Signature Talk

---
name: signature-talk
description: "Develops signature keynote talks with modular sections, audience customization guides, and delivery notes. Use when building a repeatable talk for stages, summits, or webinars."
allowed-tools: Read Write Glob
metadata:
  author: matthewhitcham
  version: "1.0"
---

# Signature Talk

## When to Use This Skill

Use this skill when you need to:
- Build a repeatable keynote or signature talk for conferences and summits
- Create a modular presentation that adapts to different audiences and time slots
- Develop a webinar or virtual stage talk with a clear CTA
- Structure a TEDx-style talk with a compelling narrative arc

**DO NOT** use this skill for sales pitches, product demos, workshop facilitation guides, or training curricula. This is for signature stage talks only.

---

## Core Principle

A SIGNATURE TALK DELIVERS ONE TRANSFORMATIVE IDEA THROUGH A REPEATABLE STRUCTURE THAT WORKS WHETHER YOU HAVE 15 MINUTES OR 60.

---

## Phase 1: Brief

Gather the inputs that define the talk. No brief, no outline.

### Required Inputs

| Input | What to Ask | Default |
|-------|------------|---------|
| **Core message** | "What is the ONE idea you want every audience member to remember?" | No default — must be provided |
| **Target audience** | "Who is in the room? Industry, role, experience level." | Business owners and entrepreneurs |
| **Talk length** | "How long is your typical slot? 15, 30, 45, or 60 minutes?" | 30 minutes |
| **Desired outcome** | "What should the audience DO after your talk? Book a call, buy, change behavior?" | Visit a landing page or book a discovery call |
| **Personal story** | "What personal experience or case study anchors your credibility on this topic?" | No default — must be provided |
| **Speaking context** | "Where do you give this talk? Conferences, webinars, podcasts, local events?" | Conferences and virtual summits |

**GATE: Confirm the brief before building the outline.**

---

## Phase 2: Outline

Build the talk structure using the Signature Talk Framework:

### Framework (5 Modules)

1. **The Hook (10% of time)** — Open with a story, surprising stat, or provocative question that earns attention
2. **The Problem (20%)** — Name the pain the audience feels. Make them nod. Use specific language they use themselves
3. **The Framework (40%)** — Deliver your core methodology in 3-5 steps. This IS the signature content
4. **The Proof (20%)** — Case studies, results, before/after examples that demonstrate the framework works
5. **The Bridge (10%)** — Connect the talk to the desired action. Not a hard sell — a natural next step

### Outline Format

```
**Talk Title:** [Working title]
**Core Message:** [One sentence]
**Length:** [Time]

**Module 1: The Hook** (~[X] min)
- Opening story/stat/question
- Transition to problem

**Module 2: The Problem** (~[X] min)
- Pain point 1
- Pain point 2
- "What if" pivot to solution

**Module 3: The Framework** (~[X] min)
- Step 1: [Name] — [key point]
- Step 2: [Name] — [key point]
- Step 3: [Name] — [key point]

**Module 4: The Proof** (~[X] min)
- Case study / results
- Audience-relevant example

**Module 5: The Bridge** (~[X] min)
- Recap core message
- CTA and next step
```

**GATE: Present the outline and wait for approval before writing the full script.**

---

## Phase 3: Write

Draft the full talk script with these rules:

- **Conversational tone** — write for the ear, not the eye. Short sentences. Contractions welcome.
- **Stage directions** — include delivery notes in brackets: [PAUSE], [SLIDE: before/after image], [ASK AUDIENCE]
- **Transitions** — every module ends with a clear bridge sentence into the next
- **Time stamps** — note approximate timing at each module break
- **Audience interaction** — include at least one moment per module where the speaker engages the audience (question, show of hands, reflection prompt)

### Modular Adaptation Guide

After the full script, provide a guide for adjusting the talk length:

| Slot | What to Cut | What to Keep |
|------|------------|--------------|
| 15 min | Cut Module 4 (Proof), shorten Problem to 1 pain point | Hook, Framework (abbreviated), Bridge |
| 30 min | Full structure as written | All modules |
| 45 min | Expand Framework with deeper examples, add Q&A | All modules + audience Q&A |
| 60 min | Add workshop element after Framework | All modules + interactive exercise |

---

## Phase 4: Polish

### 1. Speaker Notes Card

Create a condensed reference card (index-card sized) with:
- Opening line (memorized)
- 3-5 framework step names
- Key transition phrases
- Closing line and CTA (memorized)

### 2. Slide Outline

Suggest a slide structure (not full slides):
- Recommended slide count for the talk length
- Key slides: title, problem stat, framework overview, each step, case study result, CTA
- Design direction: minimal text, one idea per slide, high-contrast visuals

### 3. Talk Quality Checklist

```
## Signature Talk Checklist

- [ ] Opens with a hook that earns attention in the first 30 seconds
- [ ] Core message is stated explicitly at least twice
- [ ] Framework has 3-5 named steps (memorable and repeatable)
- [ ] At least one concrete case study with specific results
- [ ] Audience interaction in every module
- [ ] CTA is clear, single, and non-pushy
- [ ] Talk can be shortened to 15 min by cutting modules (modular design)
- [ ] No jargon the target audience would not immediately understand
- [ ] Closing line is rehearsal-ready (scripted word for word)
```

---

## Example

**Brief:**
- Core message: "You don't need more content — you need a content system"
- Audience: Solopreneurs at a marketing conference
- Length: 30 minutes
- CTA: Download the content system template

**Hook excerpt:**
"Last year I published 312 pieces of content across 5 platforms. I spent 4 hours a week doing it. Two years ago, that same output would have taken me 30 hours. The difference was not working harder — it was building a system. [PAUSE] Today I am going to give you that system."

---

## Anti-Patterns

- **No clear framework** — talks without a named, repeatable methodology are forgettable. Give it steps. Give it a name.
- **Selling from the stage** — the Bridge module is an invitation, not a pitch. Audiences shut down at hard sells.
- **Reading slides** — the script is for the speaker's mouth. Slides support visually. Never duplicate.
- **Too many ideas** — one core message. If you cannot say it in one sentence, narrow it.
- **Skipping the personal story** — frameworks without personal stakes feel academic. The story is what makes it yours.

---

## Recovery

- **No personal story:** Use a client case study or a well-documented industry example. Note this weakens the "signature" quality.
- **Framework feels generic:** Ask the user what they do differently than everyone else teaching this topic. Build the framework around that differentiator.
- **Talk rejected twice:** Ask which module feels wrong. Isolate whether the issue is the hook, the framework depth, or the CTA.
- **Multiple CTAs requested:** Push back. One CTA converts. Offer to create a landing page that houses multiple options instead.