What are the key points to be considered when creating a speech?

“Writing” by Rubin Starset. CC-BY-NC-SA.

Once you have finished the important work of deciding what your speech will be about, as well as formulating the purpose statement and crafting the thesis, you should turn your attention to writing the body of your speech. All of your main points are contained in the body, and normally this section is prepared well before you ever write the introduction or conclusion. The body of your speech will consume the largest amount of time to present; and it is the opportunity for you to elaborate on facts, evidence, examples, and opinions that support your thesis statement and do the work you have outlined in the specific purpose statement. Combining these various elements into a cohesive and compelling speech, however, is not without its difficulties, the first of which is deciding which elements to include and how they ought to be organized to best suit your purpose.

Good design is making something intelligible and memorable. Great design is making something memorable and meaningful. – Dieter Rams

The main points of any speech are the key pieces of information or arguments contained within the talk or presentation. In other words, the main points are what your audience should remember from your talk. Unlike facts or examples, main points are broad and can be encapsulated in just a sentence or two and represent the big ideas you want to convey to your audience. In general, speeches contain two to seven main points that collectively lead to some understanding by the end of the speech. For informative speeches, main points might include historical details that advance a particular understanding of an event. For a persuasive speech, however, your main points may be your separate arguments that, when combined, help to make your case. When writing your main points, you may want to do so in parallel structure. Parallel structure refers to main points that are worded using the same structure, perhaps by starting with a common introductory clause. Main points do not stand alone; instead, speakers must substantiate their main points by offering up examples, statistics, facts, anecdotes, or other information that contribute to the audience’s understanding of the main points. All of these things make up the sub-points, which are used to help prove the main points. This is where all of your research and supporting information comes into play.

Whether it's designed to share a brand message with an unfamiliar crowd or to inspire employees during difficult times, a great speech can prove to be a critical tool in a business leader's communication toolkit. 

One of the most important qualities of a great speech is that it’s relatively short.

Consider Abraham Lincoln’s “Gettysburg Address” and Dr. Martin Luther King, Jr.’s “I Have a Dream” speech. Both are powerful but brief, clocking in at two minutes and 17 minutes, respectively.

However, a speech’s length is only one factor. A great speech must also captivate the audience, be presented clearly and confidently, and have a well-defined message.

Here are some techniques you can use to deliver a great, memorable speech, whether it's for work or elsewhere.

A speech is primarily about the words, but a performance is so much more. It’s inflection, gesture, tension, resolution, and suspense.

But it doesn't have to be overwhelming, and you don't have to be an Oscar winner to do it well.

Go see a one-person play, and you’ll instantly understand what I mean. Performers work hard at capturing and keeping an audience’s attention, and words are only one tool in their arsenal.

This means after you finish writing a speech, the work isn't done. Make sure to rehearse the speech in front of a few people, the mirror, or a recording device. You'll feel more confident after you've practiced, even if it's just a few times.

When nerves take over, you might naturally want to look at the floor, your slides, your hands, or the back of the room. But remember that you're in a room with humans who want to connect with you and your words.

If you try to make eye contact with people while you deliver your speech, they're more likely to feel personally engaged and gain your trust. Eye contact communicates confidence and authority – two traits key to conveying your point effectively.

The lectern can be a crutch. It’s a physical barrier between you and your audience, and you may want to consider stepping out from behind it. Not only will your movement help create a livelier presentation, but it will help the audience perceive you as more open and accessible. Movement can also help ease your nerves.

To help you stay focused when delivering your speech, map out where you want to be on stage for each key point you want to make. You can record videos of your practice sessions to pick up on subconscious nervous gestures or ticks and work to correct them.

Your body language conveys confidence. Slouching can make you look like you aren't confident. Practice standing up straight, keeping your shoulders back and your head steady. However, don't worry too much because your body will tighten, making you look and feel nervous. Remember to relax.

Additionally, breathing is important for calming your nerves. Slouching leaves less room for your lungs to fully breathe. Even if your speech is short, it’s critical to optimize your breathing habits so you feel better both mentally and physically.

Take deep, calm breaths as much as you need to beforehand. Don't forget to pause and breathe during the speech too. Taking care of yourself is crucial.

The power of storytelling lies in the images that audience members create in their heads as you spin your yarn.

Try not to overload your speech with data points, unless it's primarily a data-driven topic. Listeners will be more likely to remember pertinent anecdotes that inspire compassion, elicit laughter, or simply intrigue them.

Stories – especially brief, relevant ones – are a powerful tool for delivering a great speech. Weaving them into your presentation can transform your listeners into active participants.

When delivering a speech, it’s important to deliberately mix up speaking patterns such as volume, speed, and tone. 

When in doubt, slow down your speech to let your audience catch up – especially if you tend to speak quickly. Remembering to pause can be very helpful in steadying the speech.

If you know you’re naturally a fast talker, build some pauses into your speech. Determine points at which to take a breather, or incorporate statements like “Now think about that for a moment” or “Let that sink in.” It takes an audience more time to process your points than it will take for you to articulate them.

Remember that you're the expert. Give people time to ponder your brilliant message.

If you're asked to give a speech, you're probably already an expert on the subject.

Passion translates to energy and authenticity, which help engage an audience. Emotion pulls the audience in and gets them invested in hearing more. Take them with you on this journey from the start by talking with passion.

If you find you’re not moved by your topic, modify it so it's more relevant to you and your audience. The more relevant it is, the more engaging your speech will be, and the more confident you'll feel delivering it.

As an expert worthy of giving a great speech, you'll likely excel at providing the main content points. But using these techniques can help you get your message across in a compelling and memorable way. Focus on crafting a clear, concise message that’s rife with relevant anecdotes. Practice the performance, adjust any small habits as needed, and remember that you deserve to be up there. Remember to breathe.

A version of this article was originally published on September 08, 2014.

Photo: Getty Images

Whether you are a communications pro or a human resources executive, the time will come when you will need to write a speech for yourself or someone else.  When that time comes, your career may depend on your success.

J. Lyman MacInnis, a corporate coach, Toronto Star columnist, accounting executive and author of “The Elements of Great Public Speaking,” has seen careers stalled – even damaged – by a failure to communicate messages effectively before groups of people. On the flip side, solid speechwriting skills can help launch and sustain a successful career.  What you need are forethought and methodical preparation.

Know Your Audience

Learn as much as possible about the audience and the event.  This will help you target the insights, experience or knowledge you have that this group wants or needs:

• Why has the audience been brought together?
• What do the members of the audience have in common?
• How big an audience will it be?
• What do they know, and what do they need to know?
• Do they expect discussion about a specific subject and, if so, what?
• What is the audience’s attitude and knowledge about the subject of your talk?
• What is their attitude toward you as the speaker?
• Why are they interested in your topic?

Choose Your Core Message

If the core message is on target, you can do other things wrong. But if the message is wrong, it doesn’t matter what you put around it.  To write the most effective speech, you should have significant knowledge about your topic, sincerely care about it and be eager to talk about it.  Focus on a message that is relevant to the target audience, and remember: an audience wants opinion. If you offer too little substance, your audience will label you a lightweight.  If you offer too many ideas, you make it difficult for them to know what’s important to you.

Research and Organize

Research until you drop.  This is where you pick up the information, connect the ideas and arrive at the insights that make your talk fresh.  You’ll have an easier time if you gather far more information than you need.  Arrange your research and notes into general categories and leave space between them. Then go back and rearrange. Fit related pieces together like a puzzle.

Develop Structure to Deliver Your Message

First, consider whether your goal is to inform, persuade, motivate or entertain.  Then outline your speech and fill in the details:

1. Introduction – The early minutes of a talk are important to establish your credibility and likeability.  Personal anecdotes often work well to get things started.  This is also where you’ll outline your main points.
2. Body – Get to the issues you’re there to address, limiting them to five points at most.  Then bolster those few points with illustrations, evidence and anecdotes.  Be passionate: your conviction can be as persuasive as the appeal of your ideas.
3. Conclusion – Wrap up with feeling as well as fact. End with something upbeat that will inspire your listeners.

You want to leave the audience exhilarated, not drained. In our fast-paced age, 20-25 minutes is about as long as anyone will listen attentively to a speech. As you write and edit your speech, the general rule is to allow about 90 seconds for every double-spaced page of copy.

Spice it Up

Once you have the basic structure of your speech, it’s time to add variety and interest.  Giving an audience exactly what it expects is like passing out sleeping pills. Remember that a speech is more like conversation than formal writing.  Its phrasing is loose – but without the extremes of slang, the incomplete thoughts, the interruptions that flavor everyday speech.

• Give it rhythm. A good speech has pacing.
• Vary the sentence structure. Use short sentences. Use occasional long ones to keep the audience alert. Fragments are fine if used sparingly and for emphasis.
• Use the active voice and avoid passive sentences. Active forms of speech make your sentences more powerful.
• Repeat key words and points. Besides helping your audience remember something, repetition builds greater awareness of central points or the main theme.
• Ask rhetorical questions in a way that attracts your listeners’ attention.
• Personal experiences and anecdotes help bolster your points and help you connect with the audience.
• Use quotes. Good quotes work on several levels, forcing the audience to think. Make sure quotes are clearly attributed and said by someone your audience will probably recognize.

Be sure to use all of these devices sparingly in your speeches. If overused, the speech becomes exaggerated. Used with care, they will work well to move the speech along and help you deliver your message in an interesting, compelling way.