Chances are, all of us at some point must write and deliver a speech, be it a keynote address, a fundraising speech, or a banquet toast. For some it’s intimidating, and for others a piece of cake. But rarely is it systematic. In this webinar, you’ll learn the key elements of a successful speech – why some hold your attention and others put you to sleep. - The key elements of a successful speech - A speech structure that works for any type of speech - A writing process that will take you from idea to finished product - Delivery techniques to help you shine your brightest in front of your audience

1. Welcome to
Innnovation Women Speak!
Webinar Series

2. Innovation Women Speak!
Webinar Series
Speechwri)ng Basics
Featuring Sheri Saginor, President and Chief
Speechwriter at Smart Speeches
February 6, 2019
12:00-1:00 p.m. ET
In this webinar, you’ll learn the key elements of a successful speech – why
some hold your attention and others put you to sleep.
• The key elements of a successful speech
• A speech structure that works for any type of speech
• A writing process that will take you from idea to finished product
• Delivery techniques to help you shine your brightest in front of your
audience

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4. Speechwriting Basics
Sheri Saginor
President, Smart Speeches
Innovation Women Webinar
February 6, 2019

5. Wanna Buy A New Car?
• Speaker: Jay Murray, Former VP of Marketing,
Jaguar, Inc.
• Audience: Potential Jaguar Customers
• Purpose: Inspire Audience to Buy Jaguars
“Ladies and gentlemen, our statistical and analytical data
on the XKR-S High Performance Coup, collected over a
time period of approximately 12.3 months, clearly indicate
92% synergies with respect to the ability to navigate
challenging terrain using HAC, and the anticipation of
rapidly changing environmental variables. This provides a
positive incentive for purchase.”

6. Let’s Try That Again!
“Ladies and gentlemen, a Jaguar is about more than just owning
a car.
It’s about performance.
It’s about style.
It’s about success.
It’s about who you are.
On any road, in any condition, a Jaguar says one thing:
Excellence.”

7. Agenda
I. The Importance of Audience In Speechwriting
a. Knowing your audience
b. Writing for the Ear
II. Speech Structure
a. The Crucial Main Point
c. The Beginning, the Middle, and the End
III. The Writing Process
a. Speech Template
b. Putting Pen to Paper
c. Length

8. Agenda (cont.)
IV. Speech Delivery Tips
a. Preparing
b. Practicing
c. Shining onstage
V. Conclusion and Q and A

9. I. The Importance of Audience
In Speechwriting
a. Know Your Audience
Goal is to connect with your audience in some way
• Who are they?
• What do they want?
Understand Connect Resonate

10. The Importance of Audience (cont.)
b. Write for the Ear
• Audience will hear, not read
• Speaking isn’t same as writing
• Must hold audience’s attention.
Write as close as possible to the way you speak.

11. III. What’s the Point?
• “I have a dream that one day this nation will rise up and live
out the true meaning of its creed: "We hold these truths to be
self-evident: that all men are created equal.
• I have a dream that one day on the red hills of Georgia the
sons of former slaves and the sons of former slave owners will
be able to sit down together at the table of brotherhood.
• I have a dream that one day even the state of Mississippi, a
state sweltering with the heat of injustice, sweltering with the
heat of oppression, will be transformed into an oasis of
freedom and justice.
• I have a dream that my four little children will one day live in a
nation where they will not be judged by the color of their skin
but by the content of their character. I have a dream today.”
What line does everyone remember?

12. The Main Point
Main Point: the main message of any speech, the most
memorable part, the anchor, the cornerstone, the big
idea

13. Main Point Examples
• “I have a dream.” (MLK, Jr. 1963)
• “We shall never surrender.” (Churchill, 1940)
• “ One child, one teacher, one book, and one pen can
change the world.” (Malala Yousafzai, 2013)
• “Black lives matter.” (Alicia Garza, 2013)

14. Today’s Main Point
Structure your speech around
one main point.

15. II. Speech Structures
Many possible structures, including:
• Storyline
• Problem/Solution
• Comparative
Each of these can work, depending on circumstances.
But today we’ll learn one structure that (almost) always works….

16. The Essay Structure
1 – Opening: States Main Point
3 – Three subtopics to support Main Point
1 – Closing: Reiterates Main Point

17. The Beginning
Possible Openings
➢ Quote
➢ Story
➢ Unexpected or challenging Statement
➢ “Imagine” Scenario

18. The Middle
Subtopics
Subtopic: Something that’s a part of or supports a
larger idea
➢ “Body” of the speech
➢ Each subtopic supports Main Point
• Facts, anecdotes, data, examples
➢ Three work, but not mandatory

19. The End
Possible Closings
➢ Call to action (very popular)
➢ Brief Story
➢ Quotation
End on time!

20. Example: Clothes for Kidz
Speech
➢ Event: Annual Fundraising Gala
➢ Speaker: Executive Director, Clothes for Kidz
➢ Audience: Board, Staff, Volunteers, Donors,
and Prospects
➢ Purpose:
• Share achievements and challenges
• Thank everyone
• Inspire attendees to give

23. III. The Writing Process
Start with a
Speech
Template
Speech Template
• Opening
MAIN POINT:
• Supporting Subtopic 1
• Supporting Subtopic 2
• Supporting Subtopic 3
• Closing
-Fill in the blanks
-Fragments okay
-Ideas, notes, quotes, etc.

24. “Clothes for Kidz” Speech Template
• Opening
• MAIN POINT
Because of you, Clothes for Kidz is
thriving, but the need is still great.
• Supporting Subtopic 1
Our service model works.
• Supporting Subtopic 2
We’re growing.
• Supporting Subtopic 3
There are so many people to
thank.
• Closing
Give generously.

25. Putting Pen To Paper
(fingers to keyboard)
➢ Use Speech Template as a guide.
1. First Draft – Write from start to finish.
2. Take a break.
3. Second Draft – Rewrite or revise from start to finish.
4. Repeat steps 2 and 3 as necessary.
5. Final Edits.

26. Length
➢ Time yourself reading for one minute and plan
accordingly.
➢ Average speaking speed is about 120 words per
minute.
• 600 words for a 5-minute speech
• 1,200 words for a 10-minute speech
• 2,400 words for a 20-minute speech
Short and clear trumps long and wandering!

27. VI. Speech Delivery
a. Preparing
➢ Format document for easy reading
• Text only on first half of page;
• Font (Ex: Arial or Helvetica, size 18)
• Double or triple space

28. Tonight we’re here to celebrate what the
Community Giving Tree has achieved this
past year, and to look ahead to the future.
As I gaze out at all of you this evening, I
am filled with gratitude.
Our organization is stronger than ever.
We are succeeding in our mission to help
low income families in Massachusetts—
our neighbors—raise healthy children by
providing basic necessities.
Helve)ca 18

29. Speech Delivery Tips
(cont.)
b. Practicing
➢ Read Speech Out Loud!
➢ Practice alone and in front others
➢ Record yourself on audio or video and listen

30. Speech Delivery Tips
(cont.)
c. Shining Onstage
➢ Realize that people want you to succeed
➢ Concentrate on the message, not the medium
➢ If you stumble, don’t apologize—move on

31. IV. Conclusion and Q & A
➢ Closing Thoughts
These principles and guidelines are not the only way, but
they’re often useful.

32. Thank You!
➢ For more, go to www.smartspeeches.com
➢ Contact, hire, or refer me!
➢ I specialize in “Signature Talks” for women.
Sheri Saginor
Smart Speeches
978-478-8296
www.smartspeeches.com
sherisaginor@smartspeeches.com
!
www.smartspeeches.com

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36. @WomenInno
How to Book or Reach Sheri
To book Sheri for speaking gigs, or to hire
or refer her, sign up for Innovation Women:
www.innovationwomen.com
To contact Sheri directly:
Sheri Saginor
Smart Speeches
978-478-8296
www.smartspeeches.com
sherisaginor@smartspeeches.com

37. Introducing Innovation Women