Choosing the right keynote speaker can make the difference between an event people enjoy and one they remember for years.
By the time your event begins, you’ve already invested a significant amount of time, effort and money. The venue is booked, delegates have travelled, the production is in place and everyone has stepped away from their day job to be there.
Then, for an hour, you hand the stage to one person.
Choosing that person is one of the most important decisions you’ll make.
Having spent more than 30 years speaking to over half a million people at conferences and corporate events, here are seven things I’d encourage every event organiser to think about before booking a keynote speaker.
I’ve also sat where you’re sitting. Organised events and booked speakers too. Some have been outstanding. One or two, if I’m honest, I’d never book again. Those experiences have shaped this list just as much as my time on stage.
1. Decide what you want people to do afterwards
Many event briefs include words like inspire, motivate or energise.
They’re good ambitions, but they’re not outcomes.
Instead, you could ask yourself:
What do we want people to think, feel or do differently after this session?
Should they provide better customer service? Embrace change? Work together more effectively? Leave feeling proud of what they do?
The clearer your objective, the easier it becomes to choose the right speaker.
2. Don’t confuse a great story with a great keynote
Some people have extraordinary life stories.
They’ve climbed Everest in a kaftan and flip-flops, won Olympic medals, survived incredible challenges or built remarkable businesses.
But that doesn’t automatically make them a great keynote speaker.
A keynote isn’t simply about telling an interesting story. It’s about helping your audience take something useful away.
The question isn’t, “Is their story impressive?”
It’s:
“Will my audience know what to do differently because they’ve heard it?”
3. Look for ideas, not applause
Showreels are designed to impress I have one (here).
They feature standing ovations, laughter and dramatic music (mine does).
That’s fine, but whoops and talking heads aren’t the measure of a successful keynote.
Look for substance.
Can the speaker explain an idea clearly?
Do they give the audience practical tools?
Will delegates still be talking about the key messages a week later?
The best speakers don’t just entertain.
They leave the audience with ideas they can use.
4. Ask how they will tailor the keynote
No two audiences are the same.
A room full of senior leaders has different challenges from a sales team, healthcare professionals or customer service colleagues.
Ask the speaker how they prepare. They should have one or two pre meetings with you. Many don’t like to do this as they’d rather just be booked, turn up and churn out the same 45 minutes thy did last week.
Will they understand your objectives, your culture and your audience?
The best keynote speakers don’t make an audience fit their presentation.
They make their presentation fit the audience.
5. Beware inspiration without action
I love inspiring audiences.
But inspiration has a half-life.
People leave a conference full of enthusiasm. Then reality returns. Emails arrive. Meetings fill the diary. Daily routines take over.
Without practical ideas, inspiration fades all too quickly.
The strongest keynote speakers give people something they can use immediately and something they’ll still be using six months later.
One practical idea implemented is worth far more than an hour of excitement and knowing nods that’s forgotten by next Tuesday.
6. Find out what they’re like off stage
A keynote speaker is part of your event team so professionalism matters.
Do they respond promptly?
Are they easy to work with?
Do they make your life easier or more complicated? How well will they work with your crew?
I’ve seen many events where timings changed at the last minute, technology failed or sessions overran. The best speakers stay calm, adapt and focus on making the event a success.
It isn’t about them.
It’s about the room.
7. Ask yourself one final question
Before making your decision, ask yourself:
Would I trust this person with my audience?
You’re not just hiring someone to fill a speaking slot.
You’re trusting them with your delegates’ time, your organisation’s reputation and one of the most important moments of your event.
That trust should never be taken lightly.
The bottom line
The right keynote speaker won’t just deliver an entertaining presentation.
They’ll reinforce your event message, understand your audience and give people ideas they’ll still be using long after the applause has finished.
When people leave saying, ‘I’m going to do that,’ rather than simply, ‘That speaker was good,’ you’ve probably chosen well.
That’s the difference between a vaguely memorable keynote and one that genuinely impacts lives.
Michael Heppell is a Sunday Times No.1 best-selling author and has been described as one of the top three professional speakers in the world. He has inspired more than half a million people at conferences and corporate events, helping organisations create lasting change through practical ideas that audiences can use immediately.
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