I’m going to tell you how I became a sought-after expert in speechwriting. It’s not just about putting pretty words together; it’s about understanding people, strategy, and even a little bit of performance art. I’m going to clear up some myths, show you the secret paths, and give you a real blueprint to go from being a good writer to being someone who builds voices that really matter.
The Foundation: It’s More Than Just Writing – It’s Understanding the Whole Picture
When you write an article, someone reads it alone. But a speech? That lives in the moment, between the person speaking and the people listening. To be amazing at this, you have to get past just putting words on paper and really get how spoken communication works.
1. You Have to Write for the Ears, Not the Eyes.
This is HUGE. A brilliant essay can just die on stage. Why? Because our ears hear things differently than our eyes see them.
- For example: Instead of writing: “The economic downturn of 2008, largely fueled by subprime mortgage lending and a complex web of financial derivatives, led to a significant contraction of global markets and a prolonged period of fiscal austerity.”
- I’d write: “In 2008, the bottom fell out. Mortgages, complex financial products – it all imploded. Suddenly, our global markets shrunk, and we faced years of tough times.”
Here’s what I do:
- Read Everything Out Loud, Always: Every single draft, every sentence. Does it flow? Does it sound like a real person talking? Do you trip over any words?
- Focus on Flow and Rhythm: Make your sentences different lengths. Use short, punchy ones for impact, and longer ones when you need to explain. A little alliteration or assonance can make things really stick.
- Skip the Jargon and Acronyms: If a kid wouldn’t get it, rewrite it. Unless your audience is super specialized, and even then, make sure you define things.
- Repeat (But Don’t Overdo It): Not to be redundant, but for emphasis. Think about Martin Luther King Jr.’s “I Have a Dream.”
2. Unwrap the Speaker: Their Voice, Their Persona, How Real They Are.
A speech is a performance, and the speaker is the main instrument. My words don’t just need to fit in their mouth; they need to make the speaker sound even more like themselves, in their own true voice.
- For example: If I’m writing for a CEO who’s known for being direct and loving data, I’m going to write differently than for a community leader famous for their empathy and stories. I would never put flowery language into the mouth of someone who is naturally blunt and practical.
Here’s what I do:
- Deep Dive into the Speaker’s Past: Read their old interviews, speeches, social media. Understand their core values, what they’re passionate about, and how they usually talk.
- Do Thorough Interviews: Ask them about their goals for the speech, their challenges, what they want to achieve, and how they would naturally say it. Record these, transcribe them, and literally borrow the way they phrase things.
- Find Their Peculiarities and Strengths: Are they funny? Are they better at telling stories or giving statistics? I tailor the content to what they’re naturally good at and avoid making them say something that doesn’t feel like them.
- Practice with the Speaker: This is critical and often missed. Listen to them deliver my words. Notice where they struggle, where they shine. Then, I adapt.
3. Analyze the Audience: Empathy Guides Everything I Do.
A speech isn’t about what the speaker wants to say; it’s about what the audience needs to hear, and how they need to hear it. Without really understanding the audience, my words are just noise.
- For example: If I’m writing a speech for factory workers about a new production idea, I’ll use practical, benefit-focused language, maybe talking about job security or better conditions. But if I’m presenting the exact same idea to investors, I’m talking about financial projections, return on investment, and market impact.
Here’s what I do:
- Demographics and Psychographics: Beyond just age and job, I learn about their values, what worries them, what they hope for, what they already believe about the topic, and what their problems are.
- What Do They Already Know? I don’t re-explain common knowledge, but I also don’t assume they’re experts if they’re not.
- Why Are They Listening? Are they looking for entertainment, information, inspiration, or to be told to do something?
- Anticipate Objections and Questions: I try to address any potential skepticism or misunderstandings right within the speech.
- Speak Their Language: I use analogies, metaphors, and cultural references that they will get. If they like sports, I use a sports analogy. If they’re techy, I use a tech analogy.
The Architecture: Structure, Story, and How to Persuade
A powerful speech is like a carefully built building, not just a pile of bricks. It needs a strong plan, designed to take the audience smoothly from listening to acting.
4. The Opening Has to Be Irresistible: Hook Them, Give Context, Build Trust.
You have only a few seconds to grab attention. A weak opening can ruin the whole speech.
- For example: Instead of: “Good morning, everyone. Today I’d like to talk about the importance of innovation.”
- I’d write: “Imagine a world where the impossible becomes routine. A world, remarkably, that we are building, right here, right now. Today, I want to show you the blueprints.”
Here’s what I do:
- Start with a Bang: A question, a surprising fact, a compelling story, a bold statement, a powerful quote, or a vivid image.
- Make it Immediately Relevant: Connect directly to what the audience cares about. Why should they listen?
- Establish Credibility (Subtly): Why are you or the speaker the right person to talk about this? I weave this in naturally, not as a boring list of achievements.
- Give Them a Roadmap: Briefly tell the audience what they’ll gain from listening. “By the end of this hour, you’ll know exactly how to…”
5. The Body: Building Persuasion – Key Messages, Proof, and Feeling.
This is where I develop the arguments, provide evidence, and connect with the audience on a deeper level.
- For example: If the core message is “collaboration is key to our success,” I don’t just say it. I illustrate it with a story (“Just last month, Sarah from marketing and David from engineering, usually at odds, teamed up to solve X, leading to Y success.”), back it up with data (“Our analysis shows teams with high cross-departmental collaboration increase innovation by 30%”), and connect it emotionally (“When we work together, we don’t just build products; we build a stronger future for all of us.”).
Here’s what I do:
- Identify 1-3 Main Messages (Tops): Audiences remember ideas, not tiny details. Every single point must serve these core messages.
- Keep it Logical: Organize points clearly. Use smooth transitions to guide the audience (e.g., “Now that we’ve established X, let’s explore Y,” “On the other hand,” “Furthermore”).
- Use the Power of Storytelling: Anecdotes, personal experiences, case studies. Stories are 22 times more memorable than just facts. I make them short, relevant, and emotionally impactful.
- Evidence and Data (Simplified): I support claims with facts, statistics, and expert opinions that can be checked. I present them in a way that’s easy to understand, often visual if possible (even if the visual isn’t my job, I know what can be visualized). “8 out of 10 people…” “Research from MIT confirms…”
- Vary Your Appeals: I engage their logic (logos), their emotions (pathos), and their trust in the speaker (ethos) throughout the speech. I don’t rely on just one.
- Contrast and Compare: I illustrate points by showing differences between old ways and new, problems and solutions, or different ideas.
6. The Unforgettable Ending: Summarize, Call Them to Action, and Give Them a Vision.
The end is my last chance to solidify the message and leave a lasting impression. It’s not just a “thanks for listening.”
- For example: Instead of: “So, in conclusion, innovation is important. Thank you.”
- I’d write: “We’ve journeyed through the landscape of disruptive change, seen the power of our collective ingenuity, and glimpsed a future shaped by our choices. Now, the question isn’t if we can innovate, but will we? Today, I urge each of you to take one bold step, however small, towards that future. Let’s not just imagine it; let’s build it, together, starting now.”
Here’s what I do:
- Briefly Recap Key Messages: Reinforce the main takeaways without giving the whole lecture again.
- Clear Call to Action: What do I want the audience to do, think, or feel after the speech? It has to be specific, measurable, achievable, relevant, and time-bound (SMART).
- Paint a Vivid Future: Inspire them with a vision of what’s possible if they embrace the message or take the action.
- End Strong: A powerful quote, a poignant story, a challenging question, or a stirring affirmation. This is the moment to leave them with something that truly resonates.
The Nuances: Polishing and Professionalism
Being a master is all about the details. These elements are what separate a good speechwriter from someone who is truly sought-after.
7. Crafting Memorable Language: The Art of Using Rhetorical Devices.
Beyond just clear communication, great speeches elevate language to an art form, making words echo long after they’re spoken.
- For example:
- Anaphora (Repeating at the start): “We will not falter. We will not fail. We will not give up.”
- Antithesis (Opposing ideas): “Ask not what your country can do for you – ask what you can do for your country.”
- Allusion (Indirect reference): “This moment feels like our Apollo 13.”
- Metaphor/Simile: “Ideas are the currency of the 21st century.” (Metaphor) “Her voice was like a soothing balm.” (Simile)
- Tricolon (Rule of three): “Life, liberty, and the pursuit of happiness.”
Here’s what I do:
- Study the Masters: I read and analyze speeches by people like Churchill, Lincoln, Obama, King, Thatcher. I pick apart how they use language.
- Practice Intentionally: I try to weave a new rhetorical device into each draft until it feels natural.
- Keep it Balanced: Using too many devices sounds fake. I use them to make things clearer, emphasize a point, or create imagery, not to show off.
8. Integrating Visuals and Delivery Cues: A Whole-Picture Approach.
My main job is writing words, but by understanding how those words work with visuals and how they’re delivered, I become incredibly valuable.
- For example: I don’t just write “Our sales increased,” I add a note: (Consider a slide showing ascending bar graph). Or, after a powerful statement: (Pause for emphasis). Or: (Lean in, direct eye contact with audience).
Here’s what I do:
- Anticipate Visual Needs: I suggest points where data visualizations, images, or short video clips would make the message stronger.
- Mark Delivery Cues: I indicate pauses, changes in tone, moments for gestures, eye contact, and opportunities for the audience to participate (e.g., “Raise your hand if…”).
- Collaborate with Designers: I make sure the visual story supports the spoken story, doesn’t just repeat it, and helps people understand better.
9. The Power of Brevity: Editing Relentlessly for Impact.
Every single word must earn its spot. Too much clutter weakens the impact.
- For example: Instead of: “In light of the various challenges and complexities that we are currently observing within the evolving global marketplace, it is important for us to consider methods by which we can increase our productive output and also become more efficient in our core operational processes going forward.”
- I’d write: “Our market is changing. We need to produce more and work smarter.”
Here’s what I do:
- Remove Redundancies: Phrases like “past history,” “terrible tragedy,” “free gift.”
- Eliminate Qualifiers: “Very,” “really,” “quite,” “somewhat.”
- Prefer Active Voice: “We made the decision,” not “The decision was made by us.”
- Cut Hard: If a sentence or paragraph doesn’t serve a clear purpose or make the message better, I delete it. If I’m struggling to cut, I walk away and come back with fresh eyes later.
The Business of Expertise: Elevating Your Practice
Being a great speechwriter is one thing; being a sought-after expert is another. It takes smart positioning and always trying to get better.
10. Build an Unbeatable Portfolio and Get Testimonials.
My work speaks for itself, but only if people can experience it.
- For example: My portfolio ideally includes audio or video recordings of speeches I’ve written, showing different topics and speakers. If that’s not possible, I use redacted transcripts with notes on the speaker’s style and the audience. Most importantly, I include specific, results-oriented testimonials: “John’s speech was directly responsible for a 15% increase in funding,” or “Her words moved the room to a standing ovation.”
Here’s what I do:
- Document Everything: I get permission to record or get recordings of speeches I’ve written.
- Seek Specific Testimonials: I don’t just ask, “Were you happy?” I ask, “What was the specific impact of the speech?” “How did the audience respond?”
- Categorize My Work: I show my versatility (e.g., corporate talks, political rallies, motivational speeches, eulogies).
11. Embrace Continuous Learning and Specialization.
The way we communicate is always changing. I have to change with it.
- For example: I specialize in areas that truly interest me, like tech keynote speeches, non-profit appeals, or political campaigns. I become the go-to expert for that specific niche, understanding its specific language, trends, and audience inside and out. At the same time, I attend workshops on rhetorical theory, voice coaching, or presentation skills.
Here’s what I do:
- Read Constantly: Beyond speechwriting, I delve into linguistics, psychology, marketing, and current events.
- Study Speeches (Critically): I analyze what works and what doesn’t in contemporary speeches.
- Network: I connect with public speaking coaches, event planners, and PR professionals. I learn from their perspectives.
- Consider a Niche: While being versatile is good, deep expertise in a particular area can make me incredibly valuable to specific clients.
12. Cultivate Discretion, Trust, and Professionalism.
Speechwriting often involves sensitive information, high stakes, and delicate reputations. My trustworthiness is the most important thing.
- For example: Handling a speech about a company crisis requires absolute secrecy. I never disclose confidential information, not even casually. I always meet deadlines, even under pressure. I aim to be the problem-solver, never the problem.
Here’s what I do:
- Confidentiality Agreements: I’m prepared to sign and stick to them.
- Flawless Execution: I deliver on time, every time, with impeccable quality.
- Problem-Solving Mindset: I anticipate challenges and offer solutions, whether it’s a tight deadline or complex subject matter.
- Proactive Communication: I keep clients informed of my progress and any potential roadblocks.
The Apex: Becoming Indispensable
Becoming a sought-after speechwriting expert isn’t an overnight thing; it’s a journey of careful practice, deep empathy, and unwavering professionalism. It means going beyond just putting words together to becoming a strategic partner who understands the speaker’s vision, the audience’s heart, and the power of that particular moment. By taking these principles to heart and relentlessly applying these actions, I don’t just write speeches; I craft legacies, inspire movements, and truly master the art of the spoken word.