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The 3 Questions You Must Ask to Fill Your Live Event

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October 15,2014


By Susan Harrow, media coach, PR Strategist, CEO,




Want to channel your inner Zig Ziglar, Deepak Chopra or Martin Luther King, Jr.?: It’s not as hard as you might think. To command attention + inspire positive action

Happy birthday, Deepak! [born on October 22, 1947]


We miss you, Zig! [born on November 6, 1926. died on November 28, 2012]


Certain people, like these two birthday boys, seem to have a natural ability to mesmerize an audience. An ability to find the perfect words — and the perfect delivery — to inspire positive action.

But is “charismatic speaking” a natural ability — or a skill that can be honed?


Everyone has a natural source of charisma. Everyone can learn how to turn it on. Anybody can learn how to motivate an audience — whether it’s an audience of one, or an audience of one thousand.

There’s a lot that goes into creating a legendary performance. But if you want improve your speaking skills, instantly, it all starts with three simple questions.

3 questions that can help you to inspire hundreds, thousands or millions.

1. What is my deepest wish for others?

The world’s best speakers all begin from a place of generosity. They ask, “What am I here to give, or create? How can I serve.” Not solely, “What am I here to get?”  Another way to frame this question is, ‘If all of my wildest dreams came true, what kind of positive change would unfold… because of my words?

World peace? Or simply a more peaceful environment at home?

A paradigm shift in the business world?

A safer community for kids?

Your wish for the world can be “big” or “small.” But you’ve got to know what it is.

2. What is my deepest wish for myself?

It’s OK to want to “get” something out of a particular conversation, talk or appearance. The key (see above: question #1) is to clarify your wish for others, first, and then shift the focus to yourself. What is your deepest wish — financially, emotionally, spiritually, physically, — both personally and professionally? What’s in it for you?

You might want a higher salary, a more flexible work schedule, to be a best-selling author and sell a million books, to make $15,000 per speech once a month, to land a lucrative contract, to get a second date with a total cutie, or to enjoy a more harmonious relationship with your kids, spouse, boss, mother-in-law… you name it.

If you don’t know what you want, it’s pretty tough to get it. Get clear before you speak. Quantify. Be super specific. Put in dates and amounts. Also, include how you want to “feel” as this is an underlying driver of your intentions.

3. What SPECIFIC action do I want my audience to take?

I can’t tell you how many people — even seasoned communicators that I media train — forget this vital step in the heat of the moment!

You’re trying to motivate people to take action, right? Spell out what that ‘action’ is.

Your call-to-action might be:

“Vote for a more progressive politician. It’s time.”

“Get off Facebook for one week and live your real life, offline. Your psyche will thank you.”

“Treat company property with care — and treat colleagues with respect. That’s how we operate here.”

Get clear about the action step that you want people to take, and don’t be afraid to repeat it two or three times. It often takes multiple repetitions for the “big takeaway” to sink in.

One person who does this brilliantly is my colleague, Callan Rush.

Callan is a master at producing events, seminars, workshops, talks and conferences that change people’s lives. Why? Because every talk has a clear call-to-action. You leave feeling fired up, focused and ready to act.

Callan Rush’s popular new guidebook reveals a step-by-step plan for people who dream about leading events, seminars, workshops, retreats, conferences, or intimate gatherings centered around a cause.

It’s a must-read for teachers, healers, trainers, professional speakers — or anyone who wants to motivate others. Audiences are waiting for their ‘marching orders’. Don’t hold back.


Answer these three questions before you address your next “audience.”

It doesn’t matter if your “audience” is your teenager, your spouse, your boss, a handful of colleagues in the break room, your sold out seminar, or a packed auditorium teeming with fans.

Know what you want for them.

Know what you want for yourself.

Know the exact action that you want to inspire.

Get clear before you say a single word.

Open up and enjoy the response.


If you’re hungering to create and fill your own live event, workshop, seminar or retreat (or webinar/teleseminar) — here are 2 free resources for you from Callan Rush (who consistently makes 7 figures and helps others do the same) and has helped new and experienced speakers alike. Wealth Through Workshops PDF download and video training and Event Filling Blueprint for Sold out Seminars PDF.



Susan Harrow is a top media coach, marketing expert & author of Sell Yourself Without Selling Your Soul (HarperCollins) whose clients include everyone from rock stars to celebrity chefs to CEOs of Fortune 500 companies, as well as entrepreneurs, coaches, consultants, speakers, and authors. She shows clients how to double or triple their businesses with PR by using sound bites effectively. Find out 10 extraordinary, embarrassing, and true things about her that might make your jaw drop.






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