Why You Need a Speech Writer

I’ve been on a few interviews this summer – some networking, some for prospective clients. Three especially stand out. While each person I met with was in a very different position (a federal agency Under Secretary, a U.S. Senator, a university dean), none of them currently use a speech writer.

The responses I got as to why varied from liking to write own notes on index cards to having the subject expert create bullet points on slides to being comfortable speaking off the cuff.

A few days later, doing research on IdeaBank, I came across a description William G. McAdoo (1863-1941), American politician and leader of the Democratic opposition, gave about President Warren G. Harding's speeches:

"His speeches left the impression of an army of pompous phrases moving over the landscape in search of an idea; sometimes these meandering words would actually capture a straggling thought and bear it triumphantly, a prisoner in their midst, until it died of servitude and overwork.”

That, gentlemen, is why you need a speech writer.

Two Types of Speeches - Two Approaches to the Audience

IdeaBank, an online reference tool for quotes, history, and trivia – http://www.idea-bank.com/ib/html/ – sends subscribers a monthly email newsletter each month. The new editor, Tom Daly, is also the longstanding editor of Vital Speeches of the Day. In May’s edition, he made an interesting observation:

“There are only two types of speeches, informative or persuasive; that's it. Your speech will either be one that informs your audience about a topic or tries to persuade them to accept or adopt a particular position.”

I’ve been thinking about that – looking at past speeches I’ve written for clients, considering remarks I read, and evaluating presentations as I listen. I’m beginning to think he’s absolutely right – every speech is one or the other. Those that aren’t easily identifiable, most likely also fail as speeches, with each lacking a unified theme or message, taking the audience all over the place (though in reality the audience won’t “go” with that type of speaker anywhere but will mentally disengage to think about a to do list, what to pick up at the store, the next day’s meeting, the hairstyle of the person three rows down and two over, etc.)

A couple of weeks after reading this, I met Andy Gilman, President and CEO of CommCore Consulting Group – www.commcoreconsulting.com – and read his book, Get to the Point, co-authored with Karen Berg. (Highly recommend it for its great tips on preparing and delivering the type of presentations that occur in most companies – ISBN 0-7872-2232-1.)

First chapter, first critical success factor: know your audience. They write: “There is a distinction between ‘speaker-centered’ and ‘audience-centered’ messages.” Which made me reflect on another two buckets every speech can be put into: either it’s all about the speaker or it connects to the audience. But unlike the informative/persuasive division, this one makes or breaks the event.

To be successful, regardless of the topic or the purpose, a speech needs to answer the number one question of the audience: “How does this affect me?” Gilman and Berg refer to it as “What’s in it for me?” or WIIFM (pronounced “wiffum”). An informative speech becomes a long-winded lecture if that connection to the audience is not made. A persuasive speech will not inspire action, get people to donate money, or change anyone’s mind. This is a critical point that is too often overlooked by the speaker pushing his or her agenda, feeling he or she knows best ... after all, the speaker may say, have they not come to hear me? Am not I the boss/ the celebrity/ the VIP/ the leading candidate in the race?

Opportunity lost. The speaker may not even realize it as. thankfully, good manners still prevail and audiences will applaud and at least one or two will politely say it was a good speech. But I’d bet no one was moved (persuasive) ... no light bulbs went off in someone’s head (informative) ... and an hour later, no one could tell you what the speech was really about.

Identify the purpose: informative or persuasive. Then make sure it’s connected clearly to the audience.