I’ve spent more than 25 years working with speakers to build profitable businesses. In that time, I’ve watched countless programs promise to create “million-dollar speakers.”

Some deliver real value.

Some dramatically overpromise.

Here’s what I would do before investing a dollar. And this would include if you’re vetting me.

• Research the program. Have they built successful speaking businesses, run a speaking business, been in our industry, or are they primarily successful at selling programs to speakers?

• Talk to alumni. More than one. Ask what happened after the excitement wore off. Did they book more business? Raise their fees? Create new revenue streams? Would they invest again?

• Understand exactly what you’re buying. Speaking skills. Speech creation. Marketing. Sales. Positioning. Business strategy. These are different disciplines. Be skeptical of anyone who claims to master all of them equally well.

• Look beyond the keynote. A real speaking business isn’t built on speeches alone. It’s built on intellectual property, repeat clients, referrals, products, consulting, training, and multiple revenue streams. I’ve preached this for years.

• Ask hard questions about lead generation. If you’re tempted by a lead generation service – Where do the leads come from? How many people receive the same leads? What percentage become paid engagements?

• Know yourself. Some people thrive in a large coaching community. Others need personal accountability. Buy the program that fits the way you learn.

One more thought.

AI has made it easier than ever to create impressive-looking marketing. Beautiful funnels, polished testimonials, flashy video, and bold promises are no longer difficult to produce. Don’t confuse great marketing with proven results.

Can you build a million-dollar speaking business?

Maybe.

Will it take hard work, persistence, and years of refining your craft and your business?

Absolutely.

The right program won’t build your business. It should help you build your business.

That’s the difference.

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Copyright 2026, Lois Creamer. Lois Creamer works with professional speakers who want to book more business, make more money, and monetize their message. 

Check out the newest edition of her book, Book More Business: Make MORE Money Speaking available on Amazon: https://a.co/d/ci7yWxz 

Check out my new AI program for speakers. Try the free version! https://free.lois247.com/

Reach her in the following ways: Lois@BookMoreBusiness.com 

314-374-4007. Web: https://bookmorebusiness.com/