Four score and seven years ago … Free at last, free at
A Step-by-Step Guide:
last ; thank God almighty, free at last … The situation
Editing to Improve
has developed, not necessarily to our advantage …
Your next Speech
Government of the people, by the people, for the people
… Never
in the history of human endeavour has so much
Fletcher Dean
Director, Office of the Chairman &
CEO and Executive Communications
Four score and seven years ago … Free at last, free at
The Speechwriter’s Checklist
last ; thank God almighty, free at last … The situation
• 14 + 1
has developed,
necessarily to our advantage …
• Top tonotBottom
•
Take
them
in
Order
Government of the people, by the people, for the people
… Never
in the history of human endeavour has so much
Fletcher Dean
Director, Office of the Chairman &
CEO and Executive Communications
Four score and seven years ago … Free at last, free at
Review the Basics
last ; thank God almighty, free at last … The situation
1. Audience – WIIFM?
has developed,
not
necessarily
to
our
advantage
…
2. Purpose – Defined?
3. Message
– What’s
the headline?
Government
of the people,
by the people,
for the people
… Never
in the history of human endeavour has so much
Fletcher Dean
Director, Office of the Chairman &
CEO and Executive Communications
Four score and seven years ago … Free at last, free at
4: Structure
last ; thank God almighty, free at last … The situation
• Monroe’s Motivated Sequence?
has developed,
not
necessarily
to
our
advantage
…
• Bread crumbs ?
• Red of
herrings
false
endings
?
Government
the people,and
by the
people,
for the people
… Never
in the history of human endeavour has so much
Fletcher Dean
Director, Office of the Chairman &
CEO and Executive Communications
Four score and seven years ago … Free at last, free at
5: Do the Math
last ; thank God almighty, free at last … The situation
• TWC / 135 = Delivery Time (est)
has developed,
not
necessarily
to
our
advantage
…
• Beware the pear-shaped speech
Government of the people, by the people, for the people
… Never
in the history of human endeavour has so much
Fletcher Dean
Director, Office of the Chairman &
CEO and Executive Communications
Four score and seven years ago … Free at last, free at
6: Purpose-Edit Each Section
last ; thank God almighty, free at last … The situation
• Open – Caring, warm, attention?
has developed,
not
necessarily
to
our
advantage
…
• Middle – Structured, short, snappy?
• Close
plus
CTA?
2X?people
Government
of –theSummary
people, by the
people,
for the
… Never
in the history of human endeavour has so much
Fletcher Dean
Director, Office of the Chairman &
CEO and Executive Communications
Four score and seven years ago … Free at last, free at
7: Research Double-Check
last ; thank God almighty, free at last … The situation
• Purpose: create active listening
has developed,
not
necessarily
to
our
advantage
…
• Review for research
• Mark
for further
work
Government
of gaps
the people,
by the people,
for the people
… Never
in the history of human endeavour has so much
Fletcher Dean
Director, Office of the Chairman &
CEO and Executive Communications
Four score and seven years ago … Free at last, free at
8: Bring Statistics to Life
last ; thank God almighty, free at last … The situation
• Eye-level and ear-level ?
has developed,
not
necessarily
to
our
advantage
…
• Are they relatable ?
• Practicing
the three
Rs ? for the people
Government
of the people,
by the people,
… Never
in the history of human endeavour has so much
Fletcher Dean
Director, Office of the Chairman &
CEO and Executive Communications
Four score and seven years ago … Free at last, free at
Statistics for Listeners
last ; thank God almighty, free at last … The situation
has developed, not necessarily to our advantage …
Government of the people, by the people, for the people
… Never in the history of human endeavour has so much
Fletcher Dean
Director, Office of the Chairman &
CEO and Executive Communications
Four score and seven years ago … Free at last, free at
9: Add Some Style
last ; thank God almighty, free at last … The situation
• Simplicity
has developed,
not
necessarily
to
our
advantage
…
• Fresh & Exciting
• Warm
& people,
Personable
Government
of the
by the people, for the people
… Never
in the history of human endeavour has so much
Fletcher Dean
Director, Office of the Chairman &
CEO and Executive Communications
Four score and seven years ago … Free at last, free at
If It’s Good Enough for POTUS …
last ; thank GodThe
almighty,
free Principle
at last … The situation
Gettysburg
267 – 194 – 53 – 20
has developed, not necessarily to our advantage …
The Roosevelt Standard
70% < 500
“I want to tell you what has been done in the last few days, why
it was done, and what the next steps are going to be.”
Government of the people, by the people, for the people
… Never
in the history of human endeavour has so much
Fletcher Dean
Director, Office of the Chairman &
CEO and Executive Communications
Four score and seven years ago … Free at last, free at
10: Count the Quotes?
last ; thank God almighty, free at last … The situation
• Swiss Army Knife for Speechwriters
has developed,
not
necessarily
to
our
advantage
…
• Variety, credibility and humor
• Quote
/ Unquote
technique
Government
of the
people, by the
people, for the people
… Never
in the history of human endeavour has so much
Fletcher Dean
Director, Office of the Chairman &
CEO and Executive Communications
Four score and seven years ago … Free at last, free at
11: It’s All About YOU
last ; thank God almighty, free at last … The situation
• Speak to the audience
has developed,
not
necessarily
to
our
advantage
…
• Circle & count
• Rewrite
rephrase
Government
of theand
people,
by the people, for the people
… Never
in the history of human endeavour has so much
Fletcher Dean
Director, Office of the Chairman &
CEO and Executive Communications
Four score and seven years ago … Free at last, free at
12: Can I Quote You on That?
last ; thank God almighty, free at last … The situation
• Key message as a stand-alone
has developed,
not
necessarily
to
our
advantage
…
• Quotable in all media
• Twitter-proof
Government
of the people, by the people, for the people
… Never
in the history of human endeavour has so much
Fletcher Dean
Director, Office of the Chairman &
CEO and Executive Communications
FourNot
scoreThis:
and seven years ago … Free at last, free at
“To run the political triathlon of EMU and perform
last
;
thank
God
almighty,
free
at
last
…
The
situation
well in all three disciplines, there needs to be a
convergence of economic policies and structures.”
has developed, not necessarily to our advantage …
This:
Government
of the people,
by the people,
for themust
people
“Economic policies
and structures
in Europe
converge.”
… Never
in the history of human endeavour has so much
Fletcher Dean
Director, Office of the Chairman &
CEO and Executive Communications
FourNot
scoreThis:
and seven years ago … Free at last, free at
“The crisis has shown the fragility of the convergence
last
; thank God
almighty,
freeunravel
at last …
The situation
of economic
outcomes;
it can
quickly
in the
face of exogenous shocks.”
has developed, not necessarily to our advantage …
This:
Government
of the people,
by theour
people,
for the
people
“The crisis proved
how fragile
economy
is to
global shocks.”
… Never
in the history of human endeavour has so much
Fletcher Dean
Director, Office of the Chairman &
CEO and Executive Communications
Four score and seven years ago … Free at last, free at
13: Format for Delivery
last ; thank God almighty, free at last … The situation
• Score like a musician
has developed,
not
necessarily
to
our
advantage
…
• Rewrite for delivery
• Format
page
forpeople,
a speaker
Government
of thethe
people,
by the
for the people
… Never
in the history of human endeavour has so much
Fletcher Dean
Director, Office of the Chairman &
CEO and Executive Communications
Four score and seven years ago … Free at last, free at
14: Read It Aloud
last ; thank God almighty, free at last … The situation
• The ONLY way to “hear” it
has developed,
not
necessarily
to
our
advantage
…
• Pen-in-hand
• Startofthe
timerby the people, for the people
Government
the people,
… Never
in the history of human endeavour has so much
Fletcher Dean
Director, Office of the Chairman &
CEO and Executive Communications
Four score and seven years ago … Free at last, free at
15: Make the Title Work
last ; thank God almighty, free at last … The situation
• Create active listening early
has developed,
not
necessarily
to
our
advantage
…
• Make it provocative
• Make
it sing
Government
of the
people, by the people, for the people
… Never
in the history of human endeavour has so much
Fletcher Dean
Director, Office of the Chairman &
CEO and Executive Communications
Fletcher Dean
Speechwriting
Executive Messaging
Thought Leadership
[email protected]
[email protected]
989-750-5027