Great speechwriting isn't about putting fancy words into an executive's mouth. It's about capturing their authentic voice and translating complex goals into a narrative that moves audiences.
The Trap of the Generic Speech
We have all sat through them: executive addresses that are technically accurate, grammatically perfect, and entirely forgettable. They are filled with safe, generic phrases like "strategic growth," "leveraging synergies," and "operational excellence."
These speeches fail because they lack an authentic voice. An audience can tell instantly when a speaker is reading words written by a committee rather than delivering a message they believe in.
Great speechwriting is a process of translation: taking an executive’s vision and converting it into a spoken script that sounds natural, builds trust, and compels the audience to act.
The Interview: Excavating the Voice
You cannot write a great speech for a leader without spending time listening to them speak. Before writing a single sentence, schedule a brief interview to capture their cadence, metaphors, and natural speech patterns.
Listen for:
Do they speak in short, punchy sentences, or longer, narrative loops?
Do they naturally use analogies, historical references, or personal stories?
What are the specific phrases they repeat when they feel passionate about a project?
The goal is to write a script that fits their natural breathing pattern and verbal habits, making delivery feel effortless.
Writing for the Ear, Not the Eye
We read differently than we listen. A sentence that looks elegant on a printed page can sound clunky and confusing when spoken aloud.
When writing a speech:
Shorten the sentences: Spoken sentences should rarely exceed fifteen words. Speakers need to breathe, and audiences need time to digest each point.
Use active verbs: Replace passive phrases ("Our goals were achieved by our team") with active ones ("Our team hit our goals").
Build in pauses: Explicitly write [Pause] or change paragraph lines in the transcript to indicate where the speaker should stop for emphasis.
The Structure: The Rule of Three
A spoken address is temporary—once a word is said, it is gone. To help the audience retain the message, structure the core of the speech around three clear, memorable points. Link each point to a concrete story or piece of data.
End the speech with a single, clear call-to-action that leaves no doubt about what the audience should do next.
Conclusion
An executive's voice is their most powerful strategic asset. By focusing on authenticity, writing for the ear, and structuring for retention, you craft speeches that build authority and move audiences.
Looking for professional speechwriting, speaker coaching, or executive messaging support? Let's Connect to discuss how we can prepare your leadership team for their next high-stakes presentation.
