One of the most important topics for aspiring speakers to understand about getting booked and paid to speak regularly is what event planners want in speakers. Many speakers think that flashy titles and dramatic promises will make their proposal land effectively, but that’s not what the best event planners care most about.
When event planners review speaker proposals, they’re not hunting for the flashiest title or the most dramatic promise. They’re looking for something far more valuable: a speaker who understands their audience’s real problems and can deliver practical solutions.
By learning what event planners look for in speakers and speaker topics, keynote speakers can gain a better understanding of how to market themselves, make memorable first impressions, stand out from other speakers and land consistent paid speaking gigs.
So what kind of speakers are event planners looking for?
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Speakers That Go Beyond Surface Level Appeal
Many speaker proposals miss the mark by focusing on what sounds impressive as opposed to focusing on what actually delivers value for their clients. Speakers might lead with their credentials, passion, experience or large companies they’ve worked for. Those things are all great, but ultimately, many event planners have learned to look past these surface-level appeals.
What distinguishes effective speakers is their ability to translate their expertise into actionable insights for a specific group of people dealing with a specific problem. Smart event planners considering potential speakers start by focusing on their audience pain points and look for speakers based on that.
Speakers That Solve a Problem
This is why the first step in our SPEAK framework is “Select a Problem to Solve.” The talks that get the best feedback and are the most beneficial to an audience are those that provide actual results and solve a problem the audience was already struggling with.
Event planners know many of their attendees that come to events are facing specific challenges in their work or industry. The speakers who get hired consistently are those who can identify these pain points and offer concrete solutions.
When you position your speaking topic around solving a real problem, you make the event planner’s job easier. They can immediately see how your presentation will benefit their audience, justify the investment of hiring you and lead to a successful event.
Speakers That Are Audience Focused
A lot of speakers make the mistake of placing themselves at the center of their proposals. When your pitch to event planners is all about your speaking career and what you’ve accomplished, you risk losing your focus on your audience and their unique challenges.
Now, as a public speaker, you are the product, and credentials and experience are great! But you also need to be deeply in tune with what the audience needs and what the event planner is looking for.
Doing audience research is a huge part of this. Audience-focused speakers research their listeners before they even submit their proposal. They understand the industry trends affecting their audience, the constraints they work within, and the language they use to discuss their challenges.
Remaining focused on your audience also involves explaining to event organizers the tangible benefits you will provide for attendees. Remember that since you’re focused on solving a problem, you should be able to clearly communicate how you help listeners improve something specific in their lives.
Speakers with References from Related Clients
Nothing builds confidence in an event planner like hearing from your previous clients who had similar audiences and objectives. Event planners want to know that a speaker has successfully delivered value to groups like theirs before. They look for speakers who have track records with their specific type of audience, industry, or organizational level. They want to see evidence that the speaker understands not just the topic, but how to communicate that topic effectively to their particular group.
That’s why it’s so important to ask for testimonials after successful speaking gigs. You may not have an immediate use for a testimonial, but if you find yourself trying to land a similar gig in the future, a recommendation from someone within that industry could be invaluable in establishing credibility with an event planner.
Speakers That Communicate Well
Event planning involves coordinating an immense number of moving parts and tight timelines. Event planners – who already have an incredibly busy schedule – need speakers who make their job easier, not harder. This means working with speakers who communicate clearly, respond promptly, and understand the business side of events.
Professional communication starts with the initial proposal. Speakers who communicate well submit proposals that are clear, concise, and focused on the event’s objectives. They answer the questions event planners need answered: What problem do you solve for the audience? What actionable tips will attendees take away your presentation? Will you be using visual aids? What stage setup requirements do you have?
Throughout the planning process, these speakers remain responsive and flexible. They understand that event details change, and they’re willing to adapt their content or timing as needed. They provide the promotional materials event planners need, meet any deadlines, and make themselves available for pre-event calls or meetings. Throughout the entire period leading up the event, they remain reachable and willing to help out in any way they can.
This professionalism applies to the event itself as well. Speakers that arrive early, test any technology before the event, stick to time limits, and make themselves available after their talk for questions and networking opportunities will leave an impression on event planners that will make them want to enthusiastically recommend you to other meeting planners or conference organizers.
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Conclusion
These are just a few of the qualities that event planners want to see in public speakers when they’re choosing someone to headline an event. They want great speakers who understand their event goals and their audience’s challenges, can deliver practical solutions, have proven success with similar groups, and communicate professionally throughout the process.
The speakers who build successful careers understand that public speaking extends beyond delivering a presentation that lasts an hour. They help event planners create experiences that truly serve their audiences’ needs. They focus on outcomes rather than brief applause, and focus more on providing substance and solutions than style.
By positioning yourself as this kind of ideal speaker, you’ll catch the attention of event planners, make a lasting impression and create opportunities for yourself that last beyond individual events.
