION

Why is how-to content no longer effective for professional speakers?

According to author and speaker strategist David Newman, how-to content became obsolete in November 2022 when ChatGPT became publicly available. AI systems can now produce more comprehensive, accurate, and faster how-to content than any human speaker. John Ball and David Newman argue that speakers who continue to rely on how-to content are competing directly with AI on AI's strongest ground. The only content that remains uniquely human is content based on personal experience, hard-won expertise, and a genuine point of view.

What are the three types of content that AI cannot replace for professional speakers?

David Newman identifies three categories of Professional Speaking: Known. Booked. Paid. The first is how-to-think content -- strategic, insight-driven content based on the speaker's own experience and expertise that helps audiences approach problems differently. The second is belief-shifting content that separates myths from truths and challenges conventional wisdom based on the speaker's direct observations. The third is future-casting or trend-spotting content that helps audiences understand what is coming next and how to prepare for it. Newman argues that focusing exclusively on these three areas can transform a speaking business within 90 days.

What does it mean for a speaker to become a "category of one"?

David Newman defines a category of one as a speaker whose specific combination of topic, perspective, philosophy, and personal experience cannot be replicated by any other speaker. It does not mean being the only speaker on a topic -- it means being the only speaker who approaches that topic from your particular angle, with your particular beliefs and your particular biases. Newman argues on the show with John Ball that divisive, opinionated positioning is not a risk but a strategy: the people who resonate deeply will book you; those who do not were never going to book you anyway.

How can professional speakers find and develop a contrarian positioning?

David Newman and John Ball discuss on the podcast that the first step is identifying who you would actively not want to hire you -- your "enemy" -- and then creating content that would deliberately alienate them. Newman shares a story of a client whose contrarian positioning around corporate intrapreneurship was validated when a hostile executive told her exactly what he did not want -- which confirmed she had found her position. The homework Newman recommends is to write, post, or share something that would genuinely upset the audience you do not want, because doing so more strongly attracts the audience you do.

What is the "mule vs magician" distinction, and why does it matter for speakers and coaches?

The mule vs magician framework, developed by David Newman, describes two different orientations to value in speaking and coaching programmes. A mule mentality is focused on volume -- more content, more bonuses, more videos, more binders. A magician mentality is focused on outcome -- the shortest possible path to the result the client already knows they want. Newman argues that high-value buyers and executives are no longer impressed by quantity and that the correct question when designing a programme is not what to add but what to remove.

Visit https://strategic-speaker.scoreapp.com to take the 2-minute Strategic Speaking Business Audit and find out what's blocking you from getting more bookings, re-bookings, referrals and bigger fees. There's a special surprise gift for everyone who completes the quiz.

Want to get coached for free on the show? Fill in the form https://forms.gle/mo4xYkEiCjqtz9yP6, and if we think your challenge could help others, we'll invite you on.

For speaking enquiries or to connect with me, you can email john@presentinfluence.com or find me on LinkedIn

You can find all our clips, episodes and more on the Present Influence YouTube channel: https://www.youtube.com/@PresentInfluence

Thanks for listening. Rating the show 5* on Spotify helps their algo recommend the show, so please take a moment to follow the show and leave a rating.

Mentioned in this episode:

Speaker Fee Audit

Find out in less than a minute if you're undercharging for your speaking and where you need to look to fix any leaks with the Speaker Fee Audit. It's free to take and find out if you're missing out on money.

If you're a good speaker who isn't getting booked at the rate or fee you think you deserve, this episode is going to be uncomfortable in the right way.

The problem, in most cases, isn't your speaking. It's your positioning. And more specifically, it's the fact that most speakers build their positioning around what they want to say rather than what the market actually needs to hear.

In this episode, John works through six positioning mistakes that keep credible, capable speakers invisible -- with real client stories and examples that make each one land where it needs to.

Join us for the live speaker positioning event: https://present-influence.kit.com/products/a-position-of-authority-event It's a 'pay what you want' event, so pay a little, pay a lot, whatever you think good positioning guidance is worth.

What's covered:

The topic trap—why building your talk around your own expertise and interests, rather than your buyer's specific problem, is the fastest route to an empty pipeline. Including a story about a speaker whose health and productivity topic created a liability rather than a solution.

Information vs transformation -- why packing your keynote with everything you know is the reason you're not getting rebookings or workshop enquiries. The talk that impresses is not always the talk that converts.

The speak-on-anything problem -- both the unfocused speaker who hasn't chosen a lane, and the ego-driven speaker who believes intelligence alone equals credibility. With a real example from John's time at The Speaker Lab, and a look at what happened when Courtney Harding (episode 254) chased a hot topic without a clear problem to solve.

The corporate bottom-line test—particularly for speakers building a career in the UK and Europe, where the association circuit doesn't exist in the same way it does in the US. If you want to be well-paid, corporate is where you need to be -- and your topic must connect directly to making or saving money. Cross-references the episode with Jackson Ogunyemi on education speaking, and a forthcoming episode with Claire Young on the UK education speaker market.

Nice-to-have vs must-book -- why some topics will always sit in the soft column no matter how well you frame them, and what creates genuine urgency in a booking decision.

The person is positioning—ethos, logos, and pathos applied to the speaker's positioning. Why two speakers can deliver identical content and create entirely different results, why your ethos cannot be copied even when your content is, and what Maria Franzoni revealed about content theft on episode 256 of this show.

Referenced episodes:

Episode 254 -- Hot Market, Cold Inbox: Why Your Speaking Calendar Isn't Matching Your Credibility (Courtny Harding)

Episode 256 -- How Professional Speakers Get Hired: The Bookability Formula (Maria Franzoni)

Jackson Ogunyemi episode -- education speaking and why it rarely pays enough to build a career on

Coming soon -- Claire Young on the UK education speaker booking market

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FAQs

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What is speaker positioning, and why does it matter for getting booked?

Speaker positioning is how you define and communicate the specific value you deliver to a specific buyer with a specific problem. It goes beyond having a topic—it determines whether a buyer sees you as a must-book speaker or a nice-to-have. Most speakers who struggle to get booked consistently, or who aren't commanding the fees they want, have a positioning problem rather than a speaking problem. In this episode, speaking coach John Ball explains why positioning built around what a speaker wants to say, rather than what the market needs to hear, is the most common reason credible speakers stay invisible.

What is the difference between a topic and a positioning for a speaker?

A topic is a subject area —such as leadership, communication, resilience, or AI. A positioning is a specific claim about who you serve, what problem you solve, and why you are the credible choice to solve it. John Ball describes the topic as raw material and positioning as what you build from it that makes a buyer say yes. Speakers who position themselves around a topic category rather than a specific buyer problem are easy to overlook and difficult to justify to stakeholders.

What mistakes do speakers make when trying to break into the corporate market?

The most common mistakes speakers make when breaking into corporate include: building their talk around their own interests rather than a problem the business already knows it has, delivering information-heavy keynotes rather than creating genuine transformation, speaking on too many topics without a clear specialisation, and failing to connect their subject to the company's bottom line. Corporate buyers need to justify every fee to stakeholders, which means a speaker's topic must connect directly to making money, saving money, or reducing risk. John Ball covers all of these mistakes with real client examples in this episode.

Why do some speakers get lots of enquiries while others with equal talent don't?

Speakers who attract consistent enquiries are typically positioned at the intersection of a specific, urgent problem, a credible, differentiated solution, and demonstrable evidence that their work delivers results. John Ball describes this as the difference between a nice-to-have speaker and a must-book speaker. Topics that address immediate, high-stakes business pain points -- such as AI adoption, organisational communication failures, or leadership under pressure -- create urgency in the buyer that drives action. Softer topics, however well framed, tend to be deferred or cut when budgets tighten.

What are ethos, logos and pathos, and how do they apply to speaker positioning?

Ethos, logos, and pathos are the three modes of persuasion identified by Aristotle. In the context of speaker positioning, logos refers to the intellectual substance of a speaker's content—their frameworks, research, and arguments. Pathos refers to the emotional resonance they create—their delivery, humour, and ability to move an audience. Ethos refers to their credibility and earned authority to speak on a subject—their track record, lived experience, and body of work. John Ball argues that ethos is the most powerful and least copyable element of a speaker's positioning, and that speakers who rely solely on logos—listing credentials and frameworks—leave the most important part of their positioning invisible.

Can other speakers copy your talk and damage your positioning?

Content theft is more common in the speaking industry than most people acknowledge. Talks get transcribed, frameworks get lifted, and stories get repurposed by other speakers. However, John Ball argues that what makes a talk genuinely powerful -- the speaker's ethos, their lived experience, and their earned authority -- cannot be copied. Two speakers can deliver identical content and create entirely different results because audiences respond to the person carrying the ideas, not just the ideas themselves. Speaker agent Maria Franzoni addressed this directly on episode 256 of Professional Speaking: Known. Booked. Paid.

Is corporate speaking the only viable route for well-paid speakers in the UK and Europe?

For speakers building a career in the UK and Europe, corporate speaking is the most reliable route to sustainable, well-paid work. The association speaking circuit that sustains many American speakers does not exist in the same form in the UK and Europe, and associations that do exist largely do not pay competitive fees. Education speaking can be rewarding but rarely pays enough to build a primary income on -- explored in depth in the episode with Jackson Ogunyemi. Faith speaking does not pay at meaningful levels except for established public figures. After-dinner speaking, conference speaking, and stand-up comedy can be lucrative but require distinct skill sets. A forthcoming episode with Claire Young, who runs a UK education speaker booking agency, will explore the education market in more detail.

Ready to do the actual work on your positioning? John is running a live event -- A Position of Authority: Why Most Speakers Are Invisible (And What To Do About It) -- where we go beyond the theory and build a position that is specific, credible, and unmistakably yours.

Registration link: https://present-influence.kit.com/products/a-position-of-authority-why-most-speak

Visit https://strategic-speaker.scoreapp.com to take the 2-minute Strategic Speaking Business Audit and find out what's blocking you from getting more bookings, re-bookings, referrals and bigger fees. There's a special surprise gift for everyone who completes the quiz.

Want to get coached for free on the show? Fill in the form https://forms.gle/mo4xYkEiCjqtz9yP6, and if we think your challenge could help others, we'll invite you on.

For speaking enquiries or to connect with me, you can email john@presentinfluence.com or find me on LinkedIn

You can find all our clips, episodes and more on the Present Influence

Beth Sherman is a multi-Emmy Award-winning comedy writer who spent 30 years writing for Letterman, Jay Leno, Ellen DeGeneres, and multiple major awards shows, including the Oscars. She now works as a keynote speaker and executive presentation coach, helping leaders and professional speakers build rapid rapport using the same principles comedians use to convert a room full of strangers.

In this episode, John and Beth explore what professional speakers can actually learn from standup comedy — not the jokes, but the craft underneath them. Beth shares her BETH framework and challenges the assumption that being funny has anything to do with telling jokes.

What you'll take away:

• Why trying to be funny is one of the worst things a speaker can do — and what to do instead
• The BETH framework: Brevity, Elephant in the room, Truth, Humanity
• Why specificity and truth are the real engines of humour and connection
• The difference between self-deprecation and self-awareness on stage
• What comedians know about building trust with a sceptical audience that most business communicators don't
• Why silence on stage felt like failure to Beth — and how she's working through it
• What a "callback" is and why it's the most underused tool in a speaker's closing

Visit bethsherman.com or connect with Beth on LinkedIn: https://www.linkedin.com/in/beth-sherman/

CHAPTERS

00:00 Meet Beth Sherman

02:20 Comedy Roots and Writer Room

05:38 Standup Lessons and Testing

07:30 Humour Influences and Favourites

12:24 Stagecraft Rapid Rapport

13:46 Bombing and Hecklers

19:09 From TV Writing to Speaking

23:36 Building a Speaking Business

26:27 Positioning Humour as Rapport

27:39 Trust Through Humour

29:15 Standup And Speaking

31:51 Keynote Challenges

35:57 Stop Trying To Be Funny

38:36 BETH Framework

39:24 Brevity Wins

40:42 Elephant In The Room

42:56 Truth And Self Awareness

45:55 Specific Details

47:59 Humanity Over Jokes

49:03 Working With Beth

53:06 Quick Rapport Tip

54:46 Wrap Up And Takeaways

Frequently Asked Questions

Do professional speakers need to be funny to be successful?

According to Emmy Award-winning comedy writer and keynote speaker Beth Sherman, no. The goal is not to be funny — it is to be human. Trying to be funny often comes across as inauthentic and can undermine credibility, particularly for women and speakers from minority backgrounds. What engages audiences is vulnerability, relatability, and genuine connection. Laughter is a by-product of that, not the target.

What is the BETH framework for speakers?

The BETH framework was developed by Beth Sherman and stands for Brevity, Elephant in the room, Truth, and Humanity. It is a four-principle approach derived from professional comedy writing and stand-up that helps speakers and leaders build rapid rapport with any audience. Brevity means using fewer words for more impact. Elephant in the room means acknowledging what your audience is already noticing. Truth means that specificity and honesty are inherently engaging. Humanity means being relatable and vulnerable rather than polished and performative.

How can speakers use humour without telling jokes?

Beth Sherman teaches that truth is funny — comedians do not invent absurdity, they observe and report it. The most effective way for speakers to add humour to a talk is through specificity and self-awareness rather than constructed jokes. Sharing the particular details of a real experience — what was in the room, what was said, what you did when you got in the car — creates universal relatability because audiences recognise the truth in it. This approach works regardless of whether the speaker considers themselves funny.

What is rapid rapport, and why does it matter for speakers and leaders?

Rapid rapport is the ability to build trust and connection with a new or sceptical audience quickly. Beth Sherman argues that until an audience trusts you, nothing else you say matters — not your data, your story, or your framework. Comedians develop this skill by necessity: they must win over strangers, often in hostile conditions, within minutes. The same principles apply in leadership communication, sales, and keynote speaking. Beth's keynote and masterclass work translates these principles for business audiences.

What is the difference between self-deprecation and self-awareness for speakers?

Self-deprecation means putting yourself down for the purpose of getting a laugh. Self-awareness means acknowledging what your audience is already noticing about you or the situation. Beth Sherman advises speakers to favour self-awareness over self-deprecation, particularly if they belong to a group that may already face unconscious bias from their audience. Self-deprecation can undermine credibility; self-awareness builds connection and trust.

How do you open a talk and win an audience over quickly?

Beth Sherman's primary recommendation is to smile and look like you want to be there. Beyond that, acknowledge the elephant in the room early — whatever your audience might be thinking or distracted by. If you open with tension or a dramatic hook, relieve it quickly. The goal is connection, not perfection, and audiences respond to speakers who appear present and genuinely engaged with the room.

Visit https://strategic-speaker.scoreapp.com to take the 2-minute Strategic Speaking Business Audit and find out what's blocking you from getting more bookings, re-bookings, referrals and bigger fees. There's a special surprise gift for everyone who completes the quiz.

Want to get coached for free on the show? Fill in the form https://forms.gle/mo4xYkEiCjqtz9yP6, and if we think your challenge could help others, we'll invite you on.

For speaking enquiries or to connect with me, you can email john@presentinfluence.com or find me on LinkedIn

You can find all our clips, episodes and more on the Present Influence YouTube channel: https://www.youtube.com/@PresentInfluence

Thanks for listening. Rating the show 5* on Spotify helps their algo recommend the show, so please take a moment to follow the show and leave a rating.

Mentioned in this episode:

Speaker Fee Audit

Find out in less than a minute if you're undercharging for your speaking and where you need to look to fix any leaks with the Speaker Fee Audit. It's free to take and find out if you're missing out on money.

Elliot Kay is the founder of The Speaker Awards, a seven-time author, and one of the most connected people in the UK speaking industry. In this conversation, John and Elliot dig into what's actually changing in how professional speakers get hired, and why most speakers are still playing by rules that no longer apply.

Heads up: entries for The Speaker Awards 2026 close 30 April. If you're a fee-paid speaker and you're on the fence, the deadline is a week away. Full details at thespeakerawards.com.

What you'll take away:

• Why the era of the "information speaker" is over, and what's replacing it
• The three things bookers now demand: problem clarity, implementable change, and proof of ROI
• Why positioning (and repositioning) is the single biggest lever most speakers never pull
• The "Watch Me Go" mentality: a non-aggressive, slightly defiant attitude that changes how speakers show up
• Why imperfection is currency post-pandemic, and slick performers are losing ground
• Chase budgets, not crowds: why twelve people in a boardroom often pays more than a hundred at a conference
• What The Speaker Awards process actually does for entrants (hint: the clarity matters more than the trophy)
• The pipeline reality: presence, partnerships, referrals, and why the bookers who hire you rarely comment on your posts

FAQs from this episode

What do corporate bookers actually want from professional speakers in 2026?

According to Speaker Awards founder Elliot Kay and host John Ball, bookers now prioritise three things: absolute clarity on the problem the speaker solves, implementable takeaways the audience will actually use, and demonstrable return on investment. The era of the "information speaker" is over because information is now freely available through AI. Speakers who can prove behavioural change after their talks are the ones getting rebooked and referred.

Is the professional speaking industry declining because of AI?

No. Both Elliot Kay and John Ball argue the opposite. As AI-generated content floods digital channels, audiences are craving real human connection more than ever. Live events are increasing in demand, not decreasing. The skills that matter are shifting from information delivery to authentic presence, emotional connection, and provable impact. Speakers who position themselves around outcomes rather than information are well-placed to benefit.

What is the single biggest mistake professional speakers make?

Positioning. Elliot Kay argues that if the positioning is wrong, nothing else will work. The second biggest mistake is failing to reposition over time. Speakers who used to get booked and no longer do have usually not updated their positioning, showreel, or brand in three or more years. The market moves. Speakers who don't move with it become irrelevant.

Should professional speakers chase bigger audiences or bigger budgets?

Elliot Kay's direct advice: chase budgets, not crowds. Twelve people in a high-level boardroom often pay significantly more than a hundred people at a conference. Fee per head is rarely correlated with audience size. Speakers optimising for audience count are optimising for the wrong metric.

What does the Speaker Awards process give entrants beyond recognition?

The process itself forces speakers to clarify who they are, what they stand for, and the problem they solve. Elliot Kay describes this as "shedding the fluff." Entrants consistently report that the preparation and judging process sharpens their positioning in ways that change subsequent fee conversations, regardless of whether they win.

When are the Speaker Awards 2026, and how do speakers enter?

Entries close 30 April 2026. The gala takes place on 3 July 2026 at the Leonardo Hotel, St Paul's, London. Entry is £80, with an administration fee, and speakers are permitted up to three categories. Full entry details are at thespeakerawards.com.

About The Speaker Awards:

• 19 independent judges across categories, including bureau heads, agents, PSA past presidents
• £80 admin fee to enter, up to three categories
• Gala on 3 July 2026 at the Leonardo Hotel, St Paul's, London
• Entry deadline: 30 April 2026

Find Elliot: LinkedIn: https://www.linkedin.com/in/elliot-kay/

The Speaker Awards: thespeakerawards.com

CHAPTERS

00:00 Chase Budgets Not Crowds

00:38 Meet Elliot Kay

02:02 Speaker Awards Explained

03:37 Why Enter Awards

06:08 Judges Bureaus Credibility

08:27 Community Over Egos

10:08 How To Enter Deadline

12:17 What Gets You Booked Now

14:20 Elliots Speaking Origin Story

16:40 Humour Connection On Stage

20:07 Information Speakers Are Done

21:23 New Keynote Watch Me Go

23:33 Authenticity Beats Slickness

27:34 Speaker Mistakes Positioning

31:14 Building a Booking Pipeline

35:21 Advice for More Bookings

38:38 AI and Live Events Future

40:20 Where to Find Elliot

41:24 Wrap Up and Next Episode

Visit https://strategic-speaker.scoreapp.com to take the 2-minute Strategic Speaking Business Audit and find out what's blocking you from getting more bookings, re-bookings, referrals and bigger fees. There's a special surprise gift for everyone who completes the quiz.

Want to get coached for free on the show? Fill in the form https://forms.gle/mo4xYkEiCjqtz9yP6, and if we think your challenge could help others, we'll invite you on.

For speaking enquiries or to connect with me, you can email john@presentinfluence.com or find me on LinkedIn

You can find all our clips, episodes and more on the Present Influence YouTube channel: https://www.youtube.com/@PresentInfluence

Thanks for listening. Rating the show 5* on Spotify helps their algo recommend the show, so please take a moment to follow the show and leave a rating.

Mentioned in this episode:

Speaker Fee Audit

Find out in less than a minute if you're undercharging for your speaking and where you need to look to fix any leaks with the Speaker Fee Audit. It's free to take and find out if you're missing out on money.

Taki Moore recently wrote that conviction is a shortcut to charisma. It's a clever line. It's also only half right, and the other half is quietly costing speakers bookings.

In this episode, John unpacks why confident, polished speakers still fail to convert rooms into clients, referrals, or rebookings. The issue isn't delivery. It's the gap between creating a feeling of value and creating actual change, and those two things are not the same.

What you'll take away:

• Why audiences stop looking for substance when the signals are right (and why that's a trap for strong speakers)
• The Toastmasters case study: total conviction, zero argument, room completely sold
• The Monday morning test: the one question that separates speakers who get applause from speakers who get booked
• How to tell whether you're performing or actually shifting the room
• Why "I loved it" is three words that feel like a win and mean almost nothing

If you're getting great reactions but not great outcomes, this episode is for you.

CHAPTERS

00:00 Conviction and Charisma

00:32 Mmmbop and Emotion

01:28 Toastmasters Wake Up

02:24 Applause Without Action

03:33 Design Monday Changes

04:30 Reframing Takis Quote

05:02 Next Steps and Outro

Next episode: A conversation with multi-Emmy-winning comedy writer Beth Sherman, who is also a professional speaker. Don't miss it. Follow the show so you don't.

Visit https://strategic-speaker.scoreapp.com to take the 2-minute Strategic Speaking Business Audit and find out what's blocking you from getting more bookings, re-bookings, referrals and bigger fees. There's a special surprise gift for everyone who completes the quiz.

Want to get coached for free on the show? Fill in the form https://forms.gle/mo4xYkEiCjqtz9yP6, and if we think your challenge could help others, we'll invite you on.

For speaking enquiries or to connect with me, you can email john@presentinfluence.com or find me on LinkedIn

You can find all our clips, episodes and more on the Present Influence YouTube channel: https://www.youtube.com/@PresentInfluence

Thanks for listening. Rating the show 5* on Spotify helps their algo recommend the show, so please take a moment to follow the show and leave a rating.

Mentioned in this episode:

Speaker Fee Audit

Find out in less than a minute if you're undercharging for your speaking and where you need to look to fix any leaks with the Speaker Fee Audit. It's free to take and find out if you're missing out on money.