1. Lead with the audience takeaway
Every great keynote has a single sentence the audience repeats in the lobby. Write that sentence first, then look for speakers who already say something close to it in their existing talks.
2. Know the four speaker archetypes
- The operator — practitioner sharing what actually works in their field
- The researcher / author — original ideas, often paired with a book
- The storyteller — explorers, athletes, public figures with a narrative arc
- The provocateur — booked to shake the room, not comfort it
3. Watch a full-length talk, not the showreel
Showreels are designed to land. A 45-minute keynote is where you see structure, pacing, audience handling, and whether the second half stays as strong as the first.
4. Brief like a professional
- Event name, theme, and two-sentence purpose
- Audience: roles, seniority, sector, size
- Slot: opener, mid-day reset, closer (very different jobs)
- Length: 30, 45, or 60 mins, plus Q&A
- Customisation expected: case studies, sector references, fireside vs keynote
- Travel, accommodation, AV, and recording rights
"The best speakers don't have one keynote — they have a perspective, and they cut it to fit. Brief them on the audience, not the slides."
5. Budget realistically
Working pros run £2k–£10k. Recognised authors and senior operators £10k–£30k. Brand-name keynotes £40k+. Always confirm whether the fee includes travel, accommodation, and book copies.
6. Vet the small things
- Will they do a 30-minute prep call with you 2 weeks out?
- Will they stay for the Q&A and a short meet-and-greet?
- Are they comfortable being filmed and clipped for social?
- Do they have a recent reference from a similar-sized event?
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Find a speaker7. Set them up to succeed on the day
Brief them on the speaker immediately before. Walk the stage in advance. Confirm cue, autocue, confidence monitor. The smoother the production, the bolder the talk.
