“This is my time.”
That attitude will kill a speech every time.
You’ve probably sat through some lousy speeches. Despite the speakers’
renown, you eventually tuned them out over their self-indulgent tangents and
pointless details. You understood something these speakers apparently didn’t:
This was
your time. They were just guests. And your attention was
strictly voluntary.
Of course, you’ll probably deliver that speech someday. And you’ll believe
your speech will be different. You’ll think, “I have so many important points to
make.” And you’ll presume that your presence and ingenuity will dazzle the
audience. Let me give you a reality check: Your audience will remember more
about who sat with them than anything you say. Even if your best lines would’ve
made Churchill envious, some listeners will still fiddle with their smart
phones.
In writing a speech, you have two objectives: Making a good impression and
leaving your audience with two or three takeaways. The rest is just
entertainment. How can you make those crucial points? Consider these
strategies:
1) Be Memorable: Sounds easy in theory. Of course, it takes
discipline and imagination to pull it off. Many times, an audience may only
remember a single line. For example, John F. Kennedy is best known for this
declaration in his 1961 inaugural address: “And so, my fellow Americans, ask not
what your country can do for you; ask what can do for your country.”
Technically, the line itself uses contrast to grab attention. More important, it
encapsulated the main point of Kennedy’s speech: We must sublimate ourselves and
serve to achieve the greater good. So follow Kennedy’s example: Condense your
theme into a 15-20 word epigram and build everything around it
top-to-bottom.
There are other rhetorical devices that leave an impression. For example,
Ronald Reagan referred to America as “a shining city on the hill” in speeches.
The image evoked religious heritage, freedom, and promise. And listeners
associated those sentiments with Reagan’s message. Conversely, speakers can defy
their audience’s expectations to get notice. In the movie
Say Anything,
the valedictorian undercut the canned optimism of high school graduation
speeches with two words: “Go back.” In doing so, she left her audience
speechless…for a moment, at least.
Metaphors…Analogies…Surprise…Axioms. They all work. You just need to build up
to them…and place them in the best spot (preferably near the end).
2) Have a Structure: Think back on a terrible speech. What
caused you to lose interest? Chances are, the speaker veered off a logical path.
Years ago, our CEO spoke at our national meeting. He started, promisingly
enough, by outlining the roots of the 2008 financial collapse. Halfway through
those bullet points, he jumped to emerging markets in Vietnam and Brazil. Then,
he drifted off to 19th century economic theory. By the time he closed, our CEO
had made two points: He needed ADD medication – and a professional
speechwriter!
Audiences expect two things from a speaker: A path and a destination. They
want to know where you’re going and why. So set the expectation near your
opening on what you’ll be covering. As you write and revise, focus on
structuring and simplifying. Remove anything that’s extraneous, contradictory,
or confusing. Remember: If it doesn’t help you get your core message across,
drop it.
3) Don’t Waste the Opening: Too often, speakers squander the
time when their audience is most receptive: The opening. Sure, speakers have
people to thank. Some probably need time to get comfortable on stage. In the
meantime, the audience silently suffers.
When you write, come out swinging. Share a shocking fact or statistic. Tell a
humorous anecdote related to your big idea. Open with a question – and have your
audience raise their hands. Get your listeners engaged early. And keep the
preliminaries short. You’re already losing audience members every minute you
talk. Capitalize on the goodwill and momentum you’ll enjoy in your earliest
moments on stage.
4) Strike the Right Tone: Who is my audience? Why are they
here? And what do they want? Those are questions you must answer before you even
touch the keyboard. Writing a speech involves meeting the expectations of
others, whether it’s to inform, motivate, entertain, or even challenge. To do
this, you must adopt the right tone.
Look at your message. Does it fit with the spirit of the event?
Will it draw out the best in people? Here’s a bit of
advice: If you’re speaking in a professional setting, focus on being upbeat and
uplifting. There’s less risk. Poet Maya Angelou once noted, “I’ve learned that
people will forget what you said, people will forget what you did, but people
will never forget how you made them feel.” Even if your audience forgets
everything you said, consider your speech a success if they leave with a smile
and a greater sense of hope and purpose. That’s a message in itself. And it’s
one they’ll share.
5) Humanize Yourself: You and your message are
one-and-the-same. If your audience doesn’t buy into you, they’ll resist your
message too. It’s that simple. No doubt, your body language and delivery will
leave the biggest impression. Still, there are ways you can use words to
connect.
Crack a one liner about your butterflies; everyone can relate to being
nervous about public speaking. Share a story about yourself, provided it relates
to (or transitions to) your points. Throw in references to your family, to
reflect you’re trustworthy. And write like you’re having a casual conversation
with a friend. You’re not preaching or selling. You’re just being you. On stage,
you can be you
at your best.
6) Repeat Yourself: We’ve all been there. When someone is
speaking, we’ll drift off to a Caribbean beach or the Autobahn. Or, we’ll find
ourselves lost and flustered when we can’t grasp a concept. Once you’ve fallen
behind, it’s nearly impossible to pay attention. What’s the point?
In writing a speech, repetition is the key to leaving an impression. Hammer
home key words, phrases, and themes. Always be looking for places to tie back
and reinforce earlier points. And repeat critical points as if they were a
musical refrain.
As a teenager, my coach continuously reminded us that “nothing good happens
after midnight.” He’d lecture us on the dangers of partying, fighting, peer
pressure, and quitting. After a while, my teammates and I just rolled our eyes.
Eventually, we encountered those temptations. When I’d consider giving in, coach
would growl
“Schmitty” disapprovingly in my head. Despite my
resistance, coach had found a way to get me to college unscathed. He simply
repeated his message over-and-over until it stuck.
Some audience members may get annoyed when you repeat yourself. But don’t
worry how they feel today. Concern yourself with this question: What will they
remember six months from now?
7) Use Transitions: Sometimes, audiences won’t recognize
what’s important. That’s why you use transitional phrases to signal intent. For
example, take a rhetorical question like “What does this mean” – and follow it
with a pause. Silence gets attention – and this tactic creates anticipation
(along with awakening those who’ve drifted off). Similarly, a phrase like “So
here’s the lesson” also captures an audience’s interest. It alerts them that
something important is about to be shared. Even if they weren’t paying attention
before, they can tune in now and catch up.
8) Include Theatrics: During his workshops, Dr. Stephen
Covey would fill a glass bowl nearly full with sand. From there, he’d ask a
volunteer to place rocks into the bowl. In the exercise, rocks represented
essentials like family, job, worship, and exercise, while the bowl signified the
volunteer’s time and energy. It never failed: The volunteer couldn’t fit every
rock in the bowl. The sand – which embodied day-to-day activities like
transporting children, shopping, or reading – took up too much space. Something
had to be cut. Usually, it was something essential.
Covey would then encourage his volunteer to consider another option: Start
with placing a rock in the bowl, adding some sand, and then alternating rocks
and sand until the bowl was full. Like magic, there was suddenly enough space
for both, as the sand gradually filled any gaps between the rocks. The message:
Maintain balance. Never lose sight of the essentials as you tend to the
day-to-day (and vice versa).
Of course, Covey could’ve made his point verbally and moved on. Instead, he
illustrated it with household items in a way his audience wouldn’t soon forget.
If you have a smaller audience (or a video screen), consider incorporating
visuals. Keep the props, storyline, and lesson simple. When you’re done, leave
everything out to symbolize your point to your audience. Whatever you do, don’t
play it safe. If you do, your speech will be forgotten in no time.
9) End Strong: In 2004, I attended a Direct Marketing
Association (DMA) conference. I don’t recall much about our keynote speaker,
except that he was tall and southern. I can’t even remember what his address was
about. But I’ll never forget the story he used to close his speech.
The speaker was a friend of Jerry Richardson, owner of the NFL’s Carolina
Panthers. A few years earlier, the Panthers had drafted a fiery wide receiver
named Steve Smith. While Smith excelled on the field, he was a nightmare in the
locker room. Eventually, Smith was arrested for assaulting a teammate during
film study.
Already reeling from bad publicity from other player incidents, Richardson
was pressured to cut Smith. But he chose a different path. Richardson vowed to
spend more time with Smith. He decided that Smith would be better served with
guidance and caring than further punishment. Eventually, Richardson’s patience
paid off. Smith became the Panthers’ all-time leading receiver – and scored a
touchdown in their only Super Bowl appearance. In fact, Smith still plays for
the Panthers to this day.
If the speaker intended to remind me how powerful that personal attention and
forgiveness could be, he succeeded in spades. Fact is, your close is what your
audience will remember. So recap your biggest takeaway. Tie everything together.
Share a success story. Make a call to action. Don’t hold anything back. Your
ending is what audience will ultimately talk about when they head out the
door.
10) Keep it Short: What is the worst sin of public speaking?
It’s trying to do too much! Your audience’s attention will naturally wane after
a few minutes. They have other places to be – and don’t want to be held hostage.
And the longer you stay on stage, the more likely you are to stray and make
mistakes. So make your points and sit down. Never forget: This is their time,
not yours.
Jeff Schmitt