Whether you’re organizing a high-stakes industry conference, an internal company retreat, or a customer-facing brand experience, one decision can make or break your entire event: the speaker.
The right speaker sets the tone. They energize the room, elevate the content, and give your audience something to talk about long after the lights go down. But the wrong speaker? They can flatten the energy, frustrate your attendees, and leave you questioning why you even held the event in the first place.
So how do you avoid the latter and confidently choose the kind of speaker who delivers on the moment?
That’s what this guide is all about.
We’re not going to throw a bunch of obvious tips at you like “look at their LinkedIn profile” or “watch their YouTube videos” (though those things are helpful). We’re going deeper—into the decision-making criteria that really matter when choosing the best professional speaker for your next event.
Let’s walk through this together.
First: What Kind of Event Are You Planning?
Before you even begin speaker outreach, take a breath and reflect on this question:
What’s the purpose of this event—and what kind of emotional outcome do you want?
Are you trying to:
- Spark innovation inside your team?
- Celebrate a milestone with clients?
- Educate a skeptical audience?
- Challenge assumptions in your industry?
- Rally a tired workforce?
Your speaker should align with this intent—not just in what they say, but in how they make people feel. As Mark Schaefer often says, “The goal of any content—including a speech—is not to be good. It’s to be remembered.”
That starts with emotional resonance.
So don’t search for “top innovation speaker” or “best sales keynote.” Instead, look for someone who can help you create the outcome you want to experience in the room.
1. Look for Clarity Over Charisma
Yes, charisma matters. A good speaker should have presence, warmth, and some ability to command a room. But the most memorable speakers aren’t always the flashiest—they’re the clearest.
Clarity trumps theatrics every time.
A great speaker knows how to:
- Take a big idea and make it simple
- Structure their talk in a way that flows naturally
- Speak directly to the audience’s needs, not their own expertise
- Leave people with insights they can actually use
If someone “wows” on video but leaves you asking, “Wait, what was the actual takeaway?”—that’s a red flag.
You’re not booking a performance. You’re curating a moment of connection and impact.
2. Prioritize Relevance Over Fame
We all want a name that gets butts in seats. But don’t fall into the trap of thinking the biggest name is the best fit.
Famous speakers often come with two problems:
- They give the same talk to every audience.
- They don’t stick around for real engagement.
The most powerful speaker might be someone your attendees haven’t heard of yet—but who delivers the exact insight, challenge, or transformation they need.
A great speaker should:
- Understand your audience’s industry, pain points, or aspirations
- Speak their language
- Tailor the message to your event—not just recycle their “greatest hits”
Ask yourself: Is this person going to elevate my audience’s thinking—or just remind them they’ve seen a TED Talk before?
3. Watch for the “Trust Transfer”
Here’s something event organizers often overlook:
When you put someone on your stage, you’re lending them your reputation.
You’re saying, “This person is worth your attention.”
Which means you need to choose someone who’s going to reward that trust—not exploit it.
Some questions to consider:
- Does this speaker elevate the room—or try to sell to it?
- Are they more interested in the audience or themselves?
- Are they gracious, collaborative, and low-drama behind the scenes?
You want a speaker who treats your event like a partnership—not a promotional opportunity.
As Mark Schaefer puts it: “Your brand is not what you say it is. It’s what you do.” The best speakers embody that idea—and your attendees can feel it.
4. Look for the “Three Dimensions” of a Great Talk
When you’re previewing speaker content—whether through video reels, references, or sample slides—look for these three essential dimensions:
- Insight
Is the talk actually saying something new? Something fresh, provocative, or surprisingly useful? If it’s just reheated industry clichés or obvious advice, keep moving.
- Story
Are there moments of emotion, narrative, or vulnerability? Stories are what make talks stick. Data gets forgotten. Story gets shared.
- Action
Do people leave with something they can do, not just something to think about? Great speakers inspire action—not just admiration.
If a speaker delivers on all three? You’ve got a winner.
5. Watch How They Talk About the Audience
When you interview or vet a potential speaker, listen closely to the questions they ask you.
Do they want to know:
- Who’s in the room?
- What do they care about?
- What’s at stake for them?
- How to shape the message accordingly?
Or do they immediately pivot to their talk title, their travel logistics, or their merch table?
Speakers who obsess over the audience will always outperform those who focus on themselves. And your attendees will feel the difference.
6. Ask About Their “Prep Process”
This is where the best speakers start to separate themselves.
Ask:
- How do you prepare for a new audience?
- Do you customize your content? If so, how?
- Can you incorporate themes from the rest of the event?
- What do you need from us to make this a success?
A high-quality speaker will have a process. They might ask for interviews with company stakeholders, past event surveys, or background on company culture. This is a good sign.
In contrast, if they say, “I’ve got a signature talk I always give—it’s killer,” that’s a warning. It means they’ve stopped evolving.
7. Go Beyond the Stage
The best speakers don’t just deliver a keynote. They elevate the entire event.
Some ways they add value:
- Sitting in on panels or workshops
- Hosting meet-and-greets or book signings
- Creating custom videos or pre-event content
- Following up with attendees afterward
- Collaborating with your marketing team to promote the event
This kind of partnership can turn a good event into a transformational one. And it’s a signal that the speaker sees your audience as people—not just a gig.
8. Check for Professionalism Behind the Scenes
Here’s a reality most people don’t talk about:
Even a brilliant speaker can be a nightmare if they’re disorganized, hard to reach, or rude to your staff.
So ask yourself:
- Are they responsive and courteous in communication?
- Do they have a clear contract and expectations?
- Do they handle travel and logistics like a pro?
- Do they make your job easier—or harder?
The best speakers are delightful to work with. Not just onstage—but in every interaction.
9. Get Testimonials That Go Beyond “They Were Great!”
Most speakers have glowing testimonials. That’s expected. But pay attention to what the testimonials say.
Look for phrases like:
- “Our audience was deeply moved.”
- “People are still talking about it months later.”
- “He customized his message perfectly to our industry.”
- “She was the highlight of the entire event.”
- “Our team immediately started putting his advice into action.”
Vague praise is nice. But specific, sustained impact? That’s what you want.
10. When in Doubt: Trust the Gut Test
Let’s be real—sometimes, all the reels and reviews in the world can’t answer the most important question:
Do I trust this person with my stage?
Your gut matters here.
If something feels off—even if the resume looks great—listen to that instinct. Because a speaker isn’t just a presenter. They’re a mirror. They’ll reflect something back to your audience about your brand, your values, and your vision.
Choose someone who reflects the best of that.
Bonus: Red Flags to Watch Out For
Let’s wrap with a few things to avoid:
- Speakers who brag too much. Confidence is fine. Ego is exhausting.
- Canned talks with no room for nuance.
- Hidden fees. Be clear about costs upfront—travel, AV needs, licensing, etc.
- One-size-fits-all messages. Your audience deserves more.
- Speakers who ask for the attendee list or marketing email access. Your community’s trust is not for sale.
Final Word: The Best Speaker Isn’t the Most Impressive—It’s the Most Effective
The person you choose to stand on your stage is someone you’re saying, “trust this” to your audience. That’s sacred space.
So look for the speaker who:
- Meets your audience where they are
- Delivers a message that matters
- Inspires action, not just applause
- Treats your team with respect
- Leaves a legacy, not just a moment
In short: don’t chase charisma. Chase connection.
And when you find a speaker who brings that? Book them fast. They’re gold.
Need Help Choosing a Great Speaker?
Mark Schaefer has spoken to thousands of professionals in over 30 countries, delivering insight-packed, heart-led keynotes that create real business impact. Learn more about Mark’s speaking here:
https://businessesgrow.com/speaking
Or if you’re looking to become a speaker worth hiring, Mark’s masterclass in speechcraft is a fantastic place to start:
