What the Best Speakers Have in Common

By Robert Stewart

culled from:http://www.ladiesdc.org
Over the years, I have prepared speeches and presentation materials for everyone from the President of the United States to executives of global companies (and everywhere in between). Each of them had “a voice” – one that was shared among their constituents, stakeholders, customers, voters and believers – that effectively enabled them to lead others toward something that is larger than themselves.
What do these remarkable speakers have in common? How do they consistently deliver dramatic, memorable speeches rather than the usual ordinary and lifeless monologue?
First, they have a conversation with the audience. They avoid lecturing. Their words and style make it comfortable for the audience to listen, and keep listening. Audience members can personally relate to the message, and put some faith in believing it.
Speakers whose words and gestures respect their audience will earn and receive its undivided attention in return.
Hillary Clinton is a great speaker to model for this. She is generally unflappable speaking to audiences on wide-ranging topics. Her speeches on human rights issues affecting women in non-democratic and third world countries are powerful conversations about cultural injustices around the world.
Second, great speakers make audience members believe their speech was the best thing they’ve heard all day. Listeners walk away feeling it was the best use of their time – and they would do it again.
When a colleague asks, “How was it?” they answer, “her speech alone was worth the cost of the conference.”
“Okay. But would you call it unforgettable?”
Speakers and their speeches are unforgettable when they tell us what we don’t know and we need to – now. They advise us to question ‘truths’ about major issues in our lives. They urge us to take a position, and make us feel uncomfortable if we don’t. They never talk down to us. And they help us forget our addiction to mobile devices for 10 or 15 minutes.
Third, audiences appreciate stories. They grow restless when all they hear are a list of facts – blah, blah, blah. Stories hold our attention. We can visualize what’s happening. Stories give life to people, situations, crises, decisions, and actions that facts cannot. Stories make us feel as if we are witnesses to events that are unfolding.
In 2013 I worked with the president of a national trade association in the business travel industry. She was presenting a keynote speech to 8,000 members at their annual convention, and her first as their newly elected leader.
She could have focused on current technology trends (the convention theme was, in fact, ‘wireless platforms transforming global business travel’). Most of that large audience would have paid attention because they liked high tech stuff and liked her (after all, they elected her!).
Instead, she told the story of how her energy company used social media and wireless platforms to transmit real-time emergency information to customers and contractors when Hurricane Sandy hit and power outages affected thousands. It made the convention theme relevant and her words compelling because she successfully directed emergency operations during a massive natural disaster – she lived it!
Good story-telling turns an unremarkable speech into stimulating oratory. It’s also a confidence-boost for a hesitant speaker.
Finally, great speakers build trust with the audience. Each person seated in a convention center ballroom or standing outside during a rally needs and wants to trust three things:

• the speaker is talking directly to me;
• I feel like the most important person here;
• I believe what she is saying.

If we don’t think we can trust what a speaker says, eloquent words delivered with an Academy Award-worthy performance will not save her from our skepticism.
This means you must be prepared to defend your statements. Don’t just say something because it sounds impressive and you don’t think anyone will actually check. That’s a free fall without a safety net.
I once interviewed to be the speechwriter for a senior federal official in Homeland Security. During the interview, I told him that I would not be presenting him with finished, cleared speeches for him to read. Instead, we would work closely to prepare speeches with credible messages.
“Why?” he asked, incredulous.
“Because part of my job will be to prepare you to defend your statements about acting on homeland threats when someone challenges you,” I answered.
Unfortunately, he thought his rank would protect him from anyone challenging his words and his authority. It would not. I didn’t get the job, and I was ok with that.
So, when it’s your turn to deliver remarks about ‘women helping women’ grow as leaders in 21st Century America, remember this… have a conversation with your audience, be outstanding, tell stories, and be trustworthy. People want to believe what you say. Make sure they do.