When you’re a comms pro who writes speeches for executives, you give voice to those at the helm. How can you convey authenticity and humanity along the way?
The secret lies in storytelling — the art that transforms ideas into shared experiences.
But where do these stories come from? How do we unearth the narratives that will strike a chord? Allow us to share some strategies we’ve discovered through our experience in speechwriting.
1. Make it personal
Whenever possible, tailor your examples to reflect the personal experiences or interests of the executive. Relate a hobby to the business concept being discussed. Personalized examples captivate the audience and give a unique insight into the executive’s character.
Example: “I’ve learned three important things on the pickleball court ….”
2. Draw from diverse sources
Don’t limit yourself to the expected or industry-specific instances. Look for analogies and stories from a variety of fields such as technology, nature, popular culture or history. Just be sure it’s completely relevant.
Example: The executive tells a dramatic story of how the Wright brothers used their understanding of bicycles to become pioneers in aviation. “And like the Wright brothers, we’re going to use our current expertise as a foundation for innovation.”
3. Evoke emotion
Emotional connections make content more memorable and impactful. Sharing a story of overcoming adversity or a humorous anecdote related to the topic can make the message stick and help humanize the executive.
Example: “Facing the challenge of our company’s first major downturn, I was reminded of my first marathon ….”
4. Make the audience the story
When possible, design your examples to include audience participation. This could be as simple as asking rhetorical questions for the audience to ponder or more interactive elements like quick polls or live demonstrations. Engaging the audience directly makes the examples more relatable and the overall message more persuasive.
Example: “Raise your hand if you’ve faced uncertainty in your projects. Look at all these hands. We’re all navigating these waters together.”
5. Get specific
Use descriptive language to paint vivid pictures in the audience’s minds. Instead of simply stating facts or outcomes, describe the challenges faced, the emotions involved and the eventual triumphs.
Example: “For nearly 24 hours, our IT team huddled in the conference room. Under those fluorescent lights, they scrutinized countless lines of code. They were missing meals and sacrificing important family time to restore our systems after the cyberattack. More than a technical feat, it was a demonstration of dedication and spirit.”
6. Compare and contrast
Make your examples more striking by drawing sharp contrasts to highlight the significance of your points. For instance, juxtaposing past and present scenarios can vividly illustrate progress or change.
Example: “Comparing our startup phase to our current global presence is like comparing a paper airplane with a jumbo jet. Sure, both fly. But their destinations are worlds apart.”
7. Quote someone special
Adding quotes or short testimonials from well-respected figures or individuals directly impacted by the subject can lend credibility and interest to your examples. Real-world endorsements add depth and a human element.
Example: “I’d like to begin by reading a letter from a client whose life will never be the same.”
8. Use the power of questions
Frame your examples around intriguing questions that prompt the audience to think deeply about the issue. By presenting your example as an answer to a thought-provoking question, you engage the audience’s curiosity and analytical thinking.
Example: “What if we fail? That’s the same question asked by countless businesses – from Airbnb to Netflix – that have paved the way for industry-defining breakthroughs.”
Storytelling transforms words into an emotional journey, making speeches a shared adventure. It’s this magic that guides audiences exactly where they’re meant to go, with a spark of joy and connection.
We’ve used these strategies to write speeches (and other materials) for a wide range of people, including Fortune 500 executives. If you’d like help with your executive storytelling, please contact us at WordsFresh.
When you’re a comms pro who writes speeches for executives, you give voice to those at the helm. How can you convey authenticity and humanity along the way?
The secret lies in storytelling — the art that transforms ideas into shared experiences.
But where do these stories come from? How do we unearth the narratives that will strike a chord? Allow us to share some strategies we’ve discovered through our experience in speechwriting.
1. Make it personal
Whenever possible, tailor your examples to reflect the personal experiences or interests of the executive. Relate a hobby to the business concept being discussed. Personalized examples captivate the audience and give a unique insight into the executive’s character.
Example: “I’ve learned three important things on the pickleball court ….”
2. Draw from diverse sources
Don’t limit yourself to the expected or industry-specific instances. Look for analogies and stories from a variety of fields such as technology, nature, popular culture or history. Just be sure it’s completely relevant.
Example: The executive tells a dramatic story of how the Wright brothers used their understanding of bicycles to become pioneers in aviation. “And like the Wright brothers, we’re going to use our current expertise as a foundation for innovation.”
3. Evoke emotion
Emotional connections make content more memorable and impactful. Sharing a story of overcoming adversity or a humorous anecdote related to the topic can make the message stick and help humanize the executive.
Example: “Facing the challenge of our company’s first major downturn, I was reminded of my first marathon ….”
4. Make the audience the story
When possible, design your examples to include audience participation. This could be as simple as asking rhetorical questions for the audience to ponder or more interactive elements like quick polls or live demonstrations. Engaging the audience directly makes the examples more relatable and the overall message more persuasive.
Example: “Raise your hand if you’ve faced uncertainty in your projects. Look at all these hands. We’re all navigating these waters together.”
5. Get specific
Use descriptive language to paint vivid pictures in the audience’s minds. Instead of simply stating facts or outcomes, describe the challenges faced, the emotions involved and the eventual triumphs.
Example: “For nearly 24 hours, our IT team huddled in the conference room. Under those fluorescent lights, they scrutinized countless lines of code. They were missing meals and sacrificing important family time to restore our systems after the cyberattack. More than a technical feat, it was a demonstration of dedication and spirit.”
6. Compare and contrast
Make your examples more striking by drawing sharp contrasts to highlight the significance of your points. For instance, juxtaposing past and present scenarios can vividly illustrate progress or change.
Example: “Comparing our startup phase to our current global presence is like comparing a paper airplane with a jumbo jet. Sure, both fly. But their destinations are worlds apart.”
7. Quote someone special
Adding quotes or short testimonials from well-respected figures or individuals directly impacted by the subject can lend credibility and interest to your examples. Real-world endorsements add depth and a human element.
Example: “I’d like to begin by reading a letter from a client whose life will never be the same.”
8. Use the power of questions
Frame your examples around intriguing questions that prompt the audience to think deeply about the issue. By presenting your example as an answer to a thought-provoking question, you engage the audience’s curiosity and analytical thinking.
Example: “What if we fail? That’s the same question asked by countless businesses – from Airbnb to Netflix – that have paved the way for industry-defining breakthroughs.”
Storytelling transforms words into an emotional journey, making speeches a shared adventure. It’s this magic that guides audiences exactly where they’re meant to go, with a spark of joy and connection.
We’ve used these strategies to write speeches (and other materials) for a wide range of people, including Fortune 500 executives. If you’d like help with your executive storytelling, please contact us at WordsFresh.
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