How Do I Know if a Speaker Is Right for My Audience?

Let’s be honest. Booking a speaker can feel like a bit of a gamble.

You read the bio, you watch the highlight reel, you get the slick PDF — and still, you’re thinking: Will this person actually land with our people?

Because a speaker can be brilliant on paper, charismatic on video… and still completely miss the mark with your audience.

So how do you know? How do you figure out if someone’s the right fit before you hand over the mic and hope for the best?

Let’s dig into it.

Start With the Room — Not the Speaker

It’s easy to start by trawling through showreels and awards, looking for a big name or a flashy delivery. But in my experience, the most important place to begin isn’t with them. It’s with your audience.

Ask yourself:

• Who are they?
• What do they care about right now?
• What’s their mood likely to be — curious, resistant, overwhelmed?
• What language, stories, or tone will resonate with them?

Because it’s not just about finding a “great” speaker. It’s about finding someone who will make sense in your room.

What Does “Right Fit” Even Mean?

It’s not always about content. Sometimes it’s about energy.

Some audiences want to be inspired. Others want to be challenged. Some need to laugh. Others need to feel seen. And occasionally, they need all of that in the space of 40 minutes (no pressure, right?).

A good fit means the speaker:

• Understands your people
• Can adapt to your environment
• Feels like a natural voice in the flow of your day
• Doesn't feel “parachuted in” with a generic script

It’s the difference between someone delivering at your audience versus someone who speaks to them, for them — maybe even with them.

The Best Way to Know? Talk to Them.

This sounds obvious, but it’s often skipped.

You can get a solid sense of someone’s style by reading, watching, listening — but nothing beats a conversation. A short call with the speaker can tell you more than any polished promo ever could.

On a quick discovery call, notice:

• Do they ask thoughtful questions about your audience?
• Do they listen more than they pitch?
• Are they flexible and collaborative?
• Do they get what you’re trying to achieve?

Chemistry matters. If you enjoy the chat, chances are your audience will enjoy the talk.

Ask the Right Questions

Here are a few questions you can ask to help gauge fit:

“How do you adapt your talks for different audiences?”

If the answer is vague or sounds too rehearsed, that’s a red flag. Look for speakers who get specific.

• “Have you spoken to a group like ours before?” - They don’t need to have worked in your industry, but they should have experience adapting to different contexts.
• “What do you need from us to make this work?” - Great speakers often have a few essentials they’ll ask for — context, themes, maybe a pre-call — but they won’t demand the world.
• “Can we see a full-length version of one of your talks? - Highlight reels are helpful, but a full talk gives you the real feel — the pacing, the structure, the substance.

But What If We Still Don’t Know?

Sometimes, even with all the prep and research, it’s still hard to be sure.

If that’s you, here are a few ways to de-risk the decision:

1. Ask for a short taster session
Some speakers will offer a 20-minute teaser online — a sample session for your team before the full event. This helps both sides feel it out.

2. Start with a smaller internal event
If you’re not sure about booking someone for your flagship conference, start with a leadership team session, a webinar, or a smaller group first.

3. Get references

Ask to speak with a previous client in a similar sector. Honest feedback from someone who’s seen the speaker in action can go a long way.

A Quick Word on “Big Names"

Now and then, someone will ask, “Should we just go with a well-known name?”

And look — if you’ve got the budget and you’re confident that a celebrity speaker will bring the wow factor you want, go for it.

But don’t assume that a big name = better fit. Sometimes, a lesser-known speaker with real insight, empathy, and relevance will outperform the big-hitter — simply because they understood the room.

And honestly? That’s what your audience will remember.

My Promise (If You’re Wondering About Me)

If you’re thinking about bringing me in, here’s what I can promise you:

• I’ll ask about your people before I ever start writing
• I’ll tailor the tone, message and energy to your event
• I’ll collaborate with you to make sure the session fits in the bigger picture
• I’ll never treat your audience like “just another crowd”
• I’m not right for every room — and I’m okay with that. Because you deserve someone who is.

Final Thought

Finding the right speaker isn’t about ego or polish — it’s about connection.

If your audience walks away feeling like, “That speaker got us. That landed. That made sense,” — then you nailed the booking.

And if you're not sure yet? Have the chat. Ask the questions. Don’t be afraid to be honest about what your people need.

Because great speakers don’t just speak. They listen first.