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If you read Part 1 of this article, you discovered the difference between an expert and a visionary speech. One caps out fast. The other soars without boundaries. Now, let’s look at how to transform your expert speech into something more visionary… starting with the session description.
Why Expert Keynotes Stall (and Visionary Ones Soar)
Why visionary keynotes earn higher fees, more referrals, and a longer shelf life.
SpeakingGigs.ProAndrew Davis

It’s a mistake I see over and over again…

A speaker with a successful talk starts to see slow leads, flat referral numbers, and a limit on how much fee they can earn.

Your solution?  

You tweak their slides… change your market… or even blame your audience.

“Oh, they just don’t get it.  I need to get in front of the right type of people for this.” 

But really, you don’t have a delivery problem at all.  You have a positioning problem.  Chances are, your speech is stuck in Expertville… population: way too many people. And trust me, the rent’s cheap but the growth is capped.

And if you want to escape to Visionary Town, you need to attack the problem starting with the very first exposure a client has to your ideas… your session description!

Yes, Instead of jumping right into changing the speech itself, start with your session description to test your ideas and gauge the demand for your new and improved talk.

Think of it as a proving ground.  If the revamped session description can’t sell your speech, then it won’t get booked.  And if it does get booked? Well, then it’s “go time” on transforming that speech into something new and special.

The Job of a Session Description
(Hint: It’s Not a Summary)

Okay… you’re going to fix the session description first to make the move from expert to visionary.  It’s worth thinking about what an expert session description looks like compared to one that has visionary ideas.

For starters,

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A session description stuck in Expertville tends to explain what the speech covers and list the takeaways. The speaker touts their credibility and plays up their expertise.

All of that isn’t wrong… but it’s also not enough.

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A visionary session description totally reframes everything. It diagnoses a real, hidden problem, and offers a hypothesis that explains what’s better. It boldly calls out what is wrong with conventional wisdom and then proposes a new and better solution with a clear path forward.

Instead of saying...

“Here’s what I’ll teach…”, it says, “Here’s what we’ve missed – and what we’re going to do next…”

Dig Deeper: The System Hiding Behind the Symptoms

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