July 1, 2026

How to write a talk description

One of my private coaching students wanted to submit a talk proposal to an upcoming conference.

He was experiencing a bit of writer’s block and asked if I had a template he could use to get started.

I do have a process for this, but it turned out that I had never written it down, so here is what I sent him:

Find an Angle

Review the call for speakers and make sure you understand what they’re looking for in terms of topics and format.

Decide on a Title

Come up with a talk title and subtitle for something you’re an expert at that seems to fit what they’re looking for.

I default to a talk title template like $short_catchy_phrase - How to $desireable_skill_or_outcome Without $primary_objection.

For example:

The Cocktail Party Answer - How to Tell People What You Do Without Boring Them to Tears

Write the Description

My default talk description template has four parts:

  1. Relatable pain: “Have you ever spent fifteen minutes answering the question, ‘So, what do you do?’”
  2. Desirable alternative: “What if you had a simple, memorable answer so you weren’t winging it every single time?”
  3. Description of solution: “Join positioning expert Jonathan Stark as he walks you through his four-part Laser Focused Positioning Framework.”
  4. 3-6 bullet points about what they’ll learn, for example:

You will learn: • Why most people are so bad at answering the “What do you do?” question • The perfect number of words to respond with (it’s fewer than you think!) • How to use your Cocktail Party Answer to attract more clients

Describe the Ideal Attendee

Briefly describe who the talk is for or any prerequisites for understanding the material. For example:

This talk is for you if you are a self-employed professional who would like more leads, attends lots of networking events, and struggles to explain what you do to potential clients and referral partners.

Short Speaker Bio

Wrap up with a 2-3 sentence bio that specifically emphasizes why you are the right person to give a talk like this.

For example:

Through his coaching, workshops, and community, Jonathan Stark has helped thousands of independent professionals learn how to attract more and better clients through clear positioning. His book ‘Pigeonhole Yourself - Transform Your Positioning From Soggy To Solid’ has 4.9 stars on Amazon and has been read by thousands.

Hope that helps!

Yours,

—J

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