How to Choose a Keynote Speaker:

Have you ever gone to a presentation and as you watched and listened; you found yourself completely immersed in the conversation from the podium? Soon after you hear the words, “Thank you, you have been a great audience”, people applaud and it’s over. Upon reflection, you find that the time just whipped by.  Then, you find yourself talking about the presentation to your friends and colleagues.

In contrast, have you ever gone to a presentation and as the presenter is talking, you are looking at your watch, wondering if you should read your emails, or think about getting up and going for a coffee?

Imagine if you were the person who was responsible for choosing one of the two speakers above. Which one would you be proud of?

I have been to hundreds of presentations in my 30 years as a financial planner, and I too have spoken in 10 countries around the globe. In fact I have spoken to audiences in English, and through translators.

Today’s comments however have been learned from my experience as past chair of the MDRT’s Main Platform Committee where our team was responsible to design a theme and chose speakers for an 8,000 person meeting from over 75 countries.

Choosing a speaker is always challenging but if you follow a few rules the task becomes more manageable.

Choosing the right speaker also gives you confidence when promoting your meeting. In fact choosing the right speaker also provides opportunity to expand your audience, cost share your expenses and gives credibility to you, your organization, and your industry.

Some of the basic rules are as follows:

1. Know your audience

2. Define what is needed vs. what is wanted

3. Select a speaker with credentials

4. Always view a video first

5. Speaker must be affordable

The first rule is to know your audience. While this is often overlooked, your audience members will view a speaker differently based on several factors. Take a look at your audience demographics for example. If you are running an association meeting, you might find many similarities in occupations and subject desires.  However, you may also find a large difference in ages and incomes. The mix of males and females as well as a cultural mix may influence your decision on speakers.  A speaker choice should be tailored to your audience and be based on the speakers ability to relate to your audience. You may select someone with knowledge, and they may also be a great speaker. However, if they don’t have a global fit to your audience, your choice may bomb.

The second rule is to figure out if you are trying to meet a “Need” or a “Want”?

Ideally you should achieve both, yet you must know the difference first. If you ask, “what does my audience need?” and also “what does my audience want”? You will often come up with different answers.  Your responsibility from an association’s point of view is to give the audience education, technical information, and maybe a reminder regarding the associations code of ethics.  However, your audience may be craving a heart-felt inspirational speech, an emotionally uplifting speech or transferable sales ideas. Your choice of speaker must understand both the “need and the want” if they are to deliver what is best for everyone.  I call this “delivering cannon”. Make them listen, make them cry, and make them laugh. More importantly, make them remember.

The third rule is to consider credibility. Not every speaker needs to have 50 years’ experience, but they do need to be able to connect with the audience.  Not everyone has a best-selling book, or has been the host of a TV show, but industry accomplishments go a long way with people who are striving to do the same.

The fourth rule to follow is to view a video of the speaker giving a speech. Just because a name was recommended to you does not necessarily mean the speaker is a good match for your audience. With google, drop box and websites, a video copy of a presentation should always be available and your research made easy.  Within a few minutes of viewing, you will be able to see if the presenter is a match or not. You must be able to see not only what they are presenting, but how they present. If the style is not suitable it will stand out like a sore thumb.

The fifth rule to follow is to make sure that the speaker is affordable.  Keep within your budget; however understand that the cost per attendee is a good way to justify your expenses. In the same way that a “brand” name may be a little more expensive than a “no name” product, be sure to look at everything that may come with a speaker. A larger meeting draw, audience response, shared book sale revenue, etc.…  

In summary, a speaker will be a reflection of the association/industry or company. They may also reflect on the meeting planner. Choose a speaker for a specific event, match the personality of the speaker to the audience, and sit back and enjoy.

Corry Collins has delivered talks to audiences in 10 countries. His heartwarming ability to reach audiences has been delivered through translators, and face to face. Corry travels from Halifax, Canada and accepts standing ovations from any audience.

View a sample of Corry Collins:  https://www.youtube.com/watch?v=GosQrn02lXM 

Please like, share and comment on my newest blog post!