On stories: The demographics and psychographics of the group you're speaking with are important. "What would make the audience say, "Wow!" is one of the questions Jay asks the organizers. Listen for more information on how Jay crafts his stories.
On speaking for free: Jay says even when speaking for "free", always invoice the organization. Jay may speak for free for churches and non-profits, and for groups where a specific opportunity is available, including selling books.
More tips: Be well scripted when being asked to speak. He has a few key phrases with which to respond, and Jay shares those phrases on the podcast. Brilliant! He also says that it's important to add new stories and research to be fresh for your audience.