When entrepreneurs think about business growth, speaking isn’t always the first strategy that comes to mind. Social media, ads, funnels — sure. But standing on a stage, in front of a room, telling your story? That can feel like a vision board goal, or something reserved for big names with book deals and massive platforms.
The truth is, speaking is one of the most underutilized — and most powerful — ways to generate revenue. When you’re in a room, connecting directly with people, your message lands in a way no algorithm can replicate. It’s not just about inspiration. Done well, speaking can create immediate relationships, visibility, and sales.
That’s why I wanted to bring you April Pertuis’ story. April is the founder of Light Beamers, a company that helps women uncover and share their stories through books, podcasts, and stages. She didn’t just build her business on storytelling — she leveraged speaking to add nearly $100,000 of revenue in a single year. And the best part? She did it not by chasing polished perfection, but by focusing on connection, story, and impact.
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What’s inside this episode:
- The counter-intuitive first question great storytellers ask themselves before they write a line and why it changes which story you pick
- A simple gut-check that trims the indulgent details no audience needs — and keeps the right ones that create resonance
- The “scar vs wound” filter for vulnerable stories so your audience feels moved rather than responsible for your emotions
- The four-part speaker engine April built and how to know where your own bottleneck is
- A year of stages, $97,800 in revenue, and what actually drove the dollars on the back end
- How April repackages the same core ideas for different rooms with simple, small tweaks
- The “speaker flywheel” metaphor that keeps bookings compounding — and when to tap it again to maintain momentum
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From Journalism to the Power of Story and Speaking
April didn’t stumble into speaking — it was baked into her career from the start.
Before founding Light Beamers, she spent years in journalism as a television reporter, anchor, producer, and scriptwriter. Her entire professional life revolved around telling people’s stories and learning how to communicate them in a way that audiences could actually hear.
That experience gave her two invaluable skills every speaker needs: extracting the essence of a story, and delivering it with clarity and impact. Whether she was broadcasting the evening news or producing long-form content for brands, her work was always rooted in the power of narrative.
But after a decade in the field, April felt the tug toward something bigger. She wasn’t dissatisfied with journalism — she had built a successful career — but she knew there was more she could do with her gift for storytelling. In her words, she went into “a season of curiosity and prayer” about what might come next. Out of that reflection, Light Beamers was born.
What started as an idea has grown into a company celebrating its 10-year anniversary. Today, April and her team help women uncover, shape, and share their stories — not just in books or on social media, but on stages, in podcasts, and through speaking opportunities that can transform both their impact and their income.
The Power of Storytelling in Speaking
One of the things I love most about April’s perspective is how she reframes what storytelling actually is. As she says, even when a story is about you, it’s not really about you — it’s always about your audience. That simple shift changes everything when it comes to speaking.
So many entrepreneurs get tangled up in the details of their story — every twist, every timeline, every accomplishment. But audiences don’t need your autobiography. They need to hear the parts of your story that illuminate something for them. As April put it, “The story isn’t about telling every single detail, and it’s also not about us at that point. It’s about our audience.”
That’s why her teaching starts with a single rule: know who you’re talking to. Until you understand your audience, you don’t know which story to tell, or how to tell it. Speaking with impact isn’t about performance — it’s about connection. And the right story, told in the right way, bridges that gap instantly.
For April, this realization showed up early in her career during one of the hardest personal moments of her life: delivering her grandmother’s eulogy. Even though she was already a seasoned news anchor used to speaking in front of cameras and crowds, this was different. She wasn’t just reporting — she was sharing from her heart.
And yet, in that moment, she realized the speech wasn’t about her ability to get through it without crying or “doing a good job.” It was about honoring her grandmother in a way that connected with everyone in the room. That experience cemented one of the core lessons she now teaches: public speaking isn’t about performance, it’s about impact.
Storytelling With Emotional Integrity
Speaking is powerful because it’s human — and humans feel. But here’s the danger: when we tell deeply personal stories, it’s easy to offload our unprocessed emotions onto the audience. April calls this one of the biggest mistakes new speakers make. The audience shouldn’t have to carry the weight of your story for you.
Instead, she teaches what Glennon Doyle and others have said: you don’t tell from the wound, you tell from the scar. That distinction matters. A wound is still raw, still tender, and when you bring it to the stage, the audience ends up holding space for your pain rather than receiving the lesson. A scar, on the other hand, shows you’ve processed the experience — you can share it with perspective, wisdom, and intention.
April experienced this first-hand when she delivered her grandmother’s eulogy at just 26. She admits she didn’t have the language or tools at the time to separate her own grief from what the audience needed.
Looking back, she sees the difference.
“I couldn’t have told that story then the way I can now. Today, I tell it from the other side, with the understanding that public speaking isn’t about me — it’s about the impact my words can make on others,” April reflected.
This principle applies directly to generating revenue from speaking. When you tell stories with emotional integrity, audiences trust you. They don’t feel manipulated or burdened. Instead, they feel seen, inspired, and open — which is exactly the state that leads to deeper connection, stronger relationships, and ultimately, business growth.
Shifting Into Speaking as a Business Growth Strategy
By the time April had built Light Beamers into a thriving storytelling company, she had already done plenty of speaking. She had led workshops, gone live in Facebook groups, been a guest on podcasts, and even taken the stage at events when invited. But here’s the key — she wasn’t seeking those opportunities. She was waiting for them to fall into her lap.
And yet, every single time she spoke, something happened. People connected with her. Clients reached out. Opportunities opened up. Speaking wasn’t just visibility — it was conversion. The problem was, she hadn’t put strategy behind it.
That realization hit when one of her clients shared a bold challenge: 50 talks in 50 weeks. April helped this client build a new keynote, and in the process, she saw just how intentional her client was about creating opportunities instead of waiting for them. That sparked something in her. As she put it: “Every time I go speak, some pretty cool stuff happens. Why am I not doing more of that?”
Rather than diving headfirst into 50 talks, April decided to make it her own. She committed to 25 talks in 25 weeks — a challenge that felt ambitious but achievable. The goal wasn’t just stage time. It was focus. She wanted to prove that if she was deliberate about speaking, it could become more than an occasional opportunity — it could become one of her primary ways of generating revenue.
But she didn’t just sit back and hope it would happen. She started from scratch, building what she later came to call her “speaker flywheel.” That meant:
- Writing a proper keynote, instead of winging it
- Practicing it until it lived in her bones
- Creating speaker assets like a demo reel
- And, maybe most importantly, tracking every single talk and every dollar that resulted
It wasn’t glamorous work — it was a bit of a grind, actually. April had to pitch herself, make asks, and put herself out there consistently to get booked. But she also knew that if she could build momentum, the flywheel would keep spinning.
And she was right.
Building the Speaker Flywheel
When April made a commitment to speaking more. she had to build a system that would carry her forward long after the initial challenge. She calls it her speaker flywheel, and like any flywheel, it takes effort to get moving, but once it’s in motion, it builds momentum of its own. Here’s what that looked like in practice.
Writing a Proper Keynote
Until this point, April had often shown up and “winged it” — a skill she could pull off thanks to her journalism background and comfort in front of a room. But she recognized that winging it wasn’t professional preparation. If she wanted to take speaking seriously, she needed a keynote talk she could deliver consistently, refine, and pitch to events.
So she sat down and wrote one. Not just a loose outline, but a structured keynote built around her storytelling framework — a talk she could stand on any stage and deliver with confidence. That talk became her anchor.
Practicing Like It Mattered
Having the keynote written wasn’t enough. April practiced as if she had a keynote gig coming up every week. She rehearsed until it wasn’t just words on a page, but something she could embody and deliver with energy and ease.
That preparation gave her confidence, but it also gave her freedom. With the talk living inside her, she could adapt, improvise, or shorten it when needed — all without losing the integrity of the message.
Creating Speaker Assets
April had years of footage from being on stages, on camera, and on podcasts. What she didn’t have was a demo reel — a professional highlight piece that showcased her as a speaker. She realized that without assets, it was harder for event organizers to say yes.
So she pulled her clips together, built her demo, and created a set of speaker materials that positioned her as someone worth booking. That investment in positioning gave her leverage when pitching herself to events.
Tracking Every Talk and Every Dollar
This was the real game-changer. April didn’t just give talks — she tracked them. She logged each speaking engagement, whether paid or unpaid, and noted what happened afterward. Did someone in the audience become a client? Did she get referrals? Did it open the door to another stage?
By the end of the year, her spreadsheet told the story: $97,800 in revenue generated directly from speaking. Not all from fees — most of it came on the back end through client work, collaborations, and introductions that traced directly back to being on a stage.
Keeping the Flywheel Spinning
The beauty of a flywheel is momentum. Once April had her keynote, her practice, her assets, and her tracker in place, she didn’t need to grind forever. The system began to sustain itself. Past clients invited her back. Organizers referred her to other organizers. Each stage created opportunities for more stages.
Now, April checks her tracker regularly, gives the flywheel a few nudges by pitching new opportunities, and continues to reap the results. Speaking has gone from an occasional bonus to one of her most consistent and profitable marketing channels.
The Results: Nearly $100K in Revenue From Speaking
April didn’t set out expecting to make six figures from her speaking experiment. Her goal was simple: stop waiting for opportunities and prove that speaking could be a deliberate growth strategy. But when she tallied up her results at the end of the year, the numbers floored her.
By tracking every talk and every outcome, she could connect the dots: $97,800 in new revenue came directly from speaking. And here’s the important part — most of it wasn’t from upfront speaking fees. It was from what happened after the talks.
- Audience members became paying clients
- Organizers introduced her to new connections
- Collaborations formed that led to more revenue
Speaking created a ripple effect. Each stage put her in front of people who not only needed her expertise but also trusted her faster because they’d experienced her live. The revenue came from the relationships those moments unlocked.
As April says, “That’s a business all by itself.” And she’s right — nearly $100K from one channel alone is a business model, not a side benefit. For her, it proved what many entrepreneurs overlook: speaking isn’t just about visibility or credibility. When you approach it with strategy, it becomes one of the most profitable ways to grow your business.
And here’s the best part: she’s continued using this strategy for years since. Speaking isn’t just a one-time boost — it’s become a consistent revenue stream and marketing engine that keeps her business thriving.
Recycling Talks, Tailoring for Audiences, and Pitching Smart
April’s success wasn’t about writing 25 completely different talks — that would have been darn near impossible. It was about working smarter with the material she already had, then tailoring it for the right rooms.
Recycling Core Frameworks
Rather than reinventing the wheel each time, April built a rotation of signature talks — a couple of workshops, a handful of masterclasses, and one strong keynote. These became her anchor pieces. From there, she could adapt length, swap in stories, and shift emphasis depending on the context.
This mattered because consistency built her reputation. When audiences hear her deliver a clear, polished message — even if the examples vary — it cements her expertise. And it freed her up to focus on delivery and connection instead of scrambling to build new content every week.
Tailoring for Different Audiences
The key was never the title of the talk — it was the pitch and positioning. April framed each presentation in a way that spoke directly to the event organizer’s audience. She’d ask: Who’s in the room? What do they care about? How can my stories illuminate something they’re already wrestling with?
Sometimes that meant choosing different examples — a corporate audience versus a room of entrepreneurs might get different case studies. Sometimes it meant shifting tone, story selection, or even which framework she emphasized most. The talk itself didn’t change dramatically, but the way she delivered it made it feel customized every time.
Pitching With Purpose
April also learned that preparation is what unlocks opportunity. Once she had her keynote, demo reel, and materials in place, pitching became far easier. She wasn’t asking for a stage without proof of what she could deliver — she was showing up as a professional, ready to add value.
And she didn’t stop at sending pitches. She tracked every touchpoint in her speaker tracker — the asks she made, the follow-ups she sent, and the referrals she received. That intentionality meant that over time, she wasn’t just chasing gigs — she was building a pipeline of speaking opportunities that fed itself.
The combination of recycling her best material, tailoring it for each audience, and pitching smart gave her leverage. It allowed her to focus less on volume and more on making each talk count — which is why so much of her nearly $100K in revenue came from the back end, not just the stage.
Lessons for Entrepreneurs Who Want to Generate Revenue From Speaking
April’s results weren’t magic but rather they were methodical and came from setting intentions and sticking with them. And the good news is, the same approach can work for you, even if you’ve never considered yourself a “speaker.”
Here are the key lessons she learned that any entrepreneur can apply.
1. Get Ready Before You Go Looking
The most common mistake April sees? Entrepreneurs hunting for speaking opportunities before they’re actually ready. Event organizers can feel it — and so can audiences.
Instead, start by writing a keynote talk you’re proud of, practicing it until you can deliver it without notes, and creating basic assets like a speaker reel or one-sheet. When you’re prepared, pitching becomes easy. You’re no longer asking someone to “take a chance” on you — you’re showing up as a professional.
2. Practice Isn’t Optional
Preparation is what separates casual speaking from business-building speaking. April practiced her keynote as if she had a gig every weekend, which gave her the confidence to show up polished but also the freedom to adapt in the moment. Speaking is live, unpredictable, and human — practice gives you the margin to roll with it while still delivering impact.
3. Be Intentional About the Stages You Step Onto
Not every stage is worth your time. April didn’t just chase numbers — she said yes to opportunities where she knew the audience would be aligned with her work, even if it wasn’t a paid gig upfront. That’s because she understood most of her revenue would come on the back end — from clients, collaborations, and referrals. The key is alignment, not volume.
4. Track Everything
This was April’s secret weapon. By logging each talk and noting whether it led to new clients, referrals, or fees, she was able to quantify the exact value of her speaking. Without that tracker, it would have been easy to underestimate the impact. With it, she had proof: nearly $100K in a single year.
5. Think of Speaking as a Marketing Channel
You don’t have to be a professional speaker with a bureau contract to make money from speaking. For April — and for many entrepreneurs — speaking is one of the most effective marketing vehicles available. It builds trust faster than any ad campaign, positions you as a thought leader, and creates immediate pathways to revenue.
The takeaway is simple: if you have a story to tell and expertise to share, speaking can and should be part of your business growth strategy.
Why Generating Revenue From Speaking Works
April’s journey is proof that speaking isn’t just for the “big names” or the professional circuit. It’s a practical, repeatable strategy for entrepreneurs who want to grow their businesses, connect with the right people, and generate revenue in a way that feels natural and authentic.
By committing to 25 talks in 25 weeks, she built a system — her speaker flywheel — that delivered nearly $100K in a single year. And the ripple effects have continued ever since. Speaking gave her more than income. It gave her visibility, authority, and a community of clients and collaborators who trust her because they’ve experienced her live.
The lesson is simple: if you want to grow your business, don’t overlook speaking as a marketing channel. Start with one talk. Practice until it feels natural. Track your results. Then watch how each stage, workshop, or podcast appearance leads to the next.
Generating revenue from speaking isn’t about being perfect. It’s about being prepared, telling stories with integrity, and showing up for the people who need to hear them. That’s how you turn a microphone — or even a small workshop — into a growth engine for your business.
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About April:
April Adams Pertuis is a Visibility and Media specialist. She is in the business of storytelling. Her philosophy is “everyone has a story” and she’s fascinated with getting to the Core of what that story is. April’s career spans more than 30 years as a journalist, producer, writer, and positive encourager. She is an award-winning video journalist who has worked for CBS Television, HGTV, DIY Network, Food Network, and numerous private industries where she has interviewed thousands of people and crafted their story as a result.
Today, April works with people and brands to help them tell their story in a more authentic way so they can reach more customers, attract new clients, grow their audience, and ultimately tap into their true power. April leads retreats, workshops, and storytelling symposiums throughout the year to take women on a storytelling journey — helping them tap into their authentic voice and learn the power of their words. Her motto is “when we share our stories, we shine our light” — and her goal is to have women share their journey more openly so it may inspire others to do the same.
Connect with April:
- On Instagram
- On LinkedIn
- On Facebook
- On the web at lightbeamers.com
- Get April’s FREE story formula guide
