Most people think events or podcasts need famous guests.

But they're wrong.

Here are the 3 types of guest speakers you actually need:

1/ Your Goal: Drive awareness

Guest type: Industry innovator

A founder or true thought leader in a niche.

Examples:

• @dremilyanhalt: Psychologist who normalizes mental fitness.

• @wes_kao: Reinventing cohort-based courses.

• @Codie_Sanchez: Unsexy ways to build wealth.

@dremilyanhalt @wes_kao @Codie_Sanchez When you sign on a relevant innovator, they raise the profile of your event/show.

And you give them a captive audience for their message.

It's win-win.

@dremilyanhalt @wes_kao @Codie_Sanchez Plus, the most important people? The ones who might become your new fans or customers?

They know who these innovators are.

They're already listening.

@dremilyanhalt @wes_kao @Codie_Sanchez 2/ Goal: Establish credibility

Guest: Narrative partner

An industry innovator is not always well-positioned to establish credibility in you.

You need someone who's aligned with your content goals.

A speaker who can frame a story you're trying to tell.

@dremilyanhalt @wes_kao @Codie_Sanchez Here's an example of a guest from my SparkToro Office Hours:

@TheCoolestCool.

I got to align ourselves with one of the best content marketers ever.

He got to speak to his target audience.

Clear value for both of us.

@dremilyanhalt @wes_kao @Codie_Sanchez @TheCoolestCool Think of people who tell the stories you can align yourself with.

They're the ones who can elevate your narrative.

@dremilyanhalt @wes_kao @Codie_Sanchez @TheCoolestCool 3/ Goal: Demonstrate value

Guest: Case study

All of your speakers will offer value.

But not all will convey the value in your product or brand.

So find your happiest customers.

After all, they're the future version of your listener or attendee.

They're relatable.

@dremilyanhalt @wes_kao @Codie_Sanchez @TheCoolestCool When I led editorial strategy for Fitbit's largest B2B event...

I fought for Dayton, OH's Regional Transit Authority (RTA) to speak on the main stage.

My bosses were worried this wasn't a known brand.

After all, who is the RTA?

@dremilyanhalt @wes_kao @Codie_Sanchez @TheCoolestCool They're bus drivers. Who wore fitness trackers. They:

• Became physically active
• Lost weight
• Lowered their glucose levels.

And helped save RTA $2.3mm in healthcare costs.

This case study went on to be cited for years.

@dremilyanhalt @wes_kao @Codie_Sanchez @TheCoolestCool The overall lesson: Get story-struck, not starstruck.

Don't be blinded by bright household names.

Don’t scrape together a 5-figure speaker fee you can't afford.

You won't see the ROI.

Find a guest speaker who can help you tell your story well.

For the thread-averse, here's a blog post version of this advice:

amandanat.com/you-dont-need-a-famous-guest-speaker/