6. Speech Writing

Writing good speeches is an art for which people get paid a lot of money, not least because a great speech has the potential to move people far more profoundly than almost any other form of communication. (Let’s face it: politicians do not make it to power by writing great newspaper articles.) Much of this power, however, comes from the delivery rather than the substance of a speech.

Great speakers recognise that their best material comes from the heart and, if they employ a scriptwriter at all, will usually insist on polishing off the final draft themselves to inject something of their own personality into it.

At a lower level, however, clients often resort to writers to help them come up with material for events such as conferences, presentations and networking sessions. When taking a brief for this kind of work, you need to find out how detailed the draft needs to be. Some speakers prefer to ad-lib off the back of a set of detailed notes or bullet points. Others need a word-by-word script. Also check to see what other materials the speaker will be using, in case you need to reference them in the speech. If you can, interview the speaker on their chosen subject so that you can ascertain their line of thought and pick up on any favourite phrases.

Wake the audience up

Next you need to be aware of what makes a good speech. For a start, as is the case with so many other forms of writing, it has to capture the audience’s attention with a simple, strong emotional message right at the beginning.

This is why many speakers kick off with a joke. They are not trying to appear funny, but they know that laughing is a gut reaction and if they can raise a chuckle they have secured an emotional response. Other ways of engaging the audience can include posing a topical question, making a controversial assertion or bringing up a well-known quote. I have even seen speakers ask their audience to stand up and interact with each other in some way. This is the last thing a group of passive listeners wants to do, so it forces a strong emotional response; the audience may sit back down thinking ‘What was all that about? This had better be worth it . . .’, but by now, at least, they are all ears.

Keep them awake

After giving the audience a jolt that gets their attention, the speaker then needs to hold onto it for the main part of the speech. Here, the key is to map out each step in the argument and phrase it in clear, simple language. As a writer, you may have little or no control over the way your speech is delivered; stick to short, familiar words so that each point can be understood even if the speaker ends up mumbling through a faulty mike. And avoid long, technical terms that might trip up the person on the stage.

Remember, also, that you are writing spoken words. Your speech needs to read like a script, with bridges, asides and references. Also, like a script, it needs to contain occasional prompts and jolts to make sure the audience does not drift off. Ask rhetorical questions. Raise unusual examples. Above all, talk to the audience, not at them. Use phrases like ‘what would you do?’ and ‘you’ve all been in a situation where . . .’

Leave them wanting more

Unlike, say, writing for the press, where you leave your least important information till last, a speech is an event – and you want to go out with a bang, not a whimper. The ending is every bit as important as the beginning.

The best way to achieve a grand finale is to quickly repeat the main points in your argument (but make it quick – no more than a few seconds) – then deliver The Big Message. This is the key point of the whole speech, summarised in a single line. Get controversial. Needless to say, you are looking to get an emotional response from your audience.

The Big Message has to hit them in the gut, not the brains. Nothing is too strong. Instead of: ‘So, you see, our industry will have to adapt to these changes or face the consequences,’ how about: ‘If your business is ready to adapt, then I’ll see you back here next year. If not, I’d advise you to start looking for a new job, now.’

Other considerations

When preparing your copy, rehearse it out loud and time yourself to make sure it is the right length. Studies have shown that the average audience has an attention span of 1,000 seconds – just over quarter of an hour. Try to keep your speech to within this time and leave the rest of the presentation for questions.

Also, pay attention to the layout of your draft. Put copy into a single column down the side of the page, so it is easier to read, and highlight key words and phrases in bold or italics. If the presentation involves slides or other props, show clearly to which ones different paragraphs relate.