Sarah Hurwitz shares speechwriting wisdom so that you can shine at your next public address.
- Channel your personality through your speech. What would you like to say? Transcribe as you talk, forming the basis of the first draft.
- Research and understand your audience. Who are you talking to? What are they concerned about? Why are you speaking to them? How well do they know you? What’s the venue?
- Structure is destiny. If you have a bad structure, you can’t have a good speech. Every paragraph should flow logically from one to the next. "Print it out and cut it up with scissors so I can move parts around. It’s only then that I realize the order is wrong or I see that I’m repeating myself or I notice that certain passages could be combined".
- Seek multiple opinions. It’s really important to ask other people to look at your speech—as many as possible, especially if you’re speaking to a community that you don’t know well. You need to find someone from that audience who understands its cultural sensitivities and norms so you speak in a way that inspires people rather than causing offense.
- Throw the rulebook out of the window. Writing to be read and writing to be heard are two very different skills. Spoken language doesn’t need to conform to grammar and punctuation norms. It’s fine to space things weirdly on the page or add notations —all that matters is how the words sound coming out of your mouth. Edit out loud. Don’t just sit looking at your computer screen—print the speech out, practice delivering it, and edit as you go.
- Listening is the key to great speaking. As I write, I hear the voice in my head saying things like, “This part is getting bogged down in the weeds,“ “we’re missing the beating heart,” “we’re missing the real human side of this issue.” Hone your ability to identify the weakest parts that aren’t working.
- Speak like you usually do. “What is the deepest, most important truth that I can tell at this particular moment?” All too often people focus on how they’re going to say something rather than on what they’re actually going to say. People often take on an overly formal and stiff giving-a-speech voice or they slip into their professional jargon and use words that no one understands. If something feels unnatural or awkward when you say it, go back and rewrite it until it sounds like you.
- Show, don’t tell. If you’re bored during a speech, it’s probably because the person is telling not showing. Make them see your vision. Anytime you find yourself using a lot of adjectives, stop, step back, and think about painting a picture for people instead.
- Don’t let technology get in the way. I’d advise against a lecture-style format on Zoom. Instead, opt for interview style—give your host a set of questions to ask you so you can convey your message. This back-and-forth is more engaging via video calls.
- Watch the clock. People are distracted today, so it’s really important to focus your message. Do you want them to feel reassured, courageous, fired up? Whatever the emotion, really think about that as you’re writing your speech. If you’re doing a toast at your best friend’s wedding, keep it to five minutes, and for a keynote speech, no longer than 20 minutes.
- Consider the format. Don’t put yourself under added pressure by trying to learn your speech by heart. Some speakers are most comfortable with their speech written out verbatim. Others, use bullet points or cue cards. If you’re printing your remarks, keep the text on the top two-thirds of the page, so you won't have to bend your neck to look down.
