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How to Master Public Speaking – a Complete Guide

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Expert insights for all stages – from pitch, through acceptance to talk preparation and acing your talk with confidence

Sharing your voice on stage is more than just getting out there and speaking—it can be a way to amplify the impact on your knowledge and work, build authority, and strengthen your professional network and skills. Yet for many, the leap into public speaking feels overwhelming, especially when aiming to stand out at international conferences.

In a recent Women in Marketing – Bulgaria webinar on Public Speaking, we had the privilege of talking to an incredible panel of professionals, amongst which some international speakers and conference and webinar organisers, with whom we explored the essentials of kick-starting a successful speaking career. 

In this blog post, we’ll unpack the core lessons from the webinar, giving you the tools to take your speaking career to the next level, including a summary of the tips from expert-led discussions on:

  • How to craft compelling pitches
  • How to meet the expectations of conference organisers, and 
  • How to deliver impactful presentations
  • How to overcome nerves about going on stage and imposter syndrome

Throughout this resource, we’ll be referencing the insights from these incredible women, shared in the webinar or in follow-up discussions: 

Click to jump to any of the sections in this post and skip ahead

How to Organise Your Pitch

Organising your pitch is the first step in applying to speak at events, and the most important one to build a successful public speaking career. In this section, based on Giulia’s advice from the webinar, we’ll cover everything you need to know about putting together a strong pitch, including what materials you’ll need and how to tailor your approach for different conferences.

When we talk about pitching, we are referring to preparing your application to speak at an event. While every conference has its own application form, most will ask for the following essentials:

  • Your Name and Title: Include your current role and company. If you’re a freelancer or wear multiple hats, mention that too.
  • Short Bio: This should explain who you are and why you’re the right person to speak on your chosen topic.
  • Headshot: No need for a professional photo—a clear selfie or a casual picture with a simple backdrop will do.
  • Talk Title: Think of this as a working title. It doesn’t have to be final but should clearly convey the topic and hook the audience.
  • Talk Description: This is where you elaborate on your talk’s content and relevance. We’ll explore how to write one that resonates.
  • Social Media Links: Provide professional handles, like LinkedIn or X (formerly Twitter), to give organizers more context about you.
  • Examples of Past Talks: If you’re new to speaking, that’s okay! Be upfront about it. Many events, like the International Search Summit, welcome first-time speakers. Share any relevant work, such as blog posts or videos, and offer to have a quick chat with organizers to showcase your expertise.

Choosing Your Topic

For many first-time speakers, picking a topic can feel intimidating. The best approach according to Giulia? Combine your expertise with your passions. 

“When I started speaking, I was terrified of public speaking. To push through the anxiety, I decided to talk about something that truly fascinated me: the intersection of neuroscience (my background) and SEO. This led to my signature talk, Neuroscience of Search: How the Brain Shapes Customer Behavior.”

Giulia PANOZZO

If you’re stuck on what to present, think about your unique experiences or insights. Even if your audience is familiar with the topic, your perspective adds value. And remember, it’s okay to avoid overly familiar topics if they don’t excite you—stressful experiences like public speaking are easier to tackle when you’re genuinely interested in the subject.

Crafting Your Bio and Pitch

Your bio should highlight your expertise in a way that supports your talk. Focus on what’s relevant to your chosen topic:

  1. Start with your name and job title.
  2. Include your background or experience that aligns with the topic. For instance, if you’re discussing analytics, emphasize your hands-on experience rather than unrelated qualifications.
  3. Optional bonus paragraph: Share additional speaking experience or other relevant achievements to reinforce your credibility.

When it comes to your pitch:

  • Nail your title. Action-oriented titles, like “How to” or “The Secrets of,” clearly signal what the audience will gain.
  • Be specific in your description. Explain why your topic matters, what key points you’ll cover, and any supporting evidence. Including a rough structure for your talk helps organizers visualize your session.

“Always tailor your pitch to fit the audience and theme of each conference – this is an important lesson I learned. The first time I pitched Neuroscience of Search, I didn’t provide a detailed description. It got rejected. Later, I refined my pitch, aligning it better with the event’s focus, and it was accepted.”

Giulia PANOZZO

Finding Events to Pitch

To discover speaking opportunities, search for “call for speakers” alongside your field of expertise (e.g., SEO). Some conferences update their calls annually, so keep an eye out. Local meetups are also excellent platforms for gaining experience.

Your actionable next steps

Don’t wait until you feel “ready” to pitch—you may never feel 100% prepared, and that’s okay. The key is to start. Submit your pitch, learn from any feedback, and improve as you go. Remember, rejection isn’t personal; it’s often about the event’s specific needs or focus that year.

Keep a record of your pitches and refine them for future opportunities. Many topics can be repurposed with slight adjustments, increasing your chances of success. Pitching is a valuable exercise that not only builds your public speaking skills but also helps expand your professional network. So take the plunge and start pitching—you’ve got this!

Action steps: 

  • Find areas you want to talk about, even if they’re niche: people want to hear about different experiences and perspectives
  • Create your bio, with which to apply for speaking opportunities, plus headshots and past (or future) pitches so it’s easy to apply to events and repurpose as needed
  • Tweak your pitch based on the event, making it relevant for the audience
  • If you get rejected, remember it’s never personal – ask for feedback and refine for next time!

One last ‘golden tip’, as Kirstie so correctly put it:

“Figure out who you are and what you want to say and then find the events that fit. Put the time and energy into crafting and creating a decent pitch that aligns with where you want to be because you’ve got a much better chance of being selected”

Kirstie Cartledge

What Conference Organisers are Looking For in your Pitch

When you submit a pitch, the first thing organizers see is your name и talk title. Speaking from experience as someone who reviews submissions for HeapCon, Iva highlighted that it’s the initial impressions that matter the most. Conference organisers don’t dive into the topic description right away; the title and description are what draw them in first.

So, what makes a pitch stand out, according to Iva Jovanovic? Let’s break it down.

Focus on Uniqueness

Whether it’s the selection committee or the event team, we’re always looking for something unique—a fresh perspective or insight. While it’s important to cover relevant industry topics, it’s even better if you can offer a new angle or combine ideas across disciplines. For example, in marketing and tech, many subjects overlap. Standing out means presenting something the audience won’t hear every day.

Ask yourself:

  • What’s a challenge in your industry that you can help solve?
  • What’s a fresh take on a familiar topic?
  • How does your personal experience offer a different perspective?

Remember, you’re not just delivering information; you’re sharing your expertise and insight.

Research and Tailor Your Pitch

Before submitting, research the conference. Most events archive previous talks on their websites or YouTube channels. Take time to review past sessions to avoid pitching a topic that’s already been covered. Organizers prefer new, innovative content, so showing that you’ve done your homework will work in your favor.

Also, avoid turning your pitch into a sales presentation. You’re not selling a product; you’re selling yourself as a speaker. Show how your talk will bring value to the audience by solving problems or providing actionable insights.

Get Creative

Creativity is key, especially when crafting your talk title. A compelling title doesn’t just describe the talk; it grabs attention. Think outside the box and infuse your personality into it—your talk is an extension of you, after all. Some of the best speakers in the marketing and tech industries incorporate their unique style right into the title and talk itself.

And don’t be afraid to have fun with it! A creative title can intrigue both organizers and attendees, making your session a must-see.

Be Detailed and Interactive

The more detail you provide in your pitch, the better. Event organizers sift through hundreds of applications, so a vague or overly brief description won’t cut it. Use every word limit wisely:

  • If there’s no limit, split your description into sections—one public-facing, another for internal review by organizers.
  • Highlight your talk’s structure, key takeaways, and why it’s relevant.

If your talk involves interactive elements, mention that. Interactive sessions often engage audiences better, making them highly attractive to organizers. Whether it’s live polling, audience Q&A, or hands-on activities, these elements can make your pitch stand out.

Tailor Each Pitch

Reusing a talk across different events? That’s fine! But you’ll need to tailor it to fit the specific conference and its audience. Every conference has a unique focus, so adapting your talk ensures it resonates.

  • Research the event’s audience: Who attends? What are their pain points?
  • Reach out to organizers if you’re unsure about the event’s focus or demographic. Most teams, including HeapCon’s, are happy to provide guidance.

By tailoring your content, you’re not only showing professionalism but also increasing your chances of being selected.

Your actionable next steps

The key to a successful pitch is blending relevance, uniqueness, and creativity. Give organizers a clear picture of what your talk will cover, why it matters, and how it will engage the audience. And above all, remember to be yourself. Your personal touch is what makes your pitch—and ultimately your talk—memorable.

Pitching isn’t just about landing a speaking spot; it’s an opportunity to share your expertise with a new audience and grow as a speaker. So, research, refine, and go for it!

To also add a final note to this section, here’s a couple of important points from Kirstie: 

  • Conference organisers are on your side – would work with you to craft the perfect talk or refine your pitch – you just need to show passion for your subject and show that you can bring to stage the best content
  • Many conference organisers offer training for first-time speakers, support in refining your pitch, or nailing your talk 

Conference organisers are always striving to do better and understand the speaker experience, so if you have constructive feedback, they welcome receiving it.

What conference organisers consider a great speaker

Being a good speaker has nothing to do with how skilled you are at your job, according to Jojo Furnival.

Public speaking is an entirely different skill set, one that takes time and dedication to master. In fact, some of the most compelling speakers are early in their careers, outshining seasoned professionals. So, what sets a great speaker apart? 

Here are the key elements from Jojo’s perspective:

Charisma

Charisma is often considered innate, but Jojo disagrees—it’s something you can cultivate. The key is making a genuine connection with your audience. Here are some ways to do that:

  • Storytelling: Stories are a powerful way to make complex topics relatable. Patrick Stox recently praised a speaker at Ahrefs’ Evolve for their storytelling skills, showing how effective this can be. Find a narrative that helps explain your subject matter.
  • Passion: Enthusiasm is infectious. Take Marie Haynes, for example. Her passion for her field captivates audiences, even when discussing intricate topics.
  • Humor: Humor, when used well, is a great way to connect with your audience. Helen Pollitt excels at this, as anyone who saw her at WTSFest can attest. Even if comedy isn’t your strong suit, a smile can go a long way.

Self-Awareness

Whether on stage or online, self-awareness is critical. You need to gauge how your audience and fellow panelists are responding to you.

To illustrate, Jojo highlights a situation, in which a webinar speaker who dominated the session, talked over others and ignored cues essentially failed to notice that they were losing the audience. Lesson being, read the room—know when to step back and when to adjust your approach.

Fluency of Message

Jojo clarified that this isn’t about language proficiency; it’s about clarity and conciseness. Rambling will lose your audience. The best speakers, like Sam Torres and Luke Hy, deliver their points succinctly. This skill comes with practice, so focus on honing it over time.

Energy

Energy is vital in keeping your audience engaged. The way you use body language, facial expressions, tone, and pacing can significantly impact your delivery. Aleyda Solis is an expert at this, injecting vitality into her talks. Relaxation also plays a role; a stiff delivery can be off-putting, especially on camera.

Practice

Finally, the old adage holds true: practice makes perfect. The more you practise, the more comfortable and confident you’ll become.

Take advantage of these opportunities, and remember: great speakers are made, not born.

How to Ace Your Talk – Structure and Delivery

Delivering a stellar talk goes beyond presenting information—it’s about cultivating thought leadership and building your personal brand. Thought leadership can elevate your career, positioning you as an expert while generating inbound leads and internal credibility. 

Here’s how to develop a winning presentation, according to the insights Navah Hopkins shared on the webinar:

Find Your Passion

Passion makes your talk engaging and memorable. Whether you’re speaking about marketing, business development, or data, framing your content through a lens that excites you will captivate your audience.

For example, Navah once gave a talk comparing video game characters from Baldur’s Gate to paid search and social strategies. It reflected her brand—energetic, nerdy, and authentic. As she has pinned it: “I am adorkable.” 

Your brand might be different. What matters is that it’s genuine and relatable.

Structure Your Talk for Impact

The first draft of your deck will likely be scrapped.

NAVAH HOPKINS

That’s part of the process. Iterate until your content flows smoothly.

For organising your deck, Navah shared the following key tips on structure:

  • Decide whether you’ll be a speed presenter (quick slides, bold visuals) or a depth presenter (spending more time on detailed slides).
  • Tell a story: Align your slides to a narrative.
  • Avoid boring content: Bullet points don’t kill engagement—boring delivery does.
  • Focus on design: Use high-contrast colors, large fonts (minimum size 25), and plain backgrounds for easy readability.

Master Design and Accessibility

Good design enhances your message. Here’s how to keep your slides visually effective:

  • Use sans serif fonts for clarity.
  • Ensure high contrast between text and background.
  • Incorporate visuals tastefully and be prepared to go without them

According to Navah, GIFs, video, and music all represent risk – if you can roll with any tech hiccups, feel free to use them, but don’t rely on them.

Infuse Your Talk with Energy

Energy is crucial to keep your audience engaged. Whether you prefer listening to power metal before a talk or pacing the stage to keep your delivery dynamic, find what works for you.

Consider the cultural context of your audience. ‘Audience participation is market dependent.’, as Navah highlighted. Humor and interactive elements resonate differently depending on the location and demographic.

Prepare for Feedback

Before you go live, do a rough run-through with two types of reviewers:

  • An expert in your field who can critique the accuracy and depth of your content.
  • A layperson who can test how clearly your ideas are conveyed to someone outside your industry.

One of my favourite feedback partners was my Oma, who lived to be 102. I would call her up and give example presentations, just get her rough opinion of how well was I understood.

NAVAH HOPKINS

Practical Presentation Tips

  • Intro Placement: Some speakers prefer to introduce themselves upfront; others weave their intro after a few slides. Do what feels natural.
  • Authority Voice: Speak with confidence and back up claims with data to establish credibility.
  • Solutions Over Problems: Don’t leave your audience hanging—offer actionable insights and real-world examples.
  • Appendix: If you have extra content, save it for appendix slides. Appendix slides are great bonus information for people that download the decks later, and keep your live talk concise.

Your actionable next steps

The process of acing your talk involves iteration, practice, and authenticity. From refining your deck to aligning with your personal brand, every detail contributes to making your presentation a success. Thought leadership isn’t just about sharing knowledge; it’s about creating a lasting impression.

Advice on handling nerves before going on stage and overcoming imposter syndrome

Empower Yourself with Positive Reinforcement

Listen to music or recordings that make you feel confident, or pull together the positive feedback from others as a way to empower yourself. For example, Giulia listens to an empowering intro from a podcast that praises her work, which helps boost her self-belief before stepping on stage.

Jojo implements a similar tactic but via a customised confidence folder. Collect positive feedback and encouraging comments in a digital folder titled “Imposter Syndrome.” When nerves hit, you can review these affirmations to remind yourself of your worth and abilities.

Practise the First Few Minutes

Kirstie advises people to focus on perfecting the first 1-2 minutes of your presentation, an advice she was taught by Judith Lewis. Knowing you’ve nailed the opening helps ease the tension and allows the rest of your talk to flow more smoothly. 

“If you nail that, everything else just flows because you know the rest of it, it’s the adrenaline of getting on stage and opening your mouth.”

KIRSTIE CARTLEDGE

Remember You’re the Only One Who Knows the Script

Keep in mind that you’re the only person who knows exactly what you’re going to say. If something goes off-track, only you know the intended message, so don’t stress about minor mistakes.

Implement the BRAVE Technique

One powerful technique that Tazmin Suleman shared with us after the webinar is the BRAVE technique, which she highly recommends to implement before going on stage, or whenever you feel overwhelmed regarding any step of your public speaking journey. 

BRAVE stands for Breathe, Reframe, Affirm, Visualise, Energise, and it’s a great tool whenever you feel nervous or overwhelmed.

  • Breathe — Start by taking long, deep breaths, inhaling through your nose and exhaling through your mouth. Ensure your exhalation is longer than your inhalation. This breathing technique helps to calm your body and lower anxiety levels.
  • Reframe — Instead of approaching the situation with panic and fear, reframe your mindset. Instead of thinking about how stressful the presentation might be, shift your focus to the fact that you’re sharing valuable knowledge with others. View it as an opportunity for growth and improvement.
  • Affirm — Affirmations are crucial. We’re always telling ourselves something, but often, it’s negative. For example, “What if I mess up?” This only fuels anxiety. Instead, speak empowering statements such as, “I have practiced my talk and know the topic better than anyone,” or “I have been chosen by the organizers for a good reason.” Remind yourself, “I am among friends and professionals who want to see me succeed.” These positive affirmations help strengthen your mindset and calm your nerves.
  • Visualise — Visualization is an incredibly powerful tool. Picture yourself getting through the presentation with ease: stepping on stage, smiling, engaging with your audience, and delivering your slides confidently. Visualize yourself handling any errors smoothly, with the audience none the wiser. This technique creates neural pathways in your brain that simulate success, so when the time comes, your brain believes you’ve already successfully completed the task.
  • Energise — Finally, energise yourself by getting into the best emotional state to face the situation. Think positive thoughts, speak kindly to yourself, and smile. This emotional boost will help you enter the room with confidence and calm.

By following the BRAVE technique, you can shift your mindset and approach your presentation with composure, making the whole experience more enjoyable and effective.

Additional Reading 

If you’re serious about mastering public speaking, there are plenty of resources to guide you. Here’re the ones our expert panel recommended to dig into first: 

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