Speech Writing and Public Speaking

‘Slip, Slop, Slap’: How to Use Figures of Speech for More Persuasive Writing

Launched in 1981, one of Australia’s most successful advertising campaigns has changed people’s attitudes towards sun exposure and reduced the two most common forms of skin cancer. The slogan Slip, Slop, Slap was at the centre of the campaign, promoting safety in the sun by slipping on a shirt, slopping on some sunscreen and slapping on a hat. This successful advertising campaign offers important lessons for public speakers, advertisers and anyone who wants to persuade and have their messages remembered.

At the time the campaign was created, melanoma rates were increasing in Australia. The Anti-Cancer Council of Victoria – now Cancer Council Victoria – was looking for a way to make an impact. They approached Philip Adams – the ABC broadcaster who was then a creative director at an ad agency – to develop an advertising campaign that would promote protection against the damaging effects of the sun. (You can watch the original video here.)

The effectiveness of the Slip, Slop, Slap slogan is a result of using three figures of speech — alliteration, onomatopoeia and tricolon — in the slogan.

Alliteration

Alliteration is a figure of speech where initial consonant letters, or sounds, are repeated in at least two different words in successive sentences, clauses, or phrases. This can occur in adjacent words or these that are separated by other words.

This figure of speech has been used since ancient times in poems, stories, speeches and more.

A well-known example of alliteration is ‘Peter Piper picked a peck of pickled peppers’.

This figure of speech is also found in poetry. Here’s an example from The Raven by Edgar Allan Poe:

Deep into that darkness peering, long I stood there wondering, fearing, Doubting, dreaming dreams no mortal ever dared to dream before.

The technique has also been used by speakers to capture attention and be more memorable.

Looking back, through the vista of years of trial, tribulation, and turmoil, into that Valley of the Shadow of Death, into which we and all free peoples of the earth were plunged, we may now lift up our voices, and thank God that, through their sacrifice, we have been brought safely into the green pastures of peace. – William ‘Billy Hughes’, Australian Federal Parliament, September 1919

Finally, whether you are citizens of America or citizens of the world, ask of us here the same high standards of strength and sacrifice which we ask of you. With a good conscience our only sure reward, with history the final judge of our deeds, let us go forth to lead the land we love, asking His blessing and His help, but knowing that here on earth God’s work must truly be our own. – John F Kennedy, Inaugural Address, January 1961

Advertisers understand the power of alliteration and use it in slogans and names:

Functional… Fashionable… Formidable… – Fila

Greyhound going great. – Greyhound

Don’t dream it. Drive it. – Jaguar

Krispy Kreme

Weight Watchers

Banana Boat

Tetley Tea

Range Rover

Coca-Cola

It’s no coincidence that alliteration is used in some of the most memorable poems, speeches, advertising campaigns and business names.

Onomatopoeia

Onomatopoeia is the term that describes a word that phonetically imitates, resembles or suggests the source of the sound that it describes. Examples include:

splash, sprinkle and squirt — for water descriptions
giggle, mumble and blurt — for voice descriptions
bang, thump and thud — for describing collisions
bark, meow and moo — for describing animal sounds.

Advertisers understand the effectiveness of onomatopoeia and have used it in campaigns, including:

‘Snap, Crackle, Pop’ – for the Rice Crispies cereal
‘Plop, Plop, Fizz, Fizz, oh what a relief it is’ – the slogan for Alka Seltzer tablets
‘Click-clack, front and back’ – Australian ad promoting seat belt safety to children.

Tricolon

A tricolon is a figure of speech where a series of three parallel words or phrases that are of a similar length. This figure of speech has been used in speeches and presentations from ancient times to the present day:

Veni, vidi, vici. (I came, I saw, I conquered.) – Julius Caesar

Do we not find ourselves hampered in commerce, restricted in influence, weakened in prestige, because we are jarring atoms instead of a united organism? – Alfred Deakin

I see one-third of a nation ill–housed, ill–clad, ill–nourished. – Franklin D Roosevelt, Second Inaugural Address, 1937

Combining the Three Figures of Speech

So now we can see how the ‘slip, slop, slap’ advertising slogan cleverly combines three figures of speech. The result is a phrase that people can easily remember and act upon. In fact, it is now estimated that many Australians are deficient in vitamin D due to lack of sun exposure, and medical professionals are recommending moderate sun exposure a few minutes a day to increase vitamin D levels.

Use Figures of Speech in Your Speeches and Presentations

The ‘slip, slop, slap’ campaign shows how figures of speech can be used to make a phrase memorable. Many of the greatest speakers, past and present, have understood the power of words and have used figures of speech. Given this fact, it’s amazing that some public speaking ‘experts’ still tell us that our words only account for 7 per cent of messages when speaking in public.

Michael Gladkoff

Writing Speeches Using Similes, Metaphors and Analogies for Greater Impact

by Michael

Using the right words and phrases in your speeches and presentations can help you make a bigger impact and be remembered. Similes, metaphors and analogies are three figures of speech that you can use to inform, influence and inspire your audiences. You can also use them in your marketing copy and business documents.

Let’s look at some examples of similes, metaphors and analogies, and how they are used in speeches, presentations and other formats.

Similes in Speeches and Other Formats

A simile is a rhetorical figure expressing comparison or likeness that directly compares two objects through a word such as like or as.

Here are a few examples from ancient to recent times:

A room without books is like a body without a soul. – Cicero

Life is like riding a bicycle. To keep your balance, you must keep moving. – Albert Einstein

A mind is like a parachute. It doesn’t work if it is not open. – Frank Zappa

Henry was 18 when we met and I was queen of France. He came down from the north to Paris with a mind like Aristotle’s and a form like mortal sin. – Katherine Hepburn as Eleanor in The Lion in Winter

Charging a man with murder in this place was like handing out speeding tickets at the Indy 500. – Martin Sheen as Captain Willard in Apocalypse Now

Metaphors in Speeches

A metaphor compares one thing to another, but asserts that one thing is actually another.

All the world’s a stage, and all the men and women merely players. – William Shakespeare

From Stettin in the Baltic to Trieste in the Adriatic, an iron curtain has descended across the Continent. – Sir Winston Churchill

The torch has been passed to a new generation of Americans. – John F Kennedy

With this faith we will be able to transform the jangling discords of a nation into the beautiful symphony of brotherhood. – Martin Luther King

Nationalism is both a vital medicine and a dangerous drug. – Geoffrey Blainey

The term iron curtain is an example of how powerful metaphors can be for creating an image in the mind of listeners. Churchill was not the first person to use the term. But after he used it in a speech he delivered in 1946, it became a popular term for describing the closed societies of the Soviet Union and the satellite nations that were under its influence after World War II.

Another great example of the power of metaphors in speeches is Martin Luther King’s I Have a Dream speech. Throughout the speech Dr King used well over 20 metaphors to create pictures of the ideas he was conveying. A few include:

 a great beacon light of hope

 flames of withering injustice

 joyous daybreak

 long night of their captivity

 manacles of segregation

 chains of discrimination

 lonely island of poverty

 vast ocean of material prosperity.

In order to gain a better understanding of the skilful use of metaphors in context of the speech, you can read the complete text at www.americanrhetoric.com/speeches/mlkihaveadream.htm.

Given the effectiveness of metaphors in the world’s greatest speeches, the question is not whether to use them, but how to create effective metaphors and use them in your speeches and presentations.

Analogies in Speeches

An analogy is an extended metaphor or long simile. One example can be found in a speech I wrote for a vocational school graduation ceremony. The speaker wanted to emphasise how important it was for the graduates to have goals after competing their studies. I used the following analogy:

In graduating today, you have reached the pinnacle of your experience at Melbourne Vocational College. But this is only the beginning. There are much bigger goals and dreams ahead of you.

It’s like climbing a mountain. As you climb, you often can’t see the top. Just when you think you’ve reached the pinnacle, you look up and realise that it’s only a plateau and the peak is still way off in the distance. These distant peaks are the dreams and goals that life has in store for you. They are out there, but they must be worked for.

Analogies are effective for explaining intangible concepts. For example, when giving a motivational talk on how our limiting beliefs can hold us back, Denis Waitley used the analogy of his friend’s dog that would not move when its leash was tied to lightweight chair. The dog was feisty and wanted to play with guests when they visited but falsely believed that the chair was too heavy to be able to move. From a young age the dog was tied to a post outside after being given baths and assumed that it would not be able to move when its leash was tied to any other object. Waitley draws an analogy from the story by comparing it to people’s mind sets:

Unfortunately, too many of us are like Spike. We find ourselves in a situation in which we assume we’re helpless, and we give up. Some past experience tells us we can’t move ahead, and we give up without even trying. Sometimes only a five-pound weight is holding us back, but as far as we’re concerned, it weighs 500 tons, and we can’t do anything but sit down, like Spike, and work our way into a state of depression (from “How to Sharpen Your Imagination” in Insight by Nightingale Conant, No 107, 1991).

Analogies can be helpful when explaining complex ideas or technical processes. When writing for an executive with an Australian IT company, I used the following analogy to explain a challenging project where software that is an integral part of running the mobile phone network was being updated. With millions of users depending on the continuous operation of the network while the update was being made, there was no room for error as the company representative explained:

Updating the telecommunications software was like changing an engine on a 767 jet at 37,000 feet. We were changing one of the engines and needed to ensure that the plane kept running and didn’t fly around in circles or crash.

Analogies are also very effective for explaining large numbers. A good example of using an analogy to put numbers into context appears in the television series Cosmos. In the original series, Carl Sagan spoke about the history of the universe. Given the enormity of the figures, he compared the 15-billion-year life of the universe to a calendar year, which he dubbed the Cosmic Calendar. In the updated version of the series, released in 2014, host Neil deGrasse Tyson presents the same concept of a Cosmic Calendar, but with a revised universe age of 13.8 billion years.

Here’s a summary of the explanation of how it would look if 13.8 billion years were put into a single year:

January 1st – the big bang occurs

 January 10th – the first stars appear

 January 13th – stars coalesce to form small galaxies

 March 15th – the Milky Way Galaxy forms

 August 31st – the Sun appears

 September 21st – basic life appears on Earth

 November 9th – life that breathes, eats, moves and responds to its environment can be found

 December 17th – larger plants and animals are found in the sea

 Final week of December – forests, dinosaurs, birds and insects all evolved

 December 28th – the first flower bloomed

 6:24 am on December 30th – an asteroid collision hitting the earth made dinosaurs extinct

 The last hour of December 30th – humans evolved

 11:59: 46 on December 30th – recorded history begins

 11:59 on December 30th – humans paint first pictures

 14 seconds to midnight – humans start writing

 7 seconds before midnight – Moses is born

 6 seconds before midnight – Buddha is born

 5 seconds before midnight – Jesus is born

 3 seconds before midnight – Mohamed is born

 2 seconds before midnight – Columbus lands in America

 1 second ago – science is used to reveal nature’s secrets and laws.

The documentary included superb graphic recreations to show these events superimposed over a calendar year, which we all can relate to.

What to Avoid When Using Similes, Metaphors and Analogies in Speeches

Similes, metaphors and analogies can be a powerful tool but be careful when using them in speeches. Some metaphors have been used so many times that they are “worn out”. George Orwell stressed this point in his essay “Politics in the English Language” when he wrote, “Never use a metaphor, simile, or other figure of speech which you are used to seeing in print.”

In addition, metaphors can fall flat or miss the point. In 2003, The Washington Post ran a contest to see who could create the worst analogies. A few of the choice ones included:

Even in his last years, grandpappy had a mind like a steel trap, only one that had been left out so long, it had rusted shut.

She had a deep, throaty, genuine laugh, like that sound a dog makes just before it throws up.

He was deeply in love. When she spoke, he thought he heard bells, as if she were a garbage truck backing up.

The ballerina rose gracefully en pointe and extended one slender leg behind her, like a dog at a fire hydrant.

Yes, these were specifically created to be bad, but they are good reminders to be careful when creating similes, metaphors and analogies.

The Challenge of Using Similes, Metaphors and Analogies in Your Speeches and Presentations

One drawback is that it takes time, effort and creativity to come up with similes, metaphors and analogies for speeches. But if you give yourself enough time and apply your creativity, you can create these figures of speech to give memorable speeches and presentations that inform, influence and inspire your audiences. You can find more on our speech writing services here.

Michael Gladkoff

Why Write Your Speech and Not Improvise?

by Michael

When asked in advance to speak or make a presentation at an event, an easy way out is to improvise. This might include having a general idea of what to say, creating an outline and then practising the speech a few times. It can work for an experienced and confident speaker, but usually the result would be much better if the speaker had taken the time to write out the words for their speech.

How to Become a Better Speechwriter

by Michael

Whether you want to write speeches for yourself or others, here are a few steps that can help you develop your skills to become a better speechwriter. These prepared me to become a freelance speechwriter and assist professionals, business executives and government leaders with their speechwriting needs.

1. Join Toastmasters to become a more effective speechwriter

I first joined Toastmasters in the mid 1980s when I was attending university. The great thing about Toastmasters is that it gives you an opportunity to develop your presentation skills in a supportive environment. When you join a chapter, you receive a manual of 10 speech projects that you deliver over time to the group. Each speech has particular objectives that are important for effective communication — such as organising your speech, vocal variety, body language and using visual aids. After delivering your speech, you receive a constructive evaluation from one of the members. This gives you ideas to improve as you move forward. By continuing to write speeches and deliver them as part of the program, you will become a better speechwriter. You will also be able to observe more experienced members and see how they organise and present their speeches.

Although I have been in Toastmasters for many years, I still participate because I continue to learn more and improve my skills as a speech writer.

To learn more about Toastmasters, visit their website at www.toastmasters.org.au. I suggest visiting a few clubs in your area to find the one that best fits your personality and goals.

2. Read books on speech writing to become a better speechwriter

Reading books by professional speech writers is a great way to become a more effective speechwriter. Many speechwriters have written books in which they share their insights by using the speeches they have written for others as examples. These books provide the basics you can apply in your speeches. You can also find collections of great speeches from the past in your local library or book shop.

My book about speechwriting is based on my experience writing hundreds of speeches and presentations for leaders in business, government and education. You can find more details at The Leader’s Guide to Creating Powerful Speeches and Presentations.

3. Analyse speeches to become a more effective speechwriter

Observing and analysing speeches will help you improve your speechwriting skills. You can watch speeches and presentations on YouTube, attend business events where speeches are delivered, listen to podcasts of speeches and more. Watching and listening to effective speakers will give you ideas you can apply as a speechwriter. If a speech is not that good, you can think of ways you could improve it if you were writing it. Either way, you should critically analyse the speeches you observe and think about how they have been written.

4. Keep on practising to become a better speechwriter

Practising your skills is the key to becoming a better speechwriter. Writing speeches for yourself or others will give you the experience you need to improve. Before I began my career as a speechwriter, I wrote and presented over 50 speeches as a member of Toastmasters. Although I have written hundreds of speeches for clients since 2004, I continue to attend Toastmasters, read books about speechwriting and critically evaluate the speeches I hear.

Whatever your experience and objectives, there are always opportunities to grow and develop your skills as a speechwriter. These steps are not the only path to effective speechwriting, but they have worked well for me in becoming a better speechwriter.

Michael Gladkoff

Speech Writing — How to Add Humour to Your Speeches and Presentations without Telling Jokes

by Michael

Adding humour to a speech or presentation is a great way to build rapport with your audience. But one common piece of bad advice is to tell a joke at the beginning of the speech to “loosen up the audience”. This approach is even more ineffective when the joke has nothing to do with the topic of the speech or the purpose of the event. If the joke doesn’t work, the speaker might lose momentum for the rest of the speech. Also, not everyone is good at telling jokes. Some people enjoy telling jokes to their family and friends, and can make them laugh, while others often fall flat in their attempts.

But if you don’t tell jokes, how can you add humour to your speech writing?

One effective way is to use humorous quotations that are related to your message. Something funny has been said about every subject, and it’s easy to find these quotations on the internet.

For example, when I speak to audiences about writing, I mention the science fiction writer Robert Heinlein who said, “Writing is not necessarily something to be ashamed of, but do it in private and wash your hands afterwards.”

You can even find humour in computers and information technology. If you were writing a speech about computers, Google “humorous computer quotations” and you will find many to choose from.

“Computers are like Old Testament gods; lots of rules and no mercy.” Joseph Campbell

“Software and cathedrals are much the same — first we build them, then we pray.” Unknown

“If the automobile had followed the same development as the computer, a Rolls-Royce would today cost $100, get a million miles per gallon, and explode once a year killing everyone inside.” Robert Cringely

“There are two major products that came out of Berkeley: LSD and UNIX. We do not believe this to be a coincidence.” Jeremy S. Anderson

“Experts agree that the best type of computer for your individual needs is one that comes on the market about two days after you actually purchase some other computer.” Dave Barry

If the quotation is from an unknown source, you can say, “Someone once said” and then deliver the quotation.

After finding the quotations from the various sites, choose one or several that you feel will fit your audience and topic. If you are writing for a non-technical audience, a quotation that requires technical knowledge won’t be funny, so always keep your audience in mind. You also want to be sure that the quotation isn’t offensive.

Quotations can also help you add some humour when teaching. For example, when we give workshops on business writing and speech writing we emphasise the importance of being as concise as possible. But clear and simple writing often requires more time and effort, so we mention Blaise Pascal who wrote, “I have made this letter longer than usual, only because I have not had time to make it shorter.”

You can combine related quotations to strengthen your message while adding some humour. This example is from the opening of a speech we wrote for a CEO who was speaking about innovation at his company.

Innovation requires us to look to the future. But the pace of change can be so quick that many of the predictions about technology have been wrong.

In 1830, Dionysius Lardner, professor of Natural Philosophy and Astronomy, said, “Rail travel at high speed is not possible, because passengers, unable to breathe, would die of asphyxia.”

In 1895 Lord Kelvin, president of the Royal Society said, “Heavier-than-air flying machines are impossible.”

In 1926, Dr. Lee De Forest, inventor of the vacuum tube and father of television, said, “Man will never reach the moon regardless of all future scientific advances.”

In 1977, Ken Olson, the founder and president of Digital Equipment Corp, said, “There is no reason anyone would want a computer in their home.”

To be safe, I won’t be making any major predictions today. But I will share some of my thoughts on innovation at our company.

Before using quotations in a speech or presentation, you will want to confirm their authenticity and accuracy. You can do this comparing quotations websites or, even better, finding the original source of the quotation, such as an article or interview.

You don’t have to tell jokes to add humour to your speeches and presentations. So the next time you are faced with a speech writing task or preparing a presentation, find and use humorous quotations.

Michael Gladkoff

Speech Writing – 10 Tips for More Effective Speech Writing

by Michael

Speech writing can be much easier when you know what’s needed for an effective speech. There isn’t one formula that will fit each speech writing project, but the following tips will give you ideas on what to do the next time you need to write a speech to be given in a business or professional environment.

Speech Writing Tip Number 1 — Create a Clear and Simple Message

Before you begin your speech writing project, define your message and stick to it. Don’t try to make too many points during your speech. Attempting to cover too much ground in a short time will confuse your audience. If you are speaking for ten minutes, for example, you will have enough time to convey one message. Summarise this message in one sentence and keep it in front of you while writing your speech.

Speech Writing Tip Number 2 – Know Your Audience and Write for Them

The type of audience you’re addressing will determine what you say and how you say it. For example, if writing your speech on a technical subject, you will have to define your terms and explain more if the audience members are not experts in the field. If they know the subject, you won’t have to explain the concepts. If you have both groups in the audience, you might say something like, “For those of you who don’t know…”, then explain it to them. Sometimes you won’t know the level of understanding of your listeners, so you will need to ask questions and adjust your speech accordingly.

Speech Writing Tip Number 3 — Write the Way You Usually Speak

A speech should not be written like an article, essay or report. For example, most people use contractions (I’ll, we’ll, can’t, he’s, we’re, it’s) when they speak — so write your speech this way. This applies to the types of terms you use. Instead of however, write but. In place of therefore, write so. Copywriters call this conversational tone, and it’s important to maintain this tone in your speech writing.

Speech Writing Tip Number 4 — Create a Connection with Your Audience

If you’re speaking to an unfamiliar group, develop ways to connect with them. If you were speaking to a community group, for example, you would want to find out who they are, what they do and what they believe. Then use this knowledge to create a connection between the group and you or your message. For example, you could mention how the group’s values are similar to those of your organisation. It will help if the group you are addressing has a website or other background information.

Once when we were writing a speech for a business that was sponsoring an arts organisation, we were finding it challenging to connect to the two organisations. After doing some research, we found that both organisations had been established in the same year. This commonality helped to connect the speaker to the audience at the beginning of the speech.

Speech Writing Tip Number 5 – Use Stories to Make Your Point

From early childhood we develop an appreciation for stories and the ideas they communicate. When you use stories in your speech writing, you are conveying your message in an entertaining and memorable way. For example, a CEO speaking about the need for change at his organisation can tell a story about a company that wasn’t able to change and failed as a result. On the positive side, the business leader could tell a story about a business that succeeded because it was able to change. Plenty of resource material is available if you are willing to spend some time researching. Personal stories are often the best if they are relevant to what you are speaking about, so it’s a good idea to write down the interesting stories you hear or experience. For more information on using stories in your speech writing, go to Speech Writing: How to Create Impact With Stories.

Speech Writing Tip Number 6 – Use Quotations in Your Speech Writing to Support Your Ideas

Including a few quotations from authorities and experts gives support to your message. By adding quotations you show that other people agree with your idea. For more information on using quotations in your speech writing, go to Speech Writing: How to Use Quotations in Speeches and Presentations.

Speech Writing Tip Number 7 – Use Facts, Figures and Statistics when Appropriate

A well-written speech will aim for a balance of emotion and logic. Using facts, figures and statistics from reputable sources will support your message with a logical foundation. Be careful not to overload your speech or presentation with too much information in a short time. Doing so will overwhelm the audience and lessen the effectiveness of your speech or presentation.

Speech Writing Tip Number 8 — Use Humour to Help Your Audience Relax and Enjoy Your Speech

Humour does not necessarily mean telling jokes. If you are not the type of person who enjoys telling jokes to your family and friends, don’t try telling jokes in your speeches. It’s best to use relevant humorous stories that you have experienced or heard. If you can’t think of any of these, use a humorous quote on the subject. For example, if you are speaking about computers and want to add some humour, you can Google “humorous computer quotes” and find many sites with funny quotes about computers that you can use when writing your speech. Avoid humour that might be offensive to any listeners. An accomplished motivational speaker once said, “If in doubt, leave it out.”

Speech Writing Tip Number 9 — End with a Strong Conclusion that Reinforces Your Message

Your speech conclusion is a crucial time when you can make a final impact on your audience. When writing your speech conclusion, ask yourself, “What do I want my listeners to take away or do as a result of my speech?” Write your conclusion based on your answer. Some speech writers even suggest writing the conclusion first because it sums up the message you want to deliver and will help you focus on the key message when writing the opening and body of the speech. For ideas on writing a speech conclusion, go to Speech Writing: Seven Ways to Conclude a Speech for Maximum Impact.

Speech Writing Tip Number 10 — Edit Your Speech to Make it More Clear and Concise

When speech writing, you will have to go through several drafts to improve your speech. If you have a limited time to speak, you will want to limit your speech to between 100 and 150 words per minute (depending on how quickly you speak). Cut out anything that doesn’t support your message. Read your speech aloud and rewrite sentences that might be ambiguous, too complex or difficult to articulate. Readability scales, such as Flesch-Reading Ease, can be a useful tool to simplify your speech writing. For more information on readability, go to Editing Your Writing to Make it More Readable.

Michael Gladkoff

Speech Writing — How to Empower Your Speeches and Presentations with Quotations

by Michael

Ralph Waldo Emerson said, “I hate quotations. Tell me what you know.” Emerson’s quotation sounds humorous but his advice should not be applied to speech writing. When used effectively, quotations can add variety and credibility to your speeches and presentations.

In this article, we will look at the reasons for using quotations in your speeches and presentations, and provide a few examples of how to use them most effectively.

When you are speaking to persuade an audience — whether to buy a product or service, win them over to your way of thinking, or influence their beliefs about your organisation — there are many speech writing tools you can use to bolster your case. These include facts, statistics, stories and quotations. They all bring an external element that supports your proposition — it’s not only you who is saying this, but another person. Generally, the person you quote should be a respected authority in their field.

In How Aristotle Can Help You with Your Business Writing and Speaking we looked at logic, emotion and authority as essential elements of persuasion. While facts and statistics support the logical element of an argument, and stories bring in an emotional element, quotations add credibility. When you quote an authority — not connected to you or your business — you add the person’s credibility and standing to your case.

In the workshops and presentations we give about business writing and speech writing, for example, we use quotations from experts (past and present) to support our case for simple and uncluttered writing.

“Every word that is unnecessary only pours over the side of a brimming mind.” — Cicero

“Never use a foreign phrase, a scientific term or a jargon word if you can think of an everyday English equivalent.” — George Orwell, Politics and the English Language

“Executives and managers at every level are prisoners of the notion that a simple style reflects a simple mind. Actually a simple style is the result of hard work and hard thinking; a muddled style reflects a muddled thinker or a person too dumb or too lazy to organize his thoughts.” — William Zinsser, On Writing Well

By using these quotations, we bring outside confirmation to the idea that simple writing is best.

In a business context, the need for change is a common speech topic. If you were writing a speech about the need and importance of change, you could use quotations such as:

“Everybody has accepted by now that change is unavoidable. But that still implies that change is like death and taxes it should be postponed as long as possible and no change would be vastly preferable. But in a period of upheaval, such as the one we are living in, change is the norm.” — Peter F. Drucker

“Change before you have to.” — Jack Welch

“Change is the law of life and those who look only to the past or present are certain to miss the future.” — John F. Kennedy

In this situation, the right quotation (or quotations) for your speech or presentation would depend on the specific message you want to convey about change. Many quotations websites can be searched by subject, keyword or author. Finding the appropriate quotation can take some time, but it’s well worth the effort.

As with business speeches, quotations can add depth and credibility to motivational speeches. Earl Nightingale was a master at using quotations in his motivational audio programs. He would often present many quotations on a single subject to enhance his message and make it more convincing. The following is an extract from The Strangest Secret, one of his best-selling programs.

This is The Strangest Secret! Now, why do I say it’s strange, and why do I call it a secret? Actually, it isn’t a secret at all. It was first promulgated by some of the earliest wise men, and it appears again and again throughout the Bible. But very few people have learned it or understand it. That’s why it’s strange, and why for some equally strange reason it virtually remains a secret.

Marcus Aurelius, the great Roman Emperor, said: “A man’s life is what his thoughts make of it.” Disraeli said this: “Everything comes if a man will only wait … a human being with a settled purpose must accomplish it, and nothing can resist a will that will stake even existence for its fulfilment.”

William James said: “We need only in cold blood act as if the thing in question were real, and it will become infallibly real by growing into such a connection with our life that it will become real. It will become so knit with habit and emotion that our interests in it will be those which characterize belief.” He continues, “…only you must, then, really wish these things, and wish them exclusively, and not wish at the same time a hundred other incompatible things just as strongly.”

My old friend Dr. Norman Vincent Peale put it this way: “If you think in negative terms, you will get negative results. If you think in positive terms, you will achieve positive results.”

George Bernard Shaw said: “People are always blaming their circumstances for what they are. I don’t believe in circumstances. The people get on in this world are the people who get up and look for the circumstances they want, and if they can’t find them, make them.”

Well, it’s pretty apparent, isn’t it? We become what we think about.

The number of quotations used in the example might seem a bit excessive. But when you listen the recording of this motivational talk, it seems natural. By quoting so many notable figures throughout history, Earl Nightingale increases the strength and credibility of his message.

So the next time you need to write a speech or create a presentation, remember the power of quotations.

Motivational Speech — How to Create Impact with Stories

by Michael

A motivational speech will persuade audiences to take particular course of action or adopt a behaviour, usually in the area of personal development and performance. When creating an inspirational motivational speech, stories can be powerful tools that make your message more credible and memorable for several reasons. Even if you’re not experienced at public speaking, telling stories will help you connect and make an impact.

Why use stories in motivational speeches?

Stories are an indirect way to show your audience that taking action is the right thing to do. People love to listen to a good story. By using relevant stories in your motivational speeches and presentations, you bring your message into reality and give it an emotional element. If you simply tell your listeners to take an action without a good story to support it, you won’t be as effective in motivating them. The best motivational speeches include stories of how people have overcome challenges or changed in some way. Other types of speeches might include cautionary tales of what not to do.

How professional motivational speakers use stories and quotations in their motivational speeches

Here’s an example of how one author used stories and quotations to motivate their audience.

In ‘Destiny in Balance’ from Lead the Field, Earl Nightingale uses stories to support his message.

One morning, I was having breakfast in a restaurant in Monterey, California–one of the most naturally beautiful places in the world. Suddenly, I was aware of the young couple sitting in the booth next to mine—they couldn’t have been more than 25 years old. It was obvious that they were very unhappy. The young man was saying: “Well, I’ve tried everywhere, but nobody wants to give me a job. I guess we’ll have to go back home.”

It was apparent from their attitudes that they wanted to live on the Monterey Peninsula, but they were almost out of money and unable to find work. But he had said, “Nobody wants to give me a job.” He wanted someone to give him something—in this case a job.

What might have happened if he had turned the whole idea around? What if he said, instead, “What do I know how to do that will serve some of the people of this beautiful part of the world?” Or, “How can I, or we, be of value to this community?

“The people here will be happy to supply us with the living we need if we can think of some way to serve them.” If we can think of some way to serve them. “What do they want or need or want that we can supply. Do they need a handyman, a first-class housekeeper, or both? Can we wash and wax cars right in their driveways? Can we detail their cars so they look like showroom display models? Let’s buy a pad of paper and a ballpoint pen and start making a list of all the things we can do to earn a living here. It will give us time to of other ways, more profitable ways. But that wash-and-wax idea might grow into quite a service for the community. And let’s not stop there. Let’s think of some more ways we can start right here to be of service to the people who live here.”

Right then and there in the restaurant, instead of being depressed and considering themselves failures, they could have come up with a dozen or so ways in which they could have remained on the Monterey Peninsula and built a fine business for themselves. They didn’t need a job: they needed to think. But they had never thought before. It was as foreign to them as speaking Urdu.

There they were: two fine, bright, good-looking young people with two fine minds. A world of opportunity was beckoning to them, and they were going to go back home. No one had ever told them about the gold mines they carried between their ears.

Do you know how many people would have reacted in the same way these young people reacted? Most of the people in the United States—or any other country, for that matter. People will do anything in the world—even turn to crime—before they will think.

The motivational talk is about the importance of service and thinking of ways to serve others. The story, which makes up a small part of the talk, reinforces this key point by bringing it into reality. (You can listen to audio samples from this excellent motivational program here).

Where do you get stories for your motivational speeches?

In the example, Earl Nightingale overheard the couple complaining that they had failed in their goal to live in Monterey, California. The key is to pay attention what’s going on around you and to look for the lessons in these events. Some writers keep a story file of the interesting things they see or hear.

Besides the stories we hear about and experience, we can search for stories that support our motivational message. Reading regularly in the subject that you wish to speak about will help you find stories for your motivational speeches. You can also look for relevant stories when watching films and television programs. Searching on the internet using the right keywords will help you find stories for your motivational speech. The time-consuming part is finding the story that best fits your motivational speech message. It’s also a good idea to do some fact checking to make sure the story is true because many hoaxes and urban legends are found on the internet.

Avoid overused stories in your motivational speeches. For example, one popular story explains how Thomas Edison tried 10,000 ways to create a light bulb before succeeding. It’s a great example of persistence but it has been used too many times in motivational speeches. Other examples include the stories in Chicken Soup for the Soul . When the book was a best-seller its stories were often used in motivational and inspirational speeches. If you use a story that has been heard many times before, you risk losing the attention of your audience and your credibility as a motivational speaker.

As an experienced motivational speech writer, I help speakers perfect their messages, whether for a TED Talks, inspirational commencement speeches or other special occasions. If you need to deliver an inspirational motivational speech, contact me on 1300 731 955 or use the contact form to get in touch.

Michael Gladkoff

Speech Writing Tips: Seven Ways to Conclude a Speech for Maximum Impact

by Michael

Although the beginning of a speech is important for setting the stage and getting the audience’s attention, the conclusion is their final impression of you and your message. It can be tempting to neglect the conclusion after you’ve spent hours on writing the opening and body, but a weak ending can lessen the effectiveness of your entire speech.

In The Lost Art of a Great Speech, Richard Dowis describes seven ways to effectively conclude a speech. Understanding these will give you more options the next time you’re struggling to write a speech ending.

Dowis defines the types of speech conclusions as:

summary
humorous
wrap up
direct appeal
thesis
reference
inspirational.

Let’s take a brief look at each of these.

With a summary closing you simply summarise the points that you detailed in the body of the speech. This can be effective because it reinforces what you have said. So if you cover three main points in your speech, you can write a few sentences on each point for the ending.

A humorous closing can work well when you find a quotation or anecdote that relates to your speech topic. Humour that is not relevant to the topic, either for the opening or conclusion, will often detract from a speech. If you can’t think of anything funny, there are many websites with quotations and anecdotes on almost any topic. Just search for them.

With a wrap up closing, also called a bookends closing, you repeat or mention an opening element to create a complete loop. This could be a fact, anecdote or quotation that you opened the speech with. Listeners will recognise this repetition as a verbal cue. As soon as you mention it, they will realise that your speech is coming to an end.

When using a direct appeal closing you ask the audience to take specific action. At a graduation ceremony, for example, a speaker might ask the new graduates to take a particular action or change their outlook as they begin their careers.

With a thesis closing you restate the main idea of your speech. This type of conclusion is effective when you’re attempting to persuade your audience on one important point.

When using a reference closing you mention the group you are speaking to, the location, date, a quotation or other point that connects you with your audience. If you’re speaking to a community service group, for example, you can research the organisation and mention their history, philosophy or achievements to reinforce the connection between you and the audience.

With an inspirational closing you use an inspirational quotation, poem or anecdote to end the speech. There are many reference websites where you can search for inspirational quotations, poems and stories by subject or author.

For instance, if you were speaking about goal achievement and wanted to inspire your audience, you might quote Thoreau, who said, “If one advances confidently in the direction of his dreams, and endeavors to live the life that he has imagined, he will meet with a success unexpected in common hours.”

It’s important to note that you can combine elements from the different types of conclusions when crafting your speech ending. For example, you can inspire your listeners with a quotation or story, and then make a call to action.

Writing an effective speech conclusion is important. But the ending can be the most difficult part. After completing the opening and body of the speech, it’s easy to run out of ideas and get stuck. Knowing the seven options available when ending a speech will help you overcome these challenges to create effective speeches with maximum impact.

Tips from a Speech Writer | Writing a Powerful Speech Opening to Connect with Your Audience

by Michael

It’s often said that an effective speech opening is vital for connecting with your listeners. Besides making a good first impression, a good beginning to your speech helps you win the trust and attention of your listeners.

The speech opening is where you have the best chance to build a bridge of understanding between you and your audience. But how do you connect with a new audience when delivering a speech?

In The Lost Art of the Great Speech, Richard Dowis describes what he calls reference opening to establish common ground between the speaker and the audience. When using a reference opening, the speaker usually makes reference to the speech, the group, the event or something related to one of these.

Some of the possible references you can use are the date, the location, the weather, the organisation you are delivering your speech to, a historical event, a current event, the topic, and the speech title.

Dowis shows how one executive speaking at a forum sponsored by the JC Penney Company, a US department store chain, used a reference opening in his speech.

I’m honoured to have been invited to represent the credit-reporting industry in this discussion of consumer credit. At the outset, I want to commend the JC Penney organisation for its sponsorship of this forum. I can recall many years ago reading about the late JC Penney. He was a dynamic man whose success in building one of the great retail enterprises of all time is testimony to the enormous potential of a free economic system. Mr Penney was also a man whose concern for people and society was apparent throughout his long and productive life.

Another example of a reference opening is found in 50 High Impact Speeches and Remarks by Michael Kador. He shows how Michael Askew, Vice Chairman of United Parcel Service, used a reference opening when he spoke at the Annual Meeting of the Air & Waste Management Association.

It is truly an honour to be addressing an organisation that has done so much to further our understanding of the environment. And you’ve done so in a way that promotes working cooperation among businesses, governments and communities.

What I find most impressive is that you’ve been doing this for 92 years. You don’t stick around 92 years unless you’re doing something right. We’re very aware of that at UPS.

In fact, the Air & Waste Management Association and UPS probably have more in common than you might think. For starters, we each were both founded way back in 1907 at a time when most environmental philosophies governing business and society were fledgling, at best.

This opening highlights what the speaker’s company has in common with the organisation he is addressing. It was a fortunate coincidence that both were founded in the same year, but you can usually find some point that connects you, or your organisation, to the audience.

As mentioned, location can be the basis for a reference opening. The following example from Dowis shows how an executive based in Atlanta used a location reference to connect with his audience in Chicago.

It’s good to be here in the company of such distinguished men and women in the great city of Chicago. Back in Atlanta, we refer to Chicago as the ‘other city the works.’ Chicago and Atlanta do have a great deal in common, quite apart from being the economic and cultural capitals of their respective regions of the country. Atlanta was burned in 1864 by a Yankee general named Sherman; Chicago was burned in 1871 by Mrs O’Leary’s cow.

Dowis also shows how to use literary references in a speech opening to connect with the speech topic. An executive of a forest products company used a literary reference when speaking to the company’s shareholders.

Dr Pangloss, a character in Voltaire’s Candide, was fond of the statement: “All’s for the best in the best of all possible worlds.”

Well, in the field of for-sale residential construction, in finance, and in many other areas for which I have responsibility, we are close to, if not in, the best of all possible worlds.

If you’re having trouble finding a reference opening to help you connect with your audience, you can always try using the date of your presentation as a reference. Sites such as Today-In-History (http://www.scopesys.com/anyday/) list important events, births and deaths that occurred on each day of the year. You might be able to find an event that is relevant to your speech topic or audience in some way.

The options for creating an effective reference opening are as boundless as your imagination and creativity. Writing an effective reference opening requires thought, planning and research. The effort spent, however, will help you get your messages across to receptive and attentive audiences.