Written by:
Leesa Shai
At our recent PSASA Virtual Chapter meeting, members and guests were treated to an inspiring and practical session with Maria Franzoni, who unpacked the strategies behind the world’s most booked speakers. Her message was clear: success as a speaker is not accidental, it is intentional.
The Four Qualities of Highly Bookable Speakers –
Maria explained that the top 1% of speakers consistently embody four essential qualities:
- Relevant : They address topics that matter right now to their audiences.
- Known : They invest in building a strong reputation and recognisable personal brand.
- Memorable : They leave a lasting impression not just on clients, but also on audiences.
- Easy : They make it simple for clients to find, book, and work with them.
The Bookability Formula –
A highlight of Maria’s session was her unique Bookability Formula:
Bookability = ((R + K + M + E) / e) ^ v
- Value (v) represents the return on investment (ROI) or return on time (ROT) a client gains. The greater the value you deliver, the more likely you’ll be booked again.
- The small but powerful e stands for ego. A healthy amount builds confidence, but too much can sabotage opportunities.
Finding Your One Topic & Staying Relevant:
Maria encouraged speakers to focus on identifying their “one topic”. The theme that anchors their expertise and ensures clarity in the market. She recommended The Referable Speaker by Andrew Davis and Michael Port as a guide for this journey.
To stay ahead of trends and ensure relevance, Maria highlighted resources like:
- McKinsey reports
- World Economic Forum insights
- Harvard Business Review
- LinkedIn Workplace Learning Report
She also encouraged speakers to explore industry-focused platforms such as:
- The Iceberg – Meetings and Events Industry
- Meeting Professionals International (MPI)
- Global Economic Significance of Business Events Report – 2023
- State of the Speaking Industry Report – 2024 (Maria encourages all speakers to participate in these reports to strengthen industry data.)
For anyone grappling with fees, Maria’s article “How Much Should You Charge?“ provides valuable insights.
Bookability is not luck, it is strategy. By being relevant, known, memorable, and easy to work with, while delivering undeniable value, speakers can rise above the noise and secure repeat bookings.
A heartfelt thank you to Maria Franzoni for equipping our PSASA community with such practical and thought-provoking insights.
