The story is more important than the words In my experience communications too often focuses on finding the right words. Of course words are important at some point in the process. But the first question you have to ask yourself is: what is the story I’m trying to sell?
Keep it simple Long speeches are the easiest to write. They are also the most forgettable. Audiences today can only handle so much information before they start losing focus. You should aim at twenty minutes max. … remember that a speech about everything is a speech about nothing.
Always address the arguments against your position during your presentation, not after You should find them and address them during your speech. When Obama was trying to deliver his Health Care Reform Plan in 2009, the most important part of his speech was to find the arguments that the Republicans would think of and contradict them.
Empathy is key You have to know what the world looks like when you are in their shoes. One of the reasons why Obama’s speeches are so successful is because they are written in the language that his audience understands, addressing the issues they are facing.
There is no persuasion without inspiration The best way to connect with people is through stories that are important to people’s lives. In the victory speech in 2008 we had a clear message: sometimes change can come slow, but change is always possible and history has proved that.