I do a lot of speech writing. When I was in in-house marketing communications roles, I typically worked closely with the executive I was writing for. I helped craft our key messages throughout the year so when it came time to write for a specific event it usually took one discussion to get on the same page and then some back and forth iterations.
Most of the work was getting that first draft on paper.
Now, as a for-hire speechwriter, I may not meet -- or sometimes even speak to -- the person I'm writing for. Most of the work is in the preparation.
The goal is to ask the right questions and find the right third-party sources to allow you to write as if you know the person. There is a lot you can learn about someone from a little research.
Here's what I've found helpful in the process:
Hold your Client Accountable
Someone hired you for the job, even if it wasn't the executive themself. That person has skin in the game. They need to deliver good work to their boss or internal client. Use this person wisely. Unleash all your probing skills on them.
Some of the questions they should answer for you include:
What is the event? Who is in the audience? What is the run of show? How much time is allotted for the speech?
What is the goal of the speech?
What are some key messages that must be included? What should be avoided?
What is the executive's communication style?
What tone/mood are you aiming for?
Do you have samples of previous speeches they delivered? If not, is there another thought leader they admire?
How will the executive be involved in the speech writing process if at all? What will the editing process be?
When you think you have all the answers ask: "Tell me more." You almost always get something usable out of that one. I promise.
Read Corporate Materials
These are things like press releases, bios, and blogs that live on the brand's website or social feeds. They are not typically helpful in adding color to the executive's personality. That's because most corporate materials are too, well, corporate. They speak for the brand and not the person. And, sadly, most press release quotes don't sound like something anyone would say. (Side note: We need to change this!)
What they do offer is a glimpse into what the brand deems important right now. It also will show you how the brand talks about itself -- what words it tends to use over and over.
Approach this carefully. Sometimes these words will help you. For example, you'll know to use the word "associate" instead of "employee." Other times, use your expertise to unwrap the jargon. Every brand suffers from it, and jargon can lead to audience disconnect.
Scour the Web for the Executive's Name, including Video
This seems pretty obvious. What isn't obvious is that you sometimes get better results if you search on specific sites like a trade magazine or You Tube. Jot down any key themes you see in what you read and watch, or any stories the executive tells. Also, check to see if their personal social media accounts are public. Those posts may give you a feel for their personality (if they aren't serial retweeters).
I once wrote for a C-Suite executive and found a grainy old video where he talked about how he liked to take things apart when he was a kid. I then used tinkering metaphors in his speech to great delight.
Research the Event, too
You should have already gotten some information from your client but it's also helpful to research the event directly. Who has spoken in the past? Is there a theme? Does it tend to be formal or informal? What sort of press resulted from it?
If it's an event that gets covered by the press -- and press coverage is one of the goals -- you can increase your chances if you understand the precedent. You may choose to recommend things like breaking news, sharing a poignant home video, or bringing up someone to share the stage with the executive.
Leave Blanks in your Draft for Personal Anecdotes
Speaking of stories, every good script should have at least one. When you write your draft, you can take two approaches.
Leave blanks in the draft that say things like INSERT STORY HERE ABOUT A TIME THEY LEARNED SOMETHING FROM THEIR KID or INSERT ANECDOTE ABOUT A TIME TECHNOLOGY WAS NOT THEIR FRIEND. The key is to be specific about what you're looking for and where it fits in the context of the speech.
You can also imagine a story or use one of your own stories and include it in the draft. This can be risky depending on the executive you're writing for. If they have a big ego they might find it presumptuous. Typically it helps the person think of a real story in their lives that fits the bill. Use your client as a gut check here.
One time I imagined a story and the executive delivered it exactly as I wrote it. I'm still not sure if I had a moment of extreme clairvoyance or if she just didn't have the time to think up one of her own and mine was plausible enough.
As you write your draft, don't be afraid to go back to your client with questions. They want you to deliver good work because it means less work for them.
And, once you do and get re-hired, ask to include the executive in the next intake meeting.
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