Speeches
There are some company executives who can stand in front of an audience and, with just a few notes, give an effective speech. This is a rare breed. Most people need, at a minimum, a detailed script before they hit the podium. That's why even the most experienced executive speakers use a speechwriter.
Writing a speech is one of the most challenging projects a copywriter can handle, but it can be one of the most fulfilling. It's difficult to describe the feeling of listening to a speaker deliver your words to a live audience. Every laugh, every accolade, every applause seems like it's for you, too.
How many words are in a speech?
The average speaker talks at a rate of 100–125 words per minute. So if you're writing a fifteen-minute speech, you can expect your script to be 1,500 to 1,875 words. However, if you know your speaker talks at a faster or slower pace, adjust your target word count accordingly. Many speak faster when they are nervous.
The Speaker's Ghost
Most keynote speeches — those where there is little interaction with the audience and few, if any, visual aids — are usually ten to fifteen minutes long. This is sometimes referred to as a “classic speech.” It is often written out word for word, unless the speaker is confident and skilled enough to speak from notes.
If the speech is longer, and more like a presentation or educational session, then the speaker will probably be using visual aids such as PowerPoint slides. In this case, notes associated with each slide may be preferable over a word-for-word script. But check with the speaker first to make sure.
Go over the speech with the speaker before you sit down to write it. Learn what she wants to say, and how she wants to say it. Also, listen to her speaking patterns and mannerisms. If you're going to put words in a person's mouth, get to know the person.
Speechwriting 101
Entire books have been published on speechwriting. But if you follow these tips, you'll be on track to writing an excellent speech.
Write for the ear, not the eye. Make the speech highly conversational. Read it out loud. Make sure it sounds natural.
Avoid humor. A joke falling flat is one of the most embarrassing things to happen to a speaker. Don't risk it.
Use lots of examples and stories. Create word pictures. This will make it easier for the audience to get involved with the speech and understand what is being said.
Don't cover too much territory. Even in lengthy speeches there should only be three to five major points to make. Anymore and the audience's focus fades.
Stay focused. It's easy to ramble when writing a speech.
Repeat important facts and points. Don't be afraid to say some things over and over again. In a brochure, the reader can go back and forth to review information. During a speech, the audience doesn't have this advantage.
Know the audience. Tailor the speech to their specific level of interest and knowledge of the topic. You wouldn't write the same speech about software to an audience of IT executives as you would a group of sales managers.
Summarize all the key points at the end. Don't assume the audience will have retained everything the speaker said. They won't. So make sure they walk away knowing the most important key points.
If you're also writing copy for the presentation slides, make sure they don't upstage the speech. If there is additional information on a slide, or a funny or fascinating image, the audience may focus on it and tune out the speaker! Also, keep the points made on the slides brief.
