| First Page | Tips: Researching, Writing & Performing Speeches | When to use a speechwriter | Questions | About us | Services & fees |
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Your story: telling Where do you start? Where do you go next? Where do you end? Vexing questions when you're faced with a lot to cover, a blank page and a deadline. There is a simple formula and a choice of approaches to help you put it all in place. First, try for only three or four key points. You can offer more on printed handouts which also direct people to your web site. You can tell your unique story in a winning way --if you have before you The Great Principle of KISS: Keep It Simple, Short. With some exceptions (seminars, training sessions), 20 minutes --2500 words-- are normally all an audience can take. The Formula Tell them what you're going to tell them. Tell them. Tell them what you've told them. This recognizes the need, for listeners (vis a vis readers) of some repetition. A human audience will warm to stories of human interest. Get personal. Say "We" and "You". Entertain them. Lead them along your path of AIDA --Attention, Interest, Desire, Action. 1. Where do you start? Establish rapport. ("I appreciate the invitation to join you . . . " is cordial.) Then get right to it. Some choices: an anecdote; your connection with the city; recognizing your audience; today in history; provocative questions; startling statistics (KISS). Start on a high note. Use a sincere, enthusiastic opening that links what you're going to say to this audience. 2. Where do you go next? Your three key points (with examples). Some choices: Time: Past, present, future "We used to . . . Now, we . . . We're going to . . . " Place: This continent, that continent, our continent "In Asia . . . in Europe . . . in North America . . . " Perspective: This point of view, that point of view, our point of view. "Regulators . . Customers . . Service providers . . " Approach: This way, that way, our way. "Some competitors . . Other competitors . . Our solution . . " Reason: This claim, that claim, our sweet reason. "Some say, 'We're the biggest and the best'." "Some say, 'We're local and in the store'." "We say, 'We strive to provide you top value and top service'." Benefits: (The heart of persuasion) What they get, what others get, what you get. "How your community benefits . . . How your children benefit . . . How you benefit." 3. Where do you end? Sum up what you've said. This is your conclusion, your last word (AIDA). Some choices: a final story; a final statistic; a call to action; a rhetorical question. End on a high note, with conviction. "In spite of different opinions (choices, challenges), together, we can achieve our objective (closer partnership, more revenue --the goal you have set)." Tomorrow, ruthlessly review your rhetoric --prune, tighten. KISS: Keep It Simple, Short. |
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Garrett Patterson TheSpeechWriters.com 1-613-247-9944 GarrettPatterson@sympatico.ca |
| First Page | Tips: Researching, Writing & Performing Speeches | When to use a speechwriter | Questions | About us | Services & fees |
