Speechwriting: The fine art of not putting words in other people’s mouths



My favourite politician and

good friend Colin Hansen,

who taught me how to get

people on their feet.

I sorta kinda hate to do this but... if this is a site where I post things I publish, then it shouldn't matter if it's actually fascinating reading or... well... not so fascinating reading. Right? 

This is an article I wrote for Ragged Right which is a publication of the International Association of Business Communicators. On speechwriting. It isn't that it's bad, it's just that... you know... when you're given a topic and so many words, there's only so much you can do.

Anyway, published it was, so blogged it is. And for those who actually wish I'd write something original soon, rest assured I'm working on it!
=======================================
A month after writing my first political speech, I was asked to transcribe the audio for a website. I was halfway through the first page when I realized there was no similarity between what I had written and what the Minister said. In fact, at one point he paused and mentioned someone had written a speech for him - but it wasn’t very good. At the next event I unwittingly stomped all over protocol by marching up to the Minister and asking him why he didn’t like the speeches we were sending him. The answer? No one had ever asked him what he wanted to talk about.

Several years, and hundreds of speeches later, I realize I had inadvertently stumbled upon the most important rule of speechwriting - know the person you’re writing for! True speechwriting isn’t putting words in the mouth of a politician or a CEO. It’s organizing their thoughts and ideas in a way that makes their speaking engagement easier.

Speechwriting Rules:

• A few preliminary questions can make the difference between a disaster and a standing ovation. I watched one CEO struggle through an entire speech because I had used 18-point font (his eyesight required 24). Ask them what broad ideas they want to convey, what format they prefer, if they want sentences or bullets, if they like headings, etc.
• Develop an internal database of topics and ideas. I keep a notebook with me to jot down quotes, stories and ideas. The tuna sandwich you ate for lunch, the old man on the corner, a quote from your favourite movie – these can be great speech fodder if you’re creative.
• Remember that speechwriting is not like other writing. An audience doesn’t have instant replay. Keep it fresh. Be conversational. Use simple, emotive English.
• Listen to the little man in your head. Read it to your cat. If you have to reread a bullet to get the inflection or content to make sense, it’s no good.
• Develop a sense of humour and don’t be offended when your speaker changes or omits something.
• A speech has a beginning, middle and an end – leave the audience a few clues as to where the speaker is. It’ll keep them interested.
• After you finish, go back and cut out the unnecessary words, rephrase the awkward bullets and say it to yourself. Do this again and again, until you can’t find anything else to edit.
• Read – books by Michael Waldman (Bill Clinton’s speechwriter) or Peggy Noonan (Ronald Reagan’s speechwriter), will give you an enormous amount of insight.

Your goal is to write a speech that will raise the roof – and then fade into the background when it does. I’ve never had a cabinet minister point to me and ask me to take a bow during his standing ovation. So enjoy the moments of laughter and applause, because that’s all the acknowledgement a good speechwriter gets.

Andrea Burton is the former lead speechwriter for the BC Ministry of Health and continues as a senior writer in government, authoring numerous reports. Under her own company, Babelzebra Communications she provides strategic communications consulting. She can be contacted at andrea@babelzebra.com or call 604-762-4743.