What does “Award-Winning Keynote Speaker” actually mean?

After winning a legit speaking award myself, I started noticing the phrase everywhere.

Maybe it was the Baader-Meinhof effect, a Frequency Illusion, in which once something becomes relevant, you suddenly notice it more often.

So I got curious. And more so when I discovered something a little controversial. 

I looked at Australian speaker websites, bureau profiles, LinkedIn pages, Google results and paid ads to see what those awards actually were.

I found FIVE quite different versions of those who advertise “award-winning speaker.”

1. The speaking itself won an award (true award-winning speaker)

This is probably what most people assume when seeing the marketing. Such things as expertise, originality, content, emotive communication, connection, stagecraft, message and audience engagement have been judged against other speakers by industry professionals. If it is a genuine speaking award, you can normally find details of it. 

2. Speaking-industry recognition

Scholarships, grants, fellowships, or bureau accolades.All valuable recognition.

3. "Award-winning speaker"… but for something else

This was one of the most common I found.

Olympic or Paralympic medals, business awards, leadership awards, sporting titles, entrepreneurship, media, writing or previous-career recognition.

4. Commercial awards / pay-to-play

This is in every industry. 

Some sell trophies, winner packages, licensing rights, media exposure or promotional opportunities.

That does not automatically make an award illegitimate, but the awards are pretty specific, appearing to be self-titled. 

The more useful question is whether it was genuinely judged or whether payment influenced it.

5. The award is very difficult to verify (an SEO/Paid Ad Play)

This was the category that made me most curious (and frustrated). 

I found at least eight examples where “award-winning speaker” appeared prominently in marketing, including paid ads, but I could not readily identify the award...anywhere!

That does not prove an award does not exist. But you'd surely mention it somewhere, right? 

So it raises a question:

Award-winning… for what?

If there isn't any award, don't make it up. 

_____

If you are booking a keynote speaker, I would look beyond the headline.

Of course - expertise, evidence, live footage, testimonials, audience engagement, tailoring and fit for your event are the main criteria. 

And the ultimate - what problem is the speaker solving for you? 

In July, I won Best Newcomer at The Speaker Awards in London. 

The why - expertise, content, delivery, connection, clear structure, varied tonality, audience engagement, eliciting curiosity, audience attention, storytelling, authority. 

That sits firmly in Category 1 above, and I am proud of it.

An award should be one piece of evidence, not the whole decision.

So when you see the words “award-winning keynote speaker”, don’t stop there. 

Be curious.

📷 Kirra Smith