How to Find the Right Keynote Speaker

August 17, 2024

Your choice of keynote speaker can make or break your event.

In this article, I’ll show you how to search for speakers, how to critique your options, how to handle pricing and ultimately how to select the best speaker for your event. And, as a professional speaker myself, I’ll offer a unique perspective on the speaker's thought process that I believe will extremely helpful to you.

There are three main steps to follow when finding the right keynote speaker for your event:

Step #1 - Searching for a Keynote Speaker

There are countless avenues to explore when searching for speakers. Here are a few great platforms for your search:

How to Use Google to Discover a Featured Speaker

A simple Google search is often the best starting point.

Let’s say you’re seeking a speaker who can inspire your managers to be better leaders. You could search for “leadership keynote speaker.”

This is a fairly broad search that will get you many options - mostly paid results, directories and then the websites of individual speakers. You’ll get some great speakers in your results but they’ll likely be expensive speakers that are paying for Google Ads or SEO.

If you’re looking for more budget-friendly results, go for a long-tail keyword like “leadership keynote speaker for companies in Kansas City.” A more detailed query like this will narrow the search and likely give you better results.

Adding geographic terms to your query can help highlight speakers in your area. While this typically isn't necessary (most professional speakers are happy to travel for the right gig), it can lower the travel costs and potentially increase the chances the event works for the speaker's schedule.

How to Use LinkedIn to Find Your Event Speaker

LinkedIn can also be a good place to find a speaker. Start by entering your query, for example, “leadership keynote speaker," then search. Next, click “People” to narrow down your search to individuals. You can then click the “All Filters” button and narrow your search. If you want to see if any speakers are direct connections of yours, click “1st.” Clicking “2nd” will reveal speakers who are connected with your direct connections which could enable to you ask your connection about the quality of this speaker. You can also sort by location, industry, services and more.

Using YouTube to Discover a Good Keynote Speaker

YouTube is a valuable resource for discovering potential event speakers if you prefer visual content. Searching for "keynote speaker" can be a starting point, but refining your search with specific keywords like "industry," "topic," or "event type" will yield more specific speaker reels.

Speaking reels provide invaluable insights into a speaker's quality. All professional speakers should have one. They offer a great visual showcase of the speaker's dynamism, stage presence, and communication style (more details about speaking reels below).

To gain a deeper understanding of a potential speaker's expertise, consider exploring their YouTube channel (again, nearly all professional speakers have one) for interviews, podcasts, or presentations. This additional research can provide valuable insights into their thought leadership.

How to Use Speaker Directories to Find a Keynote Speaker

Another great option is speaker directories like Speaker Hub, the National Speakers Association, Speaker Match, and Speakers Spotlight. These directories offer filter options based on topic, industry, budget, experience and more. Most directories also allow you to compare multiple speakers side-by-side to help make your decision.

Using the Old School Method to Get a Keynote Speaker

Finally, you can use the old-fashioned way of discovering your main speaker: asking actual people you know.

Are any of your contacts an event planner who’ve hired speakers before? Do you know business professionals who’ve been to recent conferences? Reach out to your contacts via email, direct message or in-person. A friend's perspective may be the insightful way to make your decision.

Step #2 - Researching Your Keynote Speaker

Once you’ve found a speaker or two, take the time to do your research to ensure they’re the right fit.

Ensure Your Speaker is Compatible with Your Audience

Sometimes you may have talented speaking candidates who seem to be very knowledgable about a topic, but it’s not just their experience that counts; you want to ensure this person is going to jive with your group.

Some speakers share incredible information but are a little dry. Some are fun but irreverent. Not every speaker is right for every group.

Carefully Review Your Speaker's Website

The first step is to review the candidate's website. Check out how this person talks about him or herself, look for titles and descriptions of speeches that have been given in the past, look at photos to determine what types of groups that have been spoken to, and search for a speaking resume of the organizations that have hired this person for keynotes.

Also, search the website for testimonials of those who’ve heard the speaker.

Next, look for the speaking reel.

What is a Speaking Reel?

A speaking reel is a short video demo that showcases an individual's speaking ability. A good reel can give you a great idea of how this person presents, what type of organizations he or she has spoken to, what type of energy the speaker brings, etc. Nearly every professional speaker has a speaking reel.

You can find these reels on YouTube, but 99% of the time, they are embedded on the speaker’s website (for instance, mine is available on YouTube and embedded on my Speaking page).

While you’re on YouTube, search for interviews, podcasts or any other videos with your potential speaker. It’s a good way to gain more insights on his or her expertise.

Seek a Keynote Speaker Who Has Authored a Relevant Book

Another excellent thing to consider is whether the speaker has written a book on the subject you're interested in. If so, that’s a good sign and likely means this is a legit keynote speaker.

Of course, it doesn’t guarantee that this will be the best speaker but it is a sign of someone who’s committed enough to this topic to share an entire book of expertise.

Engage with Individuals Who Have Listened to The Speaker

Finally, it may be helpful to seek out those who’ve recently heard this speaker.

Again, you may be able to find a list of organizations this person has spoken to on his or her website. You can also check out his or her social media accounts which may highlight recent speaking gigs.

If you discover a recent group where this individual has given a talk, consider contacting them to gauge the speaker's effectiveness and quality.

Step #3: Reaching Out to Your Keynote Speaker

Finally you’ve found someone who looks like a good fit for your keynote. The next step is to contact this person.

This is typically done through his or her website. Most have a “contact” form you can fill out.

Here’s what to include:

• Your organization
• The time and date of the event. This is important to start with because there’s no reason to begin discussions with the speaker if he or she isn’t even available.
• The location. Sometimes this is a dealbreaker for speakers so it’s good to address it early.
• The general topic
• The type of audience
• The number of people in the audience.
• The duration of the speech

It's especially important to give the speaker an idea of what you’re looking for and who the audience will be. For instance, “we’re looking for a speaker to help a group of 50 managers grow their leadership skills.” Don’t worry about being too detailed or specific at this point. It’s the speaker’s job ask questions, narrow down and customize the topic.  

Do You Need to Include Your Budget When Reaching Out to a Speaker?

Including your budget isn’t necessary in your initial inquiry with the potential keynote speaker.

It’s rare that an organization reaches out to me about a keynote and shares their budget with me.

If you prefer to get straight to the point and specify your budget, that's perfectly acceptable. It’s customary, however, to ask the speaker for an idea of pricing.

A Good Example of an Initial Inquiry for a Potential Keynote Speaker

Here’s an example of an actual speaking inquiry I received through my website a couple of weeks ago. This person did a great job of getting the conversation started and letting me, the speaker, know what I need to know:

Hi Drew,

We are reaching out to confirm our interest in having you speak at our Leadership Retreat on the afternoon of Thursday, August 15th in Kansas City. The event will gather 60 of our top leaders and managers. We have been inspired by your latest book on creating a culture no one wants to leave, and we believe your insights would align perfectly with our vision. Could you please provide details on your availability and pricing? We look forward to hearing from you!

How to Negotiate with a Keynote Speaker

After you’ve sent your initial inquiry, the speaker should reply and set up a call with you.

It’s extremely important for the speaker to ask in-depth questions about your goals for the event, what your organization is like, details on the audience, etc. Ensure your speaker is interested, invested, and asking the right questions.

If the speaker doesn’t take the time to do his or her homework, this person isn't right for your event.

Let the Speak Know What Success Looks Like

One of the most important things to emphasize to the speaker is what would make this keynote successful.

For instance, "this will be a highly successful keynote if you keep our audience’s attention with real-life examples and give useful takeaways people can begin using immediately."

After a call or two, the speaker should put an estimate together for you. If it price and details look good, your quest is complete!

I hope you find these tips helpful. If I can shorten your search by serving as the speaker at your next event, simply reach out to me. I typically speak on topics like leadership and how to create an incredible company culture and would love to hear more about your event.