How Writing a Book Can Lead to Becoming a Speaker on Cruise Ships
When retired U.S. Army Major General Craig Whelden began working with me as his editor and publisher on a book about the leadership lessons he had learned during nearly 40 years of military service, neither of us imagined that it would eventually lead to his traveling around the world as a speaker aboard luxury cruise ships—at no cost to himself or his traveling companion.
I recently interviewed Craig about how he turned his authorship into an exciting opportunity to speak to cruise ship passengers while visiting destinations around the globe.
From a Memoir to a Bestselling Leadership Book
Craig and I began working together several years before the publication of his book, Leadership: How to Inspire People to Be Their Best, in 2019.
When he first sent me his manuscript, I recognized that he had written what was essentially a chronological memoir of his military career. I suggested reorganizing the material around important principles of leadership, using his personal experiences to illustrate each one.
The result was a book organized around 24 leadership themes. It subsequently became an international Amazon bestseller and won four national book awards.
But Craig’s success didn’t end with publication. His book opened the door to an entirely new chapter of his life.
How Craig Became a Cruise Ship Speaker
Craig initially planned to use his book to establish himself on the corporate speaking circuit. A longtime friend, retired four-star General David Bramlett, who had written the foreword to his book, suggested another possibility: speaking aboard cruise ships.
Craig hadn’t even realized that cruise lines hired guest lecturers. Bramlett explained that although speakers generally weren’t paid, they received complimentary cruises, sometimes worth thousands or even tens of thousands of dollars.
Through his friend’s introductions, Craig began speaking for Seabourn and subsequently expanded to Crystal, Silversea, Viking, and Regent Seven Seas.
Over the past five years, Craig has completed approximately 16 cruise-speaking engagements, with additional cruises scheduled through 2028.
What Does a Cruise Ship Speaker Do?
Craig explained that writing a book gives a speaker credibility, but cruise lines expect more than expertise in a single subject.
On a two- or three-week cruise, he may be asked to deliver five to seven different presentations, each lasting approximately 45 minutes.
His signature leadership presentation, A Consequential Life, draws on stories from his book. But he has also developed talks on Russia’s invasion of Ukraine, the rise of China, World War II, the 2010 Haiti earthquake, and famous and infamous West Point graduates.
The presentations generally take place on days when the ship is at sea. Craig describes the passengers as intellectually curious, well-traveled, and eager to learn.
His initial talks may attract 60 to 80 people, but attendance often grows as passengers recommend his presentations to others. Some talks become so popular that the theater fills up. Passengers can also watch recordings on their stateroom televisions.
What Does Craig Receive in Return?
Although Craig receives no speaking fee, the benefits are substantial.
He receives complimentary accommodation for two people, allowing him to bring his wife or another companion. He stays in a suite, enjoys the same dining facilities as other passengers, and participates in the cruise experience.
When he isn’t speaking, he is essentially another passenger, free to enjoy the ship and its destinations.
His speaking engagements have taken him throughout Asia, including Singapore and Sri Lanka; Europe and the Mediterranean; the Caribbean; South America; Australia; Norway; Iceland; Canada; and Alaska.
One recent voyage took him from Iceland to New York, with stops in Canada.
Craig can also choose which cruises interest him. He can accept or decline invitations and even review upcoming itineraries to inquire about speaking opportunities.
Could You Become a Cruise Ship Speaker if You Write a Book?
One reason I interviewed Craig was to introduce other authors to this possibility.
You don’t need to be a retired general to qualify. Craig has encountered guest speakers from many professional backgrounds, including former ambassadors, astronauts, physicians, historians, and entertainers.
The important qualifications are expertise, engaging presentation skills, and the ability to develop several talks that appeal to cruise passengers.
Craig also emphasized the importance of a professional website featuring presentation topics, testimonials, and especially a short video demonstrating your speaking ability before a live audience.
These materials can help persuade cruise lines that you will be an effective and entertaining presenter.
His Book Continues to Play an Important Role
Craig takes approximately 25 copies of his book aboard each cruise, offering signed copies through the ship’s boutique for $20 each. He almost always sells out.
Rather than keeping the proceeds, he donates them to the ship’s crew welfare fund.
For Craig, both his book and his presentations are ways of giving back and sharing the lessons of a lifetime.
Your Book Could Open Unexpected Doors
Craig’s experience illustrates something I have long emphasized to authors: publishing a book is not necessarily the end of the journey. It can be the beginning of opportunities you may never have anticipated.
A book can establish your authority, strengthen your professional reputation, generate speaking invitations, and introduce you to entirely new audiences.
In Craig’s case, it has also provided the opportunity to travel the world in luxury while sharing his knowledge and experiences with others.
To learn more about Craig Whelden, his book, and his speaking engagements, visit www.craigwhelden.com.
Rick Benzel is a publishing consultant, editor, and book coach with 50 years of experience helping authors turn their knowledge and expertise into published books. Learn more at Publish to Get Clients.