HOW TO STRUCTURE A STELLAR SPEECH
What’s the point of speaking to a group if they don’t retain the message, act on it or share it?
Crafting a message that lands is at the heart of speechwriting. You want the audience to leave with a takeaway; give them a reason to share on social platforms and ideally have your message make its way into the media! That’s the dream anyway.
To make a lasting impact, it’s not about how MUCH you say, but HOW you say it. Oftentimes, less is more. I mean, there is a reason why TED talks are no more than 18 minutes.
In an age of constant multitasking and waning attention spans, the key to a memorable speech is to captivate and hold your audience’s attention. To achieve this, with limited time, your best bet is to use straight-forward, dynamic language that inspires action and agreement. Or, you might even choose to ignite a little controversy, depending on your topic and/or CTA.
Here are a few things to consider to make every word count:
Lead with the hook. We decide within the first 30 seconds whether we’re truly going to pay attention to someone. Start with a quote, a joke, or an anecdote that grabs your audience’s attention - anything that resonates. Keep it to just one and make sure it’s powerful.
What’s on the line? Your audience needs to see the problem with the current situation clearly, even if they’re initially unaware of the issue. Let’s not forget, we were all fine taking taxis, that is until uber provided us with an effortless and cashless alternative.
Show the solution. Present your solution as the stark contrast to the problem. Move between highlighting the current reality and what could be, and show how your solution makes a difference.
Call to Action. This is where you give the audience the power to act on the problem you’ve just defined. In business, it’s usually an invitation to buy or engage with a product. Be specific about what they need to do to fix the problem you’ve just made them aware of.
Paint a picture. They say a picture is worth a thousand words, and while a picture might speak, words can persuade. Painting a simple, clear picture will make your CTA most transformative.
Above all, remember that speakers and listeners are human. Write like you're having a meaningful conversation with family and friends, or your team. If you treat your audience authentically, you’ll reap the returns.