By Kelly Swanson, CSP, CPAE

For decades, the mantra ‘content is king’ has echoed through conference halls, asserting that experts are chiefly valued for their knowledge. This perspective suggests that we, as speakers, are paid for our expertise. Indeed, in roles such as coaching and training, this holds true; clients pay for tangible results and actionable insights.

However, my experience as a keynote speaker paints a different picture. Rarely have clients approached me with a primary interest in the content I offer. Instead, they’re captivated by the prospect of the experience I promise to deliver. It’s important to recognize that the expectations for a keynote speaker are distinctly different from those for a trainer or a coach. Clients seeking a keynote are not just looking for someone to deliver information and results; they want someone who can transform an event into an unforgettable experience.

What does this mean in practice? It’s about the ambiance created during the session, the engagement level of the audience, and the overall impact of the presentation. While the relevance of the message remains important, it often plays a secondary role to the experience itself.

Some may argue, “But I’m hired for my qualifications. My expertise is necessary for Continuing Education Units. I have a PhD. That’s what they are paying for.” True, your credentials contribute to your credibility, which is crucial. However, in the context of a keynote, ask yourself: Has the client explicitly requested an information-heavy session? Or is this an assumption on your part?

It’s crucial to communicate with your clients about their expectations. Often, they might prefer just a handful of key takeaways rather than an exhaustive lecture. So, what should you do with the rest of your allotted time? This is where the magic of crafting an experience comes into play. Through storytelling, humor, interactive activities, real-time coaching, or facilitating discussions, you can create a memorable event.

Remember, audiences have limited capacity for absorbing information in one sitting. Perhaps it’s time to shift focus from the how of your delivery to the why behind it, ensuring they leave with impactful takeaways and a memorable experience.

In summary, while content holds value, in the realm of keynote speaking, it’s the delivery and engagement that truly reign supreme. Clients and audiences are seeking an extraordinary experience that resonates long after the event concludes – something that transcends mere content delivery.