Guide to Business Writingby Josh Gottheimer
Cambridge, Massachusetts
Organize your message. Like a good lawyer, build your argument in a coherent manner; the more your audience can follow along, the more attention they’ll pay. There’s a simple saying in the speechwriting world: First tell your audience what you plan to tell them; then tell them; and then close by telling them what you just told them.
Make it easy to follow. Arrange your points in a way that encourages your audience to follow along. I usually organize my points numerically throughout the speech. (For example, “Today I’m going to discuss three reasons to buy this book. First, this book will help you … Second …â€) Also, don’t fill your speech with two-dollar words you learned on the SAT. People shouldn’t have to carry a dictionary to follow you. That’s not to say, of course, that you shouldn’t use descriptive language to help get your point across.
Make your best points first and last. When you’re making your argument, put your best point first and your second best point last. You always want to come out of the gate strong and leave your audience with a good impression.
Encourage your audience to like you. If you can, start with a joke or a good story, even if it’s recounting something you heard on the Tonight Show. The more you give the impression you’re a regular person, the more people will like you, relax, and actually listen to what you’re saying.
Keep it short. Most television programs last only a half- hour because people just don’t have the patience to sit through anything longer. Your speech should never run longer than 30 minutes or, if possible, 20.
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