Short answer: guest speaking means getting in front of someone else's audience, in their programme, membership, mastermind, podcast, summit or event, so you borrow the trust they've already built. Find opportunities by building relationships and asking, posting that you're available, offering exchanges and searching groups where hosts look for guests. Always have one next step ready, like a free resource or "DM me a word", so the people who hear you become leads you can talk to.

If you don't have a big audience yet, here's the good news. You don't need one. Other people have already done the hard work of building an audience full of your ideal clients. Guest speaking lets you get in front of them, and it's one of my favourite ways to get visible.

I've had so many clients and sales come from getting in front of other people's audiences. And it still works now. Every few months I put myself into a visibility sprint and fill a week with podcast interviews and guest spots. Below is the full process, from finding the spot to turning the listeners into leads, with pitch scripts, a talk outline and a 30 day plan.

This is part of my ultimate guide to getting coaching clients from zero, where guest speaking is one of my favourite ways to borrow an audience when you're building from scratch.

Why does guest speaking work so well?

Because of something I call trust by association. If I brought a guest speaker into one of my programmes, my clients would trust that person almost instantly. Not because they know them, but because they know I wouldn't put just anyone in front of them. They trust me, I trust the speaker, so they trust the speaker. The same happens when you speak to someone else's audience. And trust equals sales.

Where can I guest speak?

• Other people's programmes, courses, memberships and masterminds, often as a live training.
• Their Facebook groups or communities.
• Podcasts.
• Summits and virtual events, live or pre-recorded.
• In person stages at events.

Look for people who serve your ideal client but do something different to you. A business coach and a mindset coach share an audience without competing.

Step 1: Create your speaker one-pager

Before you ask anyone, know what you'll talk about. Write three talk titles that promise a specific result, one sentence of your story and the free next step you'll offer.

Time: 30 minutes. Done when: you have three titles, your story line and your free next step written down.

Step 2: Find the opportunities

Start with relationships

Most of my guest spots have come from relationships. Be an active, useful member of the communities, programmes and masterminds you're already in. Then when you ask, it's not a cold pitch. I'll often be honest and a bit cheeky: "Do you have any opportunities for me to come in front of your audience?" Because the relationship is there, people usually say yes.

Ask your audience

Post that you're looking for guest speaking opportunities, with your story and topics. You never know who in your audience runs a membership, a podcast or an event.

Offer an exchange

If they come in front of your audience, you come in front of theirs. Mutually beneficial, easy yes.

Search groups and sites built for this

There are Facebook groups and websites specifically for podcast hosts and event organisers looking for guests. Search for "speaker" or "guest" and pitch yourself. Your story is often what gets you booked, more than your follower count.

Research events

I once put up a post asking which events people were going to that year. Then I researched those events and contacted the hosts about speaking and sponsorship.

Time: 30 minutes a week. Done when: you have a list of 10 hosts, podcasts or communities that serve your ideal client.

Step 3: Pitch

Time: 10 minutes per pitch, 3 pitches a week. Done when: at least one guest spot booked within 30 days.

Step 4: Deliver a mini masterclass

Give real value with an aha moment or an action step, because if someone takes action and gets a result, the trust builds fast. Here's a simple outline for a 30 minute spot:

Time: 1 to 2 hours to prepare. Done when: your outline, slides (if any) and next step are ready.

Step 5: Capture the people listening

Getting visible is only step one. If you don't give people a next step, they'll enjoy your session and forget about you. In return for speaking (usually free), I ask to share one thing:

• A free resource with an opt-in page, so people join your email list.
• Or "follow me and DM me a word". If I speak about visibility, I'll say: "I have a follow-on training. Follow me on Instagram and DM me the word VISIBILITY and I'll send it over." Now they're following my content and they're in my DMs.

Because this audience is new to you, lead with something free rather than trying to sell straight away. One extra tip: before a guest spot, I put a special offer in my Instagram stories. New people who follow you will look through your stories, so it's a quiet way to let anyone who's ready raise their hand without pitching to someone else's audience. If you don't have an opt-in page for your free next step yet, the Funnel Builder inside Ascendia OS builds the opt-in page and thank you page for you, so every guest spot has somewhere to send people.

Step 6: Follow up within 48 hours

Map the stepping stones. If they opt in, they go into an email sequence that nurtures them and sells your offer. If they DM you, start a conversation:

You could also invite them to a live masterclass where you nurture them further and make an offer. For more on this, see getting in the DMs without being salesy. And thank the host, share the recording if allowed, and ask if there's another opportunity later in the year.

Time: 20 minutes a day for 3 days after. Done when: every DM is answered and every new lead has had a personal message. The emails can run without you: the Email Marketer in Ascendia OS writes the welcome and nurture sequence your new leads go into, in your voice.

Worked example: one guest spot, start to finish

Example: a business coach gives a 30 minute training in a membership of 400 people, 80 of whom watch live or the replay.

• She ends with "follow me and DM me PLAN for my free 30 day client plan".
• If 25% of the 80 viewers DM her, that's 20 new leads and 20 conversations already in her DMs.
• At the 3% average, 20 leads isn't even one sale on its own. But with a conversation each, a special offer in her stories and an invite to her next free masterclass, a sale or two from one talk is realistic.
• Do one a week, and that's 80 or more new leads a month from audiences someone else built.

These numbers are an example to show the maths, not a promise. Track your own after each spot.

Common mistakes (and the fix)

• Cold pitching strangers. Fix: start with people you have a relationship with.
• Teaching your whole system. Fix: three steps, one action each.
• No next step. Fix: one free resource or one keyword, said twice.
• Pitching a paid offer to a cold audience. Fix: lead with free, sell later.
• Doing one and stopping. Fix: book one a week or two a month.

Your action plan

Today

• Write your speaker one-pager.
• Choose the free next step and the keyword you'll use.

This week

• List 10 hosts, podcasts or communities that serve your ideal client.
• Send 3 pitches using the templates.
• Post in your own audience that you're open to speaking.

Next 30 days

• Deliver at least one guest spot using the 30 minute outline.
• Follow up with every lead within 48 hours.
• Book your next spot, aiming for one a week or two a month.

Guest speaking is one part of Build Borrow Buy. Read the full approach in the ultimate guide to getting coaching clients from zero, and for summits see summits and collaborations for visibility. Turning every spot into leads and sales is a big part of my course Content To Clients®.

Frequently asked questions

Do I need a big audience to get guest speaking spots?

No. Hosts look for value and a good story. Start with people you have a relationship with, offer exchanges and pitch in groups made for finding guests.

Should I charge for guest speaking?

You can when it's a paid opportunity, but I usually do it free in exchange for sharing a free resource or my social media, because the visibility and leads are worth more.

What should I offer at the end of a guest spot?

Something free that follows on from your talk, like a training or guide, through an opt-in page or a "DM me a word" call to action.

Can I sell when I'm guest speaking?

Only if the host allows it, and even then the audience is new to you, so free or low priced next steps usually convert better. Sell later, once they know you.

Laurie Burrows is a UK-based marketing and sales strategist who has built a business that's generated multi-seven figures in sales through social media and digital marketing. Today, Laurie helps business owners use social media, content and digital marketing to get seen, attract more clients and make more sales. She's also the founder of Ascendia OS.