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In Part 1 of this article, we broke down why relying on just one speech puts a hard ceiling on your speaking business. Now, let’s dive into the exact process for developing a brand-new speech each year—without derailing your current success.

So, you’re ready to develop a new speech… but where do you start?

You don’t just wake up one morning, jot down a few bullet points, and bam! It’s your next great keynote. 

Nope. Crafting a speech that people actually want to book takes time, strategy, and a proven process.

Luckily, I’ve got a 12-month blueprint that will take your new idea from concept to cash-generating keynote.

And no—you don’t have to start in January. I usually start in September. You can start whenever you want. What matters is having a systematic approach to speech development so that, by this time next year, you’ve got a powerful new talk in your portfolio.

Let’s break it down step by step…

Phase 1:
Session Description Testing (Months 1-3)

Here’s where most speakers go wrong: They write a speech first.

Instead, you should form your initial ideas into a session description.

Your session description is your most valuable sales tool. If no one bites on your description, then you’ve already wasted time developing a speech that nobody actually wants.

For the first three months, your only goal is to test and refine your session description.

  • Write it. Make it compelling, clear, and outcome-driven.
  • Send it out. Share it with existing clients, event organizers, and peers.  And don’t be shy on this step.  I’m talking about sending it out like every other day (with some tweaks each time to make it better and better.)
  • Get feedback. Ask: “Would this fit your event?” “What would make it stronger?”
  • Iterate constantly. Tweak, test, and refine until it starts landing you inquiries.

Once you start getting interest (even for low-fee or free gigs), you’ve validated your concept.

Is Your Session Description a Diamond or a Dud? (1 of 2)
I just read 80 session descriptions, and there were major problems in almost every single one…
SpeakingGigs.ProAndrew Davis
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Remember: If your session description isn’t working, the speech won’t work either.

Phase 2:
Initial Delivery & Refinement (Months 3-6)

Now that people are interested, it’s time to test-drive your speech.

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