| Current Category is: Public Speaking | Select Another Category | |
|
|
| Home | Search | Categories | Links | About Us | Contact Us |
|
|
 |
Speech Writing Tips: The 14 Speech Writing Secrets of President Bill Clinton
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 Clinton event 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 Clinton shaking 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, Clinton said "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. Thomas Murrell MBA CSP is an international business speaker, consultant and award-winning broadcaster. Media Motivators is his regular electronic magazine read by 7,000 professionals in 15 different countries. You can subscribe by visiting http://www.8mmedia.com. Thomas can be contacted directly at +6189388 6888 and is available to speak to your conference, seminar or event. Visit Tom's blog at http://www.8mmedia.blogspot.com.
MORE RESOURCES:
Google News |
|
|
|
RELATED ARTICLES
How to be a Great Speaker Did you know that great speakers are often nervous with butterflies in their stomach before giving a presentation? And there are many actors/actresses who can not speak to live audiences without cue cards. My 13 years as a professional speakers bureau owner allowed me to hear several thousand speakers give their presentations. Getting Results from Your Writing & Speaking When we communicate, we usually want something to happen. We want results. How to Present Your Proposal at an Executive Meeting What's the worst reaction you've ever gotten when you made an important presentation? Probably, it would come in second to the one I just heard about. A woman-ironically she was interviewing me for an article about "Knockout Presentations"-told me the story of her disaster. Top 7 Steps to Better Public Speaking Whether you want to be a part time, full time or BIG time speaker you must speak, speak, speak. At first, deliver 25-30 minute free talks to service clubs and community organizations. Top 7 Tips for Speakers Public Speaking is the number one way to advance your business career.Do you get nervous when speaking to a group? Do you feel butterflies in your stomach? The following tips will help you get your butterflies to fly in formation. Speak Up or Sit Down Last night the phone rang; my wife said, "I hope it's for you". When I answered, the caller asked, "Ray, would you speak to the Lions Club next month?" First my gut said, "No"; however, my head said, "Do it". Conversationally Speaking "Would you like to say a few words?" How many of us dread that request? The thought of speaking off the cuff can terrify even veteran speakers. But what about the ability to give a prepared speech and sound natural?As a speech coach, I see hundreds of people who are wedded to their words. Public Speaking:10 Simple Steps to Confident Speaking 1.Preparation The most important step in public speaking is preparation. Getting Yourself Known What are the 5 best ways of getting known in the speaking industry?Getting known in the speaking industry does not happen overnight. You need to work at it bit by bit. How to Give a Speech Without Dying Two of the top fears of most people are dying and giving a speech. In fact, there is so much fear of public speaking, you might think that people regularly die while giving speeches. Overcoming Your Fears of Public Speaking You're waiting your turn to make a speech, when suddenly you realize that your stomach is doing strange things and your mind is rapidly going blank. How do you handle this critical time period?In all of my speaking classes, students ask me how to handle public speaking nervousness, fears, jitters, anxieties - and the physical symptoms these feelings produce. Will Speak for Food - Using Free Speeches to Attract Customers If you want to get in front of prospective customers, and be viewed as an expert in your industry, become a speaker. Being at the front of the room gives you credibility. Is Information Delivery Instruction? Do you work for one of those organisations whose "training" invariably consists of someone standing up in front of a group and saying something? If you answered 'yes', you're not alone. It's a common practice which leads to a widely held perception among many that it's training. Ethics in Speaking: A Practical Point of View Often managers have to deliver presentations with unpleasant content. The vice president has to announce that there is a hiring freeze or a downsizing. How to Answer Questions Your Audience Will Ask In elementary school, most of us asked questions which were for purely informational purposes. A raise of the hand usually got the attention of the teacher and the question was treated matter-of-factly. 7 Sure Fire Ways To Overcome Stage Fright When Speaking Or Performing Prayer or Meditation: If you're a believer you can pray if you are not at least take time to clear your mind and meditate. (On clearing your mind) A short prayer for God to guide you and give you the right words can't ever hurt. Analyzing Your Audience and Assessing Comprehension Through Feedback Aside from fielding and asking questions, there are other ways of analyzing audience attention and feedback. Unfortunately most trainers are unaware of these methods or feel audience analysis is not really all that effective or important. Speech Making - Reasons Why People Dont Listen Making a speech seems simple. You speak, others listen. Trust in Training: Societys Effect on an Audience It is important to be continually aware that a person usually will not be consciously aware of how and why they are reacting, yet even if they knew, they wouldn't tell you. Society conditions people to hide their true inner drives and motives especially from those close to them (or even to themselves). How to Create a Compelling Media Kit A well-built media kit is vital for effective marketing. Without it, all your promotional efforts could be wasted.
|
| Home
| Sitemap
| Disclaimer
| Privacy
| Contact
Us © COPYRIGHT 2011 BRAINBELLY.COM |
