Are You Killing Your Speaking Career with "How-To" Content? | David Newman

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 insteadThe fire hose problem: why giving audiences too much content kills your follow-up businessThe mule vs magician distinction: what high-value clients actually want to buyWhy how-to content is finished as of November 2022 -- and the three content types that still workHow to think, what to believe, and where to focus next: the framework for content that AI can't produceThe market eminence model: visibility, respect, and brand preference as the three pillars of getting bookedCategory of one: what it actually means and why being divisive is the strategy, not the riskWhy your website navigation might be quietly sabotaging your speaking enquiriesThe "disturbing your enemy" exercise: how to find your position by identifying who you'd rather repelConnect with David Newman: Website: doitmarketing.com | Market Eminence resources: marketeminence.comJoin 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-eventCHAPTERS00:00 AI Changed Speaker Content01:49 Branding Is BS04:57 Stop The Firehose10:23 Mule Versus Magician15:26 Front Load Airport Value17:52 Market Eminence Framework20:05 Category Of One26:06 Finding Contrarian Differentiation28:03 Spotting Anti Clients30:51 Disturb Your Audience32:29 Why Speakers Dont Book33:40 Three Content Upgrades35:04 Future Casting Advantage38:22 Is Speaking Doomed40:27 No Footnotes Needed43:15 Marketing Show Your Work45:38 Make Speaking Obvious49:07 Where To Find David50:31 Host Wrap And Workshop52:28 Follow Review And FarewellFAQ SECTIONWhy 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 [email protected] or find me on LinkedInYou can find all our clips, episodes and more on the Present Influence YouTube channel: https://www.youtube.com/@PresentInfluenceThanks 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 AuditFind 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.