A CEO we were writing a speech for asked if we could add some jokes.  “Sure thing,” we said, “but first — are you funny?”

Like the Greek goddess Athena, many CEOs think they sprang from the head of Zeus with Olympic powers — like public speaking.  They may be gods in their business, but most are deadly dull behind a podium.  Jokes won’t help unless the speaker already has an inner comedic flair to draw on — in which case, he/she doesn’t need a writer.

The majority of keynotes (that we’ve all suffered through) could be much better.  With a little effort, you can help even the most unpromising exec speaker wow an audience.  Here’s how.

1. Outline the Key Points.  What are the major ideas the CEO wants to deliver?  Get it from him/her personally, not a go-between.
2. Develop a Master Theme.  What is the big, overarching vision that pulls the CEO’s points together?
3. Open with a Provocative Challenge.  Start the speech “in media res” with a direct challenge to the audience, e.g., “It’s five minutes to midnight for this industry — and the clock is ticking.”
4. Never Start with a Lie.  Classic example: “Thank you, it’s a pleasure to be in Houston today.”  Okay, Houstonites, we’re joking, but you get the idea: CEOs don’t care where they’re speaking, so why say that?
5. Relate to the Audience.  Remember the two great human motivators: fear and greed.  Hit the audience’s hot buttons up-front.
6. Write/Speak in Short Sentences.  Audiences have short attention spans.  Long-winded prose may look great on paper, but is death to speakers and listeners.
7. Drop in Sound Bites.  Chances are there’s a reporter in the crowd.  Give them something pithy — even controversial — to remember and write about.
8. Return to the Theme.  After each key point, hit the theme again to build drama: “It is now four minutes to midnight.”
9. End Where You Began.  Go back the opening statement.  Tell a short story that brings the theme to life.  Relate the message of the story to the audience once again.  Back away from the podium and say “thank you.”  You’re done — hopefully in 10 -12 minutes, which is all any audience can take, even from the brilliant speaker.
10. Rehearse — Then Throw Away the Speech.  Great speakers always look out and into the audience — never down at their notes.  Rehearse the CEO until he/she speaks comfortably without reading from a text.

Related posts:

1. How to Make Your Podcast “Sing”
2. Tech PR: “Please Join Our Webinar” (Uh, I’ll Get Back to You)

Posted in Blog, Content, Smart Speeches | No Comments
You can leave a response, or trackback from your own site.