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6 tips for writing a powerful political campaign speech

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Smart speakers demand more than a stenographer. Elected officials have policy and political advisers, and the most effective speechwriters conduct themselves as speech advisers — making recommendations about the form, content, purpose and intended audience of remarks.

The GOP is opposed to it. This was a shot at President Obama, whose preference for teleprompters over traditional devices such as notecards has been ridiculed by Republicans as a sign of fakery and feeblemindedness. It is now also a knock on Hillary Clinton; Donald Trump often points out that she, too, uses a teleprompter. Anti-teleprompterism, as the rise of Trump reveals, is not purely cynical; it reflects a widespread frustration with contrivance in politics.

Which is just silly. Much of what Trump blurts out is demonstrably false, while a well-crafted speech can be deeply revealing. This kind of chicanery has become commonplace in politics. Trump is more brazen than most, but he is hardly the only candidate who — to paraphrase the late Daniel Patrick Moynihan — feels entitled to his own facts.

This has given rise to a cottage industry of lie-detectors. Yet observers might be surprised by the conscientiousness of most public servants, or by the scope and serious-mindedness of the fact-checking operation in the White House or a typical campaign. Data is checked and rechecked by the economic team; anecdotes are thoroughly vetted and scrapped if they seem suspect; grand claims are qualified in ways that result in accurate, if sometimes awkward, phrase-making.

Clinton wanted to set a goal in his State of the Union address of making America the safest country in the world. Speak with the eloquence of a leader. Bush, and Ronald Reagan all have employed speechwriters. So has every major business leader. Your keynote speeches can amaze your audience. I have written speeches for C-suite and V-level executives across the Fortune world, as well as key leaders in nonprofits. From project manager to CEO, my speeches help my clients excel.

Retainer arrangements are available. Use the problem—solution format throughout your speech. State the problem and provide an achievable solution.

Make your messages unambigous and clear. See how your audience reacts, and respond accordingly. After all, you want their next step to be to vote for you.

Layer each message to build momentum to your final point. Make that point important enough that the audience will want to discuss it. This is another appropriate place for a sound bite. US President Barack Obama uses repetitive phrases. This shows he understands the concerns of the people — that he is one of them. But it also reassures that a positive attitude and optimism about the future will see the country through the tough times.

This is preeminently the time to speak the truth, the whole truth, frankly and boldly. Nor do we shrink from honestly facing conditions in our country today. This great nation will endure as it has endured, will revive and will prosper. So, first of all, let me assert my firm belief that the only thing we have to fear is fear itself — nameless, unreasoning, unjustified terror which paralyzes needed efforts to convert retreat into advance.

In every dark hour of our national life, a leadership of frankness and vigor has met with that understanding and support of the people themselves which is essential to victory. I am convinced that you will again give that support to leadership in these critical days. The speech is not only memorable — it has stood the test of time. Create a Powerful Communications Plan. Online training — instant learning.

Open workshops — professional development for individuals. He quotes everyone from Churchill to Shakespeare to Ted Hughes, unpicking their writing techniques so you can use them too.

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