I knew that I had the wrong title on my way to my first conference where I was a speaker. Your fee was waived if you gave a one hour speech. The headline is the title of the speech.
I was reading Swim with the Sharks Without Being Eaten Alive by Harvey B. Mackay. He sent the book to a title company. They returned 200 possible titles.
Attendees indicated a probable interest before the conference just based on the title. With the right title, it would have been a major speech.
Instead, most of my attendees reviewed the overheads in the conference handouts when they got there. I had 40 of the top experts in the world at my speech. It was a humbling experience.
Point #5 was new to me. Thanks.