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.

---

Let Your Appearance Speak for You, Not Against You!

Every 7 seconds another baby boomer turns 50. What does... Read More

Speech Tips - Ten Things to Remember When Accepting an Award

Many people are recognised for their work, industry, sporting or... Read More

Speak With E?s Part 2

"Educate, Energize, Entertain, and provide an experience for your audience"1.... Read More

Tips For Keeping Your Cool Before Your Presentation

Stretch to relax. Rise on your toes and reach for... Read More

How to Gracefully Leave After a Seminar or Speech When Someone is Hogging Your Time!

Meeting planners know the value of meticulous planning. They are... Read More

10 Worst Tips To Give A Speaker

1. Learn the speech by heart or read it from... Read More

If You Arent a Little Nervous, You Arent Paying Attention

The fear of public speaking is one of the most... Read More

The Ten Ps of Dealing with Questions

Presenters and those making speeches will frequently be faced with... Read More

Now Appearing: 9 Tips for a Well-Attended Event

When I made the decision to do free workshops and... Read More

Speak to Be Heard and Understood

Use your voice to your advantage. One of your main... Read More

Ten Speech Tips for Writing Powerful and Persuasive Presentation

Have you ever had to give a speech?Do you remember... Read More

A Perfect Meeting: AKA When You Dont Want to Strangle the Speaker

Have you ever worked for weeks or even months, often... Read More

Five Tips for Overcoming Public Speaking Nerves

Your mouth is dry, heart palpitating, and knees knocking. You... Read More

Overcoming Your Fears of Public Speaking

You're waiting your turn to make a speech, when suddenly... Read More

Directing Voiceovers: Dont Be, Do!

Directing a voice-over talent you've hired to read a spot... Read More

Fear

FearOf what am I afraid, you ask. Of myself, I... Read More

Lessons in Love for the Shy at Heart

One of the biggest regrets of my life is that... Read More

How to Prepare your Mind/Body to Give Great Speeches

Sure you have catecholamines ? all speakers do. (including Sir... Read More

What to Do When an Audience Member Disagrees With You

Some people enjoy drawing attention to themselves by trying to... Read More

How to Get Paid to Speak

Now that you have all the contacts you can possibly... Read More

Speech Making - Reasons Why People Dont Listen

Making a speech seems simple. You speak, others listen. However... Read More

How to Promote yourself as a Speaker on the Web

Why use the web for promoting your speaking engagements?Most people... Read More

Internet Marketing and Public Speaking: Seven Steps to a Successful Murder Board

I recently posted an article providing tips on public speaking... Read More

SOS - Goal Setting

... --- ... SOS This is the traditional seafaring emergency... Read More

Voice Coaching - Training Your Voice to Give Better Presentations

Picture a cool crisp autumn morning in the wide open... Read More

What is Toastmasters?

Toastmasters.... Toastmasters....What is Toastmasters?Is it a bunch of guys in... Read More

7 Sure Fire Ways To Overcome Stage Fright When Speaking Or Performing

Prayer or Meditation: If you're a believer you can pray... Read More

Ten Steps to Fearless Public Speaking

There is plenty of dubious material which suggests you can... Read More

To Insure Success in Speaking: Anticipate

We all know that to be a careful driver on... Read More

How to Get Started In Public Speaking

Public speaking is among the five most feared activities human... Read More

The Top 5 Public Speaking Questions Answered

There are a number of questions that we consistently get... Read More

Making Transitions

Ever notice how smoothly some speakers or writers move you... Read More

Analyzing Your Audience and Assessing Comprehension Through Feedback

Aside from fielding and asking questions, there are other ways... Read More