EP 45 | From Event Manager to Speaker Catalyst

Michael Arnot, co-founder of Encore Speakers and Mainstage, is a prominent figure in the Australian speaking industry. His journey began not as a speaker, but as an event manager, where he co-founded an event management company. While organising events, he and his team frequently needed to book speakers and quickly realised there was a significant gap in the market. This experience, coupled with the difficulty they faced in finding the right talent for their clients, led them to pivot into a new venture: a speaker agency.

Michael's goal was to create a different kind of agency - one that focused on understanding the client's needs on a deep level. He recognised that event organisers were not just looking for a person to stand on a stage; they were looking for someone who could create an electrifying impact and deliver practical, transformative value for their attendees. This understanding became the foundation of Encore Speakers' value proposition: to have in-depth conversations with clients about their event's purpose, attendees, and desired outcomes. This focus on the attendee experience, from invitation to follow-up, was what set them apart from competitors and became a crucial lesson that Michael believes is essential for any speaker to understand.

Through Encore Speakers and Mainstage, Michael has achieved significant results by focusing on the business of speaking and helping others do the same. He proudly shares two key achievements that highlight the impact of his work.

For Encore Speakers, a major win was helping an education industry association curate an entire three-day conference. By carefully placing speakers, they were able to create an experience where attendees felt not just professionally developed, but personally transformed.

With Mainstage, Michael's focus shifted to helping speakers grow their businesses. A proud moment was witnessing a speaker completely transform their enterprise after implementing the program. This individual, who was considering returning to corporate life, instead built a globally impactful business, proving the value of being coachable and following a proven process.

Recognising the need for credibility and differentiation in a crowded market, Michael also made a strategic decision to enter Mainstage into business awards. This move was not just about winning; it was about seeking independent validation from industry experts. The awards provided an external stamp of approval and helped build a credible profile, justifying the value and expertise they offer. Michael believes this independent validation is crucial for speakers and businesses alike to justify their value to potential clients and stand out from the competition.

Michael also expressed immense pride in winning three Stevie Awards, and was especially proud of winning the category of for "best business process". To him, this is world-class validation from independent judges that the Mainstage Speaker Academy process is world-leading. Michael also pointed out that they won in a category that also featured IBM, well known for its innovative systems, which took out the gold award. To be ‘rubbing shoulders’ with such well-known brands and being recognised for the innovative approach they are implementing with such impressive results for speakers is a massive achievement.

Message from the client

Michael’s insights are direct and practical, stemming from years of experience on both sides of the speaking industry. He emphasises that speakers are "not selling to the audience, but rather to the person who signs the check". His core message to those in the industry is that success is about more than just being brilliant on stage; it requires "understanding the business of speaking". He advises speakers to make themselves easy to book by having a "laser focus" on their specific value proposition, and to ensure their messaging "does exactly what it says on the tin".

Michael’s key business advice is to "partner quicker". He believes that entrepreneurs should avoid trying to hold everything precious and instead collaborate with others to scale their businesses.

Contact

For more information about Michael Arnot, The Mainstage Speaker Academy and Encore Speakers, please visit:

• Encore Speakers: http://encorespeakers.com.au
• Mainstage: http://mainstage.com.au

LinkedIn: https://www.linkedin.com/in/michaelarnot