Broadly speaking, the speaker product is the commercial offering your client is purchasing. It’s the promise and value proposition embedded in your speak or keynote – everything you guarantee it will deliver for the buyer and their audience.

Buyers invest in your product with the expectation that it will address a specific need or create a meaningful impact. Why else would they choose it? That’s why I emphasize the term “product.” As a commercial speaker, it’s essential to view your keynotes as products competing in a crowded marketplace. To stand out, your product must be well-packaged: relevant, compelling, and packed with clear value.

The product is what you present to the world.

The script is the backbone of your preparation. It’s the detailed manuscript you use to craft your delivery before stepping in front of an audience. While it’s the foundation of your performance, the script itself remains behind the scenes—something neither your buyers nor participants ever see.

The script is where you carefully design the content and intentions of your product: its structure, topics, moments of engagement, emotional tone, and anticipated audience reactions etc.

Building on the script is the performance aspect, which focuses on how you bring the script to life. This is about leveraging your presence, energy, and connection with your audience to make the material resonate in the moment.

The reason I make a sharp distinction between product and script is simple: many speakers craft excellent scripts but fail to translate them into strong, marketable products. As a result, they struggle to meet their clients’ needs—and miss out on valuable bookings.