Topic Descriptions

Topic descriptions are core positioning assets that define the problems a speaker is booked to address, the subject matter they bring forward and the outcomes audiences are expected to gain. A strong topic portfolio is not a list of everything a speaker can do. It is a selective and balanced showcase of expertise, perspective and new solutions that helps organizers assess fit quickly, understand the speaker’s lane and see how each session can support their audience and event objectives. Topics should be reviewed, researched and adjusted regularly to reflect current industry trends, societal changes, client language and emerging audience needs. Each topic must stand alone in search results, proposals, media kits and event programs, written broadly enough for customization across different audiences while remaining specific enough to protect the speaker’s brand, authority and booking value.

Topic Requirements Topic Positioning Topic Format Standards Topic Review & Maintenance

Topic Requirements

Please select the topic and type categories that best reflect your background, career, personal journey, education, expertise, subject knowledge, and topic descriptions to appear in the most relevant SBC website search results: www.speakerscanada.com/select-topic-and-types/

Search Category Selection
- Topics match profile topic descriptions
- Types match biography and delivery style
- Profile content to support all selections
- Search categories reflect organizer needs
- Related/part-time work doesn’t qualify
- Accurate selections support discovery
- Clear selections strengthen confidence
- Select search categories through link
- Review selections after profile updates

Topic Description Requirements
- Purpose: Challenge, perspective, audience value
- Importance: Search, selection, confidence, bookings
- Portfolio: 2 to 10 active topic descriptions
- Priority: 4 to 6 topics for stronger positioning
- Alignment: Expertise, experience, speaker positioning
- Distinction: Unique hook, challenge, value per topic
- Relevance: Current needs, trends, client requests
- Appeal: Broad, industry, audience-specific application
- Originality: Experience, research, frameworks, lived insight
- Consistency: Clear positioning without repetition

Writing Standards
- Perspective: Third person throughout
- Focus: One audience challenge per topic
- Problem: Challenge, importance, response
- Format: Title, subtitle and complete paragraphs
- Clarity: Direct wording no outcomes list
- Language: “In this session”/ “This presentation”
Writing Elements
- Hook: Challenge, tension, consequence first
- Title: Clear, readable, understandable, relatable
- Description: 1 to 2 narrative paragraphs
- Paragraphs: 3 to 4 complete sentences each
- Speaker: Full name included at least once
- Keywords: Terms clients search, recognize

Review & Maintenance
- Accuracy: Experience, research, roles, claims
- Library: Research, transcripts, notes, descriptions
- Keywords: AI to identify keywords and research
- Positioning: Trends, expertise, market direction
- Relevance: Topics aligned with client demand
- Clarity: Challenge, expertise, session value
- Differentiation: Purpose, angle, audience benefit
- Searchability: Titles, descriptions, keywords
- Portfolio: Topic range, demand, booking value
- Maintenance: Annual updates & positioning

Topic Positioning

Brand & Positioning
- Brand: Biography, topics, background, expertise, credentials
- Lane: Trends, expertise, desired market position
- Alignment: Biography, videos, credentials, topic consistency
- Career: Verified experience supporting each topic
- Focus: Topics aligned with desired bookings
- Recognition: Repeated themes strengthening market recognition
- Purpose: Defined portfolio role for each topic
- Value: Credibility, relevance, selection
- Protection: Unrelated topics excluded from portfolio
- Test: Topics specific to expertise, background
Development & Delivery
- Problem: Defined audience challenge per topic
- Balance: Motivation, education, insight, practical strategy
- Actionability: Decisions, behaviours, applications, next steps
- Delivery: Tone, energy, topic, audience, event fit
- Authenticity: Natural language, stories, presence
- Distinction: Approach differentiated from alternatives
- Consistency: Positioning maintained across topics, delivery
- Research: Current evidence, developments, examples
- Feedback: Audience plus organizer insight
- Memorability: Questions, activities, visuals, interaction

Market Fit & Relevance
- Themes: Content connected to audience challenges
- Appeal: Application across suitable event environments
- Content: Factual, understandable, relatable, non-controversial
- Trends: Topics reflecting researched market demand
- Experience: Claims supported by career / lived experience
- Expertise: Subject authority supported by evidence
- Research: Current data, studies, findings
- Sources: Verified studies, cases, opinions, examples
Audience & Speaker Fit
- Insights: Research, knowledge, experience, expertise
- Credibility: Background, career, credentials
- Needs: Current audience challenges
- Decisions: Clear value for organizers, committees
- Roles: Application across workplace responsibilities
- Industries: Adaptation across suitable sectors
- Organizations: Relevance to target clients
- Language: Familiar audience / organizer terminology

Connection & Clarity
- Angle: Separate challenge for each topic
- Decision: Clear fit, relevance, booking reason
- Insight: Research, history, frameworks, case knowledge
- Challenge: Current problem understood immediately
- Perspective: Stories plus expertise supporting viewpoint
- Originality: Original hooks, wording, structure
- Connection: Stories, humour, insight, trust
- Authority: Credentials, experience, research
- Outcomes: Relevant, relatable, actionable value
- Impact: Measurable audience application

Topic Format Standards

Content Flow & Searchability
- Opening: Audience challenge plus relevance
- Consequence: Cost, risk, impact
- Expertise: Speaker authority introduced after challenge
- Approach: Framework, insight, perspective
- Application: Organizational plus audience value
- Closing: Fit, relevance, booking interest
- Search: Client terminology included naturally
- Placement: Priority keywords in titles plus body text
- Balance: Search language without repetition
- Standalone: Description understandable without added context
Language & Formatting
- Perspective: Third person throughout
- Speaker: Full name included at least once
- Session: “In this session” / “In this presentation”
- Inclusivity: Gender-neutral, audience-inclusive language
- Case: Sentence case for description text
- Titles: Title Case for names, awards, formal designations
- Narrative: Complete paragraphs without internal headings
- Lists: No bullets, agendas, outcome lists
- Styling: No bold, italics, decorative emphasis
- Bureau Friendly: No branding, website, contact information

Titles & Subtitles
- Purpose: Topic, relevance, distinction, hook
- Hook: Interest before description review
- Length: Fewer than 8 words where practical
- Style: Clear, distinct, memorable, searchable
- Standalone: Meaning clear without description
- Subtitle: Problem, question, keyword clarification
- Range: 4 to 12 words where practical
- Repetition: No duplicated title / subtitle language
Body Text & Content Structure
- Length: 1 to 3 narrative paragraphs
- Sentences: 3 to 4 sentences per paragraph
- Paragraphs: No isolated single-sentence paragraphs
- Opening: Challenge, tension, fact, consequence
- Expertise: Background connected to topic
- Audience: Current need / question
- Value: Application plus audience benefit
- Density: Every sentence adds meaning / proof

Topic Amount & Order
- Minimum: 2 active topic descriptions
- Recommended: 4 to 6 active topics
- Maximum: 10 topics unless approved
- Broad: 2 to 6 wider-application themes
- Industry: 1 to 2 sector topics where relevant
- Audience: 1 to 2 audience topics where relevant
- Priority: Highest-value topics first
- Order: Broad topics through specialized topics

Topic Review & Maintenance

Library, Trends & AI
- Language: Transcripts, articles, interviews, notes
- Clients: Discovery-call terminology, questions
- Audience: Recurring challenges, concerns
- Archive: Previous / removed topics retained
- Research: Studies, data, examples, sources
- Trends: Market, workplace, industry changes
- Sources: Books, media, videos, presentations
- Planning: AI-supported gaps, themes, comparisons
- Drafting: AI-assisted drafts refined in speaker voice
- Development: Keywords, titles, topics, descriptions updated
Client & Audience Validation
- Organizers: Clarity, relevance, fit
- Audience: Interest, understanding, application
- Discovery: Questions, objections, priorities
- Proposals: Shortlists, declines, selections
- Inquiries: Requests linked to individual topics
- Delivery: Content, examples, pacing, engagement
- Evidence: Audience plus organizational results
- Customization: Recurring adaptation requests
- Conversion: Views, inquiries, proposals, bookings
- Validation: Market response plus audience value

Keyword Trends & Research
- Research: Common client terminology, searches
- Language: Organizer wording compared with topic wording
- Trends: Current requests, market discussions
- Requests: Recurring discovery-call themes
- Internal: SBC categories, roster terminology
- External: Search terms, competitor positioning
- Accuracy: Sources, claims, statistics
- Balance: Keywords without forced repetition
Portfolio & Peer Review
- Mix: Broad, industry, audience topics
- Overlap: Repeated hooks, framing, language
- Performance: Requests, proposals, bookings
- Demand: High-interest / low-interest topics
- Gaps: Missing audiences, sectors, themes
- Peers: Trusted speaker feedback
- Bureau: SBC search fit, client readiness
- Strength: Every topic has a defined portfolio role

Annual Edits & Replacements
- Annual: Topic portfolio plus booking performance
- Positioning: Career / brand changes
- Market: Audience plus industry shifts
- Keywords: Current client plus search terminology
- Content: Titles, descriptions, framing
- Replacement: Low-value / non-booked topics
- Development: New topics aligned with expertise, demand, trends
- Archive: Previous topic versions retained
- Versions: Draft, approved, current, archived
- Approval: SBC authorization before publication