2025 September Lunch and learn

We're so excited to welcome Alan Berg, CSP, Global Speaking Fellow and Executive Bourbon Steward live online with our community for this special chapter presentation.

To Niche, or Not to Niche?

When it comes to narrowing your niche, not many speakers can claim to own their niche the way Alan has. He’s spoken, consulted and done sales training on the business of weddings & events in 14 countries, authored 7 books on the topic and he’s drilled down on this niche, creating 7 or 8 potential revenue streams… and none of them is online learning. Alan will share how and when he decided to niche this narrow and what it’s done for his business. And this will surely lead to a lively discussion and Q&A about how you may be able to narrow your focus to expand your bottom line!

**This is recorded for all registered members and guests that if you cannot attend but have a burning question - email info@nsahawaii.org prior to September 9th and your question will be asked AND answered live!**

More about Alan Berg:

Alan’s been in the wedding and event industry for years. He’s the former Vice President of Sales at The Knot, published two wedding magazines, and is a long-time WeddingPro educator.

He’s also the industry’s first Certified Speaking Professional® and one of only 44 Global Speaking Fellows in the world.

He’s spoken in 14 countries, including five in Spanish, which he taught himself!

Alan has written 12 books, including: “Shut Up and Sell More!”, “Stop Selling and Help Them Buy” and “Why Are They Ghosting Me?”

His latest book is: “From Browsing to Booking: Website & SEO Strategies for Wedding & Event Pros,” and all of his books are available here today!

Plus, he hosts the Wedding Business Solutions podcast, now with over 265,000 downloads.

And, fun fact: he’s an Executive Bourbon Steward, so whether it’s sales or spirits, Alan knows how to make things flow.

Now, get ready for a great presentation from Alan Berg!

Learn more here: https://alanberg.com/

Have an idea or recommendation?  Then please share with us at info@nsahawaii.org!

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You can view the full recording here: https://youtu.be/8dwR44uFFuQ

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Meeting summary (NOTE: Created with AI - there may be incorrect statements)

Quick recap

Jamie, the NSA Hawaii chapter president, announced upcoming meetings and events featuring various speakers and activities through November. Alan Berg, a certified speaking professional, shared his experience and strategies for successfully niching down in business, emphasizing the importance of finding a specific expertise and building a strong market presence. Alan discussed his journey from sales leadership to international speaking engagements, his approach to revenue streams and personal branding, and provided advice on content creation and marketing strategies for Dana's healthcare presentation business.

Summary

NSA Hawaii Chapter Speaker Events

Jamie, the NSA Hawaii chapter president, announced upcoming meetings and events, including a videography, web design, and social media speaker in September, a professional services speaker in October, and a holiday book swap in November. She introduced Alan Berg, a certified speaking professional and global speaking fellow, who discussed the benefits of niching in business. Alan emphasized the importance of finding a niche and shared his experience speaking in multiple countries and writing books on sales and website strategies.

Success Through Niche Expertise

Alan shared his journey from being Vice President of Sales at The Knot to becoming a successful speaker and author in the wedding and event industry. He emphasized the importance of finding a niche and building expertise in that area, which has allowed him to stand out and connect with audiences on a deeper level. Alan's decision to focus on speaking to wedding and event professionals has led to speaking opportunities in 14 countries, despite not pursuing international speaking engagements. He stressed that niching down has actually helped him find more prospects and build a targeted market.

Targeted Marketing for Enhanced Profitability

Alan shared his experience of focusing on a targeted audience to improve marketing efficiency and profitability. He described how he reduced his email list from 19,000 to 6,000 by analyzing engagement rates, which resulted in higher open rates and conversion rates. Alan emphasized the importance of tailoring messages to specific industries and audiences, as well as setting appropriate fees based on the value provided. He concluded by advocating for focusing on unique results rather than competing on price, as every speaker faces competition from free alternatives.

Deepening Business Niche for Protection

Alan discussed the importance of having a strong "moat" around a business, similar to a castle, to protect it from competitors. He explained how niching can deepen and widen this moat by focusing on a specific expertise within an industry. Alan shared his own experience of expanding his niche in the wedding and events industry, highlighting his credentials and unique abilities as a speaker. He emphasized the importance of focusing on a specific target audience and not spreading oneself too thin across multiple areas.

Hyper-niching Books with AI

Alan shared his experience with hyper-niching his books to target specific industries, such as caterers and venues, or DJs, by replacing references to general events with industry-specific terminology. He explained how he created multiple versions of the same book by using AI to find and modify references, allowing him to effectively market his expertise to different audiences. Alan also discussed his strategy of presenting himself as an expert on business strategies rather than just the wedding and events industry, which has helped him attract a broader range of clients.

Revenue Stream Evolution Strategies

Alan shared his experience with revenue streams over the years, highlighting how he evolved from three streams in 2012 to a mix of consulting, speaking, training, and affiliate commissions. He discussed his recent launch of "Ask Alan Anything," a chatbot service powered by AI, which has generated initial interest with 12-15 subscribers at $10 per month. Alan emphasized the importance of aligning revenue streams with client value and shared his strategy of continuously adjusting and expanding his offerings to maintain a balanced income.

Work-Life Balance and Financial Stability

Alan shared his personal experiences and reflections on work-life balance, marriage, and financial priorities. He discussed how his wife's preference for being home influenced his travel schedule, noting that she accompanies him on some trips but prefers to stay home for others. Alan also mentioned that his income has decreased since 2019 but that he and his wife are comfortable with this, as they have achieved financial stability and can afford to prioritize lifestyle and travel. He concluded by emphasizing the importance of securing a strong financial foundation and maintaining a work-life balance that aligns with personal values.

Building Personal Brand and Visibility

Alan shared his approach to building a personal brand and attracting clients, emphasizing the importance of direct connections over SEO. He encouraged listeners to visit his custom URLs for books and reviews. Dana expressed frustration about her limited visibility in the speaking industry and sought advice on gaining more paid opportunities. Alan suggested offering free presentations to build credibility and visibility, while also highlighting the value of personal connections and networking.

Healthcare Marketing Strategies Discussion

Alan and Dana discussed strategies for reaching healthcare professionals with a presentation about stress relief and entertainment. Dana decided to use her Hula Rosie persona to create short videos and stress toys for nurses and caregivers. Alan suggested mailing personalized items to administrators to grab their attention and emphasize the results of Dana's services. They also explored ideas for guerrilla marketing and creating memorable handouts.

Content Strategy for Audience Engagement

Alan shared his approach to content creation and marketing, emphasizing the importance of focusing on the "why" rather than the "how" when communicating value to audiences. He suggested that Annabel could improve her niche by creating short, engaging content that highlights the benefits of her workshops and presentations, potentially through blogging and social media. Alan also recommended recording short podcast episodes to reach a wider audience and repurposing content across multiple platforms.

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