A good speech has a voice. It sounds like an individual—specifically, the individual who is delivering the speech. It should not sound like the speechwriter.
And yet us speechwriters are often given only a brief time with the speaker to determine what she wants to say. From that brief meeting, we are expected to extract the message she wants to impart, and the sound, tone, texture, and rhythm of her verbal personality.
So, if you are a speaker, and you are working with a speechwriter in New Jersey or New York, (or anywhere else for that matter) how can you maximize the few minutes you have with your speechwriter?
- Be prepared for the meeting with the speechwriter. Know the DNA of what you want to say. You can come up with this DNA by imagining that an audience member is considering coming to hear you, and asks, “What’s your speech about?” You’ve got less than 30 seconds to tell her. What do you say? Your answer should be one sentence long, and should contain the benefit that the listener will derive. For instance, President Obama might have said about his speech on race relations, “ My speech urges every American to have the difficult conversations about race so that our country can move beyond the historical divisions that have plagued our nation.”
- Next, in order to help your speechwriter (and yourself), figure out the question to which your information is the answer. At the heart of what you will say is the information that you have mastered and your own interpretation of its meaning. But you can’t just dump the info on your listeners. You’ve got to figure out what emotional concern drives their interest in your topic. What question would the audience have to have in mind in order to make that information a fascinating, provocative question? Believe it or not, you have to spend about a third of your speech asking the question—even more if they are not that familiar with the topic or the issues. For instance, when trying to raise new rounds of venture capital, a biotech president might have to answer the question, “Why do we have to spend millions of dollars creating a new formulation for the molecule when it already demonstrates efficacy in its current formulation?”
- Finally, give your speechwriter plenty of time to ask questions. Encourage him/her to get to know you. Take her out to lunch. Have a glass of wine with him. He or she needs to soak up who you are, what you care about, how you think, what you like and dislike, and your personal verbal style.
Only by inviting your speechwriter into your inner circle will you get what you want and need—a speech that captures not only what you want to say, but how you want to say it.