Questions

Asking someone else to write a speech for you or a client may seem like a leap into the unknown. In-house staffer or outside consultant, no candidate will be a perfect 10. A few questions to ask.

1."Why shouldn't I write this speech for myself or my client?" This may be your best option. What is the best investment right now of your time and energy? For a critically important audience, it might be best if you research and write all drafts yourself. But when you have other more pressing responsibilities, what's your time worth vs. paying a fee? Another option: ask one of your staff to help out, and --with the necessary time and effort-- learn a useful skill. What's the most cost-effective?

2. "What is your specialty?" A writing generalist may well turn out good press releases, brochures and information kits. But what about a feel for the nuances required for you to reach and motivate your audience .  .  .  in person? The key: writing for the ear. How knowledgeable, practical, relevant does the speechwriter's advice seem on the phone or on a website?

3. "How long have you been writing speeches?" A speechwriter who has served various clients over 10 or 15 years will not be practicing on you. One with experience can provide the reliability, skills and polish needed to produce what you need, when you need it.

4. "Who have been your clients?" A resume and a client list can be helpful, but confidentiality may impose limits on details. Nevertheless, ask.

5. "How about some samples?" Speeches are usually the property of clients. Some people may consider the very fact that they use a speechwriter is confidential. However, a speechwriter can usually arrange to provide some samples written for clients.

6. "What do you know about our issues?" Expect reasonably well informed answers. An experienced speechwriter who has written on a broad range of topics and issues, is focused, widely-read, a quick study, and has a good sense for an audience. If the experienced speechwriter can understand it, your audience can understand it.

7. "When can I have a draft?" As soon as you must have it. Accomplished speechwriters use the Web to expedite prompt turnarounds. But a first/final draft produced in 24 hours cannot be the equal of an outline, first draft and final draft crafted through a productive collaboration over two weeks. Adequate lead time + a good first draft + skillful revisions = a superior speech. Circumstances may dictate what you need when you need it.

8. "How about a short, unrushed assignment?" Both you and the writer can benefit, can test how a productive relationship might work out. Check out skills at modest cost and risk.

9. "How much is this going to cost me?" Try a fixed fee for a specific assignment. If you have a continuing need for speeches, try a monthly retainer for superior performance and optimum value. You know, up front, the maximum you are going to pay for guaranteed quality. You can devote fuller attention to compelling management issues.

10. "Why should I use an outsider?" A person with a little distance can provide the independent perspective and broad knowledge you may need. Building a relationship with a speechwriter can free up more time to lead your team. Compare fees to the total cost in salary and overhead --or tasks left undone-- when you use a person on staff. A speech written by you --or a staffer-- in spare time may not be that best effort you want. You pay for a speechwriter only when you need a speech. On your team, not on your payroll.