Even though he wasn’t taking about speech types, business advisor Somers White once said that 90% of how well a speech goes is determined before the speaker steps on the platform, moves to the dais, steps in front of a microphone, and opens his or her mouth. Preparation is critical, which means speech writing is critical.
But to write a speech, one first has to figure out what type of speech is needed. While my website lists 24 types of speeches I can write, all 24 fall under one of eight following speech types. I’m presenting four this week, and four next week.
Informative — This extremely common speech type seeks to educate, introduce, or expand an audience’s knowledge about a topic of subject. The information is typically written in a neutral, objective, unbiased manner using very clear language. If the topic or part of it is complex, the speechwriter explains the concepts in terms the audience will clearly understand.
When writing such a speech type, the information must be factual and credible, supported by sources. Therefore, the writer should have done some research to back up the information to be presented.
But the speech still needs to be engaging, so it’s a good idea to use examples and visual aids and stories to bring the information to life and keep the audience involved.
In my practice, business speeches, executive addresses, introductions, and sales presentations fall into this category.
How-to — In my copywriting days, I wrote a script for an exercise video in which my client performed exercises that would help get people in shape to ski or surf. This was, in effect, a how-to speech because what I wrote helped demonstrate what the client wanted to show. However, the same speech types I list in the paragraph above might be how-to speeches as well.
What makes a how-to speech slightly different from an informative one is that visual aids are critical in this type of speech, so I had to tailor my words to my client as he performed the exercises, which would make his audience better be able to follow along and do them as he did on the video.
Persuasive — Ever been in a debate, watched a campaign speech, or head a politician talk? Chances are, you were listening to this common speech type, in which the writer uses words to convince an audience.
Some of history’s most famous speeches are this type. “I Have a Dream” by Martin Luther King and Winston Churchill’s “Finest Hour” are two.
A speechwriter first should know the audience’s beliefs, values, concerns, and interests. That way, he or she can write a speech that will be relatable and increase the likelihood that the speaker will convince the audience.
I’ve written political speeches, commencement speeches, valedictorian and salutatorian addresses, and motivational speeches.
Oratorical — This is a type of persuasive speech that is often delivered in a formal setting with a deliberate style. Politicians use this speech type a lot. Famous examples include Lincoln’s Gettysburg Address, FDR’s first inaugural address (“[T]he only thing we have to fear is fear itself.”) JFK’s inaugural address (“[A]sk not what your country can do for you–ask what you can do for your country.”), and Woodrow Wilson’s 1917 address to Congress in which he asked for a declaration of war (“The world must be made safe for democracy.”).
A speechwriter might be skilled in using dramatic, flowery, and motivational verbiage that convey emotion and spur action. If so, said speechwriter likely will be hired to write such speeches. For me, inspirational speeches, long speeches, and some welcome or thank you speeches come into play.
Next week: Four more speech types.
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