About this event
This PSA Scotland, Business Builder event is a hands-on day for speakers who want to sharpen how they present themselves, how they communicate their value, and how their talks actually lead somewhere.
You’ll hear from our keynote speaker, Mel Sherwood, delivering The RED Effect, a powerful session on pitching and representation. Mel focuses on how speakers are perceived, what decision-makers listen for, and how to articulate your message with clarity, confidence, and credibility when opportunities matter most.
From there, the focus moves to what happens once you’re booked and standing on stage. In Selling Without the Sleaze, Lynn Erasmus explores how belief, story, and nervous-system regulation influence whether an audience is ready to say yes. This session brings proven sell-from-stage principles together with a grounded, ethical approach to making invitations that feel calm, human, and aligned, rather than rushed or performative.
The day doesn’t stop at listening. You’ll have the opportunity to integrate what you’ve learned by shaping and delivering your own story in a safe, supportive setting, helping you connect the dots between pitching, presence, and invitation.
You’ll leave with clearer language, stronger confidence, and a practical way to move from talk to opportunity without pressure or sleaze.
Keynote speakers
Mel Sherwood is a Pitch and Presentation Specialist, Author of ‘The Authority Guide to Pitching Your Business’ and Founder of The RED Effect™. She works with business leaders, teams and individuals who want to increase their impact and influence by communicating with confidence, credibility and charisma. An Australian now based in Scotland, Mel is an award-winning speaker, trainer and coach and combines over 25 years’ experience in business with a background as an actor, presenter and singer.
Lynn Erasmus is a multi-award-winning journalist, publisher, entrepreneur turned coach, TEDx speaker, and author and today she is a trauma-informed hypnotherapist and acupuncturist. Lynn uses her journey of transformation to help others lead themselves through change. Through her CPD-accredited REBEL talks, she empowers individuals to harness resilience and change in both their personal and professional lives.
The venue
Leonardo Royal Hotel – Edinburgh
Leonardo Royal Edinburgh1 Morrison Link
Edinburgh
EH3 8DN Leonardo Royal Hotel
Get in touch with the organiser
