SPEECHWRITING
MY PHILOSOPHY
OF SPEECHWRITING
A speech should move the audience emotionally in some way. They should think differently about a topic after the speech than they did before the speech.
They should be moved to feel any number of emotions by the speech according to the goals the speaker has set for the speech.
So many speakers stand up not knowing what they want to accomplish with the performance. This is always my starting point. What is the goal? Are there other goals the speaker hasn’t thought of? For example, is this an opportunity to raise the public profile of the speaker? Is this a Board meeting where the Board has asked for a presentation on a specific topic yet is this also an opportunity to showcase the executive so Board members are impressed with certain capabilities and remember him/her?
"AN EXCEPTIONAL SPEECH TAKES THE AUDIENCE TO A HIGHLY EMOTIONAL PLACE..."
Unfortunately so many large companies have Chiefs of Staff, Communications Directors and others dictating to the Executive what they must say. The focus is very limited by these people – they are only looking at the business material and never the strategic aspect of the performance. If they are aware of the strategic layer they are not trained or knowledgeable in how to add that layer to the performance. And sometimes there are many layers.
I wrote a speech for the CEO of the LA Sports and Entertainment Commission to deliver as an opening to a huge LA Rams event. She thought she only had to say all the usual stuff – welcome etc. I made it a speech that attracted a lot more sponsors. I appealed to the audience as proud Angelinos and to a desire to be a part of building the Sports event culture of the city. I almost shamed them into daring to not wanting to be a part. I also saw it as an opportunity to showcase her and get her name out there. Now, more people know her name, people are talking about her and how blown away they were and they now have more sponsors than they know what to do with.
An exceptional speech takes the audience to a highly emotional place – feelings of joy, elation, or excitement or perhaps the speech elicits feelings of sadness, distress, or fear. Out of emotional reactions come actions for change. And many speeches are vehicles for change.
Most speakers don’t realize that the public event is a unique opportunity to be showcased and make a profound difference to a situation or even to one person’s life sitting in the audience. I am always acutely aware of my responsibility as a speechwriter because speeches can start and end wars. A speech can change the way someone makes a decision, the way they live, the way they view the world.
Sometimes I write speeches where I am constantly looking to protect the speaker from unwanted reactions. I have the speaker’s back, so to speak. In these instances, I am a strategic advisor to the client. Words create reactions and I am always pointing out the possible ramifications for saying something in a certain way. Always making sure the speaker wants to take the risks that exist because he/she will be saying the words that way.
The speech is a powerful vehicle. Sadly, there are too many people out there writing speeches for people in positions of influence, who lack the education, experience and skills necessary to put these people on stage successfully.
WHEN EVERY WORD COUNTS
If you have a performance that absolutely must be impressive, motivational or inspirational, contact Lynda. If you have a performance where you will receive a large amount of exposure, contact Lynda. If you are a political candidate running for office, contact Lynda.
Do you know how to structure a set of messages so that the audience receives and understands? Will you be speaking to a multi-cultural audience? Do you know how to channel your unique personality, passion, and knowledge into a presentation or speech that simply cannot be ignored? I know how to do all these things and more and I’m glad you’ve found me. Keep reading for my philosophy of speechwriting.