Writing Campaign Speeches

A great speech can help define a candidate and shape voters' understanding of him or her. Many well-known politicians are remembered for memorable lines from their speeches. Barack Obama, frequently praised for his rhetorical skill, inspired millions of supporters with the phrase "Yes we can," invoking optimism in a world of challenges brought on by war abroad and economic woes at home. Ronald Reagan briefly spelled out his political worldview in a 1980 speech with the line, "Government is not the solution to the problem; government is the problem." Writing great campaign speeches involves not luck but the proper speechwriting technique.

Sell the Candidate

Political campaigns are similar to advertising campaigns. (Some people say they are too similar.) Well-written speeches are an important part of a successful campaign. They should showcase a candidate, portray him or her in a favorable light to attract voter support, and be written to attract media coverage that gives the candidate greater exposure.

Get a Good Hook

Like the campaign itself, a well-written campaign speech should start with a theme or hook. This theme should, above all, be simple---something that people will remember and also associate with the candidate. Examples of successful themes include "a leader you can trust" or "change you can believe in," the latter used successfully by President Obama, along with "Yes we can." The theme also should be positive and free of controversy. To avoid controversy, the theme should not delve too specifically into the major issues of the campaign.

Keep it Simple

Most candidates are eager to portray themselves as men and women of substance, with a firm grasp of the issues. A candidate may indeed have an ambitious governing agenda and 10-point plans for everything from international terrorism to reforming the federal tax code. However, the candidate should save those for the debates, the Brookings Institution or the Aspen Ideas Festival. A campaign speechwriter should highlight only a few issues and the candidate's solutions for them. Effective anecdotes can frame a key issue and help a candidate highlight what he or she will do if elected.

Know Your Audience

When crafting a speech, speechwriters also should be conscious of the demographics of the likely audience at the event where the speech will be delivered. Knowing your audience would mean exercising care with jokes or anecdotes, considering whether the audience will appreciate them. A badly received joke can sink a campaign.

Finally, a writer should consider the length of the speech from the audience's perspective. In some settings, a short speech is appropriate, while other events may require a longer, more detailed speech.