How to Build a Speaking Business with Zero Excuses
One of the things I love about hosting the Speaking Business Podcast is the opportunity to talk to speakers who have built their careers in different ways. Recently, I sat down with Brad Burton, a speaker who doesn’t do fluff, excuses, or playing it safe. And if you’ve ever wondered what it really takes to build a speaking business, Brad has some answers, just maybe not the ones you were expecting.
Brad’s story isn’t your typical smooth path to success. He grew up on a council estate, left school with no qualifications, battled addiction, was shot at 21, spent four years on benefits, and delivered pizzas at 31. By 35, he had built the UK’s biggest business network, 4Networking, and today, he’s one of the most booked motivational business speakers in the UK.
So how did he do it? And more importantly, what can you learn from him?
- Stop Waiting for Confidence, Start Speaking
Brad didn’t set out to be a speaker. When he started 4Networking, he had to speak at events because no one else would. The first few times, he was terrified. But he kept going. Over time, people started telling him he was “motivational” and “inspirational.” Eventually, someone asked him to keynote at an event, and the rest is history.
His point? You don’t become a confident speaker by waiting to feel ready. Confidence comes from repetition. You have to put in the reps, whether that’s speaking at networking events, running webinars, or even just talking to people one-on-one.
If you’re hesitating because you don’t feel “ready,” you’re just delaying your progress.
- Your Brand is Your USP, So Own It
Brad is known for his no-nonsense, high-energy style. He wears t-shirts on stage, swears (when appropriate), and doesn’t try to fit into the mould of a traditional corporate speaker. And that’s exactly why he stands out.
Too many speakers dilute their personality to appeal to everyone. But as Brad says, “In the history of humanity, tell me one person whose style is for everyone. I’ll wait.”
The key takeaway? Be 100% you. The right clients will book you for it.
- Speaking is a Contact Sport, You Have to Show Up
Brad reckons he’s spoken more times than anyone else in the UK. That’s because, over 16 years, he’s done over 1,500 speaking engagements, most of them unpaid in the early days. He spoke at his networking events, in noisy cafes, at small conferences, and anywhere he could.
He calls speaking a “contact sport.” You have to put yourself out there, get in front of audiences, and take the knocks.
It’s not about waiting for the big gigs to come to you. It’s about consistently showing up, improving, and being seen.
- Make Yourself Easy to Work With
One of the biggest reasons Brad gets booked is simple, he’s easy to work with. He answers emails fast, says yes to reasonable requests, and does what he says he will.
It sounds basic, but so many speakers make themselves difficult to book. Slow responses, complicated pricing, inflexible terms, none of it helps.
Sometimes, it’s not about being the best speaker on the list. It’s about being the easiest choice.
- Get People Talking About You
Brad doesn’t do Facebook ads, cold outreach, or traditional marketing. His business grows because people talk about him. He does a great job on stage, and that leads to referrals.
His strategy?
- Be so good that people can’t ignore you.
- Be memorable enough that people talk about you.
- Be different enough that people remember you.
Speakers often spend too much time on marketing tricks and not enough on making themselves unmissable. Focus on being the speaker people want to recommend.
- Decide, Are You All In or Not?
Brad’s final lesson? If you’re half in, you’ll get half results. If you’re serious about building a speaking business, you have to commit. That means:
✅ Showing up every day, even when it’s tough
✅ Doing the work, even when you don’t see results yet
✅ Getting on stage, even when you don’t feel ready
Speaking isn’t just about being great on stage. It’s about resilience, consistency, and putting in the work.
Brad built his career with zero excuses. No connections, no handouts, no shortcuts, just sheer determination and a willingness to keep going.
If you’re serious about building a successful speaking business, take a leaf out of Brad’s book. Stop waiting. Start speaking. Do the work.
Want to hear the full conversation?
Listen to my chat with Brad Burton on the Speaking Business Podcast: https://speakingbusiness.libsyn.com/how-to-build-a-speaking-business-with-zero-excuses-with-brad-burton
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