What do meeting planners look for when choosing a keynote speaker? A polished website, impressive biography, and compelling highlight reel may earn attention—but they do not prove that a speaker can serve the audience, deliver a meaningful outcome, or justify the investment.

Maria Franzoni spent 23 years running an international speakers bureau, with experience booking speakers including Neil Armstrong and Richard Branson. She is also the author of The Bookability Formula. In this episode of Speaking With Authority, Maria explains how meeting planners evaluate keynote speakers—and why talented speakers are often overlooked.

Maria’s research uncovered a remarkable pattern: just 45 out of 4,500 speakers generated approximately 80 percent of the bookings and more than half of the revenue. Those highly bookable speakers shared four qualities: they were relevant, known, memorable, and easy to work with.

Jim Koetting and Maria explore how meeting planners can distinguish genuine expertise from sophisticated marketing, why testimonials require closer examination, how sponsored speakers should be evaluated, and why a speaker’s message must promise a specific audience outcome—not simply a “fresh perspective.”

They also discuss the difference between a professional speaker and someone selling from the stage, the growing risks of AI-generated content and stolen stories, and why human judgment matters more as content becomes easier to produce. As Jim puts it: “When output becomes unlimited, judgment becomes priceless.™”

The conversation concludes with Maria’s candid critique of three unfinished speaker one-sheets. Her reactions reveal the four questions every speaker buyer is silently asking:

What qualifies this person to speak about this subject?

What exactly do they speak about?

Who is the message for?

What meaningful outcome will the audience receive?

Whether you hire speakers, represent them, or want to become more bookable yourself, this episode offers a rare look inside the decisions that determine who gets shortlisted, selected, and invited back.