13 Tips to Help You Become a Sought-After Keynote Speaker

Is becoming a paid keynote speaker calling out to you?

Have you wondered what it takes to command the stage at prestigious events?

People often ask me what the “shortcut” is to a lucrative keynote speaking career.

I wish I could tell you there is an easy hack. (Sorry, there isn’t.)

The truth is, becoming a sought-after keynote speaker takes consistent, strategic effort. There’s no one-size-fits-all recipe to landing on big stages to deliver a keynote presentation.

The key thing to understand is that becoming a keynote presenter is something you need to do your own way. Following your own path. Someone else’s templated path (no matter how appealing) will never get you there.

As a public speaking coach, I’ve worked with speakers who have delivered speeches at stages around the world.

They come from a wide range of industries—from tech to academia to finance. Each keynote speaker I’ve worked with has arrived at the main keynote stage differently. There are commonalities, but for them to be booked as the keynote they had to show up in a way that felt authentic to them and with a strong, personal message they were passionate about sharing.

In this article, I’ll share 13 strategies and insights, drawn from my experience working with hundreds of speakers through the process of planning, writing and delivering keynote speeches.

No one’s path was exactly the same, but there are some key ingredients to keynote speaking success.

1. Why do you want to become a keynote speaker? Know your “why.”

The first step to becoming a professional keynote speaker (someone who can run an impactful, profitable speaking business) is to be very clear about why you want to be a keynote speaker.

Truly, it’s their “why” that separates keynote speakers from the pack of just average public speakers.

And, as you might guess, there are varying levels of integrity behind a speaker’s “why.” We’ll start with some of the most self-serving reasons why people get into keynote speaking, but don’t worry—it gets better!

A “why” that is simply pure vanity. This is a speaker (hopefully not you!) that simply wants to be seen and heard. Between you and me, let’s just say that they usually burn hot but flame out quickly. There is nothing worse than a blowhard trumpeting from the stage.

The “why” of sales. This is someone who has something to sell and uses speaking as an avenue to create sales. In the speaking industry, this is known as “selling from the stage.” It is usually frowned upon when it is an obvious sell job. Sales pitches disguised as keynotes are not well received by attendees.

The “why” of getting paid (the keynote speaking fee). Who doesn’t want an additional source of income? If you’re a business owner, acquiring speaking engagements can be lucrative if you build your platform thoughtfully. Diversifying what we bring to market can be a wise move in our endeavour to build our business.

There’s nothing inherently wrong with being motivated by the speaking fee, but it’s important to make sure this isn’t the only reason why you want to become a keynote speaker.

The “why” of growing your audience and your message. Authors often use public speaking as an avenue to become known or let their audience know about their latest book. Public speaking is a viable and valuable platform for getting your message out to the masses. Not only will you be speaking to a live audience, there is the spread of your message using social media as well as the legacy of recording your keynote.

The “why” of growing your influence. Looking to spread your message far and wide? There is a ripple effect that happens when you truly connect with your audience. After a speaking event many of my clients are often asked to speak at other events or invited to speak on a podcast or interviewed by the media. Keynote speaking nicely opens up more opportunities to showcase your expertise.

The “why” of being of service. Some keynote speakers they simply want to be of service. They share lived experiences so others can learn through them.

True visionaries. These are the true thought leaders, people who have a different perspective. People who, deep down, simply want others to understand their perspective and want to use their influence to make the world a better place.

Visionaries are rare, but they exist. They are the true elite public speakers. It often takes years of experience and wisdom to understand the best direction for our communities to take. And conveying those ideas from the stage in a way that compels people to action? That’s a true gift.

2. Define and refine your message

You’ve identified your “why.” Hopefully some of the reasons for getting into public speaking in the second half of the list resonated with you.

With that established, let’s get practical.

What do you want to be known for? To be taken seriously when you reach out to event organizers you need to be very clear about the big idea or insight, drawn from your life experience, that you want to share with audiences.

Event planners won’t give you a second look if you aren’t clear. If you can’t articulate the value of your keynote, you’re dead in the water.

One of the best ways to know what it really means to hone in on a key message is to watch some of the best TEDTalks, such as Tim Urban’s famous “Inside the Mind of a Master Procrastinator.” Urban has well-honed communication skills. He is an expert on procrastination. But more than that, he offers real insights, food for thought about why you might not want to be a procrastinator.

3. Define your audience and target market

Now, who needs to hear your message?

Many marketers or speaker coaches suggest that you develop a whole range of possible messages, each tailored to a specific audience. I disagree. After working with hundreds of speakers, I’ve seen firsthand how much better you’re served by creating a signature keynote, one that can be adapted for different audiences.

Niching down to the point where you can only speak to one type of audience limits your reach and dilutes your influence.

Signature speeches can be built in a thoughtful way to cover the topic broadly. Then, when you are hired for a keynote event, you can tailor your speech to the specific audience attendees.

4. Start on smaller stages

It’s rare that someone begins their public speaking career with a keynote. It can happen, of course—such as when someone gains notoriety because of a shocking occurrence, as Captain Shellenberg did when he piloted a jet that he had to abort into the Hudson River. Another common and quick path to the keynote stage is to write and publish a book. Authors who have already built a following and have some name recognition have an easier time getting booked for keynotes, even if they don’t have a lot of public speaking experience.

But most keynoters start on small stages, often working for free, for their first few speeches.

Keynote speaking is definitely “a work your way up the ladder” type of career. If you are new to speaking, start out as a guest speaker at association events or your local chamber of commerce. Use these public speaking opportunities to hone and develop your presentation skills.

Speaking at these small events is not only a means to building your speaking skills, it’s also a brilliant way to collect collateral pieces (social media snippets, photos, video recordings and testimonials) to help you reach out to bigger stages. Evidence of your public speaking prowess goes a long way in convincing conference & event planners that you’re the right person to speak at their event.

5. Illustrate the key messages of your keynote with real-life stories

What is your area of specialized expertise? What stories from your life would illustrate your unique perspective & contribution?

You’ve been to presentations where you were completely drawn into what the speaker was saying. How do they do that? Almost always, it’s through stories that, one after the other, illuminate “the answer” or the crux of a message in the speech.

Just as a sculptor reveals what lies beneath a lump of clay or a piece of stone, so too do keynote addresses gradually reveal their key message. They do so through storytelling—an essential element to effective public speaking.

Don’t worry if you don’t know which stories to tell right from the beginning. Illustrative stories will evolve as you create the content for your presentation, iteration after iteration.

6. Watch great keynote speakers

Watch the masters deliver keynotes. Take notes—how do they enthrall their audience? How do they motivate their audience to act?

Is it because their words and ideas are masterfully crafted? Is it the way they deliver using their voice as an instrument and their body as a tool? Is it the confidence they exude?

Perhaps all three?

Pro tip: Likewise, you should also watch speakers who are unable to engage their audience. What should they have done differently? There is great learning to be had from mistakes and fumbles, too.

7. Get a mentor

Reach out to other people who have found success in keynote speaking to find out what their path was. How did they become the keynote speaker they are today? Don’t be afraid to ask. The worst thing that can happen is you receive a “no” or no reply at all.

Most people are more than willing to help because if they are accomplished they remember what it took them to get there.

Of course, do be cautious in how you apply what you discover. Someone else’s path provides insight, but it’s not your path. Take only the advice that suits your circumstance from the nuggets a mentor might share.

8. Create a website and marketing materials

To be taken seriously by event organizers you’ll need to invest in a website, procure professional images of yourself speaking (not just a headshot), and develop enticing marketing materials.

As a new keynoter, marketing yourself can be done inexpensively. Website builders such as WIX and graphic design tools such as Canva (together with your smartphone) can help you quickly and cheaply create a professional-looking marketing package.

If you have a larger budget, hiring professionals will make your life easier and provide top-notch results.

What should you put on your speaking website? Your website needs to share the topics you speak about. Event organizers need you to clearly make the case for the value you will bring to an event. What can their audience take away?

The answer to this needs to be concrete and it needs to be meaningful to the audience and the organization running the event. The answer cannot be from a motivational speaker’s perspective of leaving the audience “feeling good” or “inspired.” Event planners who hire speakers are looking for tangible results for their attendees.

9. Keynote speaker package

Professional speakers should also have a “speaker package” available on their website. A speaker package lists speaking topics, requirements for working with the speaker, the speaker’s bio, a one-sheet that organizers will share with their attendees, and price structure. Here’s a great example of a speaker package from Dr. Susan Biali Haas.

10. Record a demo reel

“Should I pay someone to record my keynote? Is a speaker’s reel a good investment or not?“

Unless they have already seen you deliver a keynote in person, most event planners will not hire you as a speaker without a demo reel. Creating a speaker reel is a must-have, not a nice-to-have. It’s a core piece of your marketing and promotional materials.

Watch some of these examples of professionally produced speaker reels and you’ll see the value they bring—they’ll give you the chills.

• Missy Sopshire’s Speaker Reel
• Jennifer Barroll (JennyB’s) Speaker Reel
• Dr. Marie-Hélène’s Speaker Reel

11. Start Networking

You cannot build a speaking career by yourself. It takes a village!

Be open to every opportunity to build relationships. Don’t be passive about networking, it’s worth the effort to actively reach out.

I have never been one to be shy to talk with strangers (a.k.a. friends I haven’t met yet) in coffee shops or at events.

I live in Vancouver where the annual TED Conferences are held. There are a few coffee shops close to the venue and speakers and attendees stay at nearby hotels. In the days leading up to and during the yearly TED Conference I find a table at a nearby coffee shop. I’ve had such amazing conversations and met some interesting people who have graciously shared “life of a speaker” intel with me.

Believe me, sometimes it’s the most random meetings that will result in a speaking gig!

12. Know the pros and cons of speakers’ bureaus

Except for very elite speakers, I don’t recommend signing up with a speakers’ bureau. Many people are surprised to hear my advice on this, since they perceive it as “the” way to become a keynote speaker.

Of course, in concept it sounds like a great idea. Have your keynote ready. Check. Then contract with a speakers’ bureau. Check.

However, here’s the problem. Unless you’re already famous, you’ll inevitably be left twiddling your thumbs, waiting for gigs that never arrive.

In most cases, speakers’ bureaus don’t initiate outreach for their “B Speakers” unless their topic is timely—if it’s something that’s all the buzz. Without outreach, all you’ll get is a slot on their website … on a webpage that also hosts all of your competition!

Rather than signing on with a speakers’ bureau, I recommend you train a virtual assistant (VA) to help you do outreach. Teach them the type of events you are looking for and the process you would like them to follow for outreach. By hiring an assistant, you’ll have someone working solely on your behalf—not for a stable of speakers. Over time, your assistant will get to know you and your message and will learn how to get the best results for you.

Some of my clients do have speaker bureau representation and have acquired keynote spots for them. Which is wonderful. But those same clients also complain that the bureau’s cut is too high. What they don’t remember is that the operational costs for a bureau are significant. It’s not just the outreach that leads to the booking; the speaker bureau often organizes the groundwork which enables the speaker to be free of any organizing while at the event site.

In my opinion, if a speakers’ bureau does find you speaking gigs then their fee is well deserved. Typically, fees are 15 to 20% for newer speakers, but sometimes it’s higher. Often the fee is less for sought-after, elite speakers who command high speaking fees.

13. Start pitching yourself as the keynote

Now it’s time to start pitching yourself to find your spot on stage.

In this, it’s consistency that wins the prize. Every day, reach out to friends, colleagues and/or event organizers. Plan it out and stick to an outreach process and schedule.

The speakers I work with love their time on stage. But they didn’t get there by luck. The most valuable advice I can give you is that they got their keynote spots through consistent, persistent effort.

As with most things in life, things might look pretty and even easy on the outside … but what you don’t see is all the hard work it takes to get to the keynote stage.

A keynote speaking career can be very fulfilling, but it’s not an easy career choice. It takes hard work to define your message, develop your signature speech, and then connect with the right people—people who are in a position to hire you to be the keynote at their event.

To do this, you need to be truly passionate about the message you want to share.

I wish you luck in stepping onto big keynote stages.