Speechwriting: 3 key things to remember

Two months ago, I hosted a workshop about speechwriting for public figures in the European Union.

It focused on the key challenges facing people tasked with the job of crafting public statements for politicians.

Many of the questions raised by attendees mirrored queries I have recently received online about speechwriting: What do I need to think about when preparing a speech? Any quick tips and tricks?

Since becoming a speechwriter at the European Commission, I have learned that there are three key factors to consider when drafting a speech:

• Your audience
• The goals
• Different writing tricks

Here are some key tips that you can use to master these three points:

KNOW YOUR AUDIENCE

Knowing your audience is one of the most important factors to consider in order to write a good speech. In fact, I would argue that the audience matters more than the speakers themselves!

No matter the subject, it is important to think about the audience's views, their knowledge, and their experiences before putting pen to paper

Generally, there are a few key questions to consider as part of this process:

• What group do they belong to? Are they civil servants, subject experts, diplomats, politicians or ordinary citizens?
• How familiar are they with the topic? Have they heard a similar speech before?
• Can you share examples relevant to the audience's lived experience? Can the speaker share a personal story highlighting their own connection to the audience?

IDENTIFY AND SET CLEAR GOALS

Every speech needs a clear objective. Otherwise, there is no purpose to the address.

When speaking to a room filled with eager people, most speakers have a clear idea about what they want the audience to think about or do after the speech.

In order to set a clear goal, it is important to think about three different points before the writing process begins:

• What do you want the audience to do after the speech? Do you want them to campaign for a cause or vote a certain way?
• What is the one piece of information you want everyone to recall one day later? What is the one statistic or number you want an audience to remember one month later, or even one year later?
• What are the most important issues to raise in the address, given your audience? What are the least significant points, and can they be ignored?

USE DIFFERENT WRITING TRICKS AND TECHNIQUES

The nuts and bolts of speechwriting are just as important as the goals and objectives.

Here are some useful points that I have gathered over the past few years:

• The average person speaks at a rate of 100-120 words per minute. For native speakers, it may be 120-150 words per minute.
• Good speeches use short and long sentences. The difference is obvious when you hear someone speak out loud.
• Use different writing devices: “Lists of Three” and “Contrast” are powerful tools!
• Tell the audience where the speech will take them: "This morning, I will speak about A, B, C."
• Remind the audience about what was discussed: "Tonight, I told you about X, Y, Z."
• Maintain a clear structure: Introduction, Problem, Solution, Call to Action, Conclusion.

This is far from an exhaustive guide about speechwriting. There are many different points to consider when writing for a wider audience.

Are you writing a speech right now? If so, I'd be happy to hear your tips on how to turn a piece of writing into a great speech!