Speechwriting 101
Speechwriting 101
Speechwriting 101
Whether you are a communications pro or a human resources executive, the time will come when
you will need to write a speech for yourself or someone else. When that time comes, your career
may depend on your success.
1. Introduction – The early minutes of a talk are important to establish your credibility and
likeability. Personal anecdotes often work well to get things started. This is also where
you’ll outline your main points.
2. Body – Get to the issues you’re there to address, limiting them to five points at most. Then
bolster those few points with illustrations, evidence and anecdotes. Be passionate: your
conviction can be as persuasive as the appeal of your ideas.
3. Conclusion – Wrap up with feeling as well as fact. End with something upbeat that will
inspire your listeners.
You want to leave the audience exhilarated, not drained. In our fast-paced age, 20-25 minutes is
about as long as anyone will listen attentively to a speech. As you write and edit your speech, the
general rule is to allow about 90 seconds for every double-spaced page of copy.
Spice it Up
Once you have the basic structure of your speech, it’s time to add variety and interest. Giving an
audience exactly what it expects is like passing out sleeping pills. Remember that a speech is more
like conversation than formal writing. Its phrasing is loose – but without the extremes of slang, the
incomplete thoughts, the interruptions that flavor everyday speech.
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You have heard the saying “First impressions are lasting; you never get a second chance to
create a good first impression.”
The same is true when talking about how to start a speech…
The truth is, when you start your speech, you must focus everything on making a positive first
impression on your audience members (especially if you are doing the presentation virtually ).
The introduction is basically the formal greetings for speeches, so let’s be sure to get this right
to really hook the audience.
Here are 15 different ways to start a speech as well as 2 extra BONUS tips at the end.
You can start by thanking the audience for coming and thanking the organization for inviting you
to speak.
Refer to the person who introduced you or to one or more of the senior people in the
organization in the audience.
This compliments them, makes them feel proud and happy about your presence, and connects
you to the audience like an electrical plug in a socket.
A presentation tip at the start is to tell the audience members how much they will like and enjoy
what you have to say.
“You’re really going to enjoy the time we spend together this evening. I’m going to share with
you some of the most important ideas that have ever been discovered in this area.”
Remember that speaking is an art, so be an artist and take complete control of your
performance,
You can begin by complimenting the audience members sincerely and with great respect.
Smile as if you are really glad to see them as if they are all old friends of yours that you have not
seen for quite a while.
You can tell them that it is a great honor for you to be here, that they are some of the most
important people in this business or industry, and that you are looking forward to sharing some
key ideas with them.
Use a current event front-page news story to transition into your subject and to illustrate or
prove your point. You can bring a copy of the newspaper and hold it up as you refer to it in your
introduction.
This visual image of you holding the paper and reciting or reading a key point rivets the
audience’s attention and causes people to lean forward to hear what you have to say.
Especially the lives and campaigns of the great generals and the decisive battles they won. One
of my favorites was Alexander the Great.
One day, I was asked to give a talk on leadership principles to a roomful of managers for a
Fortune 500 company.
I decided that the campaign of Alexander the Great against Darius of Persia would make an
excellent story that would illustrate the leadership qualities of one of the great commanders in
history.
“Once upon a time there was a young man named Alex who grew up in a poor country. But Alex
was a little bit ambitious. From an early age, he decided that he wanted to conquer the entire
known world. But there was a small problem. Most of the known world was under the control of
a huge multinational called the Persian Empire, headed by King Darius II. To fulfill his ambition,
Alex was going to have to take the market share away from the market leader, who was very
determined to hold on to it.
This is the same situation that exists between you and your major competitors in the market
today. You are going to have to use all your leadership skills to win the great marketing battles
of the future.”
You can start by quoting a well-known person or publication that recently made an important
statement.
One of the subjects I touch upon regularly is the importance of continual personal development.
I will say something like:
“In the twenty-first century, knowledge and know-how are the keys to success. As basketball
coach Pat Riley said, ‘If you are not getting better, you are getting worse.’”
“A few minutes ago, I was talking with Tom Robinson in the lobby. He told me that this is one of
the very best times to be working in this industry, and I agree.”
You can start your talk by making a shocking statement of some kind.
“According to a recent study, there will be more change, more competition, and more
opportunities in this industry in the next year than ever before. And 72 percent of the people in
this room will be doing something different within two years if they do not rapidly adapt top
these changes.”
“According to a story in a recent issue of Businessweek, there were almost 11 million millionaires
in America in 2018, most of them self-made.”
The French philosopher Gustav Le Bon once wrote, “The only religion of mankind is, and always
has been hope.”
When you speak effectively, you give people hope of some kind.
Remember, the ultimate purpose of speaking is to inspire people to do things that they would
not have done in the absence of your comments.
Everything you say should relate to the actions you want people to take and the reasons that
they should take those actions.
11) Be Entertaining
Bill Gove used to walk onto the stage after his introduction if he had just finished talking to
someone on the side and was breaking off to give his talk to the group.
The audience got the feeling that his entire talk was one continuous conversation, devoid of
meaningless filler words .
Bill would often go to the edge of the stage and then drop his voice in a conspiratorial way, open
his arms, and beckon the audience members to come a little closer.
He would say, “Come here, let me tell you something,” and then he would wave them forward as
though he was about to tell a secret to the entire room.
The amazing thing was that everyone in the room would lean forward to hear this “secret” that
he was about to share. People would all suddenly realize what they were doing and break out in
laughter. It was a wonderful device to get the audience into the palm of his hands.
You can open by making a positive statement and then ask a question requiring a show of hands.
“This is a great time to be alive and in business in America. By the way how many people here
are self-employed?”
Raise your hand to indicate what you want people to do. I have used this line, and after a
number of hands go up, I then say to someone who raised their hand in the front, “How many
people here are really self-employed?”
I then compliment and affirm the answer: “You’re right! We are all self-employed, from the time
we take our first jobs to the day that we retire; we all work for ourselves, no matter who signs
our paychecks.”
“Fully 63 percent of baby boomers are moving toward retirement without enough money put
aside to provide for themselves for as long as they are going to live. We must address this
problem and take action immediately to ensure that each person who retires will be able to live
comfortably for the rest of his or her natural life.”
You can start by making a strong statement and then ask a question. You then follow with an
answer and ask another question. This gets people immediately involved and listening to your
every word.
Here’s an example:
“Twenty percent of the people in our society make 80 percent of the money. Are you a member
of the top 20 percent? If not, would you like to join the top 20 percent or even the top 10
percent? Well, in the next few minutes, I am going to give you some ideas to help you become
some of the highest-paid people in our society. Would that be a good goal for our time together
today?”
You can start your talk with a story. Some of the most powerful words grab the complete
attention of the audience are, “Once upon a time…”
From infancy and early childhood, people love stories of any kind. When you start off with the
words, “Once upon a time…” you tell the audience that a story is coming. People immediately
settle down, become quiet, and lean forward like kids around a campfire.
When I conduct full-day seminars and I want to bring people back to their seats after a break, I
will say loudly, “Once upon a time there was a man, right here in this city…”
As soon as I say these words, people hurry back to their seats and begin to listen attentively to
the rest of the story.
In fact, its probably one of the best public speaking tips I’ve learned to this day.
“I started off without graduating from high school. My family had no money. Everything I
accomplished in life I had to do on my own with very little help from anyone else.”
It is amazing how many people come up to me after a talk that began with those words and tells
me that was their experience as well.
They tell me that they could immediately identify with me because they too had started with
poor grades and limited funds, as most people do. As a result, they were open to the rest of my
talk, even a full-day seminar, and felt that everything I said was more valid and authentic than if
I had been a person who started off with a successful background.
Building a bridge like this is very helpful in bringing the audience onto your side.
You can ask people to turn to the person next to them to discuss a particular point.
“Tell the person next to you what you would like to learn from this seminar.”
Whatever you ask your audience members to do, within reason, they will do it for you. Your
commands and your thought leadership will easily influence them, as long as you ask them with
confidence.
By following any one of these tips for starting your speech, you are sure to grab your audience’s
attention every time. How do you start a speech? Let me know in the comments.
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It opens by arresting the listener’s attention, develops point by point, and then ends strongly.
The truth is, if you don’t know how to end a speech, the overall message won’t be persuasive
and your key points may get lost.
The words you say at the beginning, and especially at the end of your talk, are usually the
most persuasive parts of the speech and will be remembered longer than almost any other part
of your speech.
Some of the great speeches in history and some of the most memorable Ted talks have ended
with powerful, stirring words that live on in memory.
How do you end a speech and get the standing ovation that you deserve?
To ensure that your conclusion is as powerful as it can be, you must plan it word for word.
Your answer should involve the actions that you want your listeners to take after hearing you
speak on this subject.
When you are clear about the end result you desire, it becomes much easier to design a
conclusion that asks your listeners to take that action.
The best strategy for ending with a BANG is to plan your close before you plan the rest of your
speech.
You then go back and design your opening so that it sets the stage for your conclusion.
The body of your talk is where you present your ideas and make your case for what you want
the audience to think, remember, and do after hearing you speak.
It is especially important to tell the audience what you want it to do as a result of hearing you
speak.
A call to action is the best way to wrap up your talk with strength and power.
“We have great challenges and great opportunities, and with your help, we will meet them and
make this next year the best year in our history!”
Whatever you say, imagine an exclamation point at the end. As you approach the conclusion,
pick up your energy and tempo. This is even more important if the presentation you are giving
is virtual.
Regardless of whether the audience participants agree with you or are willing to do what you
ask, it should be perfectly clear to them what you are requesting.
You then list your key points, one by one, and repeat them to the audience, showing how each
of them links to the other points.
This makes it clear that you are coming to the end of your talk.
“Let me tell you a story that illustrates what I have been talking about…”
You then tell a brief story with a moral and then tell the audience what the moral is.
Often you can close with a story that illustrates your key points and then clearly links to the key
message that you are making with your speech.
To learn more about storytelling in speaking, you can read my previous blog post “8 Public
Speaking Tips to Wow Your Audience.”
You can tell a joke that loops back into your subject and repeats the lesson or main point you
are making with a story that makes everyone laugh.
During my talks on planning and persistence, I discuss the biggest enemy that we have, which is
the tendency to follow the path of least resistance. I then tell this story.
Ole and Sven are out hunting in Minnesota and they shoot a deer. They begin dragging the deer
back to the truck by the tail, but they keep slipping and losing both their grip and their balance.
A farmer comes along and asks them, “What are you boys doing?”
The farmer tells them, “You are not supposed to drag a deer by the tail. You’re supposed to drag
the deer by the handles. They’re called antlers. You’re supposed to drag a deer by the antlers.”
Ole and Sven say, “Thank you very much for the idea.”
They begin pulling the deer by the antlers. After about five minutes, they are making rapid
progress. Ole says to Sven, “Sven, the farmer was right. It goes a lot easier by the antlers.”
Sven replies, “Yeah, but we’re getting farther and farther from the truck.”
“The majority of people in life are pulling the easy way, but they are getting further and further
from the ‘truck’ or their real goals and objectives.”
6) Make It Rhyme
There are many fine poems that contain messages that summarize the key points you want to
make.
For years I ended seminars with the poem, “Don’t Quit,” or “Carry On!” by Robert W. Service. It
was always well received by the audience.
7) Close With Inspiration
If you have given an uplifting talk, remember that hope is and has always been, the main religion
of mankind.
People love to be motivated and inspired to be or do something different and better in the
future.
Here are a few of my favorite inspirational quotes that can be tied into most speeches. You can
also read this collection of leadership quotes for further inspiration.
For this reason, everyone appreciates a poem, quote or story of encouragement that gives them
strength and courage.
Here are 7 Tips to Tell an Inspiring Poem or Story to End Your Speech
You have to slow down and add emotion and drama to your words.
Raise your voice on a key line of the poem, and then drop it when you’re saying
something that is intimate and emotional.
Pick up the tempo occasionally as you go through the story or poem, but them slow
down on the most memorable parts.
Especially, double the number of pauses you normally use in a conversation.
Use dramatic pauses at the end of a line to allow the audience to digest the words and
catch up with you.
Smile if the line is funny, and be serious if the line is more thought-provoking or
emotional.
When you come to the end of your talk, be sure to bring your voice up on the last line,
rather than letting it drop. Remember the “exclamation point” at the end.
Try practicing on this poem that I referenced above…
Identify the key lines, intimate parts, and memorable parts, and recite it.
When you say your final words, it should be clear to everyone that you have ended. There
should be no ambiguity or confusion in the mind of your audience. The audience members
should know that this is the end.
Many speakers just allow their talks to wind down.
They say something with filler words like, “Well, that just about covers it. Thank you.”
It’s not an authoritative ending and thus detracts from your credibility and influence.
When you have concluded, discipline yourself to stand perfectly still. Select a friendly face in the
audience and look straight at that person.
If it is appropriate, smile warmly at that person to signal that your speech has come to an end.
Shuffle papers.
Fidget with your clothes or microphone.
Move forward, backward, or sideways.
Do anything else except stand solidly, like a tree.
When you have finished your talk, the audience members will want to applaud…
What they need from you is a clear signal that now is the time to begin clapping.
Some people will recognize sooner than others that you have concluded your remarks.
In many cases, when you make your concluding comments and stop talking, the audience
members will be completely silent.
They may be processing your final remarks and thinking them over. They may not know what to
do until someone else does something.
In a few seconds, which will often feel like several minutes, people will applaud.
First one…
Then another…
When someone begins to applaud, look directly at that person, smile, and mouth the
words thank you.
As more and more people applaud, sweep slowly from person to person, nodding, smiling and
saying, “Thank You.”
There’s no better reward for overcoming your fear of public speaking than enjoying a round of
applause.
If you have given a moving talk and really connected with your audience, someone will stand up
and applaud. When this happens, encourage others by looking directly at the clapper and
saying, “Thank you.”
As people see others standing, they will stand as well, applauding the whole time.
It is not uncommon for a speaker to conclude his or her remarks, stand silently, and have the
entire audience sit silently in response.
But as the speaker stands there comfortably, waiting for the audience to realize the talk is over,
one by one people will begin to applaud and often stand up one by one.
If the first row of audience members is close in front of you, step or lean forward and shake that
person’s hand when one of them stands up to applaud.
When you shake hands with one person in the audience, many other people in the audience feel
that you are shaking their hands and congratulating them as well.
Whether you receive a standing ovation or not, if your introducer comes back on to thank you
on behalf of the audience, smile and shake their hand warmly.
If it’s appropriate, give the introducer a hug of thanks, wave in a friendly way to the audience,
and then move aside and give the introducer the stage.
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Speech introductions
The introduction and conclusion of a speech are essential. The audience will remember the main
ideas even if the middle of the speech is a mess or nerves overtake the speaker. So if nothing else,
get these parts down!
Introduction
The introduction gives the audience a reason to listen to the remainder of the speech. A good
introduction needs to get the audience’s attention, state the topic, make the topic relatable,
establish credibility, and preview the main points. Introductions should be the last part of the speech
written, as they set expectations and need to match the content.
Attention getters
The first few sentences of a speech are designed to catch and maintain the audience’s attention.
Attention getters give the audience a reason to listen to the rest of the speech. Your attention getter
helps the audience understand and reflect on your topic.
Logical orientation
Once the audience is invested in the speech, logical orientation tells the audience how the speaker
will approach and develop the topic.
Psychological orientation
Like the logical orientation of a speech, the psychological orientation is also going to provide the
audience with a map for how and why the topic is being presented.
Both the logical and psychological orientations give the audience a road map for the speech ahead
as well as cues for what to listen to. This will help the audience transition from the introduction to
the main points of the speech.
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For example:
For example:
For example:
"Take a guess at what the most powerful and frequently
used word is in the English language?
(For more see this BBC article: Is this the most powerful
word in the English language?
Or:
"Between 2020/21 and 2021/2022, Americans consumed
about 11 million metric tons of sugar, up from about 10
million metric tons in 2009/2010. Can you even begin to
imagine the size of that sweet white mountain?"
“One fine Spring day I biked home from school and found a
policemen guarding our backdoor. Through it came sounds
I'll never forget: my quiet Mother screaming. He said, "You
can't go in."
I kicked him in the shins and did. It was the 15th of
September, three days before my thirteenth birthday and
my father was dead. Killed by his own hand. Suicide.”
(If you want to find out more about the speech and read it,
it's here: After they're gone. It's an example persuasive
speech using the five steps of Monroe's Motivated
Sequence.)
Return to Top
7. Rhetorical questions
Examples:
"What if I were to say to you that there was no such thing
as public speaking fear?"
For example:
"'Death toll soars to 76 in Florida after Hurricane Ian
demolished entire communities.'
'Noru became a super typhoon in 6 hours. Scientists say
powerful storms are becoming harder to forecast.'
'Hurricane Orlene strengthens into Category 4 storm as it
heads toward western Mexico.'
For example:
"What do the 1863 National Thanksgiving Day
proclamation by President Abraham Lincoln, National
Boyfriend Day, and Gwen Stefani have in common with
Joe?
Yes, the 3rd of October! It's a great date made better by
being Joe's birthday. And we say Gwen is truly privileged
to have the same one as him."
For example:
"I've a challenge for you. That's to sign up for our public
speaking course. Right now you may not see yourself doing
that. Public speaking? Me? I'd rather have a root canal
done, without painkillers. However, by the end of the
presentation...well, let's see. There's a first time for
everything!"
12. Shock
For example:
Both the hook* to catch their attention and your topic must be relevant to them. Unless
they're a captive audience, they've come freely to listen to you and they're expecting
something of value from you.
How are you going to let them know they're in the right place? Why should they listen?
What are they going to get or gain through listening?
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Tips for Introducing a Guest Speaker
If you’re slated to introduce the guest speaker you should make a point to introduce
yourself to them first thing in the morning to ensure you have the proper pronunciation of
their name and tell them that you’ll be introducing them. If you wish you can join the
speaker at the head table to give you an opportunity to get to know them a little better.
Never try to give a speech of introduction strictly from memory, always make notes.
The introducer’s job is to
1. Remind the audience why the topic is important to them
2. Establish the speaker’s qualifications to speak on the topic
3. Get the presentation off on a high note by establishing an up-beat tone
4. Make the speaker feel especially welcome
All of this can be accomplished in no more than a couple of minutes.
Most introducers think their job is either to entertain the audience by being funny, or to
make a speech of their own. Nothing could be further from the truth. The audience didn’t
come to hear the introducer; they came to hear the featured speaker.
Here is an example of an appropriate and effective speech of introduction:
“Good morning ladies and gentlemen. It’s a great pleasure for me to introduce our
speaker today, who is going to talk to us about the ten most common personal financial
planning mistakes. This is a subject in which we should all be deeply interested because
it’s by avoiding financial mistakes that we can best ensure our financial futures. Our
speaker, although having spent almost his entire career advising people on their
finances in places like New York, Los Angeles and Toronto, grew up about thirty miles
from where we are right now. He is an award-winning professional accountant who has
specialized in personal finances and taxation for over twenty years, and has guided the
financial affairs of some of this country’s best-known athletes, entertainers,
entrepreneurs and executives. Ladies and gentlemen, please join me in welcoming
home, Steve Robbins!”
When you arrive at the lectern to perform the actual introduction, remember these ten
rules.
1. Stick to meeting the four objectives of a speech of introduction; avoid the temptation
to make your own speech, either on the topic or anything else
2. Never try to introduce a speaker from memory; have good notes
3. Never tell a joke. There are no circumstances that justify telling a joke during a speech
of introduction
4. Keep the introduction as short as possible
5. Be up-beat and enthusiastic
6. Avoid clichés such as “a person who needs no introduction” and “without further ado”
7. Look at the audience, not at the speaker, during the introduction; turn toward the
speaker only at the very end of the introduction
8. Start the applause
9. Wait at the lectern and greet the speaker with a hearty handshake
10. Go sit down
Remember, when introducing or thanking a speaker, you are not the star.
Source: Lyman MacInnis, https://lymanmacinnis.squarespace.com/journal/2010/1/17/introducing-and-thanking-speakers.html