There’s a unique energy that comes from standing on a stage in front of your ideal audience; one part adrenaline, one part connection, and a whole lot of opportunity. Whether you’re delivering a keynote or joining a panel, live speaking is one of the most powerful ways to build your personal brand, grow awareness of your business, and create real-life connections.

But before you get to the stage, there’s one major hurdle: getting selected.

Having recently worked with several clients on their SXSW Sydney submissions, I’ve been reflecting on what really makes a speaker proposal stand out, and why so many submissions fall flat. Over the years, I’ve sat on panels, delivered keynotes, and helped dozens of founders, CEOs and business leaders land speaking opportunities. Trust me: crafting a strong speaker submission is both an art and a science.

So, how do you cut through the noise and get that coveted “you’ve been selected” email? Here’s what I’ve learned.

1. Do your research and understand the audience

It sounds basic, but it’s where most people go wrong. Too many submissions focus solely on what the speaker wants to say rather than what the audience needs to hear. Your job is to solve a problem, answer a burning question, or offer a fresh perspective on something trending in the industry.

Take the time to understand the conference’s audience profile, the theme of the event, and the kinds of sessions that have resonated in the past. Tailor your session idea accordingly. Don’t go cookie-cutter. As I’ve shared in a previous article on standing out in your industry, the more specific and authentic your message, the more it lands.

Pro tip: Data or research, yours or someone else’s, can add a lot of weight to your submission. It tells organisers that your session is more than just opinion; it’s insight driven.

2. Be bold with your topic and title

When crafting your session title and synopsis, don’t be afraid to be provocative, future-thinking or even a little polarising, so long as it’s relevant and insightful. Organisers are looking for ideas that move the conversation forward, not just rehash what’s already been said.

What’s that one topic you and your industry friends keep debating over drinks? What’s the next big shift you can see coming that no one’s talking about (yet)? That’s the angle you want to chase.

Think headlines: If your session title wouldn’t stop someone scrolling, it’s time to go bolder.

3. Build a diverse panel of experts

Keynotes are great but they also require a lot of prep and energy, which can be hard to manage when you’re running a business. A panel session can be just as impactful, and often more dynamic.

When proposing a panel, think about diversity not just in terms of demographics (although gender, ethnicity and background absolutely matter) but also in perspective. A panel that combines a journalist, founder, academic and influencer on a single topic will offer much richer insights and most likely create a more interesting discussion than a line-up of people with similar experiences.

I’ve seen panels gain a lot more traction when they’re framed as a compelling conversation among credible, passionate people who clearly bring something unique to the table.

4. Invest in your bios and speaker profiles

Once you’ve got your session topic and speakers confirmed, how you present them matters. Event organisers are looking for quality, credibility and presence. Include strong, well-written bios that clearly establish expertise, as well as links to previous speaking engagements, media interviews or podcast appearances.

If you don’t have that kind of content yet? Make it. A short, 1-2 minute video that showcases your style, voice and why your session matters can go a long way in making your application stand out. Bonus points if you personalise it to the event you’re applying for.

5. Prepare properly, don’t wing it

You’ve got the spot, amazing. Now it’s time to deliver. The best sessions I’ve seen are the result of thoughtful preparation, not just natural charisma.

If you’re on a panel, make time to connect with your fellow panellists ahead of time. Share your talking points, understand where everyone’s strengths lie, and suggest questions to the facilitator that highlight your business in a relevant way. For one recent client, we even provided the moderator with a cheat sheet of suggested talking points that aligned perfectly with the panel theme, and helped our client deliver their key messages seamlessly.

As I always say: Preparation prevents piss poor performance. Don’t leave it to chance.

When done well, public speaking can do wonders for your brand, your confidence, and your business. It forces you to refine how you talk about what you do, spotlight your expertise, and connect more deeply with your audience.

If you’re looking for more ways to craft a compelling founder story, you might enjoy my earlier piece on telling your story to attract investors. Because whether it’s pitching to the media, the market or a major event organiser, the way you tell your story matters.

And if you ever need help with that story? You know where to find me.

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