Today, we are pleased to welcome Toni Caruso, Executive Director of eWomenSpeakersNetwork and Executive Managing Director, eWomenNetwork Dallas, as our guest writer.

Toni empowers speakers to rise above the noise, share their unique message, and build thriving businesses by mastering the art of speaking. Toni is dedicated to helping others unlock breakthrough results. Welcome, Toni! 

Let’s start by shattering a myth:

“If you’re not being paid to speak, you’re not a real speaker.”

Wrong. Dead wrong.

The truth is, some of the most successful business owners and entrepreneurs you admire didn’t start their journey with five-figure speaking checks. They built their businesses on free stages, pay-to-play spots, and every microphone they could grab— they walked away with way more than a one-time speaking fee.

Here is the trap:

Yes, it’s flattering to be offered a check for your expertise. A $5,000 keynote? Sounds nice. A $10,000 panel fee? Even better.

But here’s the catch:

You can’t pitch. At most corporate and association events, paid speakers aren’t allowed to make offers or collect emails.

It’s a one-and-done payday. That $5K check is nice, but when it’s spent, it’s gone.

The competition is fierce. Paid speaking slots are limited, and they often go to celebrities or household names.

When you focus solely on “getting paid to speak,” you’re chasing crumbs while the main dish is right in front of you.

Why Free (or Pay-to-Play) Speaking Is a Goldmine

Imagine this:

You pay $2,500 for a premium speaking slot at a conference. You deliver a killer 20-minute talk, tell your story, and showcase your expertise. At the end, you invite the audience to book a free strategy call or join your program.

Out of 100 attendees, just five sign up for your $5,000 offer.

That’s $25,000 in revenue from a single stage—plus new clients, new referrals, and new credibility.

Compare that to a $5K speaking fee. No pitch, no new leads, no lasting business impact. Which would you choose?

Real Numbers Don’t Lie

A 2023 report from SpeakerFlow revealed that most professional speakers average 20–25 paid gigs a year, but their revenue isn’t always coming from fees. The top earners? They combine speaking with coaching, consulting, online programs, masterminds, or VIP experiences—because that’s where the money is.

Free and pay-to-speak events aren’t “less than.” They’re marketing investments with sky-high ROI.

It’s a Mindset Shift

If you want to turn speaking into a business growth engine, here’s the shift you need to make:

1. Stop thinking like a guest. Start thinking like a CEO. Every time you’re on stage, you’re marketing your brand; you are the Chief Engagement Officer in your business.

2. Design your talk to sell. A well-crafted “signature talk” positions you as the go-to expert and moves people to action without sounding pushy.

3. Know your numbers. If your average client is worth $5,000 and you land two new clients per stage, that’s $10K per appearance. I would do that all night long!

Uncover your voice. Claim your message. Own the stage.

Take a 2-minute quiz to discover the speaker within—and how your unique style can amplify your brand, grow your impact, and open doors to paid opportunities. Click here for the quiz. 

How to Make Free Stages Pay Off Big

Start with the right offer. Low-ticket offers don’t make sense here. Build a program, package, or service worth $2,500+. The offer should be equivalent to the time on the stage. More time = Higher Package. You can start with a $997 easy yes offer, then as you get more time, you up that price. Don’t shortcut yourself. What is YOUR time worth?

Perfect your talk. Your presentation should engage, inspire, and naturally lead into your offer. Use storytelling; Date Informs, Stories Transform, and are memorable.

Own the follow-up. Collect emails, schedule calls, and follow up religiously.

Choose your rooms wisely. Pay-to-play only works if the audience is filled with your ideal clients. Don’t be shy to ask previous speakers about the event; research the stage and the type of audience they bring in. Before you pay, make sure you ask all the questions.

Track your ROI. Know exactly how much each stage earns you to make confident future investments. Your goal is to get to a close rate of 25% - 30%.

The Bottom Line

If you’re chasing speaker fees, you’re thinking too small.

If you’re leveraging every stage as a sales machine, you’re building an empire.

Free stages aren’t charity—they’re opportunity.

 Pay-to-speak isn’t desperation—it’s strategy.

The next time someone brags about their $5,000 keynote fee, smile. Because while they’re cashing one check, you’re walking away with the bigger bank account.

One Talk. One Stage. Game Changed

About Toni: With over 30 years of event production experience, Toni has brilliantly managed & successfully organized events, small and large, for the entertainment, corporate, and business-to-business worlds. Toni has taken her skills, experience and behind the scenes event knowledge to professionals so they can help educate, inform and share their genius live on stage. She operates in the speaking world as she guides, teaches and helps speakers, experts & gifted messengers stand out and monetize their message.  

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