As the marketing landscape grows increasingly competitive, building a personal brand has never been more crucial. For CMOs in particular, one powerful way to showcase their expertise, and enhance their personal brand, is through landing a TEDx Talk.
Simple, right?
Well, not really.
It’s common knowledge that one of the most common fears is public speaking – some even say they fear it more than death itself. But if you're a marketer, you are a communicator by profession, and speaking is probably something you do regularly.
Plus, in an age where developing a personal brand is increasingly becoming part of a career plan, especially in marketing, the TEDx platform offers a proven way to make an impact for yourself and others.
The value of TEDx Talks for marketing leaders
First and foremost, before even considering one, you must have a genuine and passionate “idea worth spreading.” That's what the platform is founded on and why it is no surprise that TED talks are increasingly used in the education world to spark discussion, as projects, professional development, and supplemental teaching.
TED talks have millions of views daily, are on a variety of topics, and are in multiple languages across the globe.
Plus, they're posted on YouTube, the second-largest search engine in the world. So, for this reason, and many others, if you have a message to deliver that you think is important to share, this is one of the most effective ways to do it.
But before you do, there are certain practices to follow to put your best foot forward, and in this article, I'm going to share them from some experts in the TEDx world.
It involves a blend of strategy and a bit of luck. However, if you can secure an invitation, TEDx offers a unique, brand-surging platform to share your ideas, experiences, and stories, positioning you as a thought leader in your field.
TEDx talks have seen a significant increase in interest due to their unique ability to spread innovative ideas and stories to a global audience. These events provide a prestigious platform for thought leaders and experts to share their insights, which helps build their credibility and influence.
Although hard numbers are unavailable, it’s estimated that for each of the more than 3,000 TEDx events held annually worldwide, there can be hundreds of applicants vying for around ten speaking spots, making the selection process highly competitive.
This intense competition underscores the value and impact of delivering a TEDx talk. That impact can significantly boost your personal brand, and CMOs looking to elevate their brand have several reasons for shooting for a spot on the red dot.
Four reasons why CMOs should focus on securing a TEDx invitation
It increases credibility and authority
Being a TEDx speaker instantly elevates your status as an expert in your field. The TED brand is synonymous with quality and innovation, and associating yourself with it lends credibility to your personal and professional endeavors.
According to Geoffrey Berwind, a seasoned TEDx speaking coach and storyteller:
"The credential of being a TEDx speaker is so high that people will pay attention and watch your talk all over the world for years."
It has a broad reach and evergreen visibility
TEDx talks are available on YouTube, the second-largest search engine in the world, reaching a global audience. This visibility can attract new followers, clients, and opportunities, expanding your influence far beyond your immediate network.
Tom Puketza, Executive Director of Finale Events and the Gainesville TEDx organizer, has seen dozens of TEDx speakers leverage the platform, with one even going viral. "A TEDx talk provides a unique platform where you can have a potential impact on a very large scale," he says. “You never know what talk will resonate the most, but it is out there forever for the world to see.”
Helps define and share your message
Katie McCleary, an author, coach, and speaker whose TEDx talk has more than 1.3 million views, says the TEDx experience helped her put a stake in the ground to identify her message — the one she plans to build on for her brand.
“If you have an idea worth spreading, TEDx is a wonderful opportunity to highlight your unique idea coupled with your experience in a particular area,” says McCleary. “As a thought leader, refining your message and making it stick to audiences is key, and the TEDx process and talk will help you create that message.”
Alleah Freidrichs is a “Law of Attraction” life coach and within a few days of her TEDx launch, she’d already amassed thousands of views. She acknowledges the competitive process and hard work it took to land a chance to stand on the red dot, but says doing a talk has helped elevate her brand and thought leadership. It’s worth all the work to achieve it.”
Dr. Karthik Nagendra
It supports authentic connection
TEDx is about sharing authentic stories and ideas worth spreading. By presenting a genuine, heartfelt talk, you connect deeply with your audience, fostering trust and loyalty essential for building a strong personal brand.
Speech coach Geoffrey Berwind has trained dozens of TEDx presenters and shares the secret sauce that makes the difference between a good and great TEDx speech. “Storytelling cuts through everything and
Taking the desire to give a TEDx talk and turning it into an actual speaking engagement requires a strategic commitment—one that is not for the faint of heart. Many speakers note that while applying for a TEDx talk is a significant first step, securing a spot is a completely different challenge. It demands dedication, meticulous preparation, and a compelling narrative that resonates with the event’s theme and audience.
Some say it took them years and dozens of applications to land a talk, while others share that once they were accepted, they spent 10-20 hours a week perfecting and practicing their speech. It's not unusual for speakers to practice their speech 250 times or more before they step on the stage. And if you are interested in taking the journey, here are some valuable inside tips to help you.
Ten tips for maximizing your chances of landing a TEDx Talk invite
Identify your unique idea
Your talk should center around a compelling, original idea that resonates with a broad audience. Think about what sets you apart and what unique perspective you can offer. TEDx is looking for "ideas worth spreading," so ensure your topic is innovative and impactful.
Craft a strong application
Follow the application guidelines meticulously. Include a clear, concise summary of your talk, a short bio, and a two-to-three-minute video introducing yourself and your topic concisely.
Be authentic and passionate
Your passion for your subject should shine through. Authenticity is key; share personal stories that illustrate your points and make your message relatable. Berwind advises, "Great storytelling focuses on pivotal moments where you have epiphanies, where there's a change of direction, a new course of action."
Sarah Roberts
Showcase your speaking skills
While you don't have to be a professional speaker, demonstrating good speaking skills can help. Practice speaking clearly and confidently on camera to make a strong impression.
Highlight your expertise
While TEDx is not about selling yourself, showcasing your expertise can help establish your authority on the topic. Share relevant experiences and credentials that lend credibility to your talk. Puketza emphasizes the importance of presenting yourself as "your best self, but still yourself."
Pay attention to the TEDx theme
Each location has an annual theme. Ensure your speech is not only relevant to that theme but also clearly demonstrates how it supports and enhances it. Tailor your application to highlight the connection between your talk and the event’s focus, showing the organizers that your presentation will provide valuable insights and align seamlessly with their objectives. This demonstrated alignment can significantly boost your chances of being selected.
Understand the TEDx criteria
Familiarize yourself with TEDx's core principles. No selling from the stage, no fundraising, and the focus should always be on spreading valuable ideas. Berwind explains, "The first rule of TED is no selling from the stage. A good TEDx organizer will be looking for people with something authentic to say."
Be ready for rejection
Understand that competition is fierce. Be prepared to apply multiple times and refine your pitch based on feedback. Persistence and resilience are crucial. Berwind advises, "Are you willing to apply many times? Are you patient? Is it an idea worth spreading?"
Seek feedback
Before applying, seek feedback from mentors, peers, or speaking coaches. Constructive criticism can help you fine-tune your message and delivery.
Practice, practice, practice
Once selected, practice your talk extensively. Rehearse in front of friends, record yourself, and make improvements. The more you practice, the more confident and polished you'll be. Puketza recommends, "Enjoy the process and remember that it is a job, but also a fulfilling and rewarding experience."
Landing a TEDx talk can be a valuable experience achieved through strategic preparation, expertise, and a bit of luck, too. Securing the talk is just the beginning.
For CMOs, a TEDx talk will enhance your credibility and showcase your expertise. This platform not only amplifies your professional profile but also demonstrates your value, marketing acumen, and communication skills, positioning you as a thought leader in your industry.
For more information and details on how to approach the TEDx process, listen here.
