How to Write a Speaking Abstract That Gets You Booked

When you’re trying to book speaking engagements, you might think you need a perfect website, a flawless demo video, and a sophisticated marketing system before you can start reaching out to event planners. Those are all incredibly important aspects of establishing your expertise. The truth is, however, there’s one simple, yet overlooked, tool that can help you land gigs faster than any of those: a speaking abstract.

A speaking abstract is a one-page document that communicates who you are, the value you bring to an audience, and why an event planner should book you. Unlike the flashy marketing materials many speakers obsess over, an abstract gets straight to the heart of what event planners actually need to make a decision, which is clarity regarding your message and confidence that you can deliver.

But what is included in an abstract, and how can you best optimize it to get booked and paid to speak? In this article, we’ll answer those questions and more. Let’s dive in!

What Is a Speaking Abstract?

When you hear about a single-page document that articulates your message and markets your expertise, your first thought may be a one-sheet. But a speaking abstract is different from a one-sheet. One-sheets were essentially marketing flyers that speakers sent out before websites were common, serving as a menu of services. They’ve become mostly obsolete in the digital age because event planners who want more information can simply visit your website. An abstract serves a different purpose. It bridges the gap between your initial outreach and a booking conversation by providing specific, actionable information about a particular talk.

The abstract sheet consists of seven key components, all fitting on a single page:

1. Professional headshot
2. Contact information
3. Title of your talk
4. Abstract (talk description)
5. Testimonial
6. Learning objectives
7. References

You may worry that this isn’t comprehensive enough, but the conciseness of the document is both intentional and valuable. Event planners receive dozens, if not hundreds or thousands of pitches from speakers. They don’t have time to read your life story. In fact, they may be initially looking for reasons to rule speakers out. A concise and professional abstract shows that you respect their time and pitches your talk without getting into unnecessary detail.

Let’s break down each component and explore how to make it work for you.

1. Professional Headshot

You are the product when you’re a professional speaker, and event planners need to visualize how you’ll appear on stage. This doesn’t mean you need to hire a high-end photographer for glamour shots, but your headshot should be professional quality. A selfie taken on your phone, regardless of how good your phone’s camera is, doesn’t convey the level of professionalism that event planners are looking for.

Your appearance factors into an event planner’s decision in ways you might not initially think about. A banker’s association might have a very different dress code and aesthetic to a tech startup conference. Your headshot should accurately represent how you’ll look on stage. Don’t use a photo from ten years ago if you’ve significantly changed your appearance. Event planners want to be able to picture you in front of their audience, and any disconnect between your photo and your actual appearance can create concern.

And the headshot doesn’t need to take up a huge portion of your abstract, but it should be prominent enough to give the event planner a clear sense of who you are. Think of it as your first impression in document form. Make it count by ensuring the image is high quality, well-lit, and professionally composed.

2. Contact Information

Keep this section simple and direct. Event planners need to be able to reach you quickly and easily, so provide the essential information without cluttering the page with unnecessary details.

Your contact information should include:

• Your name (obviously)
• Email address
• Phone number
• Website

The purpose of this section is purely functional. You’re giving the event planner multiple ways to contact you when they’re ready to move forward. Don’t overthink this section. Event planners just need to know who you are and how to reach you. Make it as easy as possible for them to take the next step by providing clear, current contact information that you check regularly.

One small but important note, however: make sure the email address you provide is professional. If you’re still using an email address you created in college or one that doesn’t include your name, consider creating a professional email address specifically for your speaking business. First impressions matter, and an unprofessional email address can undermine the credibility you’re working to establish through the rest of your abstract.

3. Title of Your Talk

Here’s where many speakers get stuck, spending hours or even days trying to craft the perfect title. But here’s the good news: your title doesn’t have to be perfect. It needs to be clear, concise, and give event planners a basic sense of what your talk is about.

Event planners usually put talk titles on agendas and conference sheets, so keep it short and avoid cute acronyms, trademarks, or overly clever wordplay that requires too much mental energy to decode. If an event planner has to spend more than a few seconds figuring out what your talk is about based on the title alone, you’ve lost them.

The context of your presentation matters when it comes to titles. If you’re delivering a keynote as the main attraction at an event, the title matters less because attendees aren’t choosing between multiple options. They’re there to see you, and the title is just a label for your presentation. But if you’re one of several concurrent breakout sessions, a compelling title becomes much more important for drawing your audience and helping attendees choose your session over others.

Remember to focus on clarity over cleverness here. Some speakers worry that a straightforward title isn’t “marketable” enough or won’t stand out. But remember that event planners are reading dozens of abstracts. They’re not looking for the most creative title. They’re looking for the talk that most clearly addresses their audience’s needs.

4. The Abstract or Premise (Your Elevator Pitch)

This is the elevator pitch for your talk in three to five sentences. No more. This constraint is critical and non-negotiable. As we’ve reiterated several times at this point, event planners often receive a simply overwhelming amount of pitches and submissions. You may feel you need more space to explain your talk, but if an event planner is reading their 300th pitch of the week and you have 5 paragraphs explaining your talk, it’s going in the “no” pile.

Your abstract should include three essential parts that work together to communicate the full picture of your talk:

Clearly Identify the Problem You Solve

Don’t be vague here. Get straight to the point about the specific challenge your audience faces. Event planners need to immediately recognize that you understand the pain points or needs of their audience. It’s not enough to just say you “deliver a talk on leadership” or “speaking about productivity.” If you’re speaking about leadership, what specific leadership challenge are you addressing? If you’re speaking about productivity, what particular productivity issue are you solving? The more specific you can be (while still keeping it brief), the better.

Establish Your Credibility

This doesn’t have to be your life story, and it’s definitely not the place for your full biography. Really, a brief phrase that shows you have the expertise and experience to deliver on what you’re promising is all that you need. It gives a reason why you are specifically qualified to speak on this topic as opposed to anyone else. Something like “leveraging my 15 years of experience as a CEO and leader” will get the point across.

Present Your Solution or Transformation

What will the audience gain from your talk? What will be different for them after they hear you speak? This is where you paint the picture of the outcome, the benefit, the transformation. Don’t just tell them what you’re going to talk about. Tell them what their audience will be able to do, think, or feel differently as a result of hearing your message.

By using these three parts correctly, the event planner can quickly decide if it fits their needs. And that’s exactly what you want. You’re not trying to be all things to all people. You’re trying to be the right thing for the right people. A clear abstract helps both you and the event planner determine if there’s a fit. If they read your abstract and decide you’re not a good fit for their event, that’s actually a success since you’ve saved both of you from wasting time on a conversation that wouldn’t lead anywhere.

The biggest mistake by far that speakers make with their abstract is trying to cram too much information into this section.They want to tell their whole story, explain every nuance of their message, and make sure the event planner understands every single aspect of what makes their talk valuable. This impulse is understandable but you should remember to avoid this at all costs.

5. Testimonial

The testimonial section provides social proof that you’re legitimate and that you deliver value. If you don’t have a testimonial yet, don’t panic. This section isn’t mandatory, especially when you’re just starting out. Everyone had to start somewhere.

Keep your testimonial extremely brief. One to two sentences is a good range. Nobody will read a lengthy testimonial, and including a long one signals that you don’t understand the principles of effective communication. Remember, event planners are busy and they’re looking for reasons to eliminate speakers from consideration. A long, rambling testimonial gives them a reason to question your communication skills.

Take this example of an effective testimonial: “[Your name] brings both incredibly deep expertise and an engaging communication style that keeps audiences involved from start to finish.” Short, but powerful. That’s the kind of industry validation that you’re looking to get for this section.

6. Learning Objectives

This section is arguably the most important part of your abstract, and it’s the area where most speakers fall short. Event planners consistently say that their biggest frustration with speakers is vagueness. They can’t figure out exactly what the audience will get from the presentation, which makes it nearly impossible for them to make a confident booking decision.

Your learning objectives show the event planner precisely what attendees will walk away with from your presentation. This specificity is incredibly valuable because it allows the event planner to evaluate whether these outcomes align with their event goals and audience needs. You want three to five clear objectives that are specific, tangible, and actionable. Event planners should be able to picture you delivering these points on stage and imagine their audience members leaving with these specific takeaways.

Start each learning objective with a verb. This creates a sense of momentum and makes the objectives feel more dynamic and achievable. Instead of “Understanding leadership principles,” write “Discover the three core leadership principles that drive team performance.”

Include numbers whenever possible. Event planners appreciate specificity, and numbers provide that. Don’t just say “learn principles.” Say “learn the three principles” or “discover five strategies” or “master four techniques.” This specificity serves multiple purposes. First, it tells the event planner exactly how many points you’re promising to deliver. Second, it suggests that you have a structured, organized approach to your topic. Third, it makes your objectives more memorable and easier for event planners to remember.

Think about your learning objectives from the perspective of an audience member deciding whether to attend your session at a conference with multiple options. If they read your learning objectives, will they know exactly what they’ll gain by choosing your session over another? If the answer is no, your objectives aren’t specific enough.

One common mistake speakers make that you should avoid is writing learning objectives that are actually about you rather than about the audience. For example, “Hear about my journey from corporate executive to entrepreneur” is about you, not about what the audience will learn. Instead, frame it as: “Discover three strategies for transitioning from corporate employment to entrepreneurship.”

Another mistake is making objectives too broad or ambitious. “Transform your entire approach to leadership” is too vague and too ambiguous. Instead, focus on specific, achievable outcomes: “Identify the three leadership behaviors that have the greatest impact on team engagement and learn how to implement them fast.”

7. References

References provide another layer of social proof. They serve as validation for the event planner hiring you, showing that you’re willing to have other professionals vouch for your expertise, professionalism, and ability to deliver. This demonstrates confidence in your work and gives event planners someone they can contact if they have questions or concerns.

Include at least one or two references with their full names and titles. The titles are particularly important because they add credibility and context. The specific titles and organizations of your references communicate a lot about your level of experience and the types of clients you’ve worked with.

Your references can include event planners who have hired you, but they can also include other professionals who can speak to your expertise and professionalism. A department head who has heard you speak at their organization, a colleague who has seen you present, or a client you’ve worked with in your area of expertise can all serve as valuable references.

Most event planners won’t actually call your references. The barrier to picking up the phone and calling someone is higher than most people will overcome unless they’re very serious about booking you or unless they have specific concerns they want to address. But the fact that you’re willing to provide references demonstrates confidence in your work and professional credibility. It signals that you have nothing to hide and that other professionals are willing to stake their reputation on recommending you.

However, get permission before listing anyone as a reference. Never list someone without asking them first. This is both a professional courtesy and a practical necessity. You need to make sure the person is comfortable being a reference, that their contact information is current, and that they know what to say if they are contacted.

You may feel like you’d be imposing by asking someone to vouch for you, but asking permission is actually simple. Send them a quick email or text that says something like this: “I’m working on materials for my speaking business, and I’d love to list you as a reference. Would you be comfortable with that? I’d include your name, title, and contact information so event planners could reach out if they want to verify my experience and professionalism.” Most people will be happy to serve as a reference if they’ve had a positive experience with you.

When selecting references, try to choose people who represent different aspects of your credibility. One might be an event planner who can speak to your professionalism and the audience response to your presentations. Another might be an expert in your field who can verify your subject matter expertise. This combination provides a more complete picture of your qualifications.

Also consider the relevance of your references to your target market. If you speak primarily to corporate audiences, having corporate executives or corporate event planners as references is valuable. If you speak to educational institutions, having references from schools, universities, or educational conferences strengthens your credibility with that audience.

Conclusion

Your speaking career doesn’t require all the bells and whistles before you start. It requires a clear message, a professional presentation, and a tool that communicates your value quickly and effectively. A well-crafted abstract delivers all three, whether you’re booking your first paid gig or your hundredth.

The speakers who succeed are not necessarily the ones with the most impressive marketing materials or the largest budgets. They’re the ones who can clearly articulate the value they provide, who understand their audience’s needs, and who can communicate that value to decision-makers. A strong abstract helps you do exactly that.

So take the time to craft your abstract thoughtfully, use it strategically in your prospecting efforts, and refine it based on feedback you get. And as crazy as it sounds, this simple, one-page document might be the most powerful tool in your speaking business toolkit.