Keynote Speaker German: What does the term mean?
„Where do you want to go?“ These were the words with which the friendly cab driver greeted me at Frankfurt Airport. When I told him the location where I was to give the keynote speech at a major congress that afternoon, he asked with interest: „What do you do for a living?“ My answer, that I am a keynote speaker, As is often the case, this led to a look of disbelief and the question: „What is a keynote speaker?“.
Of course, I explained my job to him in detail during the journey. And yet the next question inevitably came: „And you can actually earn money with this?“ We will go into the question of possible fees in more detail later in this article, but for now let's deal with the question of why the term Keynote speaker in Germany is still so unknown.
When I have the same conversation in the USA, England or Asia, the reactions tend to be: „Ah, cool. I'm a big fan of Tony Robbins. I wish you every success with your speech.“
Key Speaker: What is that?
This article is therefore intended to shed some light on the question „What is a keynote speaker?“. Before we define the key speaker (and, of course, the keynote speaker), we first want to untangle the tangle of different terms. After all, in addition to keynote speaker, there are also speakers, lecturers, lecturers or speakers. Of course, the transitions between the individual categories are fluid, but they are also fundamentally different, as they all have different tasks and objectives when they are booked for an event.
Public speaking versus professional speaking
Speaking of booking, this thought reminds me to make another important distinction at this point. Because when it comes to giving speeches, there are two similar but ultimately completely different areas:
1. public speaking
This refers to giving speeches in public, i.e. in front of other people. The motivation behind this is the joy of rhetoric, the art of speaking or the need to inspire other people. In seminars, workshops or associations such as Toastmasters you learn the craft of how to put together a good speech and which techniques work best. You can then try all this out at weddings, speaker slams, trade fairs or seminars, for example. Toastmasters even goes one step further and regularly organizes speech competitions in various categories, including the World Championship in Public Speaking. However, as all this takes place without payment, it is a hobby.
2. professional speaking
As the name suggests, this category includes professional speakers who earn money and make a living by giving keynote speeches or presentations. Professional speakers are also really good speakers (the best of them even outstanding), but that's not what they get paid for. Instead, it's about the impact their speeches have. And the greater the expertise and experience of the speaker, the greater the impact. All successful professional speakers are therefore usually experts in a particular field (I will reveal which topics are booked most frequently below).
I hope that the distinction has become clear, because in this article we are dealing exclusively with speakers and keynote speakers from the second category. „But wait, Ilja, you've used both terms in the same sentence again. What's the difference now?“. Okay, of course you're right. So it's time to answer the question „What is a keynote speaker?“ with an appropriate definition.
Keynote Speaker Definition
Ignorance of the true meaning of the term keynote speaker is probably largely due to the inflationary use of the term in the wrong context. Why not put it to the test and scroll through the feed of LinkedIn, Instagram or another social media platform of your choice? Chances are good that you will quickly stumble across a variation of the following statements:
- „Looking forward to my keynote at Event XYZ“ (even though it's a free online congress with over 35 speakers).
- My keynote speech at the staff meeting of company XYZ was a complete success“ (although it was a technical presentation after the lunch break).
- „Let's do this. Keynote Speech at the University XYZ“ (although it was a keynote speech as a lecturer)
You know what I'm talking about, don't you? Often these statements are then embellished with the fact that you „rocked the stage“, which is a classic indicator that you are neither a keynote speaker nor a professional speaker. A keynote speech delivered by a keynote speaker is something completely different.
Wikipedia defines the keynote speech as „an outstandingly presented lecture by a mostly prominent speaker or professional keynote speaker“.
My definition of a keynote speaker is as follows:
„A keynote speaker is the main speaker at an event, whose keynote speech either opens or closes the event. The keynote speaker follows the central theme of the event, provides impetus for the main topic and activates the audience, particularly emotionally.“
The term is made up of the syllables „key“ and „note“ and originally comes from the world of choral singing, where the choir sings a single note before performing together so that the individual singers can tune in to the piece to be sung and to each other. The keynote speaker has a similar task, namely to get the participants of an event in the mood for a topic, a core message or a central theme.
What is a keynote: Categories of speakers (m/f/d)
Based on this definition, we will now delineate the different types of speakers and their presentations:
Specialist speaker / specialist lecture
These are presentations by technical experts that focus on providing information on a specific area. This may be the introduction of a new product, new software or a new system. The speakers are usually internal speakers from their own company or industry.
Speaker / keynote speech
This is where external experts come into play, providing external input on a specific topic based on their expertise. The speakers have made a name for themselves in their field and are regarded as authorities. They are therefore well paid because they manage to combine a balanced mix of information, inspiration and entertainment in such a way that their audience thinks differently after the presentation and has received ideas for possible changes in behavior.
Keynote Speaker / Keynote Speech
Last but not least, the keynote speech is either the first or the last presentation of an event. Entertainment and the kindling of intense emotions are even more in the foreground than is the case with keynote speeches. And even if keynote speakers have a high level of expertise, a great deal of know-how and the necessary specialist knowledge, they manage to convey these things in a simple and entertaining way that is both memorable and highly effective.
Keynote Speaker Meaning
The keynote speaker therefore has a special role at events. As an opening or closing speaker, their task is to inspire, to present complex content in a concise and easy-to-understand way and to emotionally activate the audience with a balanced mix of information and entertainment, so that people are optimally prepared for the day or return to their everyday lives in the desired mood and remember many messages, examples and stories.
The roles of a keynote speaker
What makes the role of keynote speaker so challenging is the diversity of the task. In practice, this means that they have to fulfill several roles at the same time.
Expert
Every successful keynote speaker is clearly positioned on the market and is perceived by third parties as an expert on a very specific topic. This is crucial, as it is the only way for them to have the necessary credibility. The audience must always have the feeling that the content conveyed is ideally based on a scientific background, ideally combined with years of experience in the relevant field.
Translator
Even if the keynote speaker as an expert could also give a technical lecture at any time, his greatest skill lies in breaking down complex contexts into simple language, emotional stories and memorable examples.
Motivator
Personally, I hate the term motivational speaker, because in my opinion, motivation can never be imposed from the outside. At the same time, good keynotes naturally always generate a large portion of the all-important intrinsic drive. But only if the audience feels emotionally activated and develops new ideas and a desire for change on its own.
Inspirator
Good keynote speakers are masters at inspiring the audience. They do this not by telling the audience what they want to hear, but by holding up a mirror in a way that causes reflection and a change of perspective in people's minds through tailor-made stories and emotional examples.
Encourager
But of course, holding up a mirror is not enough. The keynote speaker also encourages new approaches, encourages implementation and provides concrete ideas so that the audience is able to roll up their sleeves and get to work.
Entertainer
Last but not least, humor plays a crucial role. Good keynote speeches are entertaining, amusing and make people laugh. This is not to say that a keynote speaker should be like a comedian. But on the one hand, people simply learn better when they laugh a lot and on the other hand, the examples and messages have a much more lasting effect when they are conveyed with a large pinch of humor and entertainment.
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Book a keynote speaker
The most important events for which keynote speakers are booked are as follows:
- Employee events
- Congresses
- Customer events
- Leadership meetings
- Sales conferences
- Annual kick-off event
- Kick-Off Events
- Symposia
- Fairs
Keynote speaker topics: It's the expertise that counts
As already mentioned, the successful keynote speakers all have a very clear positioning and are considered specialists in their field. What is much more important, however, is that this expertise also solves a problem for customers. The following topics are currently particularly relevant:
- Motivation
- Futurology
- Change management
- Cultural change
- Leadership
- Communication
- Innovation
- Transformation
- Team building
- Celebrity stories: Presentations by well-known athletes, politicians, actors or public figures who share their experiences and link them to the needs of their customers.
Keynote speaker fees: The whole truth
Okay, now let's cut to the chase. Let's move on to a topic that is the subject of much discussion, but where there are also many myths and misconceptions. I would therefore like to give you an overview based on my experience of over 10 years in the market, as well as my exchanges with speakers' agencies and many colleagues:
- Occasional speakers (trainers, coaches, consultants who occasionally give a presentation): 500 € - 2.500 €
- Keynote speakers at the beginning of their career: € 2,500 - € 3,500
- Professional keynote speakers: € 3,500 - € 5,000
- Top keynote speaker: € 5,000 - € 9,500
- Celebrity Speaker: From 9.500 €
Please note that these are fees for the D/A/CH region, in the international market they may well be even higher. Incidentally, these are not hourly rates, but the fee is based on the value and impact of a keynote and the impulses it contains.
What sounds like a lot at first glance is quickly put into perspective when you consider that you are not booking a 60-minute lecture, but rather gaining access to many years of expertise and, in particular, a change in the way hundreds or thousands of people think and act, which is then reflected in sales growth, increased productivity or commitment to planned changes.
And if you're interested in finding out who the world's most expensive keynote speaker is, you might want to check out watch this video here.
Becoming a top speaker: What makes a good keynote speaker?
Now that it feels like everyone calls themselves a keynote speaker (or top speaker), the question arises as to how you can recognize a good keynote speaker. There are a few criteria that you should check when looking for the right guest speaker for you. Firstly, there is the expertise. Does the speaker of your choice have demonstrable experience? This could be a degree, but much more important is practical work in the relevant field. Because hand on heart, if you want to book a keynote speaker on the subject of leadership, but they only know the subject of leadership from books without ever having led people themselves, then the first alarm bells should start ringing.
Speaking of experience, a good keynote speaker should of course also be an absolute professional who knows how to deal professionally with any group size, location or special feature. Of course, these experienced speakers are more expensive than a newcomer, but you also have the security of knowing that there will be no unpleasant surprises.
Incidentally, you can do this easily using the appropriate References and customer testimonials match. Because if a keynote speaker has already worked for many renowned companies, then the chances are good that he (and of course, as always, she) must be good. And be sure to read through the testimonials of former clients, as this will give you a good idea of the speaker's approach and focus. But make sure that they are real people with real names. References from „Ute S., entrepreneur“ or „Tom F., participant“ indicate that there are no real customers yet. The same applies to recommendations from colleagues or seminar organizers, who generally only give recommendations as a courtesy.
Of course, a good keynote speaker is always up to date with the latest content and conducts a detailed preliminary discussion regarding your wishes, goals and expectations so that he can customize his keynote speech accordingly. This is also reflected in the fact that the best speakers are always successful authors who have published one or more books with renowned publishing houses.
And last but not least, you should of course always check whether the personality in question fits in with your event or corporate culture. Social media profiles, videos on the homepage or personal conversations can shed a lot of light on this.
How do I find the right keynote speaker?
Now that we have looked at some of the criteria for good keynote speakers, the question is how to find the right speaker for you. As is so often the case in life, your personal network should be the first port of call. Ask your acquaintances, colleagues or business partners which keynote speakers they have already booked or experienced and can recommend on this basis.
Of course, you can also use Google to make a suitable pre-selection. Then take a look at the relevant websites and compare them with the quality criteria just mentioned. It is important that you watch video footage of the keynote speaker so that you can get an impression of how they perform on stage. All successful speakers have a large selection of material integrated on their websites. And by the way: YouTube is also a good alternative to Google, as you will also find some complete speeches by speakers there.
Last but not least, you have the option of hiring an agency to do the search for you. In addition to traditional event agencies, there are also a handful of good speaker agencies in Germany that can find the right keynote speaker for you. I have been working successfully for many years with the agency 5 Sterne Redner, which has taken over my entire speaker management.
How do I become a keynote speaker?
After all this information, you may be toying with the idea of becoming a keynote speaker yourself. But how do you actually become one? The profession of speaker cannot be learned through training or studies. Even the very present Speaker training can teach you the craft and techniques of communication or rhetoric, but by now it should have become clear that at the end of the day it's something completely different that matters.
Every successful keynote speaker I know (both nationally and internationally) has followed a very individual path. Most of them come from a career in business, where they have worked as managers, entrepreneurs or executives. From this experience, they have then ventured into the keynote speaking profession and over time have made a name for themselves in their field.
So it is definitely possible to become a successful keynote speaker. However, it is by no means as easy as the many providers of such seminars would have you believe. Instead, if you want to know how you can best gain a foothold in the market, then please feel free to contact me, I am happy to support you.
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