Episode 94 - Money-Making Expert and Speaker, Lois Creamer
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In this episode of The Jane Anderson Show, I have the pleasure of speaking with the incredible Lois Creamer, a leading expert in the speaking industry who helps thought leaders, consultants, and experts book more business, monetise their message, and stand out in a competitive marketplace.
We dive deep into what 2025 holds for speakers, including the growing demand for ROI-driven programs, the increasing importance of niche expertise, and how positioning yourself strategically can make all the difference in securing international engagements—especially in the US market. Lois shares practical advice on crafting a compelling value proposition, how speakers can diversify their revenue streams, and why aftercare services are key to building long-term client relationships.
We also explore how video content and speaker collateral are evolving, what meeting planners are really looking for, and why lead times for bookings have never been shorter. Whether you’re an emerging speaker or a seasoned professional looking to expand your global reach, this episode is packed with actionable insights to help you future-proof your speaking business.
Tune in now for an insightful conversation that could change the way you approach your speaking career! 🎙️✨
Key Takeaways from Today’s Episode:
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As we step into 2025, there’s a sense of optimism in the market, and the speaking industry is poised for an interesting year ahead. Recently, I hosted a quarterly planning day with my Women With Influence community, where we explored the shifts and trends shaping the year ahead.
Reflecting on 2024, we saw that speakers and experts who maintained strong business habits and routines managed to hold steady, even if they didn’t experience extraordinary growth. Some industries and professionals bore the brunt of economic shifts, yet those who diversified their revenue streams and explored alternative income sources continued to thrive.
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In 2025, the demand for key topics such as AI, productivity, leadership, and resilience remains strong. However, a significant change is emerging—there is increasing pressure on professionals to demonstrate return on investment (ROI) for their programs. This trend is evident in reports like the Global CEO Survey and KPMG’s Global CEO Outlook, which highlight the need for measurable impact.
With this in mind, I’m encouraging my community to conduct in-depth audits of their service offerings to sharpen their ROI narratives. If you're a B2B professional or thought leader, this is the time to ensure that you can clearly articulate the value you bring to the table.
Jane discusses the need for diversification of income streams beyond speaking engagements, highlighting a recent event in Melbourne with Dr. Louise Mahler as an example of innovative practices. She notes that tight budgets in 2024 have required businesses to adopt creative and accessible approaches to working with clients, such as hosting public events.
Looking ahead to 2025, Jane identifies a strong focus on return on investment (ROI) as a key trend. Business and CEO confidence are high, but spending decisions are expected to be more deliberate and results-oriented. Jane urges her community to refine their metrics and clearly demonstrate ROI in their materials to stay competitive in the upcoming year. -
For those who have followed my podcast, you know that we typically dive into the behind-the-scenes world of B2B consulting, thought leadership, and advisory services. Today, however, we’re adding a unique twist to that conversation.
I am honored to welcome Lois Creamer, a true legend in the National Speakers Association (NSA) community in the United States. Lois has been a guiding force in the speaking industry for over 20 years, helping both seasoned professionals and rising stars maximize their bookings, strengthen their positioning, and fully monetize their messages.
Lois’s journey began at United States Steel Corporation, where she honed her sales and marketing expertise. She later became the Marketing Director for a successful speaker and has since dedicated her career to mentoring speakers through NSA conferences, workshops, and global events. In 2021, she was named an Honorary Fellow by the Professional Speakers Association (PSA) in England and Ireland—a testament to her incredible contributions to the industry.
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One of the biggest aspirations among speakers in my community is expanding their reach beyond Australia and stepping into the global speaking market—particularly in the United States. However, breaking into the US market requires strategic planning, considering factors such as travel expenses, cultural differences, and the competitive landscape.
Lois provides expert insights on this topic, highlighting key strategies for speakers looking to gain traction in the US.
“People are paying a fee for your intellectual property, but the travel costs can be a significant barrier. One approach that works well is partnering with larger corporations or associations that have multiple offices. By offering a series of programs within one visit, speakers can justify the travel costs and maximize their impact.” – Lois Creamer
She emphasizes the importance of working with organizations that can schedule multiple engagements, helping speakers spread their costs across several bookings. This approach is especially useful when working with multinational corporations or industry associations with multiple branches.
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A major takeaway from my conversation with Lois is the importance of crafting a compelling value proposition. Many speakers make the mistake of simply stating their topic areas—“I speak on sales,” or “I speak on leadership.” However, according to Lois, this is a missed opportunity.
Instead, speakers should focus on articulating the transformation and outcome they provide. For example, instead of saying “I speak on sales,” a more effective positioning statement would be:
“I work with speakers, consultants, and experts who want to book more business, make more money, and monetize their message.”
This approach immediately conveys the benefits to potential clients and opens the door for deeper conversations about their needs and challenges. As Lois points out, clients buy outcomes, not just topics—and speakers must align their messaging accordingly.
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Another crucial factor in positioning as a speaker is specialization. Lois emphasizes that buyers in the US market are looking for specific expertise applied to a specific market. Generalists struggle to gain traction because organizations prefer experts who deeply understand their industry and its challenges.
“If you have a niche expertise and can apply it effectively in a market, you have the keys to the kingdom.” – Lois Creamer
Many speakers initially believe that casting a wider net will generate more opportunities. However, the opposite is often true. Targeting a narrower, well-defined audience allows speakers to build credibility, become more referable, and command higher fees.
Lois shares her own experience of speaking within the financial services industry, where she built long-term relationships rather than chasing one-off engagements in unrelated industries. This targeted approach helped her establish a sustainable business model.
This section sets the stage for deeper exploration of retail transformation and the strategic insights Leonie will share throughout the episode.
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Lois emphasizes the importance of aftercare—the additional services that speakers can offer beyond their keynote presentations. This can include coaching, follow-up sessions, customized articles, and direct consultation.
“Before discounting a fee, speakers should consider what value-added services they can provide to support their pricing.” – Lois Creamer
By thinking strategically about long-term engagement, speakers can transform one-time bookings into ongoing client relationships. Organizations evolve rapidly, and their needs shift—meaning speakers should be prepared to adapt their offerings to meet emerging demands.
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In addition to strong positioning and follow-up services, speakers must ensure their collateral materials—such as speaker kits, show reels, and one-pagers—are polished and up to date. Lois advises speakers to go back to basics:
Develop a clear positioning statement that articulates what you do and the outcomes you deliver.
Create a one-sheet or core offering document that outlines the key benefits of your presentations.
Invest in high-quality video content, as buyers now expect to see a speaker in action before making a decision.
With more events being recorded than ever before, speakers must also consider how to protect their intellectual property while leveraging video for continued engagement.
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As we move forward into 2025, the speaking industry continues to evolve. Those who succeed will be the ones who niche down, craft compelling value propositions, and build long-term client relationships.
By implementing these insights from Lois Creamer, speakers can differentiate themselves, command higher fees, and expand their global presence in an increasingly competitive marketplace.
