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The Bookability Formula: What the 1% of most-booked speakers do (and you can too)
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The Secrets of Being a Bookable SpeakerSo many entrepreneurs wonder why some speakers are in constant demand while others struggle to get booked. In this episode of The Brilliant Business Book Festival, Maria Franzoni, former bureau insider and author of The Bookability Formula reveals the formula that makes speakers irresistible to event organizers.
Drawing on decades of experience, Maria shows why being “bookable” has less to do with celebrity status and more to do with relevance, clarity, memorability, and ease.
She also explains how entrepreneurs can use speaking not just for visibility, but as a powerful driver of business growth and influence.
If you’ve ever wanted to know what makes organizers say yes and how to become the go-to choice in your field, this conversation will open your eyes.
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“Bookable speakers aren’t always the most famous — they’re the ones who are relevant, memorable, and easy to work with.” – Maria Franzoni Beyond Star Power: What Really Gets You BookedMany assume that only celebrities or big-name experts get chosen for paid speaking gigs. Maria shows why that’s a myth. The most booked speakers aren’t always the most famous — they’re the ones who are relevant, memorable, and easy to work with.
She explains why clarity of message and consistency often matter more than a massive following, and how anyone can raise their profile by positioning themselves strategically.
The Six Elements of BookabilityMaria breaks down her framework into four foundations, a multiplier, and a divider:
- Relevance to a paying audience
- Known for one clear thing
- Memorable for both audiences and bookers
- Easy to find and work with
- Value as the multiplier (delivering clear ROI)
- Ego as the divider (too much can ruin everything)
This combination reveals why some speakers build thriving businesses while others plateau.
“Being known for one clear thing doesn’t limit you — it’s the key that opens the right doors.” – Maria Franzoni
Niching Down to Open DoorsOne of the most counterintuitive insights Maria shares is that being known for one thing actually expands your opportunities. Just like Amazon started with books before becoming known for convenience, speakers who focus on one clear theme open the door to broader opportunities later.
Value Beyond the StageThe most successful speakers don’t just show up, deliver a talk, and leave. They think in terms of long-term value — creating ways for organizers and audiences to keep learning and benefiting from their expertise long after the speech is over. From books to recordings to tailored follow-up resources, Maria highlights creative ways speakers can multiply their impact (and income).
The Power of ConsistencyPerhaps Maria’s most practical reminder is that consistency builds visibility. If you’re not regularly showing up where your audience is, you’ll fall off their radar — no matter how good you are on stage.
A Final Thought to Reflect OnBecoming a bookable speaker isn’t about chasing fame or filling your calendar with endless hustle. It’s about clarity, relevance, and the consistent delivery of value. When you make it easy for others to work with you, when you show up consistently, and when you focus on solving the problems of a paying audience, opportunities begin to find you.
So instead of asking, “How do I get on more stages?” try asking, “How can I make myself the obvious choice for the right stages?”
That small shift in perspective can transform speaking from a side activity into a real engine for business growth.
About MariaMaria Franzoni is the author of The Bookability Formula, a recognised expert in the speaking industry, with experience as an agent, international speaker bureau owner, and mentor since 1998. She has worked with some of the world’s most celebrated speakers and shaped the careers of many others. Maria teaches speakers how to become more relevant, known, and bookable by sharing the strategies used by the top 1%. Her programmes simplify the business of speaking, focusing on positioning, marketing, and sales. With a practical, results-driven approach, Maria helps speakers achieve sustainable growth, higher fees, and long-term success in a competitive market.
Read Maria's Book: The Bookability Formula
Connect with Maria
About Your Host, Melitta CampbellMelitta Campbell is an award-winning business coach, TEDx speaker, author of A Shy Girl’s Guide to Networking and founder of the Value Whispering Circle.
Through her Value WhisperingTM Blueprint, she helps introverted female entrepreneurs build quietly impactful businesses that grow through clarity, trust, and alignment.
Learn more about working with Melitta here
Ready to Grow Your Business?Learn more about the ways you can work with Melitta Campbell to uncover your Value Sweet Spot to market, sell and grow your business confidently, and always on your terms.
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