Speechwriting

Speechwriting is an art. But it is also a disciplined exercise in psychology.

In writing hundreds speeches, pep talks, and seminar presentations for corporate executives I learned that the most effective speech is one that begins with an understanding of the audience:

• What do they need to hear?

• Why do they need to hear it?

• What do I want the listeners to do when the speech is over?

But understanding the audience is only the beginning. The speechwriter must understand the speaker as well. Because a well written speech is one that the speaker would have written himself if he had the time to do it.

• It carries the messages the speaker wants to deliver.

• It builds logically to the intended conclusion.

• It contains expressions, phrases and grammatical construction that is consistent with the speaker's everyday conversation.

• It contains a clear call to action--even if the action is only to consider the speaker's point of view.

Good speeches make speakers look good:
     A good speech should elicit the kind of comment I overheard following the delivery by a CEO of the first major employee address I had written for him. "Wow, that's the best speech Lee has ever given," said a manager to one of his front-line supervisors. "...for the first time he was really telling it like it is."
     The CEO was one of the most open and forthright individuals I knew, but previous speech-writers wrote speeches as if they were the ones who would be giving them, or filled the speeches with facts and figures that put people to sleep, or wrote speeches in a style better suited for a 19th century politician.

If you have an important speech to give and you're looking for someone to make it dynamic and make it yours, give me a call.

 804-744-8300

You can also reach me via email: brian@regrut.com