BEFORE the CEO’s keynote address came our way, it had all the hallmarks of a good first draft, and it had loads of potential.

But there were issues:

• Long, complex sentences.
• Strings of clichés.
• Mixed metaphors.

Most worryingly, a reference to the company’s gender equity programme carried the tone of, “Look at us! Look at what we did to help the poor, weak wimmens!”

The content was good; the tone was all wrong.

AFTER the CEO’s keynote address came our way, it bore the hallmarks of a great speech:

• Language that was easy on the ear.
• Sentences that were easy to deliver.
• Eloquent but simple phrasing.
• Effective storytelling.
• Sensitivity.

And it was very well received.

Great speechwriting is both an art and a craft. The right words, the right skills and a fresh eye can take a speech from good to great, from before to after. And that’s why it pays to work with a pro.