The Art of a Great Speech

Presented by Michael Gladkoff

AmCham Breakfast Briefing 3 March 2009

Introduction
Preparing a speech doesnt have to be difficult. There are many techniques you can use to simplify the writing process and deliver great speeches in the future. In this summary I will outline a few simple techniques that will help you prepare speeches in less time. History can teach us some important lessons about speech writing. In late 1863, Edward Everett, a US Senator was invited to speak at the dedication ceremony of the Gettysburg Cemetery. Gettysburg was the site of a large and bloody battle between the North and South in the US Civil War. The ceremony was scheduled for October 1863, but Senator Everett asked that it be delayed for month so he could prepare an appropriate speech for the event. When the day arrived, Everett spoke for over two hours. He had reputation of being a great orator and his speech was well received. As an afterthought, President Lincoln was invited a few weeks before the event to say a few words. He took only two minutes to deliver his Gettysburg Address, which is now considered to be one of the greatest speeches delivered in English. Lincolns Gettysburg Address is very simple. Seventy per cent of the 285 words in the speech consist of one syllable. This shows us that you dont need a long and complicated speech to get your message across and make a lasting impression.

Why Write a Speech?

There are occasions when you wont have much time to prepare a speech. You might not have been given sufficient notice or you could be speaking to an informal gathering. In these situations, you still want to decide on your message and write and outline of the points you want to cover. For important occasions, a written speech is necessary because it enables you to: develop an effective structure research, develop and organise supporting material facts, figures, quotations, anecdotes, metaphors use language for greatest effect earn and keep your audiences attention feel more confident by knowing what youre going to say stand out from other speakers. Presentation skills such as gestures, vocal variety, and eye contact are important for a successful speech, but writing the content is the starting point. You probably The Art of a Great Speech
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have watched films that had excellent directors and actors, but have failed due to poor screenplays. In the same way, a competent speaker wont succeed with a poorly written or organised speech.

Where do I begin?
Knowing where to start is often the most challenging part of writing a speech. Its important to summarise the objectives of your speech before you begin writing. You should be able to summarise the goal of a 10 to15 minute speech in few short sentences. If you dont have clear objectives from the start, you will end up wasting time by going in several different directions that lead nowhere. A speech I wrote for the Director of a multi-national corporation had the following objective. To educate the audience about major trends that are creating challenges for people around the world. To show the audience how the companys products and services play an important role in solving these challenges. One recommendation is to jot the objective on a piece of paper and keep it in front of you while your write your speech. Youll want to consider your audience before you begin writing a speech. Think about their professions, levels of education, interests, and other factors. It also helps to think about the type of occasion you will be speaking at. Is it formal, informal, solemn, celebratory? Its also beneficial to know who else will be speaking at the event, and what theyll be speaking about.

Structure
On a simple level, every speech has an opening, a body and a conclusion. In The Lost Art of a Great Speech, Richard Dowis outlines five ways to open a speech and seven ways to conclude a speech. The speech opening Many believe that the speech opening is most important because a speaker has a short span of time to win the trust and capture the attention of audience members.

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Types of speech openings include: Novelty Dramatic Question Humorous Reference

Novelty Bill Gates used a novelty opening when he released mosquitoes at the beginning of a speech he delivered about his foundations efforts to fight malaria. He succeeded at capturing the attention of audience members. He also received extensive media coverage as a result of the novelty opening to his speech. Dramatic I delivered a speech with the following dramatic opening. Sometimes its difficult to talk about ones personal life and shortcomings in front of a group. But psychologists say that its good to get your problems out into the open and share them with others. So I will be doing this tonight. My problem was an addiction to a drug. I started using this drug at an early age and probably have spent thousands of hours under its influence. I am happy to say that in recent years I have overcome the addiction. I want to tell you about this addiction so that you can warn your family and friends about it. You might have heard about this drug. Its called television. The audience members thought I was going to reveal deep and dark secrets from my past. People laughed when I said television, but the opening succeeded at winning and keeping their attention. Question Ask rhetorical questions that have obvious or implied answers. I wrote a speech for a business person who wanted to discuss work-life balance. It opened with the following rhetorical questions. Do you ever feel time pressure when trying to juggle work and family commitments? Have you felt angry or resentful that you cant choose The Art of a Great Speech
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how to spend your time? Has your work caused you to feel symptoms of stress? Humorous The best source for humorous material is from your own experience. If you cant think of anything, there are many sources for humorous quotations and anecdotes not jokes. As a general rule, avoid telling jokes unless youre particularly good at it. Make sure the quotation or anecdote is somehow connected to your speech topic. Otherwise, it will only detract from your speech. For example, you might begin a speech about computer operating systems by quoting an expert in the field. Bill Joy, co-founder of Sun Microsystems, said, Operating systems are like underwear nobody really wants to look at them. Heres a hypothetical example of how you might begin a speech about innovation at your organisation. Innovation requires us to look to the future. But the pace of change can be so quick that many of the predictions about technology have been wrong. In 1830, Dionysius Lardner, professor of Natural Philosophy and Astronomy, said, Rail travel at high speed is not possible, because passengers, unable to breathe, would die of asphyxia. In 1895 Lord Kelvin, president of the Royal Society said, Heavierthan-air flying machines are impossible. In 1926, Dr. Lee De Forest, inventor of the vacuum tube and father of television, said, Man will never reach the moon regardless of all future scientific advances. In 1977, Ken Olson, the founder and president of Digital Equipment Corp, said, There is no reason anyone would want a computer in their home. To be safe, I wont be making any major predictions today. But I will share my thoughts with you about innovation at my company. Reference There are many types of reference openings that will help you connect with your audience. You can start by mentioning the group you are speaking to, the location, or the date. You can also speak about yourself in relation to the group (called a personal reference) or start with a quotation that relates to the organisation, event or topic. The Art of a Great Speech
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For example, if you are invited to speak to a Rotary Club, you can use online resources to research the organisation and bring up points that impressed you. You might have friends or relatives in Rotary who can give you some insight. Knowing about the people you are speaking to shows that you are interested in them and helps build rapport. Michael Askew, Vice Chairman of United Parcel Service, used a reference opening when he spoke at the Annual Meeting of the Air & Waste Management Association in 1999. It is truly an honour to be addressing an organisation that has done so much to further our understanding of the environment. And youve done so in a way that promotes working cooperation among businesses, governments and communities. What I find most impressive is that youve been doing this for 92 years. You dont stick around 92 years unless youre doing something right. Were very aware of that at UPS. In fact, the Air & Waste Management Association and UPS probably have more in common than you might think. For starters, we each were founded way back in 1907 at a time when most environmental philosophies governing business and society were fledgling, at best. The speech body The body is the longest section of a speech. This is where you support the objective of your speech with facts, figures, anecdotes, quotations, and other sources. People use the term rhetoric when referring to insincere or pompous language. But if used correctly, rhetorical language can be a powerful tool in speech writing. Ancient techniques such as the rule of three (tricolon), anaphora, and antithesis are still used by business and political leaders. Similes, metaphors and analogies are also excellent ways to explain your ideas. Starting with the rule of three, well look at these techniques here. When using the rule of three, you include three equal elements in a sentence or series of sentences. Here are a few examples. Veni, vidi, vici. (I came, I saw I conquered.) Julius Caesar Government of the people. . .by the people. . .for the people. . . shall not perish from the earth. Abraham Lincoln 6

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I see one-third of a nation ill-housed, ill-clad, ill-nourished. Franklin D Roosevelt

Barack Obama often uses the rule of three in his speeches. That's what Abraham Lincoln understood. He had his doubts. He had his defeats. He had his setbacks. Barack Obama If there is anyone out there who still doubts that America is a place where all things are possible, who still wonders if the dream of our founders is alive in our time, who still questions the power of our democracy, tonight is your answer. Barack Obama

The rule of three can also be applied on a larger scale. For instance, you can reveal three interesting facts or tell three anecdotes in succession to make your point. Anaphora is the technique of emphasising words by repeating them at the beginning of adjacent clauses or sentences. Here are a few examples. We shall go on to the end, we shall fight in France, we shall fight on the seas and oceans, we shall fight with growing confidence and growing strength in the air, we shall defend our Island, whatever the cost may be, we shall fight on the beaches, we shall fight on the landing grounds, we shall fight in the fields and in the streets, we shall fight in the hills; we shall never surrender. Winston Churchill To raise a happy, healthy, and hopeful child, it takes a family; it takes teachers; it takes clergy; it takes business people; it takes community leaders; it takes those who protect our health and safety. It takes all of us. Hillary Clinton

In the preceding example, Hillary Clinton could have said, To raise a happy, healthy, and hopeful child, it takes a family, teachers, clergy, business people, community leaders, those who protect our health and safety. It takes all of us. By repeating it takes, however, she emphasised each point and gave listeners time to reflect on them. The following example shows how Paul Keating used anaphora in his Redfern Address of 1993. The Art of a Great Speech
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Imagine if ours was the oldest culture in the world and we were told that it was worthless. Imagine if we had resisted this settlement, suffered and died in the defence of our land, and then were told in history books that we had given up without a fight. Imagine if non-Aboriginal Australians had served their country in peace and war and were then ignored in history books. Imagine if our feats on sporting fields had inspired admiration and patriotism and yet did nothing to diminish prejudice. Imagine if our spiritual life was denied and ridiculed. Imagine if we had suffered the injustice and then were blamed for it. Barack Obama uses anaphora effectively to persuade and motivate his listeners. The following example is from the speech where he announced his presidential candidacy in 2007. Let us be the generation that reshapes our economy to compete in the digital age. Let's set high standards for our schools and give them the resources they need to succeed. Let's recruit a new army of teachers, and give them better pay and more support in exchange for more accountability. Let's make college more affordable, and let's invest in scientific research, and let's lay down broadband lines through the heart of inner cities and rural towns all across America. And as our economy changes, let's be the generation that ensures our nation's workers are sharing in our prosperity. Let's protect the hard-earned benefits their companies have promised. Let's make it possible for hardworking Americans to save for retirement. And let's allow our unions and their organizers to lift up this country's middleclass again. It is often said that Australian audiences prefer a simple approach and have a cynical reaction to rhetorical language. Kevin Rudd expressed this sentiment when he said, By way of personal instinct, I have an inherent distaste for grandiose rhetorical statements, which dont have any substantive dimension to them. But rhetorical speech is used by Australian political and business leaders. Besides the example of Paul Keatings Redfern Address above, you can find many instances of rhetoric in Australia. The Art of a Great Speech
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One more recent example is Kevin Rudds apology speech to the Stolen Generations, which was delivered in Parliament in February 2008. In the beginning of the speech Kevin Rudd used epistrophe (also called anistrophe), which is when a word or phrase is repeated at the end of each sentence or clause. For the pain, suffering and hurt of these Stolen Generations, their descendants and for their families left behind, we say sorry. To the mothers and the fathers, the brothers and the sisters, for the breaking up of families and communities, we say sorry. And for the indignity and degradation thus inflicted on a proud people and a proud culture, we say sorry. He used anaphora to end the speech. A future where this Parliament resolves that the injustices of the past must never, never happen again. A future where we harness the determination of all Australians, Indigenous and non-Indigenous, to close the gap that lies between us in life expectancy, educational achievement and economic opportunity. A future where we embrace the possibility of new solutions to enduring problems where old approaches have failed. A future based on mutual respect, mutual resolve and mutual responsibility. A future where all Australians, whatever their origins, are truly equal partners, with equal opportunities and with an equal stake in shaping the next chapter in the history of this great country, Australia. Antithesis is when you juxtapose contrasting ideas. Ask not what your country can do for you, ask what you can do for your country. John F Kennedy That's one small step for a man, one giant leap for mankind. Neil Armstrong

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A simile is when you compare things that share at least one attribute. Similes usually include the words like or as. Education is like a diamond with many facets. Ronald Reagan Life is like an onion: You peel it off one layer at a time, and sometimes you weep. Carl Sandburg A metaphor compares one thing to another, but describes the thing being compared as if it were the other. With this faith we will be able to transform the jangling discords of a nation into the beautiful symphony of brotherhood. Martin Luther King Nationalism is both a vital medicine and a dangerous drug. Geoffrey Blainey An analogy includes elements of metaphors and similes but is usually more complex. Don't worry about the future; but know that worrying is as effective as trying to solve an algebra equation by chewing bubble gum. Baz Luhrmann Updating the telecommunications software was like changing an engine on a 767 jet at 37,000 feet. We were changing one of the engines and needed to ensure that the plane kept running and didnt fly around in circles. IT Project Manager The speech conclusion Even if your speech has an effective opening and body, you still need to plan your conclusion. Many experts believe that a good conclusion is almost as important as a good opening. While the opening is important to win the attention of your audience, the conclusion is what gives listeners a final impression of you and your message. In The Lost Art of a Great Speech Richard Dowis describes seven ways to conclude a speech.

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The types of conlusions are: summary wrap up direct appeal thesis reference inspirational humorous. You summarise the main points of the speech when you use a summary closing. This is effective because it reinforces what you have said during the speech. A humorous closing can be effective when you find a quotation or anecdote that relates to your speech topic. Humour that is not relevant to the topic, either for the opening or conclusion, often detracts from a speech. Its best not to tell jokes unless you are very comfortable doing so. With a wrap up closing you repeat an opening element to create a full circle. This could be a fact, anecdote, quotation, etc that you opened the speech with. With a direct appeal closing you ask the audience to take specific action. This is similar for asking for the order in sales. When using a thesis closing you restate the main idea of your speech. A reference closing is the same idea as a reference opening. You mention the group, location, date, quotation, etc to connect you with your audience. With an inspirational closing you use an inspirational quotation, poem or anecdote to end the speech. There are many good websites where you can search for inspirational quotations, poems and anecdotes by subject or author.

Conclusion
The story behind Lincolns Gettysburg Address teaches us some important lessons about public speaking. Edward Everett, a noted orator of his day, spoke for over two hours at the ceremony to dedicate the cemetery and remember those who died at the Battle of Gettysburg. Lincoln gave a short and simple speech that is now considered to be one of the greatest ever delivered in English. Many business and political leaders use the same techniques that Lincoln used 150 years ago. Knowing how to structure a speech and use language effectively are keys to success. The Art of a Great Speech
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When preparing your next speech, think carefully about the structure. What is the best way to open your speech? Does the body of your speech include information that supports your message? Will your conclusion leave a favourable impression with your audience? Think about the language you use to write a speech. Are there opportunities to apply the rhetorical techniques presented here? For instance, are there parts of the speech you could emphasise by using the rule of three or anaphora? Do you need to present a complex idea that can be simplified by using an analogy? You can learn a great deal by observing people deliver speeches. The next time you attend a luncheon or conference, think about the speeches you hear. Are the speakers applying the ideas covered in this presentation? Are they connecting with their audiences? What would you do differently if you were delivering the speech? To learn from others, observe each speech as a film critic would watch a film. Applying the techniques presented here will help you create memorable speeches. Knowing how to plan and structure a speech will also save you time and reduce the stress the next time you are invited to speak.

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References

Books
Men and Women of Australia Our Greatest Modern Speeches Edited by Michael Fullilove Published by Random House Australia 2005 The Lost Art of the Great Speech Richard Dowis Published by the American Management Association 2000 A summary is available at: http://membersonly.amamember.org/global/pdf/lost_art_great_speech_e_03.pdf Well May We Say The Speeches That Made Australia Edited by Sally Warhaft Published by Black Inc 2004 50 High Impact Speeches and Remarks John Kador Published by McGraw Hill 2004

Websites
Anecdotes www.anecdotage.com General reference www.bartleby.com/reference www.refdesk.com www.dictionary.com www.thesaurus.com

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Quotations www.thinkexist.com http://creativequotations.com/ www.quoteland.com www.brainyquote.com/ Speeches and Rhetoric www.americanrhetoric.com www.historychannel.com.speeches www.ragan.com Today in History www.todayinhistory.com www.scopesys.com/anyday

Michael Gladkoff is a writer, editor and Director of Word Nerds, a business communications firm located in Melbourne, Australia. For more information on speech writing services offered by Word Nerds go to www.wordnerds.com.au. This article may be reproduced on other websites as long as the authors name and web address are included.

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