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.
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.