Pink delivers a masterful speech which demonstrates many strong speech techniques, including:

• A powerful opening, which establishes a framework utilized throughout;
• Building of ethos and logos;
• Well-timed use of humor;
• Employing contrast and the rule of three;
• Powerful conclusion; and
• Superb delivery.

The strength of this speech isn’t surprising at all, given Pink’s former role as chief speechwriter for Al Gore.

This is the latest in a series of speech critiques here on Six Minutes.

I encourage you to:

1. Watch the video;
2. Read the analysis in this speech critique; and
3. Share your thoughts on this presentation in the comment section.

Click here to view the embedded video.

The Opening – Superb and Yet Flawed

The opening of the speech is very strong. The first words of the speech — “I need to make a confession…” — create mystery and draw the audience in immediately. The humor woven into this opening invoked strong laughter from the audience, but may not have been the best choice. (see below)

The other noteworthy element of the opening is the way that Pink frames his speech as not a story, but a case [1:34 -- these are references to speech times which you can use to view specific parts of the speech]:

“I don’t want to tell you a story. I want to make a case. I want to make a hard-headed, evidence-based, dare I say lawyerly case for rethinking how we run our businesses.”

This is speechwriting genius. In just a few sentences, Pink establishes the framework around his topic. Given that his audience is likely to be skeptical (because his primary message goes against conventional business wisdom), he assures them that what he’s about to say is not a fictional story, but a solid case — a clear, truthful, logical argument.

He specifically refers to the audience as “Ladies and gentlement of the jury…” [1:51] to cement this framework. Later in the speech, he twice references this framework.

• “Let me marshall the evidence, because I’m not telling a story. I’m making a case, ladies and gentlemen of the jury…” [9:05]
• “I rest my case.” [18:28 - the final words of the speech]

But, there’s a small flaw…

In most circumstances, self-deprecating humor is a wonderful speechwriting tool. You get the audience laughing, and you risk offending nobody, because the humor is about you.

However, the self-deprecating humor in this speech pokes fun at the very thing on which Pink has hinged his argument — on his ability to demonstrate a solid, legal case. He playfully (and perhaps modestly?) points out his poor law school performance, and the fact that he’s never worked as a lawyer. This has the effect of undermining his credibility. The skeptical audience member might argue that if he isn’t a smart lawyer, then maybe he can’t put together a strong case, and if he can’t put together a strong case, then perhaps the case being presented in this speech is weak.

The lesson? When using self-deprecating humor, don’t poke fun at your expertise in a way which weakens your credibility.

Build Logos and Ethos

Aside from the self-deprecating humor, this speech is very strong in both logos (logical argument) and ethos (credibility of the speaker).

A few ways in which Pink builds strong logos include:

• “This is not a feeling… [joke] … This is not a philosophy… [joke] This is a fact… [joke]” [8:33]
  This passage was one of the most emphatic in the entire speech, and it strikes at the heart of the audience opposition.
• “Some of you may look at this and say ‘Hm. Sounds nice, but it’s utopian.’ But I say ‘nope’. I have proof.” [16:02]
  Again, Pink directly addresses the opposing point of view, and then proceeds to offer tangible, real evidence to support his claim.
• The speech is littered with references to both academic research as well as case studies taken from contemporary businesses. He specifies institutions, names, and quotations. In doing so, Pink makes it clear that his central argument is not just a theory; it is grounded in reality.

A few ways in which Pink successfully raises his ethos include:

• Through the speech, Pink cites academic research at globally recognized institutions, including Princeton [3:08], MIT [9:10], Carnegie Mellon, the University of Chicago, the Federal Reserve Bank of the United States, and the London School of Economics (“alma mater of 11 Nobel Laureates in Economics”) [10:48]. As the named institutions all have high ethos, referencing them in this way adds credibility by association to Pink.
• “I spent the last couple of years looking at the science of human motivation.” [5:07] This particular line was delivered in an understated way, but I think it boosts his credibility considerably.

Make it personal (and flattering)

About half-way through the speech, Pink makes the first explicit connection between his topic and the audience in the room. He says:

• “Think about your own work… everybody in this room is dealing with their own version of the candle problem” [7:49]

This flatters his audience, because it implies that they are all engaged in truly difficult and challenging work. (i.e. they don’t have careers doing mechanical tasks) More importantly, it makes his speech message more personal. From that moment on, every time Pink references “the candle problem”, each member of the audience hears “my problem”. Having your audience personalize your message is one powerful way to persuade them.

Use Humor

This was not a “fluff” speech by any definition. On the contrary, it is packed with thought-provoking ideas. Yet, Pink wisely injects humor throughout the presentation:

• “I need to make a confession. I did something I regret… in a moment of youthful indiscretion, I went to law school.” [0:38]
• “I graduated in the part of my law school class that made the top 90% possible.” [1:00]
• “I never practiced law a day in my life. I pretty much wasn’t allowed to.” [1:14]
• “Now this makes no sense, right. I’m an American. I believe in free markets. That’s not how it’s supposed to work…” (into the reality show joke which didn’t get much laughter) [4:00]
• Fade-in effect on slide (also with color) to add “For Dummies” to “The Candle Problem” [6:30]
• “This is not a feeling. I’m a lawyer, I don’t believe in feelings.  This is not a philosophy. I’m an American, I don’t believe in philosophy. This is a fact. Or as we say in my home town of Washington, D.C. — a true fact.” [8:33]
• “Is this some kind of touchy-feely socialist conspiracy going on here?” [10:38]
• “London School of Economics. Training ground for great economic thinkers, like George Soros, Friedrich Hayek, and Mick Jagger.” [11:10]
• Atlassian joke [13:45]
• “Fedex days” joke [14:30]

The speech is about 18 minutes long, and includes 10 (mostly successful) attempts at humor.  The timing of the humor is also noteworthy: 0:38, 1:00, 1:14, 4:00, 6:30, 8:33, 10:38, 11:10, 13:45, 14:30. Pink mixes humor every two minutes or so, with a little more in the first 90 seconds (to build a connection with the audience), and then none for the last three and a half minutes (to focus on a powerful closing argument). This humor strategy is worthy of emulation in your speeches!

Employ the Rule of Three

This speech is packed with rhetorical devices, the most frequent of which is the use of triads. Pink employs the rule of three in a variety of ways, including both humor and his most serious statements. A few examples include:

• “(1) This is not a feeling… [joke] … (2) This is not a philosophy… [joke] (3) This is a fact… [joke]” [8:33]
• “Too many organizations are making their decisions… based on assumptions that are (1) outdated, (2) unexamined, and (3) rooted more in folklore than in science.” [11:45]
• (1) Autonomy, (2) Mastery, and (3) Purpose [12:40]
• “(1) How they do it, (2) when they do it, (3) where they do it…” [15:40]
• “… noone gets paid (1) a cent, (2) or a euro, (3) or a yen…” [16:33]
• “If we repair this mismatch between what science knows and what business does…
  If we bring our notions of motivation into the 21st century…
  If we get past this lazy, dangerous ideology of carrots and sticks…
  we can strengthen our businesses,
  we can solve a lot of those candle problems, and maybe, maybe, maybe,
  we can change the world. ” [18:02 -- concluding argument]

Use Contrast

The most memorable catch phrase in this speech was introduced with a slide, and spoken multiple times, at 5:18, 11:35, 17:28, and 18:02. This phrase is cleverly crafted, and is far better than an awkward alternative such as: “Present-day business practices are ignoring the knowledge by scientific research.”

Other uses of contrasting terms include:

• “This is one of the most robust findings in social science [pause]… and also one of the most ignored.” [5:00]
• “That’s actually fine for many types of 20th century tasks. But for 21st century tasks…” [5:40]
• “Routine, rule-based, left-brained kind of work” [7:25] versus “Right-brained, creative, conceptual.. ” [7:45]
• “… productivity goes up, worker engagement goes up, worker satisfaction goes up, turnover goes down” [15:53]
• “This is the titanic battle between these two approaches. This is the Ali-Frasier of motivation.” “intrinsic motivators versus extrinsic motivators… autonomy, mastery, and purpose versus carrots and sticks” [17:05] — Pink amplifies the contrast between these approaches by invoking a comparison to the historic boxing match.

Make Your Conclusion a Concise Call to Action

Pink signals his conclusion with the words ”Let me wrap up” [17:23] followed a lengthy pause of four seconds. This pause is very effective in helping the audience get ready for the words which follow.

Pink then restates his signature phrase (“There’s a mismatch between what science knows and what business does…”) and adds “… and here’s what science knows.” He then follows this with three concise findings. Summarizing your arguments like this helps to aid understanding and memorability.

He concludes with an energetic call-to-action (using back-to-back triads) and a reference to his legal case framework (“I rest my case.”) I love the way that this bookends the speech.

Add Energy with Your Gestures and Vocal Variety

The majority of this review has been devoted to speechwriting techniques, but a full review of Pink’s delivery techniques could easily fill another article.

Although he could reduce the finger-wagging, his use of gestures and body language throughout the speech are superb. He matches his movements and gestures to the large venue. His energy and enthusiasm come through strong when viewing this speech.

As just one example, consider the three frames below, where Pink is indicating the low, medium, and high rewards. If this were a typical, boring PowerPoint presentation, a bar chart could have been used. On the contrary, Pink demonstrates that the most important visual is the speaker!

Similarly, the vocal variety demonstrated by Pink is worthy of emulation. His use of emphasis, pauses, and varied pace and volume are all well done. Not only does this help to convey his enthusiasm and convictions, but it aids understanding and adds drama throughout.

More About the Science of Motivation

After watching this speech, I’m eager to learn more about the science of motivation. I’m going to be checking out two books written by Dan Pink:

• Drive: The Surprising Truth About What Motivates Us
• A Whole New Mind: Why Right-Brainers Will Rule the Future

Both are highly rated on amazon. I’m curious to hear if you have read these books and, if so, what are your impressions?

Your Thoughts?

What did you think of this speech? What are the best aspects of this speech? How could this speech have been made even better?

Please share your thought in the comments.

Similar Articles You May Like... Video Critique: J.A. Gamache (Toastmasters, 2007) Speech Critique: Jacqueline Novogratz (TED 2009) 5 Presentation Lessons from Randy Pausch in The Last Lecture How to Speak: 7 Speaking Tips from Patrick Henry Winston Speech Critique: Steve Jobs (Stanford, 2005) Video Critique: Al Gore (TED, 2006)

Have a Question? Contact me anytime, or find me on Twitter: @6minutes

Andrew Dlugan is the editor and founder of Six Minutes. He teaches courses, leads seminars, coaches speakers, and strives to avoid Suicide by PowerPoint. He is an award-winning public speaker and speech evaluator. Andrew is a father and husband who resides in British Columbia, Canada.

Keith Kennedy asks:

At my Toastmasters meeting last night, one of the speech evaluators recommended that the speaker should “bookend her speech”. I’ve never heard that term before. What does it mean, and is it something you recommend?

In this article, we’ll define what it means to bookend your speech, and give a set of tips for exercising this wonderful technique.

Bookending Your Speech: A Definition

Picture a pair of bookends — that is, matched objects that are used to bound a series of books on a shelf. From a practical perspective, bookends support the books to ensure that they stay together. Aesthetically, however, they do much more. Bookends neatly (and often artistically) provide visual symmetry for the books on display. In doing so, they draw more attention to the row of books, and give the impression that these books are special and to be admired.

When you “bookend your speech”, you provide similar support for the body of your speech. By opening and concluding your speech with a common element, you neatly (and often artistically) provide cognitive symmetry for the speech which you have delivered. You draw more attention to your words, and give the impression that your message is special and to be accepted.

Bookending your speech is an elegant technique, and conveys the impression that your speech was crafted very carefully with a precise attention to detail. This boosts your credibility as your audience will be more likely to conclude that your entire speech was crafted with similar care, and therefore can be trusted.

Ways to Bookend Your Speech

There are a variety of strategies which you can adopt to bookend your speech. Choose the one which best fits your speech. Make sure that whichever strategy you use, your bookending element is closely related to your theme. Bookending your speech with random elements would be like bookending a set of classic literature novels with a pair of baseballs — functional, but not particularly meaningful.

1. Tell two halves of a story.
• Open your speech by introducing a story. You should not tell the whole story… just enough of the story to establish some conflict and introduce a character. Then, you proceed with the core of your speech.
• At the end of your speech, pick up the story where you left off, and tell it to its conclusion.
• Be sure that the story is intimately tied to your speech content. For example, if your speech is about following your dreams, you might tell a story where the main character follows her dreams. (The first half would explain that she is following her dream; the second half would tell how it turned out.)
2. Ask a question, and answer it.
• Open your speech by posing a question to the audience.
• Conclude your speech by providing the answer.
• For added effect, you can hint that the answer will come at the end.
• A twist on the question-answer theme is to issue a challenge or a puzzle, and provide the solution.
3. Use the same (or similar) quotations.
• Open your speech with a quotation.
• Close your speech with the same quotation.
• This works best if your speech message has breathed new life into the quotation. Your goal is to have the audience reinterpret the quotation in light of your speech.
4. Use contrasting quotations.
• Open your speech with a quotation.
• Close your speech with a quotation that opposes the original quotation.
• Just as when using the same quotation as bookends, you want the audience to reinterpret the opening quote. Perhaps the opening quote is a commonly held belief, while the closing quote is a disruptive idea which your audience will now be more likely to accept.
5. Use contrasting concepts.
   • Open your speech with a concept or theme.
   • Close your speech with a contrasting concept or theme.
   • For example, you might open with a story about birth, and close with a story about death.
   • Or, you might open with a story about being a student, and close with a related story about being a teacher.
   • Or, you might open with a story taken from your youth, and close with a related story about your own child.
6. Use humor.
• Open your speech with a humorous story or statement.
• Close your speech with another humorous statement which either builds on the first, or references it in some way.
• When using this bookending strategy (and the others too), be sure to use the same keywords both times so your audience “gets” the humorous reference. (e.g. if you open with a joke about a “red handbag”, don’t close with a joke about a “ruby purse”)
7. Use a prop.
• Open your speech with a prop.
• Close your speech by using the prop a second time.
• This strategy works best if you combine it with other strategies. For example, when introducing the prop, you might pose a question about it. Then, in your conclusion, you can answer that question.
8. Use a slide.
• Open your speech with a visual slide.
• Close your speech with the same slide, or perhaps a slightly modified version of the first.
• This works if the the picture you are displaying can be reinterpreted by your audience as a result of your speech message.
• As a twist, your opening slide can be cropped to hide part of the image, while the concluding slide can reveal the full image. Again, this allows your audience to reinterpret the original image.
9. Use any other common element.
• Open your speech by referencing a fact, a word, a phrase, a movie title, etc.
• Close your speech by referring back to the same fact, word, phrase, movie title, etc. in a meaningful way.

Bookending your speech is a master technique that is easy to apply, whether you are a professional speaker or a novice. Just today, I attended a Toastmasters meeting where a new member was delivering his first speech. He opened his speech humorously by “confessing” that he detested umbrellas. He then closed his speech by declaring his dream that umbrellas be banned by legislation. (The overall speech was humorous, and this particular humor fit well.)

[Did you catch the bookends to this article?]

Similar Articles You May Like... Speech Critique: Dan Pink (TED 2009) Toastmasters Speech 2: Organize Your Speech 5 Presentation Lessons from Randy Pausch in The Last Lecture How to Speak: 7 Speaking Tips from Patrick Henry Winston Video Critique: J.A. Gamache (Toastmasters, 2007) How to Ace the Short, Impromptu Speech

Have a Question? Contact me anytime, or find me on Twitter: @6minutes

Andrew Dlugan is the editor and founder of Six Minutes. He teaches courses, leads seminars, coaches speakers, and strives to avoid Suicide by PowerPoint. He is an award-winning public speaker and speech evaluator. Andrew is a father and husband who resides in British Columbia, Canada.

Several readers sent in questions related to impromptu speeches, including Matthias K.:

I’m pretty comfortable when I have days or even weeks to prepare a speech, but I REALLY struggle when I’m asked to speak at a moment’s notice. Do you have any tips for impromptu speaking?

In this article, you’ll find a set of tips that will make you shine the next time you are asked to speak on the spur of the moment.

Impromptu Speech Scenarios

Impromptu speaking may not be as glamorous as prepared speaking, but it is an equally vital skill simply because there are so many scenarios where you find yourself speaking without more than a few moments of preparation. It’s no surprise that “impromptu speaking sessions” are found within Toastmasters meetings, college communications courses, and public speaking seminars.

Consider just a few situations where you find yourself speaking off the cuff:

• The scheduled speaker is unavailable (or late), and you’ve been asked to fill in.
• You are sitting on a panel answering questions from the audience.
• You are fielding questions after your own talk (yes, your Q&A session is impromptu speaking)
• You are being interviewed on television, radio, webinar, or telephone.
• You are invited (at the last moment) to say a few words at a company gathering
• You are asked to provide a brief status report for your project at a department meeting
• You are motivated to join the debate at the parent association meeting for your child’s school.
• You decide to give an unplanned toast at an event with family or friends.

It’s also worth noting the irony that the better you are at giving prepared speeches, the more often you will be invited to speak with no time for preparation at all. Your friends and colleagues will recognize your speaking skill, and when they need “someone” to say a few words… you’ll be that someone!

Winning Strategies for Impromptu Speeches

Although you may only have a few seconds to prepare for any particular impromptu situation, you certainly can prepare yourself to be ready when called upon.

Here are a few strategies you can use:

Anticipate situations where you may be called upon to speak. For example, if you are attending an engagement party for a close friend or family member, there’s a reasonable chance that you might be asked to speak. Similarly, if one of your close colleagues is scheduled to speak (e.g. your boss, your peer, or your report), it’s also reasonable to assume that you will find yourself speaking. As you head to the event, do a few mental exercises, trying to guess what you might be asked to speak about, and how you would respond. Even if your guess isn’t accurate, it’s amazing how those prior thoughts will help you think on your feet when you are asked to speak.

Wrap your response around a simple template, or framework. If you practice this a few times, you will find that your mini-speeches are much more polished and coherent. A few easy frameworks include:

1. P.R.E.P. (Point. Reason. Example. Point) – Start off by clearly stating your point. Share the primary reason (or reasons, if you have more time). Then, share an example (preferably in story form) where your main point or reason is supported. Finally, conclude by summarizing your central point again. The template works well in many situations, and is easily adapted.
2. Issue, Pros vs. Cons, Conclusions - Start off by framing the issue. Talk about the benefits, and then talk about the drawbacks. Conclude with your recommendation.
3. 5W – In this pattern, you cover your topic by addressing the Who, What, When, Where, and Why elements. For example, if you’ve been asked to speak briefly about a fundraising initiative, you could talk about [1] who started it, and who is involved now; [2] what the goals are; [3] when it started, and the schedule for the future; [4] where does it take place; and [5] why are you involved. This template works nicely, largely because the “why?” comes last, because this is often the most critical information.

Turn your impromptu session into a Q&A session. In situations where you are asked to fill in when the schedule speaker is absent, it may not be wise to launch into a 45 minute impromptu speech. Even the most accomplished speakers are prone to meander in that situation. Instead, reframe the session as a Q&A session, which breaks it up into a series of very small impromptu speeches that are probably easier for you to answer individually. Plus, the content comes directly from the audience, so you are guaranteed to deliver what they are seeking.

Use personal stories. Storytelling is an essential skill for prepared speaking, but it is equally useful for impromptu speaking as well. Stories are emotional, real, and interesting. If you stick to personal stories, you’ll find that it is much easier to speak (even without preparation) because the events happened to you.

Avoid the tendency to go on, and on, and on. Craft a coherent message, and then be quiet. Rambling on will only weaken your overall speech. If you must fill more time, shift into a Q&A.

Go easy on yourself. We all want to speak perfectly every time, but demanding perfection from yourself in an impromptu speech is setting the bar too high. The audience (probably) recognizes that you’ve been thrown in at the last minute, and they will understand.

Your Turn: What’s Your Opinion?

Do you have any proven strategies for mastering the impromptu speech?

Please share in the comments.

Similar Articles You May Like... Bookending Your Speech: A Master Technique Why You Must Relish Every Opportunity to Speak How to Thrive When Speaking Outside 3 Common Ways Speakers Sabotage Themselves 9 Do’s and Taboos to Eat, Drink, and Speak How to Weave Statistics Into Your Speech

Have a Question? Contact me anytime, or find me on Twitter: @6minutes

Andrew Dlugan is the editor and founder of Six Minutes. He teaches courses, leads seminars, coaches speakers, and strives to avoid Suicide by PowerPoint. He is an award-winning public speaker and speech evaluator. Andrew is a father and husband who resides in British Columbia, Canada.

Has this ever happened to you?

You’ve discovered a fascinating statistic that clinches your persuasive argument. You save it for your last point, and deliver it clearly. You expect a wave of emotion to hit your audience, but…

Nothing. Your audience doesn’t react at all. Do they not get it?

If this sounds familiar, then you are not alone. A Six Minutes subscriber, Akiko Takeshita, sends this question via email:

I wonder if you have any advice for working statistics into a speech. Sometimes it works for me, but I often feel like the audience isn’t impacted by the statistic when the statistic seems very powerful to me. What am I doing wrong?

In this article, we examine the importance of using statistics in your speech, and how to do so effectively.

Why use statistics in your speech?

Knowing how to leverage statistics in your speech is an important skill.

• Statistics add realism to your speech. It’s okay to talk about big ideas in abstract terms, but you also have to make it real. Numbers and facts are one way to staple your speech arguments to reality (thus boosting logos). For example, claiming that correctly setting your tire pressure will increase your fuel mileage is one thing. But stating that it could save $500 a year in fuel costs is much better.
• Statistics can have an emotional impact (pathos) on your audience. For example, you can amplify the emotional response in your speech about poverty by revealing the percentage of children in your community who will not be receiving gifts this holiday season.
• Statistics raise your credibility (ethos) in two ways. First, using a statistic demonstrates that you’ve done research and are working hard for the audience. Second, using statistics from trusted sources (e.g. the World Health Organization) boosts your credibility by association.
• Statistics can be memorable, sticking with your audience beyond the duration of your speech.

How do you choose the right statistics?

If you plunge yourself into research for your topic, you’ll find that you are soon swimming in statistics. With so much data to choose from, how do you decide which material to use?

Here are several factors to consider when making your choice:

• Which statistics would impact your audience most? While it helps if you feel the statistic is powerful (so you can speak with sincerity), it’s more important to choose statistics that your audience will find powerful.
• Which statistics are most surprising? This, too, is dependent on the audience. Your goal is to have your audience members leave the room and say to their friends, “You’ll never believe what I learned in a speech today…“
• Which statistics help validate your individual arguments? Statistics should not be included in your speech because they are merely interesting trivia; they must be closely tied to your core message or supporting points. If it isn’t relevant to your speech, your audience may remember the statistic, but they won’t remember you or your message.

The art of weaving the statistic into your speech.

If you remember just one thing from this article, remember this: you must provide a meaningful context for your statistics. A naked statistic will not impact your audience if they do not have the background knowledge to assess it properly.

For example, suppose I tell you that Six Minutes has ten thousand subscribers. You may be impressed, but you may not. Is that a big number? A small number?

However, if I also tell you that this makes Six Minutes one of the most popular speaking blogs on the planet (or perhaps the most popular), this allows you to interpret the statistic in a more meaningful context.

• Follow up the statistic with a comparison in concrete terms to which your audience can relate.
• Bring your statistic to life by telling the story of one of the “numbers”. For example, if your statistic is the number of people with breast cancer, you might begin by telling the story of a breast cancer victim and then reveal that “she is just one of 100,000 women in this country who will find out they have cancer this year.”
• Compare the statistic to itself earlier in time. The most powerful aspect may be to see how the value has changed from one year to the next, or from one decade to the next.
• Don’t rely on your audience to just “get it.” Explain the connection between the statistic and your message. A direct approach is usually best, such as “This is important because…“

Delivering the statistic for maximum effect

Assuming you’ve used one of the earlier tips for weaving the statistic into your speech, your effectiveness still hinges on successful delivery. Here are a few techniques you can use to maximize the effect you desire:

• Hint at its importance. You can do this earlier in the speech to build suspense (e.g. “In a few moments, I’m going to reveal a shocking statistic that will make you change the way you view civic politics…“) or use a quick, immediate approach (e.g. “If you remember just one thing from this speech, remember this…“)
• Pause immediately before the statistic to create suspense.
• Articulate clearly, and speak slightly slower than your normal rate. This will also signal the importance of the statistic.
• Pause immediately after the statistic (a little longer than before) to give your audience time to process the meaning and “feel” the impact.
• Use gestures to demonstrate the magnitude. Standing with your arms wide open, for example, creates a sense of size.
• Use facial expressions to convey the appropriate reaction. (i.e. show your own shock, surprise, sadness, etc.)
• If you are speaking with slides, you might reveal a slide to coincide with your statistic. You could use a chart to highlight the magnitude of the number, or you could use a photograph to strike a more emotional tone. Whatever you do, make sure that slide is simple! You want your audience to easily digest the meaning along with your spoken words.

Your Turn: What’s Your Opinion?

Have you had success with statistics in your speeches? What works for you? What doesn’t?

Please share in the comments.

Similar Articles You May Like... Bookending Your Speech: A Master Technique How to Ace the Short, Impromptu Speech Why You Must Relish Every Opportunity to Speak How to Thrive When Speaking Outside 3 Common Ways Speakers Sabotage Themselves 9 Do’s and Taboos to Eat, Drink, and Speak

Have a Question? Contact me anytime, or find me on Twitter: @6minutes

Andrew Dlugan is the editor and founder of Six Minutes. He teaches courses, leads seminars, coaches speakers, and strives to avoid Suicide by PowerPoint. He is an award-winning public speaker and speech evaluator. Andrew is a father and husband who resides in British Columbia, Canada.

The 10th article on this blog was a speech critique of Steve Jobs delivering the commencement address at Stanford in 2005.

To this day, it’s one of my favorite articles, because Steve Jobs was one of my favorite speakers and that address was one of my favorite speeches.

After publishing the critique, I was often asked whether Steve wrote the address, or whether he had a speechwriter. A common belief at the time was that the speech was so good that it had to be written by a professional speechwriter. So, I emailed him to ask if he was the writer. To my delight, he responded, just 90 minutes later:

Andrew,

I wrote it myself. I am responsible for all of its shortcomings.

Steve

On top of crafting such a wonderful speech, he was modest as well.

Steve Jobs was the embodiment of all that speakers should strive to be:

• His preparation was second to none
• He told stories passionately
• He entertained while educating
• His timing and delivery heightened his impact
• He was a master of speaking fundamentals

We can all learn much from his speaking example. I encourage you to read these articles:

• Speech Critique: Steve Jobs (Stanford, 2005)
• You Can Learn to Present Like Steve Jobs

In the Words of Public Speaking Bloggers

Since his death a month ago, a tidal wave of tributes to Steve Jobs have sploshed around the Internet. He is praised for his vision. He is praised for his entrepreneurial spirit. He is praised for his presentation skills.

Here’s what some of my fellow public speaking bloggers have written about Steve:

Bert Decker — Steve Jobs the Communicator

Above all, he communicated his brilliant concepts to millions of people, brilliantly.

Nancy Duarte — Steve Jobs: The Great Presenter

So, if Ronald Reagan is The Great Communicator and Richard Feynman is The Great Explainer, might Mr. Jobs be The Great Presenter?

Garr Reynolds — Steve Jobs (1955-2011)

He even raised the bar for presentations. He was a true master. He was a true sensei.

Rick Altman — Steve Jobs’ Untapped Potential

He is arguably the greatest public speaker of his generation…

Kathy Reiffenstein — Remembering the Presentation Brilliance of Steve Jobs

Jobs’ ability to captivate an audience, the elegance of his “one big idea”, his passion, his focus on the visual and his rehearsal ethic are all worthy of imitation.

Jan Schultink — Who is Steve?

Seeing his keynote addresses a few yeas ago made me realize that the world could be a better place if I could help people present just a little bit more like Steve.

Scott Schwertly — Steve Jobs: Legacy of a Presenter

Jobs was a super speaker whose storytelling style created emotional experiences for his audiences and his example is one we should all borrow from.

Terry Gault — In Memory of Steve Jobs

Steve Jobs was often held up in our workshops as [an] exemplary presenter.

 John Watkis — Steve Jobs: His Words & Works Live On

His work will live on forever. So will his words.

Matt Eventoff — Steve Jobs: Public Speaking, Preparation & Practice

What made Steve Jobs an effective communicator was not innovation or new technology. His public speaking skills had everything to do with fundamentals – an example being one that is crucial yet often ignored – extensive preparation.

Mike Consol — In Memoriam: Steve Jobs, 1955-2011

… he was the greatest presenter in business history.

Similar Articles You May Like... In Memoriam: Randy Pausch (1960 – 2008) You Can Learn to Present Like Steve Jobs Speech Critique: Steve Jobs (Stanford, 2005)

Have a Question? Contact me anytime, or find me on Twitter: @6minutes

Andrew Dlugan is the editor and founder of Six Minutes. He teaches courses, leads seminars, coaches speakers, and strives to avoid Suicide by PowerPoint. He is an award-winning public speaker and speech evaluator. Andrew is a father and husband who resides in British Columbia, Canada.

I agree. After all, who am I to argue with Aristotle?!?

Regardless of the venue (10 people or 1,000 people, a conference, a sales call, or a feedback session), we, as speakers, are always trying to sell our credibility and value – not to mention our ideas. Hence, all speaking is persuasive.

Unfortunately, all too often presenters think they are “just giving information.” “Information” is often better delivered in written form, giving the audience time to digest and think about the material.

Just think for a minute how much time would be saved if people read the material in advance, and the group time was spent answering questions.

That being said, presenting information in a way that shows passion and enthusiasm not only makes the material more interesting, but the speaker more memorable and inspirational – even persuasive.

So, what makes a presentation and presenter persuasive?

There are 4 critical factors. I’ll start with three that Aristotle himself mentioned, and then add one of my own.

1. Logos

Translated from Greek, it means logic. Information must make sense – it needs to be organized logically so people can follow along. Not only is organization important, but so are the facts and figures that make your case. Information that hits the “head” falls into the logos category. Logic alone, however, isn’t enough to spur people to action — it’s critical to justify the movement. That’s why Aristotle said that along with logos, you also need pathos.

2. Pathos

Pathos = emotions. We are moved by our emotions – hitting the heart and the gut. Not everyone is moved by the same things, however. Some people are motivated by money; others by prestige or power. The better you know the people that you want to persuade (their demographics, job levels, reasons for being there, etc.), the better you can use examples that will move them. Overall, a speaker’s goal is to create a need – driven by the positives that the people will achieve by doing what the presenter suggests or the pain they will experience by not doing it.

3. Ethos

Your ethos is your credibility. If people believe and trust you as a speaker, you will have a much easier time getting them to believe what you have to say. If they don’t like or trust you, it would be rare for them to buy into your ideas. There would always be an undercurrent of skepticism. This “unearned” credibility can come from the bio audience members read before attending your presentation, or in the words of an introducer reading your prepared introduction.

4. Passion

No matter what the message, a speaker must deliver it with passion. Use vocal variation that makes the message convincing. I have frequently been called a motivational speaker, but I see myself as a high content speaker who is passionate about my message. Not only is vocal passion critical, but it must be congruent with your visual body language. I have had people say to me, “I can’t be passionate, my topic is boring …” or, “I am an accountant, scientist,” etc. My answer to them is …

There are no boring topics. Boring is an attitude. There are boring speakers.

If your message can help audience members, and you believe in its content, it is up to you to deliver it enthusiastically so that people get excited.

Persuasive speaking can be used for the greater good or for negative purposes. Each listener should be aware of the ultimate purpose of the person presenting the message. It is easy to be swayed when the speaker is using logic, emotion, unearned credibility and passion. Use these persuasive speaking tools well.

Persuasive Speaking: A Look at Logos, or Logic

There are many ways to organize your information in a presentation, to be more persuasive. Three techniques include:

A. Motivated sequence

Attention, need, satisfaction, visualization, and appeal to action.

1. The attention step is designed to gain the audience’s attention, and create goodwill and respect between the presenter and audience.
2. The need element is developing a general problem and relating it to audience members’ desires. Remember, the needs are theirs and not yours.
3. Satisfaction is showing how your service or product solves the problem. It points out the features of your product/service and benefits to audience members.
4. Visualization is to intensify the desire of audience members to move ahead with the solution you proposed. You describe how things will be after the proposal is adopted, and further explain the benefits.
5. Lastly, the action step is when you urge audience members to take action – with the objective to close your presentation with a sense of completeness, spurring people to act.

B. Reflective

Present a problem; give several alternatives; evaluate them; select the best. If you already have the solution, you want to ensure that your information supports that solution. Here are 8 steps a presenter follows when using this speech organization method:

1. Introduction
2. Problem (establishing criteria for evaluating the options)
3. Possible solution (evaluate using the criteria; start with the positives and end with the negatives – making sure that the negatives outweigh the positives)
4. Repeat step 3 again
5. Your choice
6. Possible solution (reverse your approach by mentioning the negatives first, and end with the positives – making sure that the benefits outweigh the negatives)
7. Review (problem, criteria, and optimum solution)
8. Call to action/memorable statement

C. Proposition to proof

In your introduction, present your proposition; then prove it throughout the body of your speech. Conclude with an appeal to accept or act upon your proposition. Here are the 5 steps a speaker uses when using this method to organize a presentation:

1. Introduction
2. State your proposition (what you want them to believe or do)
3. Proof (give reasons – logical and emotional – that support the proposition)
4. Review
5. Call to action/Memorable statement

Similar Articles You May Like... Book Review: Thank You For Arguing (Jay Heinrichs) Ethos, Pathos, Logos: 3 Pillars of Public Speaking Speech Critique: Dan Pink (TED 2009) How to Dress for Public Speaking 17 Easy Ways to Be a More Persuasive Speaker What is Logos and Why is it Critical for Speakers?

Have a Question? Contact me anytime, or find me on Twitter: @6minutes

Marjorie Brody is a Hall of Fame speaker, coach to Fortune 500 executives and author of more than 18 books, including Speaking is an Audience-Centered Sport. She is CEO of BRODY Professional Development, a business communication and presentation skills company located in the Philadelphia suburbs that offers tailored training programs, workshops, keynote presentations, and executive coaching. To contact Marjorie, visit www.BrodyPro.com.

Imagine you are scheduled to deliver a speech in two weeks. At first, you are excited about the opportunity. Very soon, however, a feeling of dread overwhelms you — what will your speech topic be?

Conventional wisdom says to talk about what you know, but conventional wisdom is only partially correct.

This article reveals three questions you must ask before choosing your speech topic, and how the answers lead you to great speech topics for you and your audience.

The Secret Three Questions

Before considering a speech topic, ask yourself these three questions:

1. Am I an expert on this topic?
   It isn’t necessary to know everything about a topic, but you do need to know more about the topic than your audience to be seen as a credible speaker. Your knowledge must cover not only what you plan to say, but go beyond that so that you are able to comfortably handle questions afterward.
2. Am I passionate about this topic?
   Passion for spreading your knowledge about a topic is the fuel that will power your speech delivery. Your posture, your gestures, your eyes, your facial expressions, and your energy level are all elevated when you talk about topics you enjoy. Likewise, all of these suffer when you talk about topics that you find mundane.
3. Does my audience care about this topic?
   If your audience doesn’t see value for themselves in your topic, there are two possibilities. Either they don’t show up, or they show up and tune out. In either case, you are wasting your breath. Every successful speech must contain explicit value for your audience.

Imagine you had an encyclopedia full of potential speech topics. (Actually, you do!) Based on the answers to the three questions above, you could sort every one of them into one of eight speech topic zones. Seven of these zones are flawed, but one is golden!

Zone 1: Perfect Speech Topics

Synopsis: You possess both knowledge and passion for the topic, and your audience wants you to share both.

This is the perfect combination, and the smart speaker draws speech topics from this zone all the time. Your knowledge of the topic assures that you’ll be confident. Your love of the topic assures that you’ll be passionate. On top of that, you have an enthusiastic, open audience.

Whether you end up speaking about topics in this zone by strategy or by luck, you’re in a great position to succeed. Speak and change the world!

But, what if you have to give a speech, and your topic isn’t in Zone 1? Does this mean you are destined to fail? Sometimes you are, and sometimes you aren’t. Read on to find what you can do to move topics into Zone 1 before you deliver them.

Zone 2: Content-Rich, but Passion-Free Speech Topics

Pros: Your expertise is solid, and your audience craves your knowledge. That’s a great fit.

Cons: There’s nothing about the topic that excites you. Consequently, speeches in this zone tend to be delivered with a monotone voice and body language which betrays your disinterest. In short, Zone 2 topics are snore-fests.

Can you transform this into a Zone 1 Topic?

Rediscover what motivated you to become an expert in the topic, and find your passion again.

Your audience is coming in with novice eyes, and this topic is full of exciting unknowns. Try to see the topic from their perspective. If you find this difficult, ask potential audience members what interests them about the topic. Their responses should rekindle your passion by reminding you that the topic is full of questions that need to be answered — and you have the answers!

Zone 3: Great Speech Topics for a Different Audience

Pros: You are an expert, and you love sharing that expertise with anyone who will listen.

Cons: Unfortunately, your audience does not fall within that group.

Can you transform this into a Zone 1 Topic?

There are two very different approaches you can take:

1. You’ve got to find the value for your audience. A great way to do this is by finding common ground between your speech topic and a subject that the audience does care about. Draw parallels, craft metaphors, and you can make this speech topic interesting to your audience.
2. Save this speech topic for a different audience. Out there, somewhere, there’s an audience that shares your passion and wants to hear what you have to say. You’ve just got to find them.

Zone 4: Fascinating Speech Topics You Know Nothing About

Pros: Both you and your audience are really excited about the lessons waiting to be revealed.

Cons: Unfortunately, you don’t know your stuff well enough to impart wisdom or convey meaning. Indeed, your audience may know as much or more than you!

Can you transform this into a Zone 1 Topic?

With these speech topics, you are standing in extremely fertile ground. Again, there are two approaches you can take:

1. Develop your expertise. It won’t happen overnight, but through hard work you can make it happen. Your passion and an eager audience (which have made this a Zone 4 topic) provide excellent motivation for you to succeed.
2. Admit the limits of your expertise, and ditch the traditional speech format for one where you are facilitating discussion instead. Under your leadership, the discussion can lead the audience to explore issues, brainstorm new ideas, and discover solutions collectively.

Zone 5: Speech Topics Someone Else Should Deliver

Pros: The audience is enthusiastic and receptive.

Cons: These speech topics don’t excite your heart or your intellect.

Can you transform this into a Zone 1 Topic?

Probably not, at least not for a long, long time. You need to develop some expertise, but that’s hard to do without passion for the topic. Cultivating passion is difficult without minimal expertise. You might eventually get there, but you would be more effective digging into other speech topics. Leave this topic for someone else to deliver.

Whatever you do, don’t try to bluff your way through a Zone 5 speech. The audience will sense your lack of knowledge and passion, and your credibility will be shattered.

Zone 6: Speech Topics that Don’t Even Interest You

Pros: You are an expert on the subject.

Cons: Neither you or your audience care.

Can you transform this into a Zone 1 Topic?

It will be very difficult. You’ll either have to kindle your own passion, or find meaning for the audience. If you get either one, that will help you with the other.

But, as with Zone 5, you should probably devote your energy elsewhere.

Zone 7: Personal Hobbies, Not Speech Topics

Pros: You are fascinated by the topic.

Cons: You are not yet an expert, and your audience does not share your fascination.

Can you transform this into a Zone 1 Topic?

Surprisingly, maybe. Having passion for a topic provides great motivation, and can motivate you to develop your own expertise, as well as seek out reasons why the audience should care. Compared to Zone 5 and Zone 6, Zone 7 is most likely to produce useful speech topics for you.

Zone 8: “Like-Watching-Paint-Dry” Topics

Pros: Eight is a nice number. (Er… no pros.)

Cons: You don’t know the material, or care about it much either. Your audience is apathetic too.

Can you transform this into a Zone 1 Topic?

No, you can’t. Don’t waste your time.

Example Scenario

Sadly, talks which fall into this dead zone are quite common. Think of mandatory seminars which employees must attend in the workplace. Perhaps your company purchased a training module, and it’s your job to deliver it to your fellow employees. You don’t know the topic very well, and it doesn’t excite you. Your audience’s attendance is mandatory, but they don’t really want to be there either.

A Multitude of Speech Topics for You

Okay, here’s your homework:

1. Brainstorm a list of topics. Don’t censor yourself. It can be anything that you could possibly talk about, or that you’ve ever heard of someone talking about.
2. Now, take the list and categorize them into one of the zones by asking yourself:
   • Am I an expert on this topic?
   • Am I passionate about this topic?
   • Is my audience interested in this topic?
3. The topics in Zone 1 are your best candidates. If there are none in Zone 1, check Zones 2, 3, and 4, and figure out what you need to do to get them into Zone 1.

Similar Articles You May Like... Speech Preparation #2: Selecting a Speech Topic 5 Speaking Resolutions to Wow Your Audience in 2012 3 Common Ways Speakers Sabotage Themselves How to Dress for Public Speaking Speechwriting Hocus Pocus: Summoning Your Magical Powers Speaking is a Team Sport: 3 Ways to be Responsive to Your Audience

Have a Question? Contact me anytime, or find me on Twitter: @6minutes

Andrew Dlugan is the editor and founder of Six Minutes. He teaches courses, leads seminars, coaches speakers, and strives to avoid Suicide by PowerPoint. He is an award-winning public speaker and speech evaluator. Andrew is a father and husband who resides in British Columbia, Canada.

And yet, speech introductions are critical to the success of a speech.

While a strong speech opening is vital, nothing helps establish a speaker’s credibility more than a carefully-crafted and well-delivered introduction.

This article gives you a series of practical tips for how to introduce a speaker to position them with the best possible chance to succeed.

1. Answer three core questions.

When you are introducing a speaker, your primary goal is to prepare the audience and get them excited for what they are about to hear.

To do this, you must answer these three core questions:

• What is the topic?
• Why is this topic important for this audience?
• Why is the speaker qualified to deliver this talk?

By addressing these three questions, you’ve given the audience a motivation for listening (the topic is important to them), and you’ve reinforced the speaker’s credibility.

2. Prepare and practice adequately.

At all costs, avoid thoughts such as “Oh, I don’t need to prepare… I’m just introducing a speaker.”

Thoughts like that lead to stumbling, bumbling, off-the-cuff introductions which undermine your credibility and the credibility of the speaker.

You should write out (and edit) the full introduction, check it with the speaker, and practice it several times.

3. Memorize it, or minimize your notes.

Try to memorize the introduction; speaking without notes will add to your authority, and the audience will put more weight in your recommendation (that is, to listen to this speaker).

If you are unable to memorize the entire introduction, then use as few notes as you can. Be sure you can you deliver the last sentence of your introduction without notes as this will maximize momentum for the speaker.

4. Be positive and enthusiastic.

The audience takes cues from you. If you seem disinterested, they will be disinterested. If you are (genuinely) positive and enthusiastic, they will be too. Your choice of words, voice, gestures, and facial expressions should all convey enthusiasm.

So, how do you ensure you are enthusiastic?

5. Get to know the speaker.

It is difficult to get the audience excited about the speaker if you aren’t excited yourself.

If the speaker is previously unknown to you — for example, suppose you’ve volunteered to introduce speakers at a large industry event — your introduction may lack sincerity. So, get to know the speaker. Google them. Talk with them. Ask others about them. Research the speaker and their expertise until you are excited by the opportunity to introduce them.

6. Eliminate pronunciation gaffs.

A sure way to undermine your own credibility and that of the speaker is to mispronounce their name, the title of their presentation, or any other key terms.

Luckily, this is easily avoided through practice and by confirming the correct pronunciation with the speaker well before the presentation. (Don’t wait until you are delivering the introduction to ask them — this looks amateurish.)

7. Be accurate.

Being accurate is as important as correct pronunciation, perhaps more so. Make sure you know the precise years, facts, or details.

If you make factual errors, many speakers will feel an irresistible compulsion to correct you. This is a lousy way for them to begin their speech, and will almost certainly kill their momentum.

8. Don’t alter the speech title.

Many speakers craft their presentation title very carefully, and the words matter to them. The title may be a phrase they want the audience to remember, it may reflect language used on accompanying slides, or it may be a humorous play on words.

Don’t change it under any circumstances. (And, of course, know how to pronounce it.)

9.Should you attempt humor?

In most circumstances, no. Your objective is to get the audience excited about the topic and the speaker, and this is not the time to tell humorous anecdotes about the speaker. Save those for a roast!

There are exceptions (as there are to all public speaking advice), and you’ll have to use your judgment. If this speech is part of a longer event, and the preceding talk has been particularly sad or low on energy, then it may help to lift the spirits of the audience. If you need to do this, do it early in your introduction, and then move on to the more thought-provoking content leading to your climax.

10. Don’t give an outline of the speech.

I was once introduced by someone who had seen a longer presentation I gave on the same topic two years prior. Not only did they ignore the introduction I had written for them, but they gave a detailed outline of my whole talk, including which parts were their favorites! Unfortunately, my outline had changed substantially, and they had created unreasonable expectations and sabotaged my talk.

Avoid undermining the speaker by giving too many details about the speech, telling anecdotes from their speech, or making promises about details in their presentation. It is the speaker’s job to decide how and when they reveal their outline. Keep your introduction at a high level, unless they have specifically asked you to do otherwise.

11. Stick to relevant expertise of the speaker.

One very common mistake is to recite a lengthy list of biographical details (education, awards, former job titles, publications, etc.) which may or may not be relevant to the topic being presented. This is especially common at academic conferences.

For example, avoid introductions such as:

Our speaker grew up in Seattle and graduated at the top of her mechanical engineering class at Carnegie Mellon University. She went on to earn a Master’s Degree from Duke University, and a Ph.D.  in Computer Science from Harvard. She is a member of the Automotive Engineers Association, and a two-time recipient of the Stone Award for Distinguished Linguistics Research. She was previously the Director of Research at Hasbro, and is currently the CEO for the Miami Dolphins.

Her talk today is entitled “How to Build Authentic Shaker Furniture.”

A much better introduction would touch on how many years the speaker had been building shaker furniture, whether they had been trained or self-taught, and that they had written a book on this topic.

Okay, maybe that example was a bit extreme. But, even if the speaker has a lengthy list of biographical details that are related to her talk, there’s no need to recite them all. Pick a small number (about three) that are most relevant — usually the most recent details.

Why not give all the details?

12. Don’t overdo it.

Long introductions filled with biographical details are bad for two main reasons:

• Long introductions are boring. Nobody attends an event to listen to the introducer go on and on.
• Long introductions are pompous. Reciting dozens of professional accolades gives the impression that the speaker cares only about himself and his ego.

Keep your introduction just long enough to accomplish your goals: [1] what’s the topic, [2] why does it matter, and [3] why is the speaker credible?

I’m a big fan of short introductions in just about all situations. Sixty or ninety seconds is usually ample time. For really long presentations (e.g. keynote addresses lasting an hour or more), then two or three minutes may be warranted.

13. Avoid cliches.

How many times have you heard: “This speaker needs no introduction…” ? While the speaker may indeed be well-known to the audience, nearly every speech benefits from a brief introduction.

14. Avoid exaggerated hype.

Your introduction should get the audience excited about the presentation, but don’t take it too far.

For example, it is reasonable to claim that the presentation will help the audience solve a business problem, save time, or understand the complexities of tax policy.

But, it doesn’t help anyone to claim that “this presentation will solve all your problems“, or that it is “the best presentation you’ll ever hear“, or even that “you’ll be amazed by what you are about to hear“. Lofty expectations will actually have a detrimental effect, because the audience will feel challenged to prove you wrong.

15. Build to a climax.

Your vocal delivery (strength and volume) should build toward the end of your introduction. (Keep it reasonable… there’s no need to yell.) By doing so, the audience will be compelled to welcome the speaker with loud applause.

One effective way to do this is to end with the speaker’s name and explicitly encourage applause:

Ladies and gentlemen, please join me in welcoming our guest speaker, Donna Primeau!

16. Ensure a smooth transition.

Know where the speaker will be as you speak your last words so that you can turn in that direction to greet them.

Etiquette dictates that you should wait for them to come to you (e.g. on the stage, or at the lectern) and then shake hands before you leave. Shaking hands is a symbolic gesture that indicates you are “handing the floor” to them.

Occasionally, the speaker may have a special entrance planned. (e.g. entrance music, a staged stunt, something with a prop) Make sure you ask the speaker about this, and do whatever you can to support them in a successful entrance.

Your Thoughts?

What tips can you share for great introductions?

What introduction gaffs drive you crazy?

How long should introductions be?

Please share your thoughts in the article comments.

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Have a Question? Contact me anytime, or find me on Twitter: @6minutes

Andrew Dlugan is the editor and founder of Six Minutes. He teaches courses, leads seminars, coaches speakers, and strives to avoid Suicide by PowerPoint. He is an award-winning public speaker and speech evaluator. Andrew is a father and husband who resides in British Columbia, Canada.

But take heart! You’re in a very powerful position as a speechmaker, and that’s a good place to be. A well-written speech can drive sales, deepen commitment, motivate hearts and minds, and even change the world. It can be magic.

Now, you may not feel very powerful as a speechwriter, especially if you don’t do it often. But the truth is, you already have some magic speechwriting powers at your disposal, and you don’t need to spend seven years at Hogwarts to learn how to use them.

This isn’t a laundry list of the things you should put in a speech; rather, I hope it will serve as an encouragement of your overall abilities and a reminder of what can be the elegant simplicity of this crazy creative process we call speechwriting.

Your Magic Speechwriting Powers

In addition to the power of the pen (okay, that one was a gimme), you can summon these communication powers the next time you need to write a speech.

The Power of Planning

The best investment you can make in any speech is doing some preliminary research about your audience. Ask some basic questions like:

• Who will you (or your speaker) be addressing?
  Students, lawyers, a trade association, marketing managers, a sales conference?
• Why will that audience be there?
  Have they chosen to attend or is it a mandated event?
• What will they expect to hear?
  A pep rally, a pink slipping, a recap of the year’s accomplishments, a challenge to meet bold new goals?

These are objective questions that should be easy to answer. But it’s shocking how many writers and speakers don’t take the time to do this homework. Trust me. It will make your writing so much easier!

There’s one question every audience member asks at every speech in every venue: “What’s in it for me?” Build your speech around the answer to that question and you’ll be six steps ahead of many writers and speakers.

The Power of Passion

“They may not remember what you said, but they’ll remember how you made them feel”

That’s the golden rule of speechwriting. You may communicate plenty of data, words, and numbers to your audience, but is that the most effective way to connect with them?

Not according to business communication expert John Sturtevant:

“Most people despise data and crave context. Your job as a communicator is to show your [audience] why what you think is so vitally important, is so vitally important to them.”

David Murray, editor of Vital Speeches of the Day, agrees:

“[A great speech is] an authentic attempt by one person to make an audience understand something that’s important to all involved… whether that’s about healthcare, stained-glass, free trade, dog-fighting, or antique Cadillacs.”

Any subject worth getting up and talking about has some kind of passion behind it. Find it – and hang on to it – and you’ve taken the first step toward writing an effective and compelling speech.

The Power of Pretending

You can’t eat dinner before you cook it. You don’t review a book before you read it. Yet when it comes to writing, many of us tend to start editing before we even compose our first sentence.

This is not a healthy habit. Don’t cut your passion off at the pass!

When you start to write, pretend you can say whatever you want. Unleash your imagination in the beginning of the process, where anything goes. This is especially important if you work in a large organization where the legal eagles and compliance vultures will start to circle as soon as you submit your first draft.

I always start by writing down what I’m feeling, not just what I’m thinking – and the less articulate, politically correct, and grammatically pristine, the better. For example, if I’m writing a speech about education reform, the first few sentences I type might read like this:

“Our schools suck. WTF? Lot of great teachers but need to be able to ID them. Tons of research… Shouldn’t be this hard. Old-school thinking won’t create new schools. We HAVE to fix this!”

Of course I’m not going to submit that for anyone’s approval. But it keeps me honest about the passion that needs to drive the speech. I keep those words at the top of the draft until it has enough meat on its bones that I know the spine of the speech can support itself.

Throw down that wad of essence first, in its rawest form, with its bedhead and morning breath and all its burps and farts. Save the clean-up for later.

The Power of Plain

You don’t need $10 words to make a big impression. Clear language communicates best. That generally means short words and short sentences.  Flowery language might read nicely on paper, but it can get tangled up in people’s heads when they hear it out loud.

And while you’re at it, keep the speech short as well. Remember Mark Twain’s observation: “Few sinners are saved after the first 20 minutes of a sermon.”

The Power of Permission

Don’t be shy about asking for what you need, whether it’s research help, access to the person you may be writing for, or basic questions about the venue and logistics.

If you’re worried that you might appear ignorant or incompetent (you won’t, but you might feel that way), try couching your request in terms of its benefit to the other person: “I know you want this speech to be great. So do I. Here’s what I need to make it great.”

Perils Lurking Around Every Corner…

Of course, we must beware the perils that can lurk around every corner, such as:

The Peril of Presumption

In a rush, it’s often tempting to cut corners by making assumptions about what your audience knows or thinks. Don’t. Better to ask a question you think you know the answer to, than to act on an assumption that turns out to be faulty.

The Peril of Proliferation

A speech is not a book report, a grocery list, a thesis, or any kind of document whose purpose is to store and serve data. A speech is meant to inspire. To do that, keep your speech centered around one or two main ideas. Don’t let ancillary topics and tangents multiply like rabbits!

The Peril of Pride

Of course, we all want to be proud of our work. But don’t cloak yourself in so much pride that you can’t let some things go or change them in service of the overall speech. Read your speech out loud to a trusted colleague or friend and listen to their feedback. (The less they know about your topic, the better – that’s a good litmus test of the clarity of your idea.)

Super-Sized? No, Pocket-Sized!

An awful lot to remember? Okay, then for my last trick, I will magically transform all the suggestions above into a pocket-sized piece of advice: Plan, find your passion, think big, keep it clear, ask for what you need.

One last tip: If you are feeling overwhelmed and under-qualified, you are likely biting off too much with your speech. Remember to KISS – keep it simple, speechwriter! That’s the best way to make magic on the page as well as the stage.

Similar Articles You May Like... 3 Common Ways Speakers Sabotage Themselves 5 Speaking Resolutions to Wow Your Audience in 2012 How to Dress for Public Speaking The Secret of Choosing Successful Speech Topics Speaking is a Team Sport: 3 Ways to be Responsive to Your Audience 18 Paths to Pathos: How to Connect with Your Audience

Have a Question? Contact me anytime, or find me on Twitter: @6minutes

Allison Wood owns LetterPerfect, an executive communications consultancy in Chapel Hill, NC. Her writing has been published in Newsweek and Vital Speeches of the Day. Her blog and website can both be found at www.letterperfectspeeches.com.

Imagine that you are writing your next great speech. As you scour your mind for the fact that will clinch your case, you will discover one of two things: either you know it, or you don’t.

Most of the time, you won’t know every piece of information you need to make a compelling argument, but you can find it.

The seventh Toastmasters speech project encourages you to go beyond your own knowledge and opinions, and fill in the gaps with various forms of research.

This article of the Toastmasters Speech Series examines the primary goals of this project, provides tips and techniques, and links to numerous sample speeches.

Why is This Speech Important?

The objectives for this speech project are to conduct appropriate research and then incorporate this research into your speech to provide support for your key arguments.

Tips and Techniques

1. Don’t know what to research? Anticipate audience questions.

As you take your speech from an idea to an outline, and then to a rough draft, ask yourself the following question: “If I delivered this speech as is, what question would my audience have?” If you don’t have the answer (due to your subject expertise), then you’ve got to research it. Then, once you incorporate this new research into your speech, ask yourself the question again. Repeat a few times until you’ve covered the key questions.

2. Use websites, but use them wisely.

There’s a wealth of information out there, and you’d be stupid not to utilize it.

But don’t be lazy when choosing your sources. I’m a huge fan of Wikipedia and I have used it for early speech research. However, I wouldn’t always trust my reputation as a speaker on the information provided by an encyclopedia that anyone can edit. Instead, look for primary sources. For example:

• Speaking about the health benefits of apples? Seek out a nutrition website, not a chat room.
• Speaking about high-definition televisions? Grab specifications from the  manufacturer website, not Twitter.
• Speaking about the Oregon Dunes? Head to the US Forest Service website, not Facebook.

The quality of your source matters. (See this article about speaking ethos.)

3. Don’t use only websites.

Sure, the Internet has lots of answers, but not all of them. You might also try:

• Books, newspapers, magazines, etc.
• Go to the business, the attraction, the town hall meeting, the park, the beach, the mall, or whatever location allows you to gather first-hand knowledge.
• Interview an expert, whether in-person, on the phone, or via email.
• Conduct a survey yourself.

You will raise your credibility by going beyond the “easy” or “expected” source (the web).

4. Keep it relevant.

Remember the lesson learned in speech 3: every element of your speech must reinforce your purpose.

Don’t include statistics just because they are jaw-dropping. Include them because they improve the strength of your argument.

Similarly, don’t include quotations from a famous person or source with the intent of name-dropping. Include them because they express one of your arguments more succinctly than you could otherwise express it.

5. Cite your sources.

As mentioned in a previous article about improving your persuasiveness:

A statistic may be accurate, but without citing a source, your audience may dismiss it. By citing a source, you tip the scale towards believability.

6. Provide necessary context.

Facts, statistics, quotations, and whatever else you discover in your research can rarely be presented all alone. In most cases, you’ll need to wrap your research by providing some context, and explaining the relevance.

For example, suppose that your research tells you that a certain exercise burns 800 calories of energy. Depending on the knowledge of your audience, this may be a meaningless number. To give it meaning, you have to provide the context. e.g. 800 calories is one third of the recommended daily caloric intake. (Note that this value depends on gender, weight, etc. Choose a value which is representative of your audience… or provide a range of values.)

7. Don’t cram too much in.

Avoid the temptation to just collect an array of statistics and then spew them at your audience, one after the other. Your speech should be supported by your research; it should not be the research.

But what if you have more research than you can reasonably fit…?

8. Surprise your audience with a handout.

In your speech, you only have time to refer to the most relevant research. But a great way to follow up your speech (all speeches, but especially for this project) is to provide additional research on a handout. A single page is often enough. It’s a good place to list websites or other sources, or any other information which leads your audience towards your call-to-action.

What I Did for Speech 7

I researched options for cutting the fuel costs for your car, and presented these to my audience.

I included the following research in my speech:

• A chart showing gas prices for a 3-year period (on gasbuddy.com). I presented this as a chart early in the talk to illustrate how drastic the overall change has been to set the context for my talk.
• The sum of federal, provincial, and local (transit) taxes that are included in the gas price. (Where I live, taxes add up to one third of the total price!)
• The range of fuel efficiency among different classes of vehicles (a factor of six between a Toyota Prius hybrid and a Dodge Ram truck), and also between vehicles in the same class (varies from five to forty percent).
• The fuel efficiency difference between a vehicle which is properly maintained, and one which is not (up to 13%).
• The fuel costs associated with running your air conditioning rather than opening your windows (up to 10%, depending on your speed).
• Fuel savings from driving style (up to 25%) e.g. maintaining a steady speed rather than constantly speeding and braking.
• Fuel savings from streamlining your car (up to 5%) by removing roof racks or heavy items from the trunk.
• Fuel savings from buying at the “right” time of day (up to 5%).

Most of my research was done on various government, automotive, and consumer websites. I presented the sources as part of my talk. (Unfortunately, the links are dead now.)

For the “time of day” research, I compiled this myself by recording the price difference at the same gas station every day for one month when I drove by it several times per day (to and from work, etc.) On average, the gas was 5% cheaper in the evening relative to the morning price.

To make the research more meaningful, I also presented the dollar savings which could be realized for an average commuter in Greater Vancouver, where I live. ($632 a year!)

Toastmasters Speech 7 Examples

Here are a few sample video speeches which may provide inspiration for you. As you watch them, ask yourself which elements of the speech were likely researched, how well was this researched material presented, and did it support the speaker’s arguments?

• Sugar Blues by Kelly Cornell
  • Note how the speaker makes numbers more meaningful by comparing them to other values. Also, she uses teaspoons to aid understandability rather than the less commonly known grams. e.g.
    • Average American consumes more than 100 pounds of sugar every year, compared to 8 pounds of broccoli.
    • Lemon poppyseed Clif Bar has 21 grams of sugar (5 teaspoons).
      Chocolate glazed cake donut (Dunkin donuts) has 14 grams (3 teaspoons).
      16 ounce Starbucks frappucino has 44 grams of sugar (10 teaspoons). “That’s like eating 3 donuts!”
  • Although the speaker cites the USDA as the source for the 10 teaspoons/day recommendation, no other sources are cited through the speech. For example, who says Americans consume more than 100 pounds of sugar a year? Since the speaker is an authority herself (she is a nutrition counselor), citing her sources isn’t critical, but it would be good.

• Adapt or Die – Income Diversification by Mary Ann
• Let the Music Play by Ravi Mittal
• The Monster that Ate Wall Street by Srinivas Ankareddy
• The Hug Effect by Heather
• The Federal Reserve by Frank
• Things You Did or Did Not Know About Victoria by Matt
• Some Like it Hot by Reuben
• Fear of Rejection by Anonymous
• Who gets more rebounds? by Jason Zhang

Next in the Toastmasters Speech Series

The next article in this series will examine Speech 8: Get Comfortable with Visual Aids.

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Andrew Dlugan is the editor and founder of Six Minutes. He teaches courses, leads seminars, coaches speakers, and strives to avoid Suicide by PowerPoint. He is an award-winning public speaker and speech evaluator. Andrew is a father and husband who resides in British Columbia, Canada.