 Think back to a particularly great speech you’ve heard. Whether it was a motivational speaker, the best man at a wedding reception, an influential CEO at a regional conference, or Winston Churchill in the Houses of Parliament, remember that a great deal of planning and foresight shaped this person’s words. Whatever the occasion, here are a few key things to consider when crafting that brilliant speech.
Grab their attention immediately
You only have an instant to make a first impression on the audience; remember that they’re there to hear the speaker’s insights and expertise, but you need to get them immediately engaged. There are numerous techniques you could use. Why not start with a question designed to get people engaged and thinking? A shocking statistic or quote could come in handy. Or you could directly appeal to your audience’s emotions through a relevant story.
If appropriate to the occasion, use a joke or a funny story to break the ice – but try not to fall through in the process. Remember that humor is largely about timing, so practice that punch line until you’ve nailed it. No speaker wants sympathetic, forced laughter.
Consider your audience – and involve them
Try to visualize the audience. Who are these people in the crowd? Are they there out of obligation or genuine desire? Should you take a humorous approach, or a more somber one? Are there any special circumstances that may require you to alter the overall tone? These questions, and many more, should pop into your head when writing a speech. There are all sorts of external factors that affect every speaking occasion, so do take these into account. Even a speech for a road show should generally be tailored for each audience you face. Write with the needs of the audience in mind, and help them understand what you’re talking about.
Getting the audience involved is something that many successful writers incorporate in their speeches. There are a number of devices you can use, including direct questioning, informal show-of-hands surveys, verbal quizzes, role plays and many more. Cultural considerations may come into play as well, so be aware and adjust your audience involvement techniques accordingly.
Decide on a takeaway
As soon as a speech starts, audience members are asking themselves: “What’s in it for me?” Give them something that’s relevant to their needs. “Start at the end” is a rule of thumb many writers follow. As early as possible in your speech, give your audience the main point(s) they’ll be taking with them. You can always summarize these assertions in your wrap-up.
Wherever possible, create some sort of a takeaway line for the conclusion – this is the speechwriter’s version of the elevator speech. Imagine someone who hasn’t attended the speech. What will an audience member answer when this person asks them the obvious question: “What did so-and-so talk about?”
 Employ repetition throughout
On speechwriting, Winston Churchill had some salient advice: “If you have an important point to make, don’t try to be subtle or clever. Use a pile driver. Hit the point once. Then come back and hit again. Then hit a third time – a tremendous whack.” This is a great way to approach the key takeaways from your speech. Say it with impact, then say it again in detail, and finally summarize it in a slightly different way.
Provide a road map
From the start, give your audience a structural “road map” and tell them how your speech will proceed. Use signaling devices to help your audience follow your points in a linear fashion. Numerical structures such as “firstly/secondly/thirdly/lastly” or “first/next/then/finally” are common transition words to guide your audience through your key points. (Depending on your topic, it may be more relevant to approach the speech in a different way, such as chronologically or geographically). Make sure that your introduction and conclusion match the same order as well; this parallel structure will help your audience lock in on what you want them to hear.
Use quotes and personal anecdotes
People love hearing speeches they can relate to. So when choosing quotes, make sure that they’re (a) relevant to the topic/point and (b) creating an air of familiarity with your audience. Also try to avoid controversial or polarizing figures, no matter how relevant their quote may be to your material, as quoting them could serve to undermine your entire speech.
Don’t be afraid to put yourself out there. Use true stories from your own life experiences. People are very good at detecting honesty in storytelling, and they’ll naturally connect with you when you’re sharing something personal. These types of anecdotes, especially humorous ones that put you in a less-than-flattering light, can go a long way in keeping the audience engaged.
Edit, rework, revise
Get an early start, because you’re going to undergo multiple rounds of revisions for a truly great speech.
Here is a simple flow you can follow:
- You’re not going to write the perfect speech on your first attempt, so start with a rough draft and/or an outline. Consider how it’s structured. Will it flow well for your audience? Is it balanced? Does it have an introduction, a conclusion, and three or four well-organized sections containing your main points?
- Once you’ve fleshed out your material from your outline, re-read and trim the fat. Keep things brief and to the point. It’s easy to deliver your audience everything on a platter, particularly if you’re an expert on the subject. You don’t want to confuse or overwhelm the audience with too much detail, so try to stick to three main points. Conversely, consider all possible angles and expand where necessary. Is there perhaps something you’ve glossed over? Something complicated that might need further explanation to your non-expert audience?
- Now, clean up the text itself. Consider using language devices (such as rhetorical questions). Vary your sentence lengths between long and short. Rewrite sentences with personal pronouns such as “you” and “we” to help your speaker connect with the audience. Is there a metaphor you’re using, and is it consistent throughout? Grammatical repetition is also a useful technique for creating memorable lines.
- When you’re close to your final form, make sure you read your speech aloud. Sometimes things on paper just don’t sound right in real life. Write for the ear instead of the eye. Do all the words sound natural? Generally, using clear and simple language is the safest bet for both audience and speaker (especially if English isn’t the native language of one or the other).
- Give the entire speech a test run with a close friend or colleague, particularly someone who isn’t afraid to suggest changes. And if you’re drafting a speech for someone else, try to do a dry run with the speaker beforehand to ensure they’re comfortable with the words. If for some reason it’s not possible to corral them before the speech, you might want to seek the thoughts of his/her secretary or someone who knows the person well.
Close with power
Your final line is second in importance only to your introduction. End with a one-liner that’s hard-hitting, instantly memorable and absolutely timeless. This line should be one that includes the main takeaway or call to action, and one that’ll make their jaws hit the floor in admiration. |
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