Why Event Planners Book Experts, Not Generalists

When aspiring speakers first enter the professional speaking market, many make the same critical mistake: they market themselves as versatile speakers who can address any topic for any audience. This seems to make sense. Casting a wider net should catch more fish, right? But in the speaking industry, this approach consistently fails. Event planners don’t book generalists. They book experts.

Understanding why this happens, and how to position yourself accordingly, can mean the difference between struggling to land gigs and building a sustainable speaking career. So in this article, we’ll explain why event planners prefer experts, and how you can adjust your marketing strategy

The Logic Behind Event Planner Decision-Making

Event planners usually have a variety of choices when selecting speakers. They receive pitches from speakers with impressive credentials, experience, and messages. In a crowded marketplace like that, event planners want a clarity of purpose. When a speaker claims they can talk about anything, not only will an event planner not believe that you’re better than someone who specializes in their industry, you would be creating additional work and decision-making for the event planner.

Instead of making event planning easier, the generalist approach forces them to work harder. They have to figure out what the speaker actually does, to determine whether they would be able to give a talk that fits the event, and assess whether this person can truly deliver on such a broad array of options.

Think about it from the planner’s perspective. If you need heart surgery, would you choose a doctor who says they can perform any procedure on any part of the body? Or would you seek out a cardiac surgeon who has dedicated their career to mastering that specific field? The same principle applies to speaking engagements.

The Restaurant Without a Menu

Imagine walking into a restaurant that has no menu. When you ask what they serve, the chef responds, “Whatever you want! We can make anything!” Rather than feeling excited by the unlimited possibilities, you’d probably feel skeptical. Is this a legitimate establishment? Do they actually have the ingredients and ability to deliver quality food? The absence of options signals a lack of professionalism.

This is exactly what happens when speakers tell planners, “I can speak on anything you need.” The lack of focus communicates uncertainty rather than flexibility. Event planners need speakers who clearly articulate their expertise and set clear expectations.

Specificity Creates Credibility

When you narrow your focus to a specific industry and topic, you become more credible than you would be if you claim to speak about everything. Event planners can immediately assess whether you’re the right fit for their event. They don’t have to guess whether you can talk about something relevant or wonder if you understand their audience’s challenges.

For example, a speaker who focuses on leadership development for healthcare executives immediately signals that they understand the unique pressures of healthcare leadership. They understand the regulatory environment, the balance between patient care and business operations, and the challenges of managing medical staff. That level of specificity creates an instant credibility that no generalist could hope to match. Generalists can’t position themselves as experts on any topic if they claim to speak about anything.

This doesn’t mean you need to know everything about your chosen topic. The myth that expertise requires comprehensive knowledge makes many talented speakers have doubts about positioning themselves as authorities. You don’t need to be the world’s foremost expert. You simply need to know more than your audience about the specific problem you’re helping them solve.

The Importance of Relevance

Event planners don’t book speakers as a donation to the speaker. They book speakers to solve specific problems their specific audience. Corporate events needs a speaker who understands corporate culture and can address workplace challenges. A college event needs someone who connects with student experiences and concerns. An industry conference needs someone who speaks the language of that industry.

When you position yourself as a specialist, you signal to event planning professionals that you understand their world. You show that you understand their audience’s pain points. You can walk on stage and immediately establish rapport because you’re speaking directly to their experiences, not offering generic, abstract advice that could apply to anyone.

This targeted approach also makes it dramatically easier for planners to refer you to others. When you’re the “leadership speaker,” it’s unclear who might benefit from your message. But when you’re the “speaker who helps sales teams overcome call reluctance and build a consistent pipeline,” anyone who knows someone with that challenge will think of you immediately.

Focus to Grow Your Speaking Business

While many new speakers think that limiting their focus equally limits their opportunities, this couldn’t be further from the truth. Instead, it actually expands them. When you choose an industry and topic, you can invest deeply in understanding that market. You learn where the conferences are. You discover what challenges are trending in that space. You build relationships with key influencers and decision-makers. You develop content that resonates specifically with that audience.

This depth of engagement is impossible when you’re trying to be relevant to everyone. The generalist spreads their energy across multiple markets, never gaining traction in any of them. The expert concentrates their efforts, building momentum and recognition within a defined space.

The Business Advantages of Specialization

From a purely business perspective, specialization makes your marketing far more efficient. Instead of trying to appeal to every possible event planner in every possible industry, you can target your outreach to the specific conferences, associations, and events where your expertise is relevant.

Any products and services you offer become more compelling because they speak directly to a defined audience. Your demo reel features the right kind of events. Your website immediately communicates who you serve and how. Event planners who visit your site don’t have to wonder whether you’d be a good fit for an audience with the qualifications and challenges that they have.

This focused approach also commands higher fees. Event planners pay premium rates for speakers who are the perfect fit, not for speakers who might be able to talk about their topic. When you’re one of a small handful of recognized experts in your niche, you have pricing power that generalists don’t.

The Mindset Shift of Specialization

Choosing to position yourself as an expert rather than a generalist requires a fundamental shift in thinking. It means accepting that you will not be the right speaker for many events. It means turning down opportunities that don’t align with your expertise. For new speakers especially, this can feel risky.

But the alternative, which is trying to be everything to everyone, virtually guarantees that you’ll be nothing to anyone. Event planners need to solve specific problems. They’re looking for speakers who can step into their event and deliver exactly what their audience needs. They’re not looking for someone who might be able to figure it out. Your career experience, your background, and your personal journey are your competitive advantage.

Conclusion

The speaking industry rewards focus. Professional event planners book experts. Audiences connect with speakers who understand their specific challenges. And speakers who embrace specialization build sustainable careers while generalists struggle to gain traction. You don’t need to speak to everyone. You need to speak powerfully to someone. Choose your expertise, own it completely, and watch how much easier it becomes to build the speaking career you want.