Speech Writing Tips: The 14 Speech Writing Secrets Of President Bill Clinton By Thomas Murrell Speaking in public can be a powerful way to build a business. It can help raise the profile of your business, generate new leads and create greater profits. But speaking in public can be nerve wracking and seriously stressful for first timers. Writing a speech can be a major challenge, especially for technical writers.
We can all learn from watching professional speakers.
I have achieved a long held ambition to hear Bill Clinton - in Perth on Saturday February 23, 2002. It was a fantastic event!
My motivation? Anyone who earns $300,000 for a 50 minute keynote presentation must be good. As a professional speaker, I wanted to see Clinton in action. I didn't want to only hear what he said, but how he said it.
Here's my analysis of what I learnt from hearing Bill Clinton in person and noting how he was presented. You should be able to adapt at least some of these points to fit your own circumstances.
1. The marketing strategy
In previous years a big advertising blitz brought audiences to see speakers such as former Soviet leader Gorbachov and others. Their marketing approach was very commercially focused with a massive advertising budget. The Clintonevent had a more humanitarian angle with funds being raised for a good cause, namely sick kids through The Princess Margaret Hospital for Children Foundation. This was a better match with Clinton's core values of building community and having an empathy with the concerns of ordinary people. The marketing campaign relied heavily on positive media coverage to create awareness of the event.
2. A memorable entry
Clinton's entry to the ballroom was brilliantly stage-managed. Everyone was asked to stand and then he walked into the room to his US Presidential election theme song 'Happy Days are here again'. The emotion in the room was electric and made the hairs on the back of my neck stand up!
3. Personal presentation
His dress and presentation was absolutely immaculate. (Maybe the $500 haircuts help.) Many women at my table commented that Clinton was far better looking in the flesh than on TV.
4. The Power of Presence
There was a buzz about being in the same room as President Clinton. His body language, smile and confident hand shake exuded charisma. His considerable charm reminded me of that high school science experiment when you tip iron filings onto a white sheet of paper covering a strong magnet. People were attracted to Clinton like metal filings to a powerful magnetic field.
5. Warm-up
Alan Jones was MC and the warm-up included a short film taking a light hearted look at Clinton's last days in office. Scenes included Clinton washing the Presidential car, clipping the hedges and playing switchboard operator in the Oval Room. A great scene from a press conference showed Clinton waking a single sleeping journalist.
6. Introduction
A well constructed introduction helped build empathy and highlighted that Clinton's life had not all been plain sailing. The fact that his father
died when
he was young, his mother was a nursing assistant and he was born in
Hope, a town of 10,000 people, helped put his success and achievements
in context.
7. Building on the sense of destiny
A strong
personal brand is built on stories. The story of Clinton meeting President Kennedy when on a youth leadership camp was used
to great effect. Not only was it mentioned in the introduction but that famous
photo of Clintonshaking JFK's hand was also used in the marketing materials. Other
brand building shots included an intimate moment with Hilary, a shot of him playing
the saxophone, a jogging photo, one with Chelsea and one featuring Clinton lined up with 3 past Presidents. They all helped to define Clinton the man.
8. Customising the message
Clinton's speech
in Perth was customised to include stories relevant to a Perth market, including
his memories of Perth switching on its lights at night for a US space mission
re-entry and comments on a former US President's career as a mining engineer
in Kalgoorlie.
9. Using humour
Clinton had some great lines about
how he could have helped previous Presidents in dealing with the media in tricky
situations.
10. Memorable one liners using opposites
This can be
very effective. When talking about possible solutions to the war against terrorism, Clintonsaid "most of the big things in life are simple".
11. Repetition
Clinton
used this proven speechwriting technique to great effect.
12. Using metaphors
Clinton
used the metaphor of the gap between the invention of the club and the shield
to describe the present situation in the war against terrorism. He said "this
gap needs to closed". Metaphors can give intangible concepts more impact with
an audience.
13. Develop empathy with the audience
Clinton told
the story of how he was in Australia at Port Douglas on September 11th and how
his daughter Chelsea was in downtown New York. He connected with every parent
in the room when he talked about his feelings when he couldn't contact his
daughter for three hours on that day.
14. A call to action
The
aim of the event was to raise money for a Children's hospital. Clinton's
final words were "I want you to help". Simple, direct and powerful.
I
hope you have enjoyed this analysis. I certainly learnt a lot by seeing one of
the world's great communicators in action. Whatever your personal views on Clinton are ... his personal warmth, ability to connect with an audience and
presentation skills are outstanding.
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