Because you'll make it

Bernard Kelly has always been fascinated with success. Bernard had a vision to be successful, and through his hard work and determination he was able to achieve his goals. But he wanted to share his success with others so that they could achieve their own. Through his proximity of the Speakers Institute he has been able to share his ‘success mission’ and knowledge with the world.

Because you crave GROWTH

Justine Pogroske has always wanted to share her message on the world stage. Justine’s message and stage presence were good but in order to be great there needed to be some changes to how she delivered and structured her message. With the help of Speakers Institute’s curriculum and frameworks she has been able to elevate her story to a whole other level!

Because of your CALLING

Nelsa Clark Simmonds knows that finding your way can be tough especially when you are feeling lost. She also knows that the most important place to look first is inside yourself to harness the creativity we all have inside of us to truly heal and find our way through the darkness. By being in the proximity of Speakers Institute she has learnt to own her space!

Investing in Yourself

Azriel Ferro decided she wanted to work for herself and follow her dreams. She always knew there was something inside her that she wanted to share. Azriel made a commitment to herself that she was going to follow her passions and live her dream. She realised she needed guidance so with the proximity of Speakers Institute, she realised she is capable of so much more!

Memory Tips

Memorising a keynote word for word is an unrealistic expectation to set for yourself.

Here are a few tips and tricks that will help you memorise the sections/chunks of your keynote and the content within each.

Your Lead Representational System.

When you know your representational system you can work out the best way for you to learn your keynote and practice it in way that helps you to memorise the chunks.


What are the Representational Systems?

Based on the research of Richard  Bandler and John Grinder representational systems describe the different channels through which humans code information internally through their senses. The main channels are visual, auditory, kinaesthetic and auditory digital.



People who are visual often stand or sit with their hands and/or bodies erect, with their eyes up. They will be breathing from the top of their lungs. They often sit forward in their chair and tend to be organized, neat, well-groomed and orderly. They memorise by seeing pictures, and are less distracted by noise. They often have trouble remembering verbal instructions because their minds tend to wander. A visual person will be interested in how something LOOKS. Appearances are important to them. They are often thin and wiry.

Visual or Seeing language:

- I get the picture

- I see what you mean

- That looks right

- Can I have a look at that?

- I can just picture it.

If you are a visual person you are best to draw the chunks of you keynote as pictures. For example, if you were to visually represent the chunk where you have a metaphor of say, you competing at the Commonwealth Games you could draw a picture of a medal.  Visual people will more easily memorise by a seeing a series of pictures.



People who are auditory will move their eyes sideways (remember Richard Nixon?). They breathe from the middle of their chest. They typically talk to themselves, and are easily distracted by noise. (Some even move their lips when they talk to themselves.) They can repeat things back to you easily, they learn by listening, and usually like music and talking on the phone. They memorise by steps, procedures, and sequences (sequentially). The auditory person likes to be TOLD how they’re doing, and responds to a certain tone of voice or set of words.

Auditory or Hearing Language:

- Listen to this

- I can hear you loud and clear

- Clear as a bell

- This sounds good

- We are on the same wavelength

- I hear you

If your lead Representational System is Auditory you are best to record your talk in chunks and listen back to them repeatedly and in order. Continue to record and listen over and over. The more you hear it the more you will recall what comes next.



People who are kinaesthetic will typically be breathing from the bottom of their lungs, so you’ll see their stomach go in and out when they breathe. They often move and talk verrry slooowly. They respond to physical rewards, and touching.

They also stand closer to people than a visual person. They memorise by doing or walking through something. They are interested in something if it ‘feels right’.

Kinaesthetic, Tactile or Feeling Language:

- That didn’t feel right

- I got a gut feeling about this

- I felt right at home

- That gave me shivers

- I cannot get a grip of this

Kinaesthetic people will learn best by actually doing the talk. The best way for them to learn it is do it. They need to practice going through it as if it’s real. From start to finish. At the beginning and end of each section you are best to take note of how you feel at that time. This feeling will be anchored to the words in that particular section just finished and lead you to what comes next. It’s all about how you feel.



This person will spend a fair amount of time talking to themselves. They will want to know if what you’re saying “makes sense”. The auditory digital person can exhibit characteristics of the other major representational systems. They memorise by having the steps and listening to the steps being repeated.

Auditory Digital Language

I’m certain

Makes good sense

Accurate representation

Results driven strategies

I get you loud and clear

Everything considered

As an auditory digital person you have a mix of listing and listening as the best tactic for you to memorise.

Record you talk in chunks. Number each section at the beginning of the recording. For example: -

‘Section 2 – the IDEA…’

When you get up to speak your will recall the information by sequence and be able to recall the sounds of the words which followed each number.


As a client of The Speakers Institute you have been given a piece of IP that is GOLD in terms of memorising.

The Authority Communication Framework, (ACF) is the basis of how to set your talk up and also a great framework for you to memorise the sequence of your talk.

Learn the ACF sentence beginnings to which will get you started on recalling the content

Have you ever felt…

I have found that…

Research tells us…

There was this one time…

Today I’m going to teach you…

Once you know the sections/chunks and you have practiced using your lead representational system you will recall each chunk and the content within each chunk.

STORYSHOWING - How to stand out from the storytellers


Pronounced dead for over three minutes following a horrific car crash, Sam Cawthorn survived despite all the odds stacked against him. The accident resulted in his right arm being amputated, and caused permanent damage to his right leg. He was told he would never walk again; a setback that would surely defeat many. Proving the doctors and critics wrong, through sheer determination Sam regained his ability to walk just over a year later.

Since his accident, Sam has gone on to speak in 36 countries, sharing his message of resilience with millions of people which has seen him share the stage with world leaders including Richard Branson and the Dalai Lama, through his keynote speaking.

An international best-selling author, Sam was named Young Australian of the Year, Edupreneur of the Year (2015) and became the CEO and Founder of Speakers Institute and Speakers Tribe, mentoring a community of speakers and leaders who are learning to share powerful stories to emotionally connect and influence others.

It was the notion that ‘story is the future’ that led Sam to write his seventh book Storyshowing . Published by Wiley and set to release on October 1, 2017, Storyshowing delves deep into the influence of stories; and that the winners of the future will be those that show the most powerful one that evokes the most amount of emotion in the shortest amount of time.

Storyshowing Book Cover.jpg

Along his personal journey, Sam recognised that ‘storytelling’, which is what we are all told to do to “engage”, was neither a compelling way to share and nor did it evoke action, the two things that he had set out to do. He realised that the only way to truly connect with an audience emotionally was to ‘storyshow’, revealing vulnerability and inviting listeners to share in his narrative (rather than telling it), and in turn deeply engaging people to overcome their own obstacles, turn crises into opportunities, and use positivity to succeed.

Sam explains further, “Everything we see now is telling us a story. The stories of products and services, brands and organisations; everything now is about the emotion. The next three years will shape the way we communicate for the next 30 years. The more we stop telling and start showing, at every touchpoint, will evoke emotional connection and this will be the defining moment in our value proposition.

“It is up to us leaders to be at the forefront of global connectivity through sharing and showing stories more powerfully to emotionally connect. Now is the time to stop telling stories. It’s time to show the story. The future of story is now,” Sam adds.

Storyshowing is aimed towards anyone who wants to use stories to convey an idea; to motivate, bond or impact others; and ultimately, to make a difference. It enables readers to use their own experiences and emotions as tools to build a connection with the heads and hearts of their audience – irrespective of who they may be – be it family, friends, clients, colleagues or your boss, as examples.

Readers can discover:

  1. The 5 step communication framework used by TED talks use to influence audiences

  2. The secret ingredients that professional speakers use to inspire success

  3. The difference between content - What you say ; and Methodology - How you say it

  4. The four disruptors of the sales cycle and how to stay ahead of the curve

  5. The best body language, facial expressions, tone of voice and gestures to engage others

  6. Insider tips on sharing powerful stories in order to win hearts and minds

Storyshowing is published by Wiley and is available in bookstores nationwide & online from October 1st , 2017 RRP $19.95. To purchase a copy or to find out more on Sam Cawthorn please visit: ISBN 978-0-730-34588-6.



Great stories can lead your audience/clients/customers to see both themselves and their world in new ways and have a thoughtful reflection. It has a unique power to make a meaningful impact on your audience as they appeal to their emotions, memories and imaginations.

Here are some insights you’ll need to weave into your approach of delivering your message.

• Identify and understand the outcome you are aiming for.

Your story needs to have a clear outcome for your listeners. It has to have a purpose and make a point. You should always keep in mind the information you want the audience to take away. Understanding the outcome you are aiming for allows you to craft engaging stories based around compelling messages that people want to hear about.


• Give your audience a story that is interesting, meaningful and engaging.

No matter how significant your message is, you can’t share them to your listeners effectively unless you give them reason to care for what you’ve got to say. You have to get their attention by talking about something they are interested in. Keep them on the edge of their seat to engage their hearts and minds to your story.


• Build tension and anticipation.

Make your listeners wonder ‘What will happen next?’; ‘Will you be all right?’; ‘Will there be a resolution?’; ‘Will my own problem be solved?’. To build tension, you can introduce a concept or an incident early on. The concern for the character and curiosity to know the outcome of the story will increase the reader’s anticipation to find out what happens next.


• Connect with each person in the room so they connect with you.

Offer the listener a chance to see themselves in your story. The more the audience is involved in your story, the more memorable and valuable your message becomes.


• Let the audience step into your story and remember it.

A good way to convey your message is to trigger a memory and raise a familiar, shared experience. This connects your listener’s lives to the story, thus making the story memorable.


If you take into account these five points, you give the listeners the opportunity to change perception and inspire a positive change.


If you want to know more about how to share your story powerfully, please see this up-and-coming event which has the giants of speaker training. The voice of Siri Karen Jacobson direct from New York City, Sam Cawthorn's personal coach and mentor Michael Grinder and #1 Body language expert Allan Pease among others. Check out 


Over the next few days I'll be blogging and sharing the musings I'm learning from the number #1 Speakers Convention in the world. NSA (National Speakers Association) 'Influences' Conference 2018.

After a short 1:1 breakfast with the Global President of the Speakers Federation; sharing ideas about the International Convention 2018, I joined the 50 other 'Million Dollar Speakers Group', (an invite only day) consortium of speakers sharing best practice. 

First was Dr. Nido R. Qubein professional Board Member who is the current chairman for Highpoint University, among others. Very informing about the benefits of being on a Board and the value that comes with it. 

We’re now living in an idea economy where success is defined be the ability to turn ideas into value faster than your competition.

Second speaker was the highlight for the morning. Bill Walsh from Powerteam International - .

Below I have dot points of value copied and pasted from my notes: 

  • (Brand new website?)
  • Instashot (Instagram video editing)
  • You must know your content: What does your customer leave with?
  • Know in advanced where you are going to move your audience: Feed very powerful questions at the start
  • Know ‘sense of urgency’ or they will not buy today: “I’m looking for 20 people today that…”
  • Throw kick ass parties for VIPs
  • (Video streaming that links with social medias)
  • 10mins of valuable content per week
  • (Great membership sites that easy to use)
  • amazon - stream video
  • (Create your media kit instantly)
  • Collective collaboration
  • Instant tele seminar
  • How can you weave your program into your story
  • Say price upfront????????
  • Active Community
  • Free Offer: OPTIN - move through to Newsletter - Constant Great Content - Membership Site $95 per month- Digital Webinar $297 - 1:Day Camp $997 - Group Coach $25000 - Private Coaching $
  • Content Diva’s
  • Create More Value for the customer
  • Facebook: ‘Likable’ (Create an event TAB)
  • (Create covers for PDFs and eBooks)
  • Always have FREE giveaways
  • Pixley & Nimble - website hacks
  • Get Motivated - Success Resources - CAN YOU CLOSE
  • How to sell: it’s all energy:
  • Questions to Promotors - Minimum numbers at events: 
  • Always a ‘0’ at the end for higher ticket items
  • Udemy & JV Zoo website content sharing
  • Unemployable Experts - Find them
  • RR DONNALLY - biggest printing company in the world

Next speaker was: Andrew Kunov - CEO & Founder Silicon Valley Innovation Centre sharing about how 40% of Fortune 500 corporates will disappear in 10 years and now we are living in an idea economy where success is defined be the ability to turn ideas into value faster than your competition - The next speaker was more of an interview with the ex CEO of Disneyland sharing about Magical experiences: Hear it 7 times then reenforced every 30 days. Processes, scripts and step by steps all in the processes of the company. Not just a ‘How too, video’ but a ‘Why too, videos’!

The opening Ceremony for the conference was nothing short of OUTSTANDING. 

Emmanual Kelly (singer): He was great and moved us all. Do you remember this???

Next speaker was another Australian Yassmin Abdel-Magied who wowed us with her grace and humility sharing her world of being a Muslim Woman Engineer. (I arranged dinner with her and other Australians tonight...) her TED Talk link : 

Last speaker was possibly the best speaker I have ever seen in recent years. Just amazing. His name is Derreck Kayongo: Brilliant at his craft as a speaker and had the entire audience of 1200 speakers from 18 countries, spellbound. Extraordinary to watch us all be inspired and transformed. 


 Dinner with: Left to right: Demian Coorey (Futurist Speaker) , Yassmin Abdul-Magied (Activist), Travis Bell (Bucket Lists), Tim Longhurst (Futurist), Michael Margolis (Anthropologist), Sam Cawthorn (Speakers Institute)

Dinner with: Left to right: Demian Coorey (Futurist Speaker) , Yassmin Abdul-Magied (Activist), Travis Bell (Bucket Lists), Tim Longhurst (Futurist), Michael Margolis (Anthropologist), Sam Cawthorn (Speakers Institute)


Written by Sam Cawthorn - CEO & Founder of Speakers Institute

How to Sell on-Stage Downloadable Cheatsheet

Due to popular demand Sam Cawthorn has created a cheatsheet for all those who want to learn how to sell on stage and convert more than 40% of the room into a $3000+++ product. 

From professional speaker more than 12 years ago to today being one of the best selling public speakers in Australia, Sam has learnt what it takes to sell very well on stage.

Sam shares that there are a few fundamental things you must first know:

- Authenticity Trumps Everything

- People buy people first. Features and Benefits are secondary. Be real

- Vulnerability is very powerful, show your failures before your successes

Below is a PDF Download that Sam has shared for you. PLEASE DO NOT SHARE THIS WITH ANYONE as it is Sam's Intellectual Property and was created through years of professionalism. 

He did not know his WHY...

Shivi Bhalla was just another person navigating his way through life. He had just migrated to Australia and was going through a huge transition.

He did not know his WHY? He did not know what he wanted to do? He did not know what his message to the world was.

But this all changed when he met Sam Cawthorn and the Speakers Institute.

Check out more about Shivi HERE:

We transform anyone that wants to make a difference in the world, but does not know how.

We listen to you, believe in you and then give you the tools to go out and make the difference.

We have trained Business Entrepreneurs, Thought Leaders, Experts, Teachers, Authors, Speakers and really anyone that wants to make a difference. 

Here is a video that'll show you more about what we can do for you...

We are doing our last ever event called: MASTERING COMMUNICATION FOR INFLUENCE in Melbourne this Saturday. Can you join us:



So you are a business owner, a professional, an expert, a speaker or a thought leader and you are sick and tired of not being heard. You are sick and tired of being misunderstood, sick and tired of being undervalued, under recognised and under paid. 

You are trying to get a message, product or services into the marketplace and it's just not working successfully.

 I know how you feel...

Sam Cawthorn, the CEO and Founder of Speakers Institute, shares the frustration around not making money and finding it hard to get heard in todays marketplace. He shares the importance of focus. 

If you want to get your name out into the marketplace you focus on one thing. JUST ONE.

The greatest way to get your 'one thing' is to come to our next full day training where we will uncover the 3 unique ways to communicate effectively your one thing. We will highlight our Niche Positioning System together with our Authority Communication Framework.   


6 Secrets to Master Influence

Every Leader, Business Owner, Expert and Professional must know how to influence and persuade. 

In this short video Sam Cawthorn, CEO & Founder of Speakers Institute, shares some secrets to Influencing and persuading others through powerful communication technics.

Here you learn what the masters do to help transform your professional communication in sales and leadership. 

Would love to hear your feedback:

The Journey of Sam Cawthorn understanding Public & Corporate Speaking

Being a speaker, our CEO Sam Cawthorn, shares his journey from working for the Australian Government through to having an accident, telling his story in education, then corporate now public.

Sam shares how Public Speaking and Corporate Speaking is very different to each other. He identifies the balconies and basements of Public and Corporate Speaking.

Just a reminder that Sam Cawthorn will be speaking in your city in just a few weeks at the Zadel Property Conference. You can book in your FREE VIP ticket here: 

DECLARE- How to be memorable that gets you rebooked

Sam cawthorn blog
You don’t know it well enough if you can’t explain it simply enough

Have you ever felt that after you speak they all say that it was the best speech they have ever heard, or that they loved it and you really made a difference, but then they don’t book you again?

I hear this all the time from speakers… “They loved me”, “they said I was the best speaker that they have ever had” etc.

I have found as speakers we declare the terminology of our message and anchor this in to our audience.

Through coaching speakers for over 6 years across the world, my research concludes that that positive feedback is not good enough to get rebooked as a speaker.

The professional speakers will judge their performance from how many bookings they get from the organisers or people in the room and not necessarily from the positive feedback.

Just last week I had an email from a client saying that he was reading an article in BRW and they were talking about Bouncing Back, it was at this moment that he remembered my message and than sent me an email requesting me to speak at his staffs retreat next month. He mentioned that he had never forgotten my message on Bounce Forward he heard over 5 years ago.

“When you anchor in the right terminology into your audience they will never forget”

Here are 3 ways that will help you to have a memorable message that lasts;

1. Pause

The way you communicate your terminology phrase is important. By pausing before and after you say it and keeping your entire body locked in the one place, will ensure that the message is being caught easily by your audience.

2. Repeat and Ask

Repeating your terminology phrase continuously throughout the presentation, than asking your audience to repeat after you or even finishing off your sentences towards the end of your presentation, makes it hard to forget.

3. Declare

Using a gesture and a strong powerful voice will ensure that what you are saying will cognitively anchor in the sub-conscience to ensure stickability. Make sure you say and show it the same way each time you say it.

Your message being remembered is in the articulation and sequence of your terminology not a random approach of trying to explain your message on the cuff.

Remember that it's Chinese whispers in the marketplace so get your terminology right... Practice it and you'll become memorable!!!

True value does not always come through inspiration or amazing content, but in the memorable takeaways.


living in awe

“Being full of awe and wonder will ensure you don’t get grey hairs too early”

My father is the happiest man I know. He lives a simple farmer's life in rural Tasmania, and is 74 years old. Today he still does not have grey hair. Genetics… maybe?

With constant change, overwhelming ‘in-your-face marketing’ and being busy all the time, we lose sight of being in awe and wonder and miss the little beauties in life.

Awe and wonder express our longing and our uncertainty, our fascination and our terror. They point to the transcendent and to the limits of being human.

Researchers describe awe as “that sense of wonder we feel in the presence of something vast that transcends our understanding of the world”.

Each day how can we stop, become mindful of our surroundings, open our eyes wide and just be in awe and wonder within our current moment. When this is done you will notice that you will become more grateful, thankful and happy.

Here are 3 things you could do:

1. Don’t schedule meetings too close together. This way it’ll allow you to slow down, stop and look, to find something that you can be in awe and wonder of.

2. Close your eyes and breathe slowly a few times each day. By doing this you regain your thoughts, align your heart and when you open your eyes, you will notice things you haven’t noticed earlier.

3. Choose to enjoy nature more. There is so much beauty in this planet that we do not notice or see until we stop and look.

By doing the above, you may not have to dye your hair as much when you get older.


The only unique value proposition that separates you from every single other person on the planet, is your STORY. Not even your fingerprint is unique (research tells us). No one in the entire world has your story, not a single person.

I realised everyone has a story, and this story can inspire millions. I realised this after I started sharing my story for the first time around 10 years ago. It was at this time that I started to realise that my story has value and can inspire others.

After searching for the best coaches and mentors to teach me how to show my story well, I found a number of super successful professional speakers and began to build a professional speaking business. It was learning how to tell and show my story well that changed my career path, took me around the world and how I made my millions, just by telling and showing it well.

After years of speaking and showing my story in the global corporate world, I realised that there are many others that have powerful stories and they also must learn how to tell it and show it well.

My international client, Google, then partnered with me and we launched 'Speakers Institute' at Googles Headquarters.

I'm now on a mission to help others get their story out into the universe, just how I've done it.  Today we have inspired thousands of ordinary people, just like you, how to not only tell their stories but show their stories well. 

Your story is no longer yours to own, you have gone through the experiences in your journey for a reason and a purpose. You have an expertise and a 'natural genius' that’s been gifted to you. This all forms part of your story.

Your story is your most valuable asset and it must be told. It’s how you have transformed yourself, how you have designed your life and how you have become the person you are today. By telling and showing your story, you can showcase your true value and inspire others through your story.

If you want to just tell your story, get on the phone and tell it, record your voice and tell it, write a book or go to the library and read it.

As speakers, on stage, we must learn how to not just tell our story, but show our story. This is where learning stage positioning in order to visually represent our story helps others in our audience to truly experience the transformation of the story.

As speakers we must allow our audience to experience our story as if they are there. Take them on your journey and inspire them from within.

There is nothing greater than seeing other peoples faces when they hear a powerful story being told well - yours. Your story must be told to inspire others.

There are thousands of people that have not been through what you have been through. They are waiting for advice and value from others, such as you, to help them get through life's journey.

Show your story well. You'll inspire millions, you'll be recognised as a powerful contributor & you'll make a lucrative living telling and showing your story all while giving value. 

Be recognized. Be valued. Be paid. Share and inspire others by showing your story. The world is waiting...

We have a free one day workshop which will be held in Sydney, Melbourne, Brisbane and Perth in January 2016. Find out more HERE:

This event will be a game changer. 


Over the last 18 months I've been studying the speaking industry in all 4 corners of the globe, from the 2000 professional speakers at NSA (National Speakers Association) annual event in Washington, to Mumbai where the hottest speaking market in the world is about to boom. 

Throughout these 18 countries visited, we've discovered that there are 4 clear disruptions to the 40 billion dollar speaking industry that we will see in the next 3 years. 

1. Economic Factors

For too long many of the professional speakers have been proactive with their speaking calendars and have managed to book engagements well in advanced year after year, and sometimes with the same clients. Today with unprecedented constant rapid change in the corporate world, speakers must look at ways to be more reactive when securing speaking engagements. Straight after 911, the most booked speakers in the financial world were speakers specialising in ethics and integrity. Understanding up-to-date economic factors and where the industry is currently at, in a certain time, will assist greatly in acquiring speaking engagements in the future.

2. Influence of TED

TED and TEDx events have massively influenced the speaking industry and it's all to do with attention span and duration. Attention spans today are shorter with some of the latest research telling us that in just 20 years our attention span has gone from 1 minute to 9 seconds. Normally on a conference program, a keynote speaker will speak for 1 hour. Since the 18 minute TED Talk has come on the scene, we have decided that an idea, concept and inspiration can come in an 18 minute talk. (Obviously us speakers know better) However, the TED style talks will continue to influence the conference industry and speakers will find that they will be asked to do 45 minute keynotes or even 30 minute keynote, heaven forbid.

3. Types of Speakers 

Today, there are more speakers wanting to become paid keynote speakers. Not only is there more speakers on the market then any other time in history, the demand of quality content rich and value adding speakers from the conference industry is unprecedented. For this reason, every speaker must lift their game. The audience demand from every speaker, inspiration and content. They want you to move them as well as provide valuable take aways. They want you to connect with their hearts and minds. They want you to be intelligent and funny, witty and warm, charismatic and vulnerable. An inspirational story speaker can no longer just tell their story, the audience want tools and strategies. A futuristic speaker can no longer just educate and inform, they must move and inspire. The types of speakers and the demand of speakers are changing, the industry demands speakers to lift their game and be everything to everyone.

4. The Rise of Cyborgs

With all the latest technology embraced in most conferences today, speakers must understand how educated your audiences are before you even get up on stage. They have searched you on social media, watched your youtube clips and searched for other peoples opinion of you, even before they hear you speak. Not only this, they are tweeting about you while you speak. We all sleep within an arm length of our phone and it never leaves our side throughout the day. Each day we have the entire worlds knowledge in our pockets. We communicate to cyborgs. Recently I was at an event and they had a live twitter feed on the screen while the speaker was speaking. The speaker was average and then we saw some tweets on the screen which did no favours for the speaker or the room atmosphere, so I immediately went to the AV desk and got them to remove it from the screens. We live in a unique time where everyones opinion is heard, and as speakers we must understand that our audiences are now, cyborgs.


Sam Cawthorn is the founder and CEO of Speakers Institute, a company dedicated to transform the next generation of professional speakers in the world. Please go to